Landscape Leadership

Are you driving down the road, tossing money out the window? This happens when you A) use separate marketing partners and B) no one champions measuring your ROI.

Case in point. Our client wanted to send out some postcards to a few select neighborhoods.

1. We created a fun design (because everyone else's mailers are some technician on a spreader, selling features and benefits of their program).
2. We created a unique landing page (that matched the offer, creative, had more social proof, a video, etc.).
3. We created a QR code that goes right to that landing page (vs. the typical experience that funnels a prospect to a website's homepage, hunting for the info they need).
4. We created a unique call tracking phone number (which can be entered manually off of the postcard or with a clickable call link on the landing page (vs. the phone just ringing and not properly collecting data on where the lead came from).

This is what we helped our client MEASURE

- 40 QR code scans
- 45 Landing page views
- 11 Form leads
- 31 Phone leads

THIS is how you measure the results of a direct mail campaign. That doesn't happen when you miss pieces in this process or use multiple partners who don't integrate campaigns.

It's not, "Well, we only sold $X, # # # of crabgrass control, lawn programs, etc....so I guess the postcard didn't work." That may be dramatically impacted by your response time, team availability when people call, sales skills on the phone, pricing competitiveness, and a number of other factors.

Oh, and you want to have even MORE success? Hire a marketing agency that can also run social media content, email/SMS campaigns, and Google Ads with similar content when these postcard mailers go out. Hit your prospects from ALL directions.

Your green industry business changes fast. Marketing tools change just as quickly.

Another point that came up toward the end of of a recent podcast conversation is how quickly things evolve, especially in digital marketing.

ARTICLE AND PODCAST IN COMMENTS BELOW ⬇️

New tools, new platforms, and new behaviors can shift what works and what does not.

James Conley, an account manager with both field and sales experience, summed it up simply:

“Some of the things we do now… may not have even existed a couple of years ago. It changes fast.”

That pace of change can be frustrating, especially when something that worked well in the past starts to lose effectiveness.

Another point that came up toward the end of a recent podcast conversation is how quickly things evolve, especially in digital marketing.