Landscape and Irrigation is read by decision makers throughout the landscape and irrigation markets — including contractors, landscape architects, professional grounds managers, and irrigation and water mgmt companies and reaches the entire spetrum.
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Irrigation and Water Management By Troy Leezy consumers to pay more attention to their outdoor watering habits. Stand out from the crowd Challenged by a tough economy and a market crowded with look-alike competi- tors, many forward-thinking contractors have embraced Smart Irrigation Month as a means to market themselves as dedicated to their customers and in an attempt to stand out from less-sophisticated rivals. It is an approach that has helped companies like Del Conte's Landscaping capture new business and grow customer referrals. "Smart Irrigation Month has been so posi- tive for our company because it gives us a means to demonstrate our expertise," said company president Tom Del Conte. Smart Irrigation Month Why your company needs to be involved H ow will your company leverage this year's Smart Irrigation Month to grow sales and in- crease customer satisfaction? With July right around the cor- ner, now is the time to develop a plan to participate in this important public awareness event. First launched in 2005, Smart Irrigation Month was developed to focus the general public's attention on the wide variety of products and practices that can make irriga- tion systems more efficient. Because many consumers take an "out-of-sight, out-of- mind" approach to many aspects of home and landscape maintenance, industry leaders realized that a focused, collective effort would be an effective way to boost knowl- edge and awareness of the importance of water conservation in the landscape. The month of July was selected for Smart Irrigation Month because it is typi- cally one of the highest water use months of the year. By tying the consumer aware- ness campaign to a period of high water use, it reaches consumers at exactly the time of year when their minds are on high water bills and the challenges of properly watering a landscape. "Professionals can take a proactive ap- proach with their customers by engaging 18 Landscape and Irrigation May/June 2012 them when they're most likely to be in- terested in improving how they water," said Dave Magner, sales and business de- velopment manager at Rain Bird Corpo- ration and chair of the Irrigation Association's Smart Irrigation Month Committee. "By joining in the Smart Ir- rigation Month effort, firms instantly boost their credibility when communicat- ing water savings messages." Smart Irrigation Month has been effec- tive in reaching consumers for two rea- sons. First, increased awareness of sustainability has engaged the public in looking for simple, easy changes they can make to their lifestyles to conserve pre- cious resources. Second, rising water rates and increased water restrictions are causing Educate the public about wise choices Initiatives such as National Fire Preven- tion Month bring together manufacturers, installers and retailers to remind consumers about fire safety, educate on tips and tech- niques, and drive sales of equipment such as fire extinguishers in order to help home- owners be prepared for fire emergencies. Similarly, Smart Irrigation Month is an industrywide campaign that includes com- panies that make efficient irrigation prod- ucts, professionals who design and install efficient systems, and firms that maintain and upgrade existing installations. At Aqua-Flo Supply, homeowners were introduced to the latest products and tips for water conservation at a series of "Smart Irrigation Saturdays" educational events held at the company's stores throughout Southern California. The public was in- vited to attend workshops and demonstra- tions at each event that introduced them to proper scheduling, high-efficiency products, and how to remedy common ir- rigation water wasters. "These events helped us give customers a place to get Ways to Participate in Smart Irrigation Month That Will Grow Your Sales • Educate: Include tip sheets with your invoices and articles in your company newsletter. • Hold events: Bring together customers for workshops or seminars where you can demonstrate new innovations. • Door hangers: Ask your lawn care technicians to leave messages at the doors of houses that are over-watering or that have irrigation problems. • Watering Schedules: Print recommended watering schedules for customers. Show how these can be achieved more easily with a self-adjusting controller. • Check-ups and tune-ups: Offer complimentary pass/fail system check-ups to cus- tomers to identify opportunities to reduce water waste. • Raise awareness: Help bring awareness to your customers through company web- site features, social media posts, monthly statement stuffers or direct-mail postcards. www.landscapeirrigation.com Image ©istockphoto.com/Nogueira