How to Dominate Your Market Using PRINT Marketing! (Landscape Business)

What's up, everyone? It's Mike Andes and you're listening to Landscape Business Course. Today I'm going to be talking about print marketing, how you can dominate your market. Not just compete, but dominate your market when it comes to lawn care and landscaping, using print marketing, using things like flyers and postcards and door hangers and even.

Yard signs. So we're going to talk about this today. I know some people think that is an outdated marketing strategy and guarantee there is absolute relevance. And I think it's actually making a resurgence after last year, 2020 being horrible ROI in so many different regards. We're seeing a resurgence of print across the system with Augusta lawn care across the country. So I want to talk about five and six different things when it comes to print marketing that I have been noticing and that I think we really need to pay attention for opportunities to dominate our market. Number one is what we call five arounds. A five around is basically when every single one of your lawns that you currently do right now, you take a door hanger, right? And you basically take a door hanger and you try to do the five houses closest to that property. What that's going to end up looking like is if you're doing this person's house right here, you're going to do the neighborhood, both neighbors. So one, two, and then the three people across the street. The five people. Can you kind of see that horrible drawing? But you're gonna do a five around the neighbors next door and then the three people across the street. And the reason you want to do that is create route density. That is the number one most amazing thing about door hangers is the fact that you can do these five arounds. And when you park your truck, instead of doing one lawn, you can do two or three. If you watch some of my videos in the past couple weeks, you, you've seen when I stopped the truck, we're doing like two and three lawns within walking distance. That's where the money is made in lawn care. You can have the same amount of drive time in terms of miles, but have less lawns on it and be unprofitable on your mowing route. Literally, just get more lawns, same pricing structure on that same mowing route, and you will start to make money. So route density is extremely important. And five arounds are something that we have used multiple times to make sure that we hit all of those neighbors and make sure that they know what we want to do service with them. Because guess what? They see our trucks every week. They see Us mowing. And so they're low hanging fruit, they're easy to sell because they've seen our branding, they, they've seen our guys work, they've seen our work performed on their neighbor's property. And that should speak for itself. Number two is every door direct mail. Okay? So when it comes to every door direct mail, oh, by the way, if you're wondering, let me take this off because I wanted to, I put my name here just in case I ever forget it. I can look in my thing now and see exactly what my name is. I think it's very cool neon lights. It reminds me what my name is. It's fantastic. All right, let's go ahead and talk about the next thing, which is every door direct mail eddm. If you go to USPS United States Postal Service and use the EDDM Every door direct mail tool, you can look at every single mail route in every neighborhood in your city, your town, your territory, and see the age demographics, income demographics, and more importantly residential versus commercial addresses and see exactly who you're going to be sending your piece of mail to. And the best part about it, instead of spending 50 or 55 cents per stamp to send that piece of mail or that postcard, you can now send it for literally 16, 18 cents per house. Usually right around that range. If you throw in some printing costs, maybe 5, 10 cents, you're literally able to deliver to each home in a given neighborhood. Very, very centralized at maybe 25 cents apiece by the time you include the cost to print your flyer, your door hanger or wherever you want to put. In terms of printing, there's certain restrictions. You can't go like, you can't put like a massive box on every door direct mail, but 16, 18 cents for delivery, for postage instead of the regular 50% for a stamp. Number three is what I call a 3S system. This is what I'm very bullish on. And this is why we've created landscape business course.

Where you can now actually get these print materials. Because I really feel like the specific service system is what you need to use when it comes to print marketing. What that means is you have print marketing for each service. You don't have one door hanger for everything. You have a different door hanger for every single service. And then what you can do is literally have 50 or 100 of them in your truck, in a box, or in some sort of a storage container thing in the back of your truck. And literally you see a lawn that is overgrown. Oh, I'm going To put the lawn door hanger on. Okay, well, that property over there, they need lawn treatments or a fall cleanup. You know what, they have a whole bunch of leaves everywhere. Everyone else on the street looks clean. I'm going to put the fall treatments and leaf cleanup door hanger on their door. I really feel like the specific service system, the 3S system, is going to be the best strategy to be able to get the best targeting. And that really leads me to number four, which is having one service on your print marketing is going to lead to the best return and the best response rate from your customers. A typical response rate. Everyone asks about print marketing, like, is it, is it 1%, is it 2%? It completely depends on your print copy, which is the text and your creative, as well as the fact that if you're trying to sell them 50 services and just tell them about your business, it's much, much less return and much less response rate than if you target it. So, for example, I can only target my neighborhood. But now when I'm driving through that neighborhood and I see a bunch of leaves on someone's property in a nice neighborhood, everyone else has cleaned up their leaves. I'm going to go put the fall cleanup door hanger on that person's property because that's the service they need. They do not need a door hanger about lawn care, landscaping, or tanning walls. They need about fall cleanups. So it's even more specific and it's even more targeted. Number five, more debt. It's really the most demographically targeted way to do marketing. You can do Facebook ads, you can do Google Ads, you can do YouTube ads, you can do next door and all the rest of it. But the most targeted is using print. There's no other system where I can drive by someone's house, see leaves on the ground, and be like, oh, I should go give them a fall cleanup door hanger. Or, you know what? Then mine. I just installed a bunch of mulch at someone's property. I'm gonna go ahead and put the mulch door hanger on everyone's house near that person. All the neighbors. I'm gonna put it on all the neighbors because they see. They see our crew working the entire day. It looks beautiful. I'm going to go just put these. That is the most target. You can't do that on Facebook. As great as Facebook is for targeting, you cannot target the five neighbors around the mult installation and target them with mulch install saying, less water, less weeds. You can't do that. So number Five is the most demographically targeted way of marketing. Number six, last one, Facebook has recently been very ineffective. The reason for that, I feel like Facebook is going to figure it out. The reason is because iOS 14, which is Apple's most recent update, has a whole bunch of security and privacy that is not allowing certain tracking on Facebook when it comes to pixel, when it comes to certain demographics, they're not allowing people to target and all the rest of it. So it's really dropped off the cliff in the past few weeks. I think Facebook's going to figure out a way around it. They're going to figure stuff out. They're smart. But right now we're, we've seen a big drop in Facebook. We have half or more. Our Facebook ads spend for a lot of our franchisees that I talk to and they're like, oh, I'm spending $50 a day. I'm like, just cut it in half. Spend that money on flyers, spend it on door hangers. Spend an extra $25 a day. You're saving. Go send one of your crew out for an hour and do door hangers. You'll get better return right now. And that's the changing tide of marketing. Last year when the COVID and everyone was like worried about you walking up their door when worried about touching things that other people touched. Yeah, they were really worried about, you know, accepting a flyer, opening up the door to a stranger. Guess what? Now I feel like this is a hidden gem when it comes to marketing. It's the best way to do targeted demographic based upon the service that is needed by the customer. You can see what they need. They're next. Next door to the mulch. Install. You just install. We have paver, patio and hardscaping ones as well. So if you did a project, put it on the neighbors doors. Oh, you're gonna get more leads. That's my opinion on print marketing. I think it's gonna make a resurgence. We're doubling down on it and all of this stuff is made available for the public. But trust me, we're making this all available very specifically to our franchisees because I feel like the next six to 12 months is a great opportunity for print marketing. After last year when we doubled down, tripled down on digital because that's where everyone is at now. People don't aren't afraid to open up the door and talk and get a door hanger from a stranger. They aren't afraid of opening up the door and talking and getting a flyer. This is an opportunity and this is why We've doubled down on it. And if you're wanting to go to landscapebusinesscourse.com print, you can get access to all of the files I'm about to show you. I'm gonna go through comments in just a second. I'm gonna answer anything to do with print marketing. So have those queued up. But in the meantime, I want to show you what you get when you do go. Oh, you know what I should do is I should still have a banner up here. There it is. Landscape businesscourse.com print it's going to take you to a teachable course. So we actually have it in a course where you're going to get the JPEG file, the PDF file, and the Photoshop file so you can actually customize every single thing on every single one of these designs. Okay, so let me go ahead and actually show it to you. I'm going to stand up here because the first ones I want to show you are the yard signs. And these are only. I think, I think I only have eight services today. There's going to be 14 total. We're adding two more next week. Irrigation and mowing. Or not next week. Today they added them. So they actually might already be up there. But this one, for example, this is sod installation. Hey, this is a yard sign. SOD installation. Look at it. Let's go. Your lawn perfectly sod installation. Again, these are customizable. They're formatted directly for vistaprint. So you literally drag and drop the PDF or PNG file and immediately you're good to go. You just edit the phone number. There's the leaf cleanup 1. Fall cleanups. Oops, I should move this. Let's go. Okay, there's the second. Let's do snow. Snow removal. Snow plowing again. Just change the phone number and you're in business. You're going to throw those? Like, why throw a yard sign up if it's going to blow away in two months? Or like, the average yard sign does not stick around for a year. So you should put up yard signs based upon the services that you. You're offering at that time of year. Chemical application. We got fertilizer treatments. Again, all these pictures we've either paid for or we've taken them ourselves. And we don't have any branding in them. Right? So it's not like you're showing a gust or anything like that. Mulch installation. Mulch installation. These are yard signs. So you're just looking for a couple words that people can actually see when they're Driving by. We got spring cleanup. I love this one. Kind of a back. Can kind of see the background. Again, people are driving by these things, so you're just looking for, you know, capturing their attention. We got light installations again. When you want to get into lights, light installation. There it is. There's a yard sign. You can put this out in the neighborhoods that you're targeting. There it is. Christmas light installation. Okay, again, these are all editable. You can change the pictures out. You can change everything with the Photoshop file. We got bush trimming. Let's go. I'm really. We just finished the bush trimming print today. I really like the flyer. So we do all of this. I'm not, like, outsourcing this or anything like this. Zach from our local team, he designs all of these. We take all the pictures. I create every single word on these and go over them with him. And so all of this is copy for myself. All right, now let's go over the door hangers. Okay, so we got the mulch one, which is this. I guess I can sit down now. So we got. This is the door hangers. Now we got the mulch installation one and focusing directly on that. Sorry, the lighting's a little bad. You can't see it. There we go. Less water, less weeds on the back. You can put all the different services that you're offering. We got the fall cleanup one that I already mentioned. Leafs. Sorry. Lighting, once I go here is bad for you guys. But again, this stuff just comes customizable. So you put it in the Vistaprint can pop your phone number, website on there. Then we got snow plowing. Don't spend the holiday shoveling parking lots, driveways, residential, commercial, ice control. And again, you can just edit that stuff. If you have Photoshop, you can just literally change everything that you want. Your perfect lawn instantly. This is for sod installation. Healthy, fresh, healthy and green grass. Professional installation. There it is. Sod installs. Beautiful thing. Bush trimming. There's your bush trimming one. Front and back. Bush trimmings. Your bushes need a hair. Need haircuts, too. Looks really cool. Shows all your other different services. Just call your bush barbers. Spring is here. So this would be like spring cleanups, etc. All there. We got fertilizer. Fertilizer treatment. If you need, you know, fertilizer treatments to be able to do that, we got. Your lawn was treated. So this is a notification. When you do service a lawn, you can actually put this on the door hanger. Put the door hanger on someone's property and tell them what data is applied, the temperature and the wind, the product that was applied, and the technician. This is what you're going to need to do if you have a license and have to post that at customer's property. We got light installation. Sorry, it's. The darkness is horrible here. Light installation here. Leave the lights. The experts on the back. We create packages for all budgets, rentals, installation, tear downs. Again, you can edit all of this stuff. You can use Vistaprint, Pop it in there, change the phone number, or you can download the Photoshop file. It's all available for you. All right, flyers. Last one's here. Again, these are only 8 of the services. There's gonna be a total of 14 over the next couple of weeks. We're adding more light installation. There we go. Looks really good. On these ones. We have a little more text. You can see. Oh, man, the text. The lighting is horrible. So here on the. It says, every year, hundreds of injuries are caused from the precarious installation of Christmas lights. When you mix tall ladders, wind and cold weather together, the outcome can be fatal. Enjoy the holidays on the ground and let us give your house the festive look you have always dreamed of. We have multiple packages to make sure your holiday light sensation is within your budget. Get on Santa's nice list today and hire some elves to get the job done. Right. Okay, so I make all of these texts. This is not like, you know, someone figuring this out. I make all of these. The text on these flyers, your bush barbers, your bushes need a haircut, too. For bush trimming, just call us. Your bush barbers is the other side of it. You go to the barber every couple months for a haircut, but your bushes need a trim, too. We can get those shaggy trees cut away from the siding of your house and ensure rodents don't have access. Hedges, ground cover, and other bushes need to be trimmed a specific way and at a certain time to ensure they are not damaged. The same way that a haircut leaves you feeling fresh and clean, a bush trimming service will make your property pop. Give your local bush barbers a call today. All right, so all of these you can use edit. Make them your own. We try to, you know, use illustration, like the graphic stuff along with actual pictures. And again, they're not showing any sort of brand. This, you can use this. And for really any business, once you change the phone number. Okay, so there's a show. Snuff. Snow shoveling one. Again, all of these have custom words put on here. So for Example, this is the treatment ones fertilizer treatment. Your lawns need vitamins too. On the back here says professional and timely application. Your lawn needs vitamins to the heat of summer and the heavy rain from winter can deplete the soil of vital nutrients needed to grow a thick, healthy lawn. Malnourished grass leads to weeds taking over and Apache appearance. We have a variety of organic and chemical lawn treatments that we will package together and customize to the needs of your property. Our goal is to make sure your lawn is the envy of the neighborhood and that your grass has deep roots. This will ensure your lawn stays green while keeping your water bill low. Low. Okay, so all of these, you got spring cleanups verbiage on the back here, pictures of mowing, mulch, bush, trim. That one's a little more general. Then we got sod installation here. Again, some graphical stuff along with actual pictures here on the bottom. Really focusing on the fact that it's instant lawn. And then we got fall cleanups here.

So again, this is just 8 of the 14 services that will be going up. And I really think that it's a really good value. It's $399. That's gonna get you 14 services. Four designs for each one of those services because you got flyers, door hangers, postcards and yard signs. And then you're gonna get 312-12-3333 file types for each one of those because you got a jpeg, a PDF and a Photoshop file. So I think it's really good value. I'm gonna jump in the comments. It's going to be so much fun. All right. I'm going to specifically try to answer stuff about print marketing because that's kind of the theme of today.

Trent, you are welcome. Evening. You forgot your name. Bucks. I was just joking. My name is Michael, but everyone calls me Mike. We've been doing this since last year in Winston Salem, North Carolina. We added 240 plus annual residential customers in 2020 during COVID Let's go. I love it. All right. Facebook ads bring in many tire kickers. Are you. Are you going to get. What are Your thoughts on automated 5 around postcard sends after project bookings using these. Thanks, Zapier. Don't know if you have addressed this lately to the show. Don't know if you address that late to the show. Mike. Def. See the value of talking face to face though. Yeah, Brandon. So you know you can absolutely use things like send gym to be able to send postcards to the neighbors of projects that have been completed. But I would would much rather before I even get leave the property, like I'm at someone's house doing mulch installation and I walk over and give them this. I would just much rather do that or put it on the door hanger on their property instead of waiting for two or three days for the mail to get there. So I really like still doing in person. And by the way, it takes all of a minute and so if you incentivize your crew, they get like $50. If a customer actually buys from one of those, they'll do it. Take the extra minute and and go for it. Got it. Lee Park. Shout out to Lee. By the way, he has been working very hard at the Bellingham shop. Big shout out to him. He is the unsung hero of the Bellingham location. Allow me and Liz to focus on the franchise. So a big thank you to him. He says route density equals efficiency equals profits equals happy cruise on P4P equals employees that care equals happy manager. Let's go. We have done zero advertising this season. Have grown a crazy amount.

Okay, what's. Let's see here. What. Where is the mowing fly? Okay. Yeah, the mowing ones are going to be coming up in the next couple days. We finished mowing and.

Always a pine straw. We're still working on the other one today. Oh, irrigation. So we have an irrigation one and the mowing one that are going up here next couple days if not already up there. All right, well, thank you so much everyone. I really appreciate it. I'm going to go ahead and log it off for tonight, but I really appreciate it. If you go ahead and check out landscapebusinesscourse.com print it's gonna. It's a teachable course, gives you access and again it's all organized by service and then you go inside there. Then it's organized by design, whether it be flyer, postcard, door hanger, etc and then inside of each of those is your actual file types. You just take it into Vistaprint, download it into there and you can change the phone number really simply or if you're really, you know, you really want to change pictures and fonts and all the rest of it, you can just go take into Photoshop. So hopefully that was helpful. I know it's going to be a great value. I know it's going to be really helpful. I know most people will probably get it next spring, but this is, this is the best time to get it because only 399the price will go up once we have all 14 services in there because it has taken us a very, very long time to do this, and we're trying to take this money and put it into the media side of the business. So thank you so much for supporting the channel and everything we're doing here. And I know it'll be of. Of service and beneficial to your business. Thanks so much. Have a great, great evening.