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: 10
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: 37,122
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: 10
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: 37,122
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: 10
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: 39
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: 10
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: 37,122
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
Billing methods
jcurr33
03-26-2015 01:33 PM
Today 05:13 PM
by avetslawncare
8 201
Covering a landscape...
Dan Tanner
Today 09:01 AM
Today 05:06 PM
by avetslawncare
2 56
bidding a cemetery....
NPM_LLC
Yesterday 10:56 AM
Today 01:18 PM
by jrs.landscaping
5 113
Start LIKING FACEBOOK...
rlclawncare123
02-26-2015 12:06 AM
Today 12:50 PM
by SC93
3 384
35,000 Eddm
greenscaper123
03-18-2015 12:51 PM
Today 12:32 PM
by SC93
19 518
Bid for large home...
lxarth
03-22-2015 11:06 AM
Today 12:31 PM
by kslawn
9 332
Weed and Feed
robkattankate
03-19-2015 09:00 PM
Today 08:42 AM
by Dan Tanner
5 418
Ferris FW35 questions
Chilehead
03-10-2015 08:31 PM
Yesterday 03:14 PM
by Dan Tanner
5 394
First big mower decision?
SGL1
Yesterday 08:58 AM
Yesterday 08:58 AM
by SGL1
0 68
Employee job training...
brookline
12-15-2014 07:15 PM
Yesterday 08:43 AM
by biglee
28 2,412
Mower vs lot size advice
jcurr33
03-25-2015 09:29 PM
Yesterday 08:37 AM
by Dan Tanner
5 196
Finally got a warehouse
avetslawncare
03-12-2015 07:52 PM
Yesterday 08:25 AM
by SGL1
11 541
Trepidation about...
michellemarvin
03-23-2015 07:46 PM
Yesterday 05:35 AM
by Dan Tanner
2 172
How do you get...
ESREVER
03-25-2015 01:30 PM
Yesterday 12:18 AM
by lxarth
7 209
I lost a long term...
Sprinkler Buddy
09-04-2011 02:24 PM
03-27-2015 11:42 PM
by lxarth
15 3,449
hoa bid need help
bigdaveha12
03-24-2015 08:29 PM
03-27-2015 11:17 PM
by lxarth
6 249
introducing myself
chris2500hd
03-24-2015 11:16 AM
03-27-2015 02:02 PM
by Steve
8 237
Commercial Jobs
CurbAppeal1
03-25-2015 04:22 PM
03-27-2015 12:29 PM
by biglee
5 204
Flag or no flag
Matther777
03-24-2015 02:41 PM
03-27-2015 12:25 PM
by biglee
10 349
Office Administration...
Girlfriend
03-26-2015 05:40 PM
03-26-2015 05:40 PM
by Girlfriend
0 309
Is this tree beyond help?
SGL1
03-22-2015 05:35 PM
03-25-2015 08:55 PM
by SGL1
14 726
Opinions on truck wrap
Trupro
02-28-2015 03:21 PM
03-25-2015 07:54 PM
by Trupro
33 1,592
The New Wave!!!! Read...
Jamesw86
03-22-2015 08:33 PM
03-25-2015 02:50 PM
by Steve
10 327
grass in the gas tank
robkattankate
03-23-2015 04:37 PM
03-25-2015 02:36 PM
by Steve
5 204
Helping others
hansenslawncare
09-15-2011 08:50 PM
03-25-2015 02:33 PM
by Steve
11 2,673
DOT Number
acrajchel
03-20-2015 05:56 PM
03-25-2015 02:28 PM
by Steve
7 394
Michelin x tweel.
apmAkron
03-23-2015 04:22 PM
03-24-2015 12:40 PM
by Steve
3 147
spike aerator???
Bradcook21
03-21-2015 01:55 PM
03-24-2015 10:32 AM
by acrajchel
4 229
Hello from Maryland
michellemarvin
03-23-2015 12:44 PM
03-23-2015 07:33 PM
by michellemarvin
2 147
hello from south GA.
CCandALawnCare
03-23-2015 03:46 AM
03-23-2015 07:06 PM
by CCandALawnCare
2 137
Say Hello !!!
Steve
03-19-2007 11:18 AM
03-23-2015 06:14 PM
by jethro
1,218 380,194
Is anyone doing mosquito...
BWild
01-27-2015 11:30 AM
03-23-2015 12:28 PM
by Steve
9 855
Should i take on this...
christw
03-17-2013 01:23 PM
03-22-2015 09:02 PM
by ExtremeLawncareServices
36 7,587
mower stalls when...
boog
03-19-2015 08:20 AM
03-21-2015 08:13 PM
by Wolf4dk
7 278
These are the days on...
ExtremeLawncareServices
01-11-2015 10:41 AM
03-20-2015 10:00 PM
by ExtremeLawncareServices
32 3,767
Hello Emily Reyes from...
Webster14829
03-20-2015 11:23 AM
03-20-2015 03:36 PM
by Steve
2 188
Finally going to give it...
jcurr33
03-12-2015 08:09 PM
03-20-2015 03:31 PM
by Steve
10 566
Weed id?
SGL1
03-17-2015 08:20 PM
03-20-2015 02:37 PM
by Steve
6 291
Mobile small engine...
luckylogger
03-15-2015 02:05 PM
03-20-2015 06:17 AM
by jrs.landscaping
15 498
Brad Cook 21
SC93
03-16-2015 10:40 PM
03-19-2015 09:04 PM
by Bradcook21
4 394
honest opinion please
uppercut
02-17-2015 01:30 AM
03-18-2015 02:55 PM
by Steve
15 1,338
Repair or replace the...
lxarth
12-17-2014 04:07 PM
03-18-2015 02:49 PM
by Just for Cuts
21 2,039
new to the site
bigdaveha12
03-17-2015 09:13 PM
03-18-2015 02:33 PM
by Steve
1 214
Small dovetail truck...
ExtremeLawncareServices
03-04-2015 06:47 PM
03-17-2015 10:14 PM
by ExtremeLawncareServices
17 875
New Site Hows it look
Infinitelawn
03-16-2015 10:32 AM
03-17-2015 08:15 PM
by SGL1
3 294
mulch questions
Bradcook21
03-08-2015 08:37 AM
03-17-2015 07:00 PM
by Bradcook21
23 1,010
Scag hydro w/b frame...
Just for Cuts
03-11-2015 03:32 PM
03-17-2015 06:37 PM
by lxarth
11 562
Buy new or used?
lxarth
12-26-2014 09:50 PM
03-17-2015 06:11 PM
by lxarth
14 1,729
New to 2015
Infinitelawn
03-16-2015 08:29 AM
03-17-2015 11:47 AM
by Steve
4 303
Pulling trailer was...
SGL1
03-07-2015 07:14 PM
03-17-2015 08:11 AM
by SGL1
30 1,170
» Popular Tags
apartment complex auger bark billy goat brushcutter blades blowout bob villa collections commercial design edging employee problems equipment rental ferris flyers foreman free advertising grass growing a lawn care business hardscapes hills hiring husqvarna hydraulic introduction john deere quik trac landscape landscape services landscaping training lawn aeration lawn care lawn care business seo lawn care business website lawn care business website seo lawn care seo lawn care website marketing more customers business mr dave new business ordinance past due patio install per hour charge pricing profit on employee pto push versus ride running a business scag v-ride scripts search engine optimization secrets to landscaping sell the vision seo shell small engine repair square foot sulky toro grand stand trailer tree trimmer rack truck new used landscape walk behind web design website website design winterization won't return
Powered by vBadvanced CMPS v3.1.0

All times are GMT -5. The time now is 07:46 PM.


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

All times are GMT -5. The time now is 07:46 PM.

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