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 > General Business Discussions

General Business Discussions A place to talk about general business discussions.

Flyer Questions


General Business Discussions

A place to talk about general business discussions.
Reply
 
Thread Tools Search this Thread
  #1  
Old 01-23-2006, 09:32 AM
kc2006 kc2006 is offline
Members
 
Join Date: Apr 2005
Posts: 424
Rep Power: 12
kc2006
Default

I figured I'd ask here since theres alot of very knowledgable people here when it comes to marketing.

When it comes to flyer design, do you feel color is important? Or do you feel a nicely laid out black ink on white or color paper flyer will sell just as good?

Last year I put out a black ink green paper flyer and got poor results, I account this to the fact that I started late and these flyers went out about 2 months too late.

This year I'm thinking of going with another black ink on a different color paper, or going with a green/black ink on white paper. I would use the #2 free flyer from the site here (Thanks gopher) if I go green/black. I was also going to research what colors give people the impulse to spend money (vegas style advertising). Just for the heck of it I thought I'd see how that would have an impact. Oh and I got a price already for printing. 16,000 b&w flyers is $365, two color is $560.

Thanks for the help.
__________________
\"Every strike brings me closer to the next home run\"
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 01-23-2006, 10:21 AM
Steve's Avatar
Steve Steve is offline
Administrator
 
Join Date: May 2003
Posts: 38,010
Rep Power: 10
Steve has disabled reputation
Default

Lawn care business tipsLawn Care Business Book
Hi kc2006,

This is something that is very interesting. So often we want to create the best looking, full of color, glossy advertisement we can afford. But we have to question who are target audience is and what they want. Are they looking for top-notch spare no expense service or a good service at a cheap cost?

It appears all too often they are looking for cheap cost. The more flair the advertisement includes, the more they think the service will be expensive and ultimately they will be turned off.

With all that said you are asking if you should go with b&w or 2 color.

Ideally I would say try both as a test. See which give you the best return, then next year you will know more.

If you think your customers are looking for cheap service, give them a flyer that would promote you being affordable. Go with the black & white.

Beyond the colors, remember you also have other elements to consider. What kind of offer are you presenting to them? All these elements effect the outcome. So often there are sooo many elements involved, we just don't know why a design worked, but if it works all we know is it worked. That is why there is so much testing involved with marketing. Try two things. Find the one that worked. Then alter that one a bit and try another new design to compare it to. Then repeat the process, over and over again.

Does this help you? What are you thinking after reading this.

Please anyone else feel free to jump in as well.
__________________
- 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
  #3  
Old 01-23-2006, 10:55 AM
kc2006 kc2006 is offline
Members
 
Join Date: Apr 2005
Posts: 424
Rep Power: 12
kc2006
Default

Since there are so many variables involved in marketing I think the closest way to having a fairly close compairson would be to send out 50% b&w and 50% two color flyers.

I'll be sending out 16,000 this spring, they're going to my town only, all of the areas are fairly close in income (I would say cheapest homes they would be going to is 100K all the way up to 200K which is the average working upper middle class size homes around here). Like I said, the only way to level the playing field would be to send out 8000 b&w and 8000 two color. If i send 16K out now and then 16K out later, I could of possibly missed the "window" for advertising time with the second batch.

After I see the results each flyer would bring in I could then make the choice on which to go with after that. I'd probably send out a second batch 2-3 weeks later just to see if I could pick up more business then.
__________________
\"Every strike brings me closer to the next home run\"
Reply With Quote
  #4  
Old 01-23-2006, 11:31 AM
Steve's Avatar
Steve Steve is offline
Administrator
 
Join Date: May 2003
Posts: 38,010
Rep Power: 10
Steve has disabled reputation
Default

Can you send out a 50-50 mailing the same time? Maybe separate them geographically, so if someone calls from one area you know which flyer they were sent?
__________________
- 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 01-23-2006, 04:02 PM
kc2006 kc2006 is offline
Members
 
Join Date: Apr 2005
Posts: 424
Rep Power: 12
kc2006
Default

I'm not sure about sending them geographically. This is the first time I'm having them inserted in the local paper. I figured I'd just have a little code at the bottom for when people call I can ask what the number is on the bottom of the flyer.
__________________
\"Every strike brings me closer to the next home run\"
Reply With Quote
  #6  
Old 01-23-2006, 07:30 PM
LawncareMarketingMagic LawncareMarketingMagic is offline
Lawn Care Business Consultant
 
Join Date: Jul 2005
Location: Rock Hill, SC
Age: 41
Posts: 132
Rep Power: 0
LawncareMarketingMagic is an unknown quantity at this point
Default

kc2006,

While there may be some value to selecting one color over another, I'd say you're better off focusing your time and attention on 1) picking the right 'targets', and 2) delivering a powerful message.

You'll have much better bang for your marketing buck if you can make sure you're delivering your flyers to people that are qualified and interested in your service. It sounds like you have a good feel for the type of homes in the particular areas you've chosen, which is a good start. Perhaps you could do a little research and try to find out what other companies are servicing the area, then find out as much as you can about those companies. What services do they offer? What's their marketing message? What are their service policies? Knowing this information will help you create a powerful message that gets you business.

The next key is delivering a powerful marketing message to these prospects. Try to find out what their needs are or what motivates them to buy, then tell them how you fill that need. Speak to them about them and their wants. Tell them how they'll benefit from choosing you.

As for the testing, TG's right on point. I would suggest creating 2 different flyers. Make them identical except for one element. Testing is only effective when it's tightly controlled, so I don't suggest doing 2 different flyers, one with color and one without, plus each one with a different headline. That really doesn't give you much information because flyer A could do better because of the color or it could do better because of the headline. You really wouldn't know.

Also, you're right on target as well by including a code on each flyer as an identifier.

Finally, if you're working with the local paper, they should be able to segment the inserts based on a particular area. They can get pretty sophisticated so I'd speak with the rep and ask them what they can do for you.
__________________
Chestin
Reply With Quote
  #7  
Old 01-25-2006, 09:59 PM
Two_Dogs Two_Dogs is offline
Members
 
Join Date: Jan 2006
Posts: 23
Rep Power: 11
Two_Dogs
Default

Have you done any searches on the web regarding customer psychology and color? I would recommend this I think there is some merit to this, for instance did you know the color blue evokes feelings of strength, and honesty? Green is associated with nature the pastoral and general well being, however overusing green can bring about feelings of envy and jealousy.
The very first busines plan I did for a marketing class while in college, I used all blue fonts. I don't know for sure if it helped or not but I did get an A on the plan. These are just some of the things I look for to give me an edge, things a competitor might not even know or look for.
__________________
Reply With Quote
  #8  
Old 01-26-2006, 11:08 AM
Steve's Avatar
Steve Steve is offline
Administrator
 
Join Date: May 2003
Posts: 38,010
Rep Power: 10
Steve has disabled reputation
Default

Here is an interesting site that deals with this.
http://www.greatfxbusinesscards.com/color-theory.htm
__________________
- 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
  #9  
Old 01-26-2006, 12:09 PM
Soupy
Guest
 
Posts: n/a
Default

I have full color door hangers that work decent, but the best response I have gotten is on my black/white on yellow paper aeration flyer. I add a price to this and that might be the reason though. I charge by the sq. ft with a minimum and this is stated on the flyer. The headline reads Aerations $60* Then at the bottom it states that this price is up to 5,000 sq ft and each additional 1,000 sq. ft will be $xx.xx. It also states things like price may very depending on gates etc.

I am going to test the pricing idea this year By passing out B/W on yellow paper flyers for weekly maintenance with starting prices on them. I am using the 12 month price to make the price appear lower then normal. But I would say that this shows either way that the customer doesn't care about the color as long as the message gets through to them.

I would also think it would depend on the way the ad is being delivered. You wouldn't want to use B/W ads being delivered in a value pack with a bunch of nice color ads.
Reply With Quote
  #10  
Old 01-26-2006, 12:26 PM
Soupy
Guest
 
Posts: n/a
Default

The other thing to consider is cost. If you deliver the right message you can cut your cost of obtaining a customer in 1/2. You could then use this saved money by offering the customer something for free. Lets say a full color ad is going to end up costing you $200 per gained customer. But a B/W ad with the right message will cost $100 per gained customer. Use a good portion of that saved $100 and reinvest it into the customer by giving away something they can't resist (creating the right message). Go beyond the usual 1 free cut and offer a free fert, or aeration up to 5k sq ft.

This will obtain the most customers in the least amount of effort. In reality your not losing any money by giving the customer something. Your just redirecting your advertising dollars. You will save money on the amount of flyers needed and the labor involved delivering them.

This ideal works best if you are targeting small areas and want to gain the most customers in that area. If you are going to blanket the town with flyers then obviously you would save as much money on print and labor. You would still lower your cost by attracting more customers though.
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
Review of our lawn care...
Lawnline
07-12-2016 06:40 PM
Yesterday 10:01 PM
by Lawnline
1 522
How much to charge for...
jymie
03-31-2013 05:59 PM
07-27-2016 08:02 PM
by Steve
25 6,044
Now Hiring Just South of...
Chilehead
07-27-2016 11:38 AM
07-27-2016 11:38 AM
by Chilehead
0 30
Hi from Long Island NY
Lori22
07-18-2016 02:01 PM
07-26-2016 11:22 PM
by Chilehead
11 267
Hi everyone!
greenwavemedia
07-25-2016 03:22 PM
07-26-2016 11:21 AM
by Lawnline
2 60
Hi! I'm Tony from Tampa
Lawnline
07-12-2016 06:47 PM
07-26-2016 11:12 AM
by Lawnline
6 669
Needing a website built
burtle
06-17-2015 09:02 AM
07-26-2016 10:30 AM
by Lawnline
16 18,765
Z246 Deck change question
JohnsLawnCare
07-25-2016 01:47 PM
07-25-2016 06:38 PM
by Steve
1 54
DIY Sprayer
acrajchel
07-25-2016 09:13 AM
07-25-2016 06:36 PM
by Steve
1 50
Hello Everyone
JohnsLawnCare
06-22-2016 11:14 AM
07-25-2016 06:20 PM
by Steve
15 582
New Site Hows it look
Infinitelawn
03-16-2015 10:32 AM
07-25-2016 03:06 PM
by greenwavemedia
5 10,515
Looking for new host
Just for Cuts
11-26-2015 06:58 AM
07-25-2016 02:49 PM
by greenwavemedia
9 1,499
New Business Owner
danesdanglas87
07-20-2016 12:31 PM
07-21-2016 05:04 PM
by Steve
2 128
Question about...
Bradcook21
07-18-2016 05:22 PM
07-19-2016 04:38 PM
by Steve
2 149
Hello from Watertown New...
lawnmanrick81
07-19-2016 03:57 PM
07-19-2016 04:11 PM
by Steve
1 84
Gutter Cleaning Tool
DanielThomas
07-18-2016 08:23 AM
07-18-2016 04:36 PM
by Steve
1 117
Starting on a lawn care...
Coco3465
07-16-2016 11:26 AM
07-17-2016 09:20 AM
by Steve
1 142
Aspiring Company Owner
TJ136
07-12-2016 05:12 AM
07-15-2016 02:52 PM
by SC93
6 250
Hi Everyone
JavelinaLawn
07-10-2016 07:29 PM
07-13-2016 02:01 PM
by Chilehead
5 781
Custom Canopies
JohnsLawnCare
07-12-2016 08:38 AM
07-12-2016 04:14 PM
by Steve
1 291
Spot checked by...
Just for Cuts
06-28-2016 02:34 PM
07-11-2016 03:53 PM
by Steve
4 311
John Deere JS40 issues
Mr. Mow
07-06-2016 01:28 PM
07-11-2016 03:52 PM
by Steve
3 236
Start My Own Business?
mowandblow1980
01-12-2016 07:43 PM
07-11-2016 11:18 AM
by DanielThomas
15 1,799
Rubber mulch...
avetslawncare
06-24-2015 09:28 PM
07-11-2016 09:11 AM
by Chilehead
9 3,321
Firefighter gone Lawn...
Firehouselawn@hotmail.com
03-10-2016 04:50 PM
07-07-2016 05:07 PM
by Steve
11 10,575
I need some business...
Firehouselawn@hotmail.com
07-06-2016 05:42 AM
07-07-2016 05:00 PM
by Steve
4 278
Business Overload
Chilehead
05-06-2016 09:27 PM
07-07-2016 04:53 PM
by Steve
24 1,302
Chemical Applications
acrajchel
06-24-2016 06:44 PM
07-05-2016 12:38 PM
by Chilehead
6 397
Is it too late?
Cpadgett
05-28-2016 09:10 AM
07-05-2016 11:54 AM
by Steve
14 901
3 Applications or 5...
stansg1fresh
02-18-2013 12:02 PM
07-04-2016 09:19 AM
by LawnPerfection
9 1,722
Best Push Mower You Have...
markty
05-14-2016 03:46 PM
07-02-2016 03:41 AM
by markty
27 1,979
Powered by vBadvanced CMPS v3.1.0

All times are GMT -5. The time now is 08:09 PM.


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

All times are GMT -5. The time now is 08:09 PM.

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