MARKETING TIPS AND TECHNIQUES
By Steve Trusty
All aspects of your business impact marketing. If it’s seen, heard or otherwise noticed by the individual who has the potential to buy your product, it contrib- utes to their perception of that product, and your business—and that’s marketing.
Know your audience. You can’t be all things to all people—in one message anyhow. So fine tune your target prac- tice skills. Who is your buyer? What do they need to know? What do they
intendent or the sports turf manager, that “want to know” is detailed, including the cultivar, soil profile, height of cut, depth and type of sod. For the homeowner, the information is basic. Is it green? Will it grow where I want it to grow? Is it easy to maintain? Landscape contractors fall in between those two extremes.
Retailers want information to fit the needs of their customers. That var- ies widely, between the big box stores and independent garden centers and between the companies within each of these categories.
What the do-it-yourself (DYI) con- sumer needs to know is a complex issue. Many never open the “how-to” manual on a piece of power equipment or when putting together a “buy it in
Lawn signs like this are just one of the many marketing tools available to TPI Members.
odds by using a combination of meth- ods. Different customers have different preferences in how they receive information. One alternative is the one page, short and sweet, bullet point, step- by-step instruction sheet. Another is a color brochure, with photos, that details the process. The third is a visual, show and tell CD or You Tube video to post on your website. The fourth is an in-store “expert” appearance by one of your most personable staff members.
Your Website Your website is a link to your customer. It’s your image to many of your buyers and potential buyers. If you haven’t re- viewed the site in the last six months, it’s time for a critical look, and proba- bly an upgrade. Make sure your website matches what your company delivers, with a homepage that is inviting and reflects your expertise.
Use the same type of targeted information, organized to make it user-friendly for each category of customers you serve. Include online versions of the handout materials you create. Make sure these materials and your instructional videos are easy for your website’s visitors to access for downloading and that all are optimized for use on any digital device—laptop, tablet or smart phone. Develop a section of frequently asked ques- tions (FAQ), organized by season, even if the information included is covered within other sections of your website.
want to know? Realize that what you know they need to know may not be what they want to know—and develop strategies to bridge that gap.
Think of the information as a front page teaser in USA Today or a “sound bite” in the political realm. Make the message clear, simple and direct. For the golf course super-
the box” product. Why? Some see it as too much information, too daunting; others don’t think they need it or just don’t want to deal with it.
Here are a few alternatives in market- ing materials that can increase your odds of delivering the “need to know” message. And you’ll improve those
TPI TURF NEWS • JANUARY/FEBRUARY 2016
Make your website interactive, with a “contact us” section that is moni- tored daily. Develop a form to submit questions online. Set up a system and assign the necessary person- nel to insure those questions are answered quickly and accurately. If you create an e-newsletter, make it timely, informative and easy to read online. Require an online request to receive the e-newsletter; you want to be invited to contact website visitors through it.
Social media forums such as Facebook, Twitter, Pinterest and blog sites extend
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