Q: I need ideas on how to implement a marketing plan for
my landscaping business. I want to pursue builders, homeowners and
property managers. My projections show we'll do about $500,000
in sales this year. I want to grow to $750,000.
A: Based on the target audiences you've identified,
you'll need to implement two types of marketing programs.
Builders and property managers are business-to-business prospects,
while homeowners fall under the banner of consumer marketing. Many
entrepreneurs market to both businesses and consumers with great
success, though the effort can be somewhat more costly and time
consuming than just focusing on one of those markets.
Since you'll need quality marketing materials for meetings
with all three target audiences, create a printed folder with
individual inserts tailored to the specific needs of each prospect
group. That way, when you meet with property managers, for example,
you can provide them with customized materials that focus strictly
on the benefits and services they want most.
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Your business-to-business marketing program should include a
combination of interpersonal interaction and ongoing marketing
efforts, such as advertising and public relations. The typical
contact sequence for business-to-business prospects is call, mail,
call. So you should develop a list of property managers and
builders you'll call first then meet with or mail to. Follow up
with a series of contacts until sales are closed. Set up a database
using contact management software to track your contacts with
prospects and their responses, and to keep scheduled follow up from
falling through the cracks.
Initial contact with consumers, on the other hand, is usually
made through marketing communications. Create a simple one or two
sentence target audience profile—that's a description of
your targeted homeowners based on their demographics and other
qualifying criteria, such as whether they own their homes and their
specific ZIP codes. Look for advertising opportunities and
direct-mail lists that most closely match your target audience
profile. Set up an advertising, public relations or direct-mail
program to produce leads from homeowners then follow up by phone
and in person just as you would with business-to-business
prospects. And don't overlook referrals from current consumer
customers. Regularly distribute customer satisfaction postcards by
mail or at the end of each job that include a request for
referrals.
Kim T. Gordon is a multifaceted speaker, marketing expert and
media spokesperson—and one of the country's foremost
experts on entrepreneurial success. Her newest book, Bringing
Home The Business (Perigee, $13.95, use http://www.smallbusinessnow.com/books.htm), identifies
the 30 "truths" that can make the difference between
success and failure in a homebased business. From formulas for
positioning a business and creating an image to Internet marketing
strategies and tips for work-at-home parents, by reading just one
truth per day, in one month, readers will master a complete course
on homebased business success. To read an excerpt, get information
on media appearances and seminars, receive free how-to articles and
advice, or contact Kim, visit http://www.smallbusinessnow.com.
The opinions expressed in this column are
those of the author, not of Entrepreneur.com. All answers are
intended to be general in nature, without regard to specific
geographical areas or circumstances, and should only be relied upon
after consulting an appropriate expert, such as an attorney or
accountant.