MARKETING TIPS & TECHNIQUES— TELLING YOUR STORY WITH YOUR WEBSITE
Compiled by Suz Trusty
Te American Marketing Association defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” It’s all about telling your story in a way that communicates what you stand for clearly and directly to the potential buyer. To do that effectively, you need to know who that potential buyer is and target your message to that buyer’s interests, wants and needs.
In today’s tech-savvy age, that starts with your website. Four TPI members share snippets of their websites and a bit of their marketing strategy. Te screenshots included capture a single screen, or part of a single screen, to help convey those strategies. But, a website is never “finished” according to internet experts—and both Tri-Turf Sod and Greenhorizons have major website updates planned for 2018.
All four are family-owned businesses, some with deep roots in land ownership and farming, but all with the current owners the second generation of turfgrass sod producers. While each website encourages customer interaction; provides an overview of the grasses and services offered; and “how to” information on calculating sod needs, site preparation, sod installation and new sod maintenance—they all handle those components differently. Each business is unique in how they use their website to deliver information and to tell their story.
Turf Mountain Sod, Inc. Turf Mountain Sod, Inc., Hendersonville, North Carolina, designed their website to capture a snippet of the beauty of the region and their passion for turfgrass and to reflect their firm foundation in their faith and commitment to the Golden Rule. Teir website
www.turfmountain.com is consolidated into three main categories: Installation and Maintenance, Products and Prices, and About Us, where they tell “Our Story.”
“Turf Mountain Sod is a family enterprise that was started in 1987 by Fred and Merle Pittillo. Tirty years ago, Fred knew that he was ready to get out of the dairy business but wanted to keep the farm together. He wanted something to pass on to his children. He decided to try to grow sod. Te first year he grew less than an acre. It has since grown and now has sod and soybeans. Today the farm is owned and operated by Fred's son, Wayne Pittillo, and daughter, Linda Bradley.
TPI Turf News January/February 2018
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