Go to The Lawn Institute website www.TheLawnInstitute.org for many tools to aid your marketing plan.

Mowing Patterns Contest winner on page 17 or Field of the Year winners on page 59.) Other- wise, it’s probably best to stick with the congratulations and trust those talking turf within the industry to spread the word.

Reaching Out Look for opportuni- ties to reach a wider audience.

your marketing presence, if used fre- quently and done well. But they must be monitored and postings must be timely to make them effective. Deter- mine what you want to accomplish through social media. Do you want to reach a specific age group? Are you looking for a way to showcase a new turfgrass variety? Are you supplying sod for a high profile site? Then decide which format will best deliver your message to your targeted market.

Take photos to document projects and to use in your marketing outreach. If it’s your sod on the field of an award- winning sports turf manager on the state, regional or national level, be sure to congratulate him personally and post the press release and any photos that accompany it on your website with a heading of congratulations. Do you want to use a reference to it being your sod? If it’s recently installed, or in- stalled specifically for the event—Bowl game or college playoffs, post-concert big game—definitely do so. Award-win- ning fields gain widespread attention. (See the STMA announcement of the

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Paid advertising in print or on radio or TV is always an option when you’re selling direct to the homeowner. Timing is nearly as impor-

tant as the message delivered. You want to hit the right time of year, day of the week and time of day.

If you’re selling direct to the home- owner market, cultivate radio, televi- sion and newspaper outlets. Become the go-to resource for turfgrass-related information year-round. If your opera- tion will look good in visuals, offer your farm as a site for television and print media reporters, photographers and camera crews to capture seasonal outdoor shots, whether they want to include an interview with you—or your spokesperson—or not.

For any radio or TV interview, know the main point or points you want to get across. Then develop 15 and 30 second blurbs to deliver the message. Tweak the copy until you are very sure the wording is accurate and precise, with no room for misinterpretation. Then practice saying it in front of a mirror, if possible, with a staff member as observer to time you and to critique you.

Consider the impact of the message on

your trucks. Think of them as travel- ing billboards. Include what, where, why—and how to find it—all in simple signage. Drive by viewing is just seconds, with longer intervals at stop lights, and longer still when parked at a job site. The impact of the visual message is huge. (See Jim Novak’s Infographics article starting on page 22 for the data on that.)

Are your crews installing sod, or have you provided the sod for an installa- tion? A simple sign stating the fact is a great way to reach potential customers.

Community Involvement Spread the word on your community involvement. What do you donate? What do you consult on or assist in maintaining? Do you go out each spring or fall and train the high school and parks and rec coaches and/or play- ers and parent volunteers on the basics of turf care? Alert the local media and invite them to sit in.

Do you take part in a renovation proj- ect such as those coordinated by Proj- ect Evergreen? Do you participate in an industry-coordinated service project like the PGMS GIE+Expo event or at the national level like the NALP Day of Remembrance? Whether it’s your sod, your crews, or you—spread the word about it.

Plan ahead for long-term opportunities, too. Consider Manderley Turf Products and their involvement in the Picnic on the Bridge (See page 17). Wow! What an opportunity for impact.

Take advantage of all the marketing tools available to you, especially those designed specifically for turfgrass sod producers by TPI.

TPI Offers Great Marketing

Tools to Members The business of operating a turfgrass sod farm can be more challenging today than ever before. Membership in Turfgrass Producers International (TPI) allows companies to stay ahead

TPI TURF NEWS • JANUARY/FEBRUARY 2016