Lawn Care Business Forum Lawn Care Business Book Lawn Care Business Blog Lawn Care Software
Home Forum Contract & Flyer Templates Blog Software Videos Podcast Calculators / Estimators Store Mower Review Design It Yourself Lawn Business School

Go Back   GopherHaul Landscaping & Lawn Care Business Marketing Forum > Business > Lawn Care Marketing & Post your marketing material for review!

Lawn Care Marketing & Post your marketing material for review! Lawn Care Marketing, Advertising, and Public Relations Discussion.

Why Bob doesn't advertise in the phone book


Lawn Care Marketing & Post your marketing material for review!

Lawn Care Marketing, Advertising, and Public Relations Discussion.
Reply
 
Thread Tools Search this Thread
  #1  
Old 11-16-2006, 05:49 PM
Steve's Avatar
Steve Steve is online now
Administrator
 
Join Date: May 2003
Posts: 36,285
Rep Power: 10
Steve has disabled reputation
Default

Bob Peccoralo won't advertise in the phone book because he says if he did, he would be spending 50% of his time doing estimates. Instead he relies on word of mouth.

What's your view on this? Is it worthwhile advertising in the phone book or does that only attract tire kickers?

Landscaper lets his skills advertise - But like a lot of business owners, Peccoralo wasn't eager to take on every job. He turned down a large real estate company that contacted him directly as a result of the Cubby's job. Large commercial landscaping jobs can be a headache for the smaller outfit since they mean having to hire more people or buy special equipment.

In the aftermath of a difficult divorce 10 years ago, Peccoralo decided to keep his operation limited. He doesn't advertise, and his company isn't listed in the yellow pages (he'd spend half his time doing estimates, he says). Instead, Peck's Landscaping has existed for three decades entirely on word-of-mouth.

During the years since his divorce, he's built his business back up with five full-time seasonal employees and around 130 accounts split about evenly between residential and commercial.
__________________
- Subscribe to my Lawn Care Marketing Blog Feed and get daily tips sent to you. Free!
Download your Free trial of Gopher Lawn Care Software.
Reply With Quote

Stop guess-timating. Learn how to estimate and make money! $$$
Mow Time Estimator Lawn Care Price Estimator Mulch and Topsoil Calculator Snow Plow Estimate Calculator


  #2  
Old 11-16-2006, 06:54 PM
tiedeman
Guest
 
Posts: n/a
Default

Lawn care business tipsLawn Care Business Book
This is the first year in 6 years that I have not put an ad in the yellow pages. It just isn't worth the money. I do agree. When someone calls from the phone book they are usually price shopping.
Reply With Quote
  #3  
Old 11-17-2006, 04:34 PM
LawncareMarketingMagic LawncareMarketingMagic is offline
Lawn Care Business Consultant
 
Join Date: Jul 2005
Location: Rock Hill, SC
Age: 39
Posts: 132
Rep Power: 0
LawncareMarketingMagic is an unknown quantity at this point
Default

The thing about most telephone directory advertising is that it can be profitable IF you design your ad properly.

If you open up the yellow pages and go through all the companies listed, what you'll find is that most of them have spent big bucks to print a glorified business card. They don't give any reason to contact them and they don't do anything to weed out the tire kickers.

With a carefully designed ad, it is possible to pick up a considerable amount of QUALITY business, but again, you must create a process to filter out the tire kickers in order to get to the serious customers.

One last note, while the yellow pages can be a great place to get new business, I don't suggest any do it unless they have a considerable amount of $$$ to commit to it. Keep in mind, whether the ad gets the phone ringing or not you're on the hook for the next 12 months.
__________________
Chestin
Reply With Quote
  #4  
Old 11-17-2006, 06:52 PM
Steve's Avatar
Steve Steve is online now
Administrator
 
Join Date: May 2003
Posts: 36,285
Rep Power: 10
Steve has disabled reputation
Default

Another thing to remember too would be, it may be easier for this business owner to pull this off when he has been in business for 30 years. I would think by then, plenty of people would have heard of your company in a specific area.

Quote:
Originally Posted by [b
Quote[/b] ]They don't give any reason to contact them and they don't do anything to weed out the tire kickers.
Can you give us any examples of what you mean? What kind of reasons should be shown and how does one weed out tire kickers with an ad?
__________________
- Subscribe to my Lawn Care Marketing Blog Feed and get daily tips sent to you. Free!
Download your Free trial of Gopher Lawn Care Software.
Reply With Quote
  #5  
Old 11-17-2006, 08:57 PM
tiedeman
Guest
 
Posts: n/a
Default

All of the years that I did ads I have professionals design the ads. They ranged in size from 2" column ads, to 1/4 page ads. These are full color ads as well. Waste of money
Reply With Quote
  #6  
Old 11-21-2006, 05:05 AM
LawncareMarketingMagic LawncareMarketingMagic is offline
Lawn Care Business Consultant
 
Join Date: Jul 2005
Location: Rock Hill, SC
Age: 39
Posts: 132
Rep Power: 0
LawncareMarketingMagic is an unknown quantity at this point
Default

I'd be curious to know the credentials of the the 'professionals' designing the ads. If it's someone that works for the phone company themselves you can bet they're not direct marketing professionals.

Most directory companies are more than happy to help you design an ad, but they're the ones responsible for the huge mass of 'sameness' that most ads end up becoming. As much as people would love to believe these folks want to help them create a great ad, their biggest concern is getting your signature on the contract and that fat check each month. I've never heard of a directory company giving you a refund if your ad doesn't get the phone to ring. Have you?

So what can you do to give your prospect a reason to call?

Since marketing is a step-by-step process, the reason should be a baby step towards actually becoming a customer. And since at the stage where most prospect are when they're scanning the yellow pages (trying to decide which of all the choices would be best to call), give them something to help answer the questions in their mind.

Instead of just listing your services like all the other advertising lemmings, offer them some free information to help make their job easier. Put something like:

"Do you know the '5 Questions You Should Ask Any Lawn Care Provider Before Letting Them Care For Your Lawn'? Before calling any other company, listen to this FREE recorded message by calling XXX-XXX-XXXX 24 hours a day."

You would then set up a special voice mail where you list the 5 reasons on the message. At the end of the message, you could present them with another offer that encourages them to leave their contact information after the beep, thus allowing you to continue to educate them on your services. This next offer could also start the process of weeding out the tire kickers.

Finally, you could create a free report on any topic that answers any number of questions going through your prospects mind while searching the yellow pages, but that's the general idea - give them a non-intimidating reason to pick up the and find out more about you.



__________________
Chestin
Reply With Quote
  #7  
Old 11-21-2006, 08:31 AM
Steve's Avatar
Steve Steve is online now
Administrator
 
Join Date: May 2003
Posts: 36,285
Rep Power: 10
Steve has disabled reputation
Default

You know Chestin, that would be a great idea to cover in a future GopherHaul show. Talking about phone book ads and how to write them.
__________________
- Subscribe to my Lawn Care Marketing Blog Feed and get daily tips sent to you. Free!
Download your Free trial of Gopher Lawn Care Software.
Reply With Quote
  #8  
Old 11-22-2006, 09:18 PM
tiedeman
Guest
 
Posts: n/a
Default

I am not bashing your ideas or thoughts Chestin, I just know what works around here. *Different areas have differet markets, and after doing this for so many years, spending so much money, and using TONS of marketing techniques I have finally come to realize what works around here. *I am not saying that will work some place else though.

For example, I know a lot of companies in bigger cities use newspaper ads. *But here, newspaper ads are a waste of money. *Even almost every type of direct mail marketing is a waste here; brochures, postcards, fliers, doorhangers, etc. *Just a waste. *

Yellow pages is a waste around here as well. *If you were count the number of companies around here that have yellow pages ads, and the number of companies, approximately only 1 out of 20 would have an ad. *And the ones that have the ads are the new companies. *The old and well established companies realize that yellow pages are a complete waste.

What has worked for me great is referrals or cross selling (up selling) to current customers. *Everything else is just a waste HERE.
Reply With Quote
  #9  
Old 11-22-2006, 09:32 PM
Steve's Avatar
Steve Steve is online now
Administrator
 
Join Date: May 2003
Posts: 36,285
Rep Power: 10
Steve has disabled reputation
Default

Do you have any thoughts as to why you feel certain geographic areas differ as to their responsiveness to different types of marketing?
__________________
- Subscribe to my Lawn Care Marketing Blog Feed and get daily tips sent to you. Free!
Download your Free trial of Gopher Lawn Care Software.
Reply With Quote
  #10  
Old 11-22-2006, 09:39 PM
tiedeman
Guest
 
Posts: n/a
Default

Anywhere from income level, type of neighborhood it is, urban or rural, number of companies in the area, age of customers, and many more. There are A LOT of factors in what works in what area. The same marketing ideas and techniques do not work the same in every area.
Reply With Quote
Reply

Bookmarks

Thread Tools Search this Thread
Search this Thread:

Advanced Search

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is On
Forum Jump

» Recent Threads
  RatingTitle, Username, & Date Last Post Replies Views
Fuel Can Spouts
Shark1611
08-16-2014 09:09 AM
Today 08:23 PM
by SGL1
11 237
Yearly contract Pricing
jrob0691
Today 08:57 AM
Today 05:08 PM
by stevef1201
3 76
Have you ever had to...
SouthernRootsLawnCare
07-26-2014 02:41 PM
Today 05:03 PM
by stevef1201
6 547
yearly contract help...
jrob0691
Today 04:09 PM
Today 04:09 PM
by jrob0691
0 17
How do I approach...
Bradcook21
Today 01:48 AM
Today 01:58 PM
by Steve
5 110
Softball field
kslawn
08-15-2014 09:28 AM
Today 01:43 PM
by Steve
9 249
Hello
M2Dave
Today 12:32 AM
Today 01:38 PM
by Steve
1 33
New Landscaping Business
rekon32
08-16-2014 02:26 PM
Today 12:33 PM
by SouthallMowing
8 305
These are the days on...
ExtremeLawncareServices
03-22-2014 09:12 AM
Yesterday 04:09 PM
by ExtremeLawncareServices
100 5,941
Downed Tree Chop Bid
WesleySnips
08-16-2014 03:47 PM
Yesterday 01:44 PM
by SGL1
10 303
2014 Gie-expo
ExtremeLawncareServices
08-19-2014 11:22 PM
Yesterday 12:01 PM
by Steve
1 58
60 inch honda/bunton...
pblawncare
08-17-2014 11:30 AM
08-18-2014 03:19 PM
by Steve
2 101
Replacement Parts -...
nicholas-KC
08-16-2014 08:40 AM
08-18-2014 03:16 PM
by Steve
4 155
Preparing the soil
Billy Goat
08-16-2014 06:18 PM
08-18-2014 03:01 PM
by Steve
1 99
What to pay help
phlawncare
08-04-2014 08:33 PM
08-18-2014 10:33 AM
by jrs.landscaping
29 864
Hello
Jeff1
08-07-2014 11:18 PM
08-15-2014 11:53 PM
by Jeff1
11 390
Lie #2 RESIDENTIAL...
ExtremeLawncareServices
01-06-2014 05:02 AM
08-15-2014 01:46 PM
by mattthelawnguy
54 6,307
Need help 30 HP koler...
Shady Grady
08-01-2014 03:31 PM
08-15-2014 08:46 AM
by kslawn
18 575
New Boomless Sprayer!
BlackRain75
01-03-2014 01:01 PM
08-14-2014 02:37 AM
by BlackRain75
12 1,732
Stihl engine isn't...
Marcintosh
08-12-2014 08:30 PM
08-13-2014 03:34 PM
by Steve
3 157
first year update
cmdlawncare
08-12-2014 05:41 PM
08-13-2014 03:29 PM
by Steve
1 198
Hello from Jacksonville,...
JM Lawn Care
08-10-2014 07:15 AM
08-13-2014 07:04 AM
by Sprinkler Buddy
9 300
Hello everyone new to...
maddyandrays
08-11-2014 04:51 PM
08-12-2014 08:58 PM
by Shark1611
2 155
Walk behinds
hpruitcei
08-07-2014 06:28 PM
08-12-2014 02:35 PM
by mattthelawnguy
7 406
New name help
stevef1201
08-10-2014 04:27 PM
08-12-2014 12:03 PM
by Steve
6 279
my little green dilemmas
Lawn Techie
08-03-2014 11:47 AM
08-11-2014 01:20 PM
by Steve
7 395
what the best...
CleanCutsLLC
08-02-2014 01:02 AM
08-11-2014 01:16 PM
by Steve
6 403
Texas lawn care company...
Livingston Lawn Care
07-25-2014 11:29 AM
08-11-2014 01:19 AM
by ExtremeLawncareServices
13 681
Covering all the bases
janslawncare
08-08-2014 10:11 AM
08-08-2014 01:41 PM
by Steve
1 227
New from Florida
ADE
08-06-2014 08:40 PM
08-08-2014 01:32 PM
by Steve
4 310
JOB - Landscape Install...
janslawncare
08-08-2014 10:06 AM
08-08-2014 10:06 AM
by janslawncare
0 196
Battery power tools or...
Steve
08-07-2014 12:24 PM
08-07-2014 05:18 PM
by mattthelawnguy
2 204
My client just told me...
Greg'slawnandlandscape
08-04-2014 08:39 AM
08-06-2014 11:14 PM
by grassdoctore
12 531
Illegal spraying
GoGreenerKS
07-04-2014 09:11 AM
08-06-2014 02:03 PM
by Steve
13 1,151
Mowing the hills
prmenter@gmail.com
07-08-2014 12:22 PM
08-06-2014 01:40 PM
by Steve
20 1,355
Crop Rotation Techniques...
eastsidelandcare
07-17-2014 03:47 PM
08-06-2014 10:29 AM
by eastsidelandcare
5 577
Got my first lawn job...
SGL1
06-11-2014 09:19 PM
08-05-2014 07:12 PM
by TheBeast
30 1,959
Late charge
Simon Abousaada
07-30-2014 07:23 PM
08-05-2014 06:46 PM
by TheBeast
12 783
buy out a lawn care...
rvezakis
08-05-2014 01:38 PM
08-05-2014 06:40 PM
by TheBeast
10 484
Please help
unitedlawncare48867
03-26-2014 08:29 PM
08-05-2014 05:27 PM
by TheBeast
27 1,566
Help with Estimate
donslawns
08-02-2014 09:10 AM
08-05-2014 02:24 PM
by Steve
6 440
Stuck again!!!!
Greg'slawnandlandscape
08-01-2014 11:02 PM
08-05-2014 09:05 AM
by Greg'slawnandlandscape
10 450
Mow and leaf cleanup bid
SGL1
07-29-2014 07:28 PM
08-05-2014 07:22 AM
by petscanning
25 951
Building credit
Matther777
07-27-2014 05:20 PM
08-04-2014 06:53 PM
by kslawn
17 742
Lowballers scrubs &...
Darksteel
01-13-2014 07:35 AM
08-04-2014 01:09 PM
by Steve
48 5,771
long time no see
Tuscan Gardens
08-02-2014 03:21 PM
08-04-2014 12:04 PM
by Steve
1 275
Pressure Washing Like a...
TNTurf
08-01-2014 11:47 PM
08-04-2014 11:58 AM
by Steve
2 318
trimming back shrubs
WesleySnips
07-31-2014 06:14 AM
08-04-2014 11:52 AM
by Steve
6 420
Pressure Washing...
WesleySnips
07-31-2014 06:13 PM
08-04-2014 11:50 AM
by Steve
3 350
Grass hopper mower
ExtremeLawncareServices
12-05-2013 08:51 AM
08-02-2014 07:55 AM
by ExtremeLawncareServices
24 3,499
» Popular Tags
4wd 34'' apartment complex auger blades butterfly gardens charge christmas light hanging credit card customers exmark ferris financing first truck georgia gopherhaul grass gravely growing a lawn care business health holiday how much to charge john deere quik trac kansas city landscape services lawn lawn care lawn care busines plan lawn care business podcast lawn care business seo lawn care business show lawn care business website lawn care business website seo lawn care seo lawn care website lawn care website seo leaf lighting marketing mechanic monthly mow mulch mulch price new and restored landscapes new buisness new business patio install payment podcast property management company pto running a business savannah scag schedule seo snow plowing starting a business start up lawn care business stihl top dresser toro toro grand stand trailer tree care trimmer rack walker winter winter services
Powered by vBadvanced CMPS v3.1.0

All times are GMT -5. The time now is 08:40 PM.


(C) 2011 Riggs Publications - Terms of use & Privacy Policy

All times are GMT -5. The time now is 08:40 PM.

(C) 2011 Riggs Publications - Terms of use & Privacy Policy