34 October 2016 Landscape and Irrigation www.landscapeirrigation.com
TREE CARE
defining our ideal customer as the
"Lexus Group." This is the type of
consumer that will choose a Lexus
over a Toyota, spends money on
good wine, and has surplus income
for vacations. Just by knowing a few
key purchasing habits of our clients
changes the way we allocate our
marketing efforts. Our company
now has some good data to explain
why we, for example, will forego low-
cost advertising in the local penny-
saver mailer but will spend more to
advertise in the program at the art
museum opening. Advertising in
the penny-saver will get calls, but
not from the customers that we
are seeking. We are now looking
at the return on investment from
advertising in terms of the quality
of leads our marketing is providing,
not just the quantity.
So, do you have a picture of who your ideal customer is? If
not, hopefully this has provided some ideas on how to go about
defining them. If you do think you have a grasp on the ideal
customer, is your branding and
marketing consistent with what is
important to them? Remember,
there is absolutely nothing inherently
"better" by being perceived as the
most expensive option, nor is there
anything inherently "wrong" by
being the lowest-cost option. It is
all about knowing your market and
intentionally crafting your message
to reach it. No consumer takes
the time to read every potential
company's biography and check
references. Whether consciously
or not, the potential customer is
evaluating these companies brands.
In just a few quick glances they learn
everything they need to know about
the company's values, skill level, and
hiring potential. In those quick few
seconds, would they hire you?
Brandon M. Gallagher Watson is creative director at Rainbow
Treecare Scientific Advancements.
