Lawn and Landscape Direct Mailing Programs
Direct mailing, be it with postcards, brochures, newsletters
or letter packs, is still the easiest way to quickly reach a large group of potential buyers in your area. Below are the basic steps we go through to develop a direct mailing program. Please contact us for more information or to develop a mailing proposal for your spring mailing program.
Step One: What Are You Promoting?
We make different recommendations depending on the services you are promoting. Lawn care and mowing/maintenance companies add most of their new clients during a focused time window in the spring, and we suggest a focused mailing program with several drops - often using the same piece - over the course of the prime 6-8 week selling season.
Design/build projects are long-term buying decisions, and they benefit from a "drip irrigation" approach to mailing using a focused list multiple times over the course of the season. A mixture of mailing media works best: postcards interspersed with customized newsletters, for instance.
Step Two: Who is the Target Audience?
Who are you going to mail to? You may have an in-house database of prospects and past customers that you want to mail to. If you're a lawn care company, you may have spent a lot of time developing a prospect database with price/application data.
If you have a mailing list, great. If not, ask yourself some questions: Who is our ideal customer? Where do they live? How much does their house cost? How much money do they make? Write the answers down and e-mail them to me, or fill them out on this form. I'll then run a free list count report for you to see how many people in your area match your ideal demographic.
Step Three: What Are You Sending Them?
The best mailing piece to use will depend a lot on the answers to your questions above. For many companies, postcards are the fastest, simplest and least expensive way to get your message out. If you're promoting lawn care or maintenance, you can probably use the same piece several times over a short time period.
If you're selling design/build work, remember that your product is very visual and that every prospect might be looking for a different thing: Some want better curb appeal, some want a great place to have parties, and some crazy people actually want a pool in their backyard. Design/build mailings can benefit from using different mailing pieces throughout the season in order to offer a lot of visual "hooks" to your prospects.
Customized newsletters are an extremely flexible medium for mailing. Imagine having a different company brochure for each season, each one promoting slightly different services and featuring different examples of your work. That's what a print newsletter can do - think of it as a seasonal brochure that you mail four times a year.
Now's the Time
The early bird gets the customer, and we are ready to help you launch a direct mail program by the beginning of March - which will be here before we know it.
To get the process started, think over the questions above, and either:
1) E-mail me directly, or
2) Contact us through our website.
I will run a list count and turn a proposal around to you quickly, and we can get started on the design process directly. I look forward to hearing from you.
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