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SomrakLC
01-12-2013, 06:27 PM
Im relatively new to being the owner of a company. I'm making flyers and wondering a few things.

1. I've determined that a 10% discount is acceptable to me, however should I make this based on a sign up date(say March 1st) or by the first so many new service agreements signed(say 15)? I'm not sure which would draw more attraction.

2. I used my company to become a sponsor for a local youth basketball team. Is it improper to mention this on the flyer?

3. Last, im sure this answer will vary depending on demographics. I'm in NE Ohio. If I passed out say 5,000 flyers, what should I expect my turn around to be in terms of a percent. I figure if I pass out that many flyers and get a half of a percent that would be 25 houses. I would be happy with 25 houses, my average maintenance price per customer is $1000. Just maintenace. Does this seem unreasonable?

Im a single father, and have a ton riding on this. Any help would be fantastic.

willshome
01-12-2013, 06:52 PM
1. coupon I would just put "limit one per house" and a far out date. The more "and" "ifs" or "buts" you put the word. People hate fine print
2. I like doing good thing just because not for PR
3. 1% is about right on flyer but if your a new name in town it maybe less

Cheeze Wiz
01-13-2013, 07:57 AM
I agree willshome 1% is what you will find is your return on Fliers.
I wouldn't mention the team thing on the flyer but I would put it on your web site maybe even a quick line on the bottom of your invoice.
"We are proud to sponsor local armature youth sport Go huskers Go" or some thing like that.
I'm not a big fan of coupons, I have never used them other then a door price at some community event (one free Mow or Aeration ) You could offer 10% to seniors or Vets or one free service when you sign for a full year package. I read a book on marketing and in it they stated coupon customers are not good customer as all they are looking for is a discount service once they have used the discount they are on to the next person offering a discount. This is why companies like Group on are now struggling to survive. What we need is repeat customers in order to make money. Do a good job at a reasonable price and word of mouth will feed the rest.

thom
01-13-2013, 10:17 AM
Im relatively new to being the owner of a company. I'm making flyers and wondering a few things.

1. I've determined that a 10% discount is acceptable to me, however should I make this based on a sign up date(say March 1st) or by the first so many new service agreements signed(say 15)? I'm not sure which would draw more attraction.

2. I used my company to become a sponsor for a local youth basketball team. Is it improper to mention this on the flyer?

3. Last, im sure this answer will vary depending on demographics. I'm in NE Ohio. If I passed out say 5,000 flyers, what should I expect my turn around to be in terms of a percent. I figure if I pass out that many flyers and get a half of a percent that would be 25 houses. I would be happy with 25 houses, my average maintenance price per customer is $1000. Just maintenace. Does this seem unreasonable?

Im a single father, and have a ton riding on this. Any help would be fantastic.


What services do you offer?
Are they listed on the flyer?

SomrakLC
01-13-2013, 05:23 PM
Here is a picture of my current flyer, not finished of course, but this is where I'm at. I didn't think it would be in good taste to mention the sponsoring of the team on the flyer. I didn't sponsor them for any other reason than the league needed sponsors and I'm the coach of the team. The 1% is about what I would expect on flyers. I increased my accounts by 5 or 6 last year on just good work and word of mouth. Plus about half my customers from last year were obtained from me stopping by when I see people who actually need help. I don't like coupons. The discount is fine and I'm not stressed about people dumping me after the discount is up. The discount is applied to the length of the agreement. Once I get the work I'm not too worried about keeping a customer. I'm local, respectable, on time, detailed orientated and I work hard. People have called for one time services and retained me after the fact due to my work ethic. All my surveys that I have gotten back from current customers say they are very pleased by my work and how I do it.

What about my flyer? Any tips, suggestions?

Steve
01-14-2013, 02:55 PM
1. I've determined that a 10% discount is acceptable to me, however should I make this based on a sign up date(say March 1st) or by the first so many new service agreements signed(say 15)? I'm not sure which would draw more attraction.

You won't know for sure the response you will get until you try. However, I don't think the coupons tend to be a big attractor. Good service and word of mouth referrals are better for the long haul.

2. I used my company to become a sponsor for a local youth basketball team. Is it improper to mention this on the flyer?

There was a member on here a little while back who sponsored a kids sport team and had them on his equipment and all lined up in front of his truck for a marketing photo.

If you get the approval of the parents, it could be a great photo to use in your marketing campaign. You could show that you are a big supporter of the local community programs. That could get the attention of new potential customers looking to hire a reputable and community focused business owner.

3. Last, im sure this answer will vary depending on demographics. I'm in NE Ohio. If I passed out say 5,000 flyers, what should I expect my turn around to be in terms of a percent. I figure if I pass out that many flyers and get a half of a percent that would be 25 houses. I would be happy with 25 houses, my average maintenance price per customer is $1000. Just maintenace. Does this seem unreasonable?

From what we have seen in the past, distributing 1,000 flyers, five times to the same homeowner during the spring tends to give you a greater response than giving 5,000 flyers out only one time.

The more times you hit your target market with a message they solves a problem of theirs, the better your chance of making a connection.

You can also change up those flyers with a little variation in each group of 1,000.

Does this help?

jsslawncare
01-14-2013, 04:05 PM
I'd leave out your first line, about them caring. I wouldn't throw down on them.

SomrakLC
01-14-2013, 07:37 PM
I'd leave out your first line, about them caring. I wouldn't throw down on them.

I picked up the idea from this web site, and the few people I have shown this to actually like it. It's not putting anyone down, its a rhetorical question and a valid one too. With all due respect, I think the people who feel this is putting them down, are probably the people who should worry most about what customers think.

Steve,

I don't care for coupons, but a discount is feasible. It's not like I couldn't say they get a discount and let it be a perception thing with them. It's what most retailers do as well as restaurants. Not ethical really, so not my thing. I rely on work performance and word of mouth, but I don't have time to wait. I won't use the team I sponsor as a marketing ploy at least not on a flyer. When my web site is up and running I may consider putting up there. I don't think I would need permission as I'm the coach and sponsor and thus have team photos. But still not something I would strongly consider.

As for my flyer distribution plan: I have googled mapped the areas I'd like to hit, the total flyer amount I would need is about 2200. I had planned on hitting each area 2 times, bringing my total flyer usage to around 4500. The average home value ranges from $275,000 to $400,000 with incomes ranging between $60,000 and $90,000 yearly. Also they are no more than 20 minutes from my home and business.

So should I hit each area 3 times? Do I wait 2 weeks between each time? Some more critque of the flyer would be great too.

Simmo
01-14-2013, 10:53 PM
Its fine to have that heading... (negative headings usually out pull positive headings!) but now you need to solve there problem... explain why you care and why you are different from everyone else... offer the benefits of why people should pick up the phone and call you and my guess is they will!!!

A strong call to action is a must!

Simmo.

6295danny
01-14-2013, 11:22 PM
Im new myself to the lawn care world. I was gonna do flyers but as I am aiming more towards commercial jobs I decided to go with the business cards. I have a friend that owns a ladies clothing store. I put a few cards out there an have picked up a few residential jobs. From there Im gonna go on word of mouth an signs on my truck. I spent most of my money on good equipment so was a little short on budget when it came time to advertise. But the cards are doing great for me so far. I think the flyers are great if ya plan on residential from what I read on these forms.

Steve
01-15-2013, 01:34 PM
So should I hit each area 3 times? Do I wait 2 weeks between each time?

Depending on when you start and when people in your area are going to be looking out their window, seeing the grass is too high and needing someone to call. Ideally you want to hit them between these times with equal spacing in between. You also may want to alter the ad a little with each distribution.

Some more critque of the flyer would be great too.

Your attention grabbing headline should always stand out and you can consider making your logo smaller.

Think of a newspaper trying to sell itself with a big breaking story. The headline is always huge to catch you as you are walking by the news stand. The same principle holds true with your lawn care postcard.

SomrakLC
01-15-2013, 11:28 PM
Depending on when you start and when people in your area are going to be looking out their window, seeing the grass is too high and needing someone to call. Ideally you want to hit them between these times with equal spacing in between. You also may want to alter the ad a little with each distribution.



Your attention grabbing headline should always stand out and you can consider making your logo smaller.

Think of a newspaper trying to sell itself with a big breaking story. The headline is always huge to catch you as you are walking by the news stand. The same principle holds true with your lawn care postcard.

Here are a couple different ones I just came up with. I feel like I'm struggling with the call to action line. But I'm trying the suggestions I think would most benefit me. What does anyone think?

Steve
01-16-2013, 01:51 PM
I think those are both good.

I feel like I'm struggling with the call to action line.

There are a bunch of ways to go about this. You can go the route you are going with these new designs to target those that want superior lawn care. You can target those households who's husband never wants to get out of his recliner to mow the lawn. If you listen around and find out the complaints home owners have about their previous lawn care service provider you can use that too.

Experiment with these different headlines and track your results. Give half the area you are marketing to, one headline and then give the other half the other headline card. See which area gives you the most calls. Then alter the message a little more and experiment again.

SomrakLC
01-16-2013, 05:32 PM
Thanks for the help. Really appreciate it.

I have these lines also

"Avoid the overhead of larger firms, call today and start saving"

"Tired of the weekend yard work? Let us take the burden, call today"

I'll continue to see how I can make them better. I have few weeks til I can order flyers or do anything really. Trying to fine tune it.

Steve
01-17-2013, 01:21 PM
How about "Wouldn't you rather be watching the football game on Sunday instead of mowing the yard?"

"Weekends are for fishing and bbqing not mowing lawns."

Think of all the things you would rather be doing than mowing lawns and you can use it as an attention grabbing headline.

SomrakLC
06-06-2013, 08:47 PM
An update since its been about 5 months after the original post.

I ended buying 8,000 flyers for about 330$. I passed out around 5300. Of that number I ended up landing 17 new residential accounts. I received about 25-30 calls all together. Most for cutting some for other jobs. I now have 22 accounts(19 weekly 3 bi weekly). I average a little less than 1000$ for seasonal maintenance per account. I have had 4 mulch jobs that average around 100$ a yard(includes edging and what not), 3 hedge trimming jobs and have turned away a few jobs so as to continue the quality of work I can be satified with when concerning my maintenance accounts. I would like to get to 40 accounts so I can hire someone to help. I'm a solo operator. I figure with my maintenance accounts and any side jobs they bring things will be okay. Nervous as hell though. So far all but two have paid but the invoices were just mailed this week. Some even paid up front for the whole season. Fingers crossed.

Steve
06-07-2013, 12:16 PM
That is great news!

Now that you have had a chance to reflect on all this, would you have changed anything so far about your marketing or marketing methods?

Will you do anything different with it next year?

SomrakLC
08-12-2013, 06:09 PM
I passed out flyers only in areas with mailboxes on the street. For fall clean ups this year and to start the year off next year I will hit the areas I have to walk. I am currently trying to design a fall clean up flyer. I went to a few places a bit out of my general area and got no response. I will concentrate more in my local area and pass out roughly the same amount I passed out this year. However if I have a good amount of return customers I will cut back on flyers. Until my business is stable and can surely support me I don't want to get too big or hire anyone. I'm thinking 2015 will be the year for that.

Steve
08-13-2013, 03:43 AM
This will certainly be neat to see how the fall marketing effects getting new customers.