Client
Commercial and residential lawn care service located in the Midwest.
Situation
- The company's marketing efforts were limited to a Web site, a Yellow Pages ad and some outdated sales brochures.
- The sales force includes one full-time employee and several part-timers. With plans to open a second location and expand their client base, they recognized the need for a more aggressive marketing strategy.
Marketing Recommendations
Direct Mail Promotion - Use targeted direct mail that delivers high readership, low waste and the ability to generate higher response rates than other traditional and new media. Key to successful direct mail is identifying the right decision makers. Several lists identified to reach potential buyers:
- Private businesses that own their building/property
- Property management firms responsible for multi-tenant facilities or multiple buildings, including apartment buildings, co-ops, condos and townhouses
- Residential housing associations - primarily those where home values are high
- Homeowners with high-value properties who could afford monthly lawn care services
Collateral/Sales Materials - There was an immediate need for updated materials to use in personal meetings and to fulfill information requests, including:
- Capabilities brochures with two versions, targeting commercial and residential markets
- Presentation folders to include inserts based on individual needs of clients
- Note cards
- Promotional items (pens, note pads, etc.)
Search Engine Optimization - Increase Web presence since there are approximately 15,000 annual local searches for "landscaping" services in target area.
Results
Metrics used to evaluate effectiveness, improve performance and measure ROI include:
- By monitoring calls, request for literature and new client contracts, the organization can track new sales and measure the expansion into new target market areas.
- The direct mail campaign, containing a personalized or general URL that directs traffic to a special Web site will enable campaign-specific analytics.