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.

Direct Mail Marketing


Lawn Care Marketing & Post your marketing material for review!

Lawn Care Marketing, Advertising, and Public Relations Discussion.
Reply
 
Thread Tools Search this Thread
  #11  
Old 10-01-2008, 02:38 PM
Steve's Avatar
Steve Steve is offline
Administrator
 
Join Date: May 2003
Posts: 36,307
Rep Power: 10
Steve has disabled reputation
Default

It makes you wonder if you could put small yard signs that just stick in the ground. Would that still be door to door if you could do it from the street like this?

__________________
- 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


  #12  
Old 10-01-2008, 03:11 PM
agrilawn agrilawn is offline
Members
 
Join Date: May 2008
Location: OKC
Posts: 24
Rep Power: 7
agrilawn
Default

Lawn care business tipsLawn Care Business Book
Quote:
Originally Posted by Steve View Post
It makes you wonder if you could put small yard signs that just stick in the ground. Would that still be door to door if you could do it from the street like this?
Every lawn that we treat gets a yard sign depending on the type of treatment. We have the cardboard type with the stick or the flag type.

But some of the areas don't allow a sign of any type, so we have to watch what neighborhood we are in when we do put our signs up.
__________________
Reply With Quote
  #13  
Old 10-01-2008, 06:22 PM
justin_time justin_time is offline
Justin
 
Join Date: Apr 2006
Location: French River, ON, Canada
Age: 28
Posts: 1,801
Rep Power: 0
justin_time is on a distinguished road
Default

Quote:
Originally Posted by agrilawn View Post
For example:
zip code 12345/c012
2006 we mailed 2x to 456 homes
we received 5 customers and have 60 in the area
Cost to obtain customer $40

2007 we mailed 3x to 456 homes
we received 2 customers
Cost to obtain customer $157

2008 we did targeted mailing 3x to 225 homes
we received 2 customers
Cost to obtain customer $84

From the example - 2006 we did pretty good mailing to the whole route. Saturation is pretty good in the area. But in 2007 we increased the mailing to 3x and the cost per customer shot way up. Since the saturation in that area is good we decided to try the targeted mailings 3x. The cost per customer went down but still not as good as we would like to see. (goal is around $60-70) Maybe if we had only mailed 2x the cost would be better?
So if I understand correctly, you ask the post office to specifically send these flyers to these neighborhoods ? I understand the direct mailing but I've never understood how it's done... if you guys understand me haha
Reply With Quote
  #14  
Old 10-01-2008, 09:13 PM
Steve's Avatar
Steve Steve is offline
Administrator
 
Join Date: May 2003
Posts: 36,307
Rep Power: 10
Steve has disabled reputation
Default

Quote:
Every lawn that we treat gets a yard sign depending on the type of treatment. We have the cardboard type with the stick or the flag type.

But some of the areas don't allow a sign of any type, so we have to watch what neighborhood we are in when we do put our signs up.
What I was trying to say was could you use such signs and put them in the neighbor's yards as well that would promote your services.

Something like this

__________________
- 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
  #15  
Old 10-02-2008, 07:57 AM
agrilawn agrilawn is offline
Members
 
Join Date: May 2008
Location: OKC
Posts: 24
Rep Power: 7
agrilawn
Default

We actually purchase a list of Single Family Dwellings from our mail house. That list is then divided into zip code and down to the actual mail carrier route so we can see how many people are in each area. The more homes that we mail to by carrier route the bigger discount we receive on the postage.
__________________
Reply With Quote
  #16  
Old 10-02-2008, 07:58 AM
agrilawn agrilawn is offline
Members
 
Join Date: May 2008
Location: OKC
Posts: 24
Rep Power: 7
agrilawn
Default

Quote:
Originally Posted by Steve View Post
What I was trying to say was could you use such signs and put them in the neighbor's yards as well that would promote your services.

Something like this

No that is not allowed. To put any type of sign up in a persons yard you mush have their permission.
__________________
Reply With Quote
  #17  
Old 10-03-2008, 12:52 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

First off, great post and some great follow-up comments. I'll try to touch everything, but with all the different nuances and aspects to consider, this one could make for a lengthy discussion. Regardless, here goes....

In terms of the size of the mailings, 300K sounds like a lot, but it also sounds like you've got the budget to make it work. The key is to make sure you're targeting VERY SPECIFICALLY. You've already mentioned that you started targeting your lists, but make sure you're only mailing to those prospects that meet your exact criteria. Age, income, home value, # of kids, interests, etc. I couldn't tell from the post if you're doing this, but NEVER just buy a list of home owners within certain zip codes. Always take it to the next level and specify the individual criteria for each prospect.

As Bob mentioned, $40 is FANTASTIC. Do you know the average lifetime value of your customers? I bet it's WAY more than $40, probably somewhere in the $1,000's. The $60-80 range is a good target, but I'd be willing to bet you could spend close to $100/customer and still come out way ahead of the game.

With respect to the mailings you're doing, unless you're sending them at the same time of year, with the same offer, you're not really testing. To accurately test, you can only test one thing at a time. So if you're sending one piece, with a different headline, offer, deadline, call to action, testimonial, etc. in the spring, and then turning around sending a completely different piece in the summer, it's not a valid test. You'll never be able to pinpoint what's working and what isn't.

You've got to test your spring offers against your spring offers. Your summer offer against your summer offers. Etc. What I'd do, is break up your list into at least 2 groups and mail slightly different offers to each group. Maybe a different headline or offer, but everything else the same. Gauge the response, and make some changes for next time. If you really wanted some good data, split your list into 4 different groups so you have more opportunities to test. But the key to remember is that you can only change 1 thing each time to get an accurate test.

In terms of response rates, I'd look at your offers. Are you making a strong enough offer? Is it low risk enough? Is it something that motivates them to pick up the phone EVEN IF they're not ready to buy today?

I'm going to catch a ton of flack for this, but marketing has changed. You see, at any given time only 3% of your TARGET MARKET is ready to buy from you today. As a result, to create marketing that's truly effective you've got to appeal to not just the 3% that's ready to buy today, but also the 97% that is just starting to think about buying what you offer.

What this means is that brand building, presenting offers like 'Free Estimates', or '10% Off', are no longer powerful enough to motivate your prospects to respond because #1 everybody does it so you sound just like everybody else, and #2 I may not be at that stage of the buying process yet.

Next, when it comes to clover leafing the neighbors, send a postcard instead of the door hanger. Your list provider should be able to provide you a list of home owners immediately next door to your clients, and just time the mailings to coincide with the service visits. Same idea as the door hanger and the money you spend on postage will be time saved by not having to hang the door hangers.

Finally, focusing on developing referrals is a GREAT strategy. Use everything at your disposal to develop a good relationship with your clients and they'll reward you with referrals. Email is a great way and definitely something I'd recommend, but it's extremely easy to delete. Consider sending a hard copy, paper and ink newsletter on a monthly basis. Yes, it'll cost you some money, but $.80/mo for an account paying you at least $100/mo (I'd hope you're getting at least that), is a SMALL price to pay to strengthen the relationship and build a referral base. Believe me, a newsletter sent every month via snail mail, and NOT included with the invoice, will go a VERY long way to helping you build your business.

Okay, I'm sure there's more I could say, but I've probably lost everyone by now with my ramblings. Again, this is a great post, a very interesting topic, and a discussion MANY LCO's could learn a great deal from.
__________________
Chestin
Reply With Quote
  #18  
Old 10-03-2008, 01:21 PM
agrilawn agrilawn is offline
Members
 
Join Date: May 2008
Location: OKC
Posts: 24
Rep Power: 7
agrilawn
Default

That is exactly what I am looking for! Thank you.

The 300K that is being mailed is not 100% targeted. I would say maybe 20% was targeted. The rest just went to homeowners. I would love to do just the 100% targeted and do a split test. (hard to get people to change their habits) I am comparing only the Spring campaigns over the last 2-3 years. Each year the piece was very similiar with little changes. This year I want to completely change it up because I believe we need to focus more on how everyone looks at things. Like someone said before. You need to catch their attention within the first 10 seconds. Looking at a piece that has a bunch of information on it that may be speaking over their heads, there is no way I would even attempt to read it. I am trying to make it more eye appealing and easier to read for those that may be a first time homeowner and have no clue what it takes to get their lawns looking great.

Excellent idea on the cloverleafing!

Newsletters: We do send the email newsletter to our email database. I tried to get a hardcopy newsletter out a couple months ago, where the technicians would leave it with every stop, but they never did it. We are going to start the hardcopy newsletter again in Spring 2009 and a new one will be going out with each of our 7 rounds.
__________________
Reply With Quote
  #19  
Old 10-03-2008, 06:33 PM
Steve's Avatar
Steve Steve is offline
Administrator
 
Join Date: May 2003
Posts: 36,307
Rep Power: 10
Steve has disabled reputation
Default

So here you are, new in a larger lawn care business and find yourself trying to shake things up. What do you think is the best way to go about doing that? How do you plan on getting the owner to go along with your ideas on your marketing concepts?

It seems so difficult at times for businesses to shake off the old and continue pushing forwards. What is your view on all this?
__________________
- 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
  #20  
Old 10-03-2008, 10:44 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

Agrilawn,

I would definitely target ALL of your mailings. You'll increase significantly the response you get, even if you don't change anything else.

However, if you really want to increase the response you MUST do more than just branding. If you're targeting your mailings, then you already know you're sending your piece to people that are qualified and interested in what you have to offer.

However, you're probably not the only one communicating with them. So you've got to do more than simply capturing their attention. Yes that's important too, but you've got to differentiate yourself from your competition and there's no way you can do that with the same tired old marketing everyone else is using.

Don't be afraid to use more text than what you think you should because IF your targeting your prospects correctly, assuming you capture their attention within the first 10 seconds, they'll read what you have to say.

Now that's not to say you write a whole bunch of fluff they won't read. You write as much as it takes to convince them to take you up on your offer, which should be a very low-risk offer that allows them to identify themselves as someone interested in what you have to offer.

I could go on and on, but I'll save all the explanation and reasoning for this for another post. If anyone's interested, let me know and I'll start a new post that talks about why it is everything most people think they know about marketing is wrong.
__________________
Chestin
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

Similar Threads
Thread Thread Starter Forum Replies Last Post
Direct Mailing kc2006 Lawn Care Marketing & Post your marketing material for review! 18 03-02-2010 10:43 AM
direct mailers and used mowers kneehigh Starting a lawn care business. 2 08-03-2008 12:05 PM
10 Key Elements to Rockiní Direct Mail Sales Lette Steve Lawn Care Marketing & Post your marketing material for review! 0 03-02-2007 11:15 PM
direct mailings Lawn Butler General Business Discussions 2 07-10-2003 03:31 AM
flyers or direct mail? Clearview Lawns General Business Discussions 2 06-07-2003 12:58 PM

» Recent Threads
  RatingTitle, Username, & Date Last Post Replies Views
Brake job!
kslawn
08-30-2014 07:49 AM
Yesterday 06:07 PM
by 04bluesilverado
3 102
Mowing 7 acres
avetslawncare
Yesterday 04:24 PM
Yesterday 05:55 PM
by stevef1201
3 59
Help pricing cut down 7...
Bradcook21
08-26-2014 11:17 PM
Yesterday 04:48 PM
by avetslawncare
6 196
New to the industry-...
Lsmain
Yesterday 10:53 AM
Yesterday 10:53 AM
by Lsmain
0 49
Sod
RosalesLawnCare
08-27-2014 03:47 PM
08-30-2014 07:00 PM
by RosalesLawnCare
2 143
Lawn Route Templates
Landscaper1165
08-30-2014 01:52 PM
08-30-2014 05:04 PM
by stevef1201
1 87
Exmark Lazer Z S-Series...
BLC7
08-22-2014 10:18 AM
08-30-2014 09:49 AM
by BLC7
10 371
Hello! New here and...
CaliforniaFriendly
08-29-2014 11:30 AM
08-29-2014 05:39 PM
by jrs.landscaping
1 107
Stihl engine isn't...
Marcintosh
08-12-2014 08:30 PM
08-28-2014 09:28 PM
by Marcintosh
12 508
Hello
jawnebgoode
08-28-2014 08:37 PM
08-28-2014 08:37 PM
by jawnebgoode
0 53
Hello from Ohio
kurtwin
08-28-2014 05:06 PM
08-28-2014 05:06 PM
by kurtwin
0 73
Softball field
kslawn
08-15-2014 09:28 AM
08-28-2014 12:01 PM
by Steve
16 602
Lawn needs top soil What...
jymie
08-26-2014 11:01 AM
08-28-2014 11:58 AM
by Steve
5 203
Walk Behinds and Texas...
SGL1
08-26-2014 03:53 PM
08-27-2014 10:38 PM
by SGL1
5 193
Say Hello !!!
Steve
03-19-2007 11:18 AM
08-27-2014 08:33 PM
by kurtwin
1,187 331,209
These are the days on...
ExtremeLawncareServices
03-22-2014 09:12 AM
08-26-2014 04:21 PM
by ExtremeLawncareServices
110 6,619
How do I approach...
Bradcook21
08-21-2014 01:48 AM
08-26-2014 05:08 AM
by Billy Goat
12 498
Tender Process
M2Dave
08-24-2014 12:31 PM
08-25-2014 04:14 PM
by Steve
2 179
Grass hopper mower
ExtremeLawncareServices
12-05-2013 08:51 AM
08-25-2014 04:02 PM
by Steve
26 3,835
Need help pricing basic...
Bradcook21
08-22-2014 01:21 AM
08-22-2014 01:05 PM
by Steve
2 275
Yearly contract Pricing
jrob0691
08-21-2014 08:57 AM
08-22-2014 01:01 PM
by Steve
6 347
yearly contract help...
jrob0691
08-21-2014 04:09 PM
08-22-2014 12:48 PM
by Steve
1 222
Pampas bushes
Bradcook21
08-22-2014 01:30 AM
08-22-2014 07:17 AM
by grassdoctore
1 193
2014 Gie-expo
ExtremeLawncareServices
08-19-2014 11:22 PM
08-21-2014 08:50 PM
by phlawncare
2 233
Fuel Can Spouts
Shark1611
08-16-2014 09:09 AM
08-21-2014 08:23 PM
by SGL1
11 476
Have you ever had to...
SouthernRootsLawnCare
07-26-2014 02:41 PM
08-21-2014 05:03 PM
by stevef1201
6 737
Hello
M2Dave
08-21-2014 12:32 AM
08-21-2014 01:38 PM
by Steve
1 200
New Landscaping Business
rekon32
08-16-2014 02:26 PM
08-21-2014 12:33 PM
by SouthallMowing
8 532
Downed Tree Chop Bid
WesleySnips
08-16-2014 03:47 PM
08-20-2014 01:44 PM
by SGL1
10 504
60 inch honda/bunton...
pblawncare
08-17-2014 11:30 AM
08-18-2014 03:19 PM
by Steve
2 251
Replacement Parts -...
nicholas-KC
08-16-2014 08:40 AM
08-18-2014 03:16 PM
by Steve
4 360
Preparing the soil
Billy Goat
08-16-2014 06:18 PM
08-18-2014 03:01 PM
by Steve
1 273
What to pay help
phlawncare
08-04-2014 08:33 PM
08-18-2014 10:33 AM
by jrs.landscaping
29 1,100
Hello
Jeff1
08-07-2014 11:18 PM
08-15-2014 11:53 PM
by Jeff1
11 562
Lie #2 RESIDENTIAL...
ExtremeLawncareServices
01-06-2014 05:02 AM
08-15-2014 01:46 PM
by mattthelawnguy
54 6,675
Need help 30 HP koler...
Shady Grady
08-01-2014 03:31 PM
08-15-2014 08:46 AM
by kslawn
18 739
New Boomless Sprayer!
BlackRain75
01-03-2014 01:01 PM
08-14-2014 02:37 AM
by BlackRain75
12 1,929
first year update
cmdlawncare
08-12-2014 05:41 PM
08-13-2014 03:29 PM
by Steve
1 364
Hello from Jacksonville,...
JM Lawn Care
08-10-2014 07:15 AM
08-13-2014 07:04 AM
by Sprinkler Buddy
9 473
Hello everyone new to...
maddyandrays
08-11-2014 04:51 PM
08-12-2014 08:58 PM
by Shark1611
2 314
Walk behinds
hpruitcei
08-07-2014 06:28 PM
08-12-2014 02:35 PM
by mattthelawnguy
7 580
New name help
stevef1201
08-10-2014 04:27 PM
08-12-2014 12:03 PM
by Steve
6 470
my little green dilemmas
Lawn Techie
08-03-2014 11:47 AM
08-11-2014 01:20 PM
by Steve
7 565
what the best...
CleanCutsLLC
08-02-2014 01:02 AM
08-11-2014 01:16 PM
by Steve
6 616
Texas lawn care company...
Livingston Lawn Care
07-25-2014 11:29 AM
08-11-2014 01:19 AM
by ExtremeLawncareServices
13 874
Covering all the bases
janslawncare
08-08-2014 10:11 AM
08-08-2014 01:41 PM
by Steve
1 410
New from Florida
ADE
08-06-2014 08:40 PM
08-08-2014 01:32 PM
by Steve
4 476
JOB - Landscape Install...
janslawncare
08-08-2014 10:06 AM
08-08-2014 10:06 AM
by janslawncare
0 368
Battery power tools or...
Steve
08-07-2014 12:24 PM
08-07-2014 05:18 PM
by mattthelawnguy
2 376
My client just told me...
Greg'slawnandlandscape
08-04-2014 08:39 AM
08-06-2014 11:14 PM
by grassdoctore
12 717
» Popular Tags
2wd 4x4 advertisement apartment complex article marketing bid butterfly gardens charge christmas lighting commercial courtesy call customers decorating ditches employee problems escrow exmark ferris foreman fundraiser gopherhaul grass gravely holiday lighting how much to charge husqvarna hydraulic installation landscape services lawn lawn care lawn care business book 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 leaf lighting brass outdoor lights marketing monthly mow mulch mulch price new buisness outdoor environments payment podcast property management company running a business savannah scag scag v-ride schedule seo snow starting a business steep lawns stihl sulky toro trailer mate pro truck new used landscape turfgrass consulting walk behind walker won't return zero turn
Powered by vBadvanced CMPS v3.1.0

All times are GMT -5. The time now is 03:00 AM.


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

All times are GMT -5. The time now is 03:00 AM.

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