A brief spoken excerpt by Mike Andes describing a hyper-local branding strategy for his Augusta lawn care business: instead of broad market reach, he targets two to three specific neighborhoods (a few thousand homes) to saturate their awareness with distinctive yellow trucks and a dog logo to become top-of-mind for lawn care in that area.
My goal when I go into market is I want people to think, lawn care, Augusta lawn care, yellow trucks with a dog on it, lawn care, professional lawn care, Augusta lawn care. Like, that's what I want them to think about. And so instead of trying to do that for my entire market, though, I'm going to choose what are the two, three neighborhoods, what's the few thousand houses that I'm going to really target, and I'm going to get them to see me everywhere. And the reason is because I'm only going after those couple thousand homes, I can achieve brand awareness in that local market.
