Yard Signs Case Study: The LawnScapers
Founded in 2006 by brothers Chris and Evan Lewis, The LawnScapers is a full-service lawn care company, offering both lawn maintenance and landscaping packages to the citizens of Greenville, South Carolina. Shortly after graduating from college, the twin brothers teamed up to form their business, which proved to be very successful due to low overhead and high-quality work. Running out of Chris’s home, The LawnScapers operates with a six-truck fleet and serves the entire city of Greenville.
Chris and Evan have been looking to expand to an actual office, but to do so requires a significant financial investment. Although the Lewises are willing to take a risk, they need to know that their business will continue to grow at a level that warrants the larger location.
For the first few years of the business’s existence, The LawnScapers advertised primarily through word-of-mouth and social-networking. This booked enough clients to keep the employees busy, but now that business is growing, Evan, who handles the marketing for the company, is looking for ways to expand the reach-advertising that makes good financial sense. Having turned down TV, radio, and even billboards because of budgetary constraints, Evan finally came across a medium that would work for the business-yard signage.
“It really makes perfect sense for us,” says Lewis, “Since we work on lawns all day, what better place to advertise our services?” He chose to order 100 corrugated plastic lawn signs, along with durable metal sign frames to place in the yards of The LawnScapers’ clients while the work was being done, for a total expenditure of just $3,000. In addition, he offered the clients a percentage discount off of their service if they agreed to leave the signs up for a few weeks after the project was complete.
The LawnScapers have a seen a fantastic response to their implementation of yard signs. Neighbors, passing motorists, and guests in the clients’ homes have all called the company. New client bookings have increased by 28% in just two weeks, and customer retention improved by 30% because of the special discount offer. Evan has expanded his sign campaign by ordering two long-lasting metal yard signs that say “LawnScapers’ Yard of the Month,” which are used in the yards of randomly-selected clients who receive a free month of service. This exciting promotional campaign is generating lots of attention and buzz for the company.
- Be smart with your advertising. Find where your market is and send your message through that channel.
- Pay attention to your return on investment. High-dollar marketing like TV and radio campaigns gets you lot of exposure, but how much of a result does it produce?
- Promotional campaigns are great for building buzz. The goal is to get people talking about your business so that you’re in the top of their mind when they need your product or service.