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. The challenge entails helping independent franchisees across the country localize their marketing in a cost effective manner to acquire new customers using best practices in list strategy, competitive offers and low cost direct mail.
Obstacles to overcome included:
First, BKM formed a “marketing buy group” that allows individual franchises to leverage best marketing practices and economies of scale by combining the buying power of multiple franchisees into a single program—creating numerous benefits:
Second, BKM developed a “direct pricing” marketing approach that saves the franchisees the time and expense of traveling to a prospect’s home to measure lawn size (and simplifies the buying process for the consumer). Using proprietary list acquisition tactics, BKM’s direct pricing estimates lawn size based off of deed-sourced lot size. Each franchisee’s pricing matrix is then applied to accurately create a firm price quote for each property in the franchise trade area.