With so many options available to access information today, it is important to know how to reach new lawn care customers efficiently and retain current ones.
Cutting through the clutter can be difficult, but with the right tools, marketers can make their messages stand out. Knowing how to use the correct combination of tools and strategies can drive significant results in terms of sales and brand building. So, what's the secret?
Direct Mail + Digital
Multichannel marketing is more impactful than ever.
Now more than ever, consumers rely on digital media and information sources to research products and services. Brands with exceptional online strategies and presence have an advantage, especially if they can rank high in the consideration set against competitors.
However, online media suffers from its own success. Why? Marketers create so much online content, display ads, social ads, video, and email that it becomes difficult to break through the clutter.
It is essential to augment your digital presence with traditional and offline communication strategies such as print, outdoor, social, broadcast, and direct mail. Creating a multi-touch communication strategy ensures that your brand is top of mind throughout the consumer’s decision-making process. It also offsets consumers having different consumption preferences.
As a marketer, it is critical to reach the right person in the right place at the right time, to recognize who your customer is, how they consume information, and how to center your communication approach around them to align marketing objectives with business goals.
Learn More in Our Free Lawn Care eBook!
BKM's newest free eGuide, Augmenting Digital Marketing with Direct Mail | 6 Key Tips to Book Marketing Response Rates for Lawn Care, will show you how adding new tactics to your marketing strategy will improve sales and increase ROI for lawn care companies by providing a deep dive on specific executions and real case studies.
You’ll learn from case studies that demonstrate how direct mail can power your strategy by synchronizing digital and direct marketing technologies.
Learn about the importance of a multichannel campaign, where direct mail can fit into your strategy, new direct mail marketing technology, and specific direct mail opportunities to increase the efficacy of your campaign.
6 Tips to Boost Your Response Rates
Make Your Marketing Work Harder!
Learn everything you can about your audience’s needs, purchase behavior, buying triggers, and media preferences. The most creative and impactful strategies start with understanding the emotions and motivations behind the decision-making process.
Integrate online and offline strategies to optimize your campaign results. Utilize multiple mediums to reach your prospects including direct mail, display advertising, PPC, e-mail, and social channels.
Direct mail works especially well for lawn care marketers that need to create demand for their offer. Most homeowners don’t prioritize searching for companies to improve their lawns.
Test something new with every marketing campaign to maximize your long-term ROI. Once you have your list and offer testing fine-tuned, consider testing new personalization elements, direct pricing, and other tactics to further improve your ROI.
Take advantage of marketing technology to better reach and understand your target audience. Add enhancements like IP address targeting, USPS Informed Delivery and QR codes to provide your audience additional ways to respond to your direct mail.
Respect the Environment! Target efficiently to minimize waste (and save money, too!).
How can we help?
BKM Marketing integrates direct and digital marketing to drive stellar B2C and B2B marketing results for home services companies, banks, and other marketers. In addition to helping clients develop multichannel strategies and award-winning creative, we manage over 100 direct mail programs every year.
We optimize clients' direct mail and digital marketing mix to maximize their growth for the lowest cost per customer acquired. We specialize in guiding clients in how to expertly target their marketing lists as well as the best ways to personalize offers and pricing strategies.
With Free USPS Informed Delivery, we assist clients in setting up emails to engage prospects before their mail even arrives. And best of all, we can stay green with setting up messaging that uses both direct mail and synchronized digital ads to prospects' household devices with 0% waste!
BKM Marketing has been trusted by Lawn Doctor Franchisees since 2001 and continues to help them succeed by providing individualized recommendations on offer, audience targeting, and marketing strategies.
Featured Case Studies
Traditionally direct mail only, Lawn Doctor franchisees test the impact of adding highly targeted banner ads to their direct mail campaigns, increasing sales by reaching their customers both off-and online...VIEW THE CASE STUDY >
Lawn Doctor, Inc. provides a wide variety of lawn care services such as fertilization, seeding, aeration and insect control. The company operates using a franchise model and relies on individual franchisees to drive sales growth...VIEW THE CASE STUDY >