 Chad Harris |
One of the more effective tools for future growth is one of the least-used tools in the green industry. We start this month’s “class” with a test, of sorts. Actually, I’ll provide the answers to the big questions you face ...
How do I reach my customers and potential customers? Marketing. Why should I contribute to my community without fail? Marketing. Why become the resource of gardening knowledge? Marketing. How will I build my brand to compete? Marketing. How do I remain competitive? Marketing. How do I showcase new products or services?
Yep, marketing.
Simply put, good marketing = growth. Delivering a consistent message to customers will build continued customer growth for the future. It really is that basic. For today’s session, we will think of marketing in four fundamental ways: guerilla, social, print and online.
Guerilla marketing
This is very old school but is highly effective with the right message. Guerilla marketing can be when you hand out flyers, post yard signs or use door hangers when deliveries are made. It’s highly effective if you are sending the right message the right way—materials should have a clear offer for a specific audience, and you should have a coupon code for tracking. Tracking results helps you learn customer behavior—which helps you craft products and services that match that behavior.
Social marketing
It’s tempting to call this arena “Facebook,” because Facebook is a great free tool to spread the word. But you want to do it correctly. Using it to sell a specific product is the wrong approach. Facebook should be about your funny, catchy and humorous side. Those kinds of posts get you friends. What will get you “unfriended”? A million updates that contain the words “taking landscape appointments” or anything remotely like that. Facebook is fun—and personal. Don’t forget that.
Here’s another Facebook trick that is a great a way to cross-market and let people know you’re one of the good guys: Post a picture of your company’s sponsored little-league team hitting that home run or maybe the plants you donated for the neighborhood park.
Your community will quickly recognize you as a friend. And don’t be shy about letting folks know you are there to help. Every time you lend a helping hand, tell the local media about it—and include high-resolution photos along with the note that explains how/why you’re contributing.
Print marketing
This is anything that is printed: signage in the store, yard signs, PR materials, newspaper or magazine ads—whatever. Make sure that all the pieces are cohesive and are delivering the same message. If you choose orange as a signature color, make sure your printed material reflects that commitment. If you have a slogan, use it on all printed marketing efforts. If you are known for something special, include that in all of your print media. This type of advertising requires consistency—a “one-hit wonder” approach is a waste of money.
Online marketing
The Web is more important than ever. Many consumers hit the keyboard before they get behind the wheel today, and building a professional website should be at the top of your marketing priority list. Make sure your website communicates your business message, and update your site monthly. The internet is full of broken, outdated and horrible websites—make sure you don’t follow the crowd.
Developing an effective, affordable marketing plan that delivers your message to present/future customers takes time and research—as well as some trial and error.
Consider this “starter” marketing allowance: 1 to 2 percent of gross income. Then, as sales grow, increase your budget. There are companies in the green industry that allocate 8-10 percent of their gross income to marketing to continue to cultivate new customers. Almost all of them find it a worthwhile investment.
For more information about this article, contact Chad E. Harris, charris@ceverettharris.com; www.ceverettharris.com; www.thegardengates.com; follow him @ www.twitter.com/ceverettharris; friend him @ www.facebook.com/ceverettharris; watch him @ www.youtube/thegardengatesnola.com; read about him @ www.thegardengatesblog.com
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