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This article is the second article in a five-part series that details exactly what you need to market your landscaping business and make it a success.
Many small landscaping firms make the mistake of printing their own marketing materials. They view marketing as an expense, rather than the investment that it is. All marketing is intended to return a profit, and you will be better positioned to do so if your message is delivered with the utmost professionalism. High-quality printed materials are relatively inexpensive, so send your printing jobs to a state-of-the-art online printing company such as PsPrint for the best results.
A little bit of marketing savvy can go a long way. Use these marketing materials to help your landscaping business sew a seed and become deeply rooted in your community.
Business cards - No business is complete without them. Literally your calling card, business cards should be sent with all other materials, handed out at networking events, and distributed to happy customers so they can pass them along to other potential customers.
Postcards - Postcards are one of the most cost-effective ways to market a landscaping business. Send them out before the busy season to drum up new business.
Posters - With the right message and graphic elements, well-placed posters can motivate tons of response.
Flyers - Flyers are perfect marketing materials for placement on bulletin boards, windshields, direct mail, storefront windows and more.
Landscaping booklets/guides - Booklets are a unique and profitable way to give your prospects value. Use a booklet to explain landscaping concepts, styles and designs. Showcase your artwork so your prospects can envision how you can transform their properties into works of art. A well-written landscaping reference with intelligent use of images such as "10 Ways to Top the Neighbors" or "Landscaping 101" can land you a special place on your customers' bookshelves.
Catalogs - If you sell landscaping supplies, lawn care maintenance supplies, equipment, or anything else, you can compile your products into a mail order or leave-behind catalog for upsells. Add value with unique anecdotes, tips and tricks; and watch the orders pile up.
Brochures - Brochures are service industry staples, but that doesn't mean they have to be boring. Add pop and pizzazz to your brochures with die cuts and oversized printing.
Calendars - Not only will almost anyone take a free calendar, they'll also use it. Print calendars that highlight key landscaping milestones such as when trees, shrubs and grass should be planted to create business. Theme your calendar to highlight your best work. What better way to put your message in front of potential customers 365 days a year?
Greeting cards - Thanking your customers for their business and commemorating their special moments with greeting cards will earn you a special place in their hearts. Remember that most purchasing decisions are based on emotion, and then justified with logic.
Stickers - Sticker marketing lets you shatter boundaries. Affix stickers to anything: ceilings, floors, magazines, notebooks, windows, cars - anywhere your target audience is likely to find them.
Newsletters - A well-written and informative newsletter that adds value helps you stay connected to your customers year round and supplies the perfect medium to market new and ongoing services.
Vinyl banners - Banners are affordable attention-getters for drawing attention to your business. Try offering customers a small discount in return for allowing you to place a temporary banner in their yards once you've completed your work. The banner will turn heads, and your work will speak for itself.
You should also consider producing a website, door hangers and a corporate identity package with letterhead, envelopes, brochure, flyer, business cards and a pocket folder. A website is a central online marketing tool; door hangers help you reach residential neighborhoods without the added expense of postage; and a corporate identity package is perfect for marketing your services to upscale businesses.