For more than 30 years, Arbor Age magazine has been covering new and innovative products, services, technology and research vital to tree care companies, municipal arborists and utility right-of-way maintenance companies
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SPECIAL SPECIAL FEAFEATURE From marketing materials to employee attire and condition of equipment, what clients see shapes what they believe By Randy Happel Ask 10 people to describe the qualities that make up a professional and reputable tree care company,and you'll likely get 10 very different responses.Chances are,however, their answers will all have one thing in common — they will all describe an experience. Your brand is only as strong as how you're perceived; and given how closely tied perception is to experience, the importance of your customer's first experience with your company can't be underesti- mated. First impressions crystallize in an instant,and are extraordinarily hard to change down the line. Simply put, your first impression can make or break your company's image. So what exactly are customers looking for in a good customer experience? And how can it be achieved? "There are exceptions, but the vast majority of people are looking for something they associate with professionalism," said Mike Wagner, chief executive officer with White Rabbit Group,a brand consulting firm headquartered in Des Moines,Iowa."Consumers may not have that exact word in mind,but professionalism is definitely what they're looking for. It's one of those things they can't always describe or define;but know it when they see it — or don't." That's true for any industry, but especially for the tree care industry, where companies face added pressure to set themselves apart from less- than-scrupulous fly-by-night companies whose actions have tainted the public's view of the industry, according to Todd Roorda, tree care sales manager within the environmental products segment at Vermeer. "It's the actions of a select few that paint an unprofessional picture of the industry as a whole, because what people consider reprehensible is what people remember, "said Roorda. Don't let your company's perception be overshadowed by industry misnomers.A little extra attention to detail can help your company stand out.Here are some tips to ensure you're sending the right message about your business and preserving the all-important customer experience. 10 Arbor Age / November/December 2012 First impressions; lasting perceptions Your marketing materials are often your customers' first introduction to your company.Utilizing the professional services of an outside market- ing or communications agency can help ensure you put forth a cohesive image.But,ultimately,you don't have to have a large marketing budget to establish or reinforce your brand. The key is determining the logo,colors and design elements that will identify your company,and using these elements exclusively throughout all of your marketing materials to maintain consistency.This encompass- es not just ads and brochures, but also your website, letterhead, billing materials, signage, e-mail signatures and employee attire.Additionally, invest in the highest quality materials your budget allows,from the design to the weight of the paper. It's a detail your customers will notice,and is a reflection of your commitment to quality in your work. www.arborage.com