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One popular low cost method of advertising a lawn care business is to distribute promotional flyers or postcards around your targeted area.
A flyer is typically a one page advertisement on regular paper while a promotional postcard is printed on material similar in size and thickness to regular postcards.
While you can get a professional designer to design your flyers they can be made up quite easily at home by accessing some of the free templates available online or by using a word processing program like MS Word. If you make them yourself then you only have to consider printing or photocopying costs. Postcards on the other hand usually require a professional design and print.
Many people may tell you that flyers are no longer an effective form of marketing a lawn mowing business and this may be true in some areas but you should test this approach yourself before writing it off completely. Postcards are becoming more popular and many marketers feel that recipients are more inclined to keep them around instead of trashing them right away as they are smaller in size.
Below we set out some of the elements of postcard or flyer design for a lawn care business and we consider some of the ways that you could distribute them.
Lawn Business Flyer and Postcard Design
1) Headlines are important and will determine if your message is read or not. Grab attention right away with a headline featuring a great offer, something that arouses viewer curiosity or something that lets them know what it is that you can do to solve their problems.
2) Include a call to action such as a 'limited time' offer so that the reader will contact you right away instead of putting the flyer or postcard down and forgetting about it.
3) Use both sides. Put your promotion on one side and include more details about your services on the other side. It is not necessary to include price details.
4) Flyers and postcards should include all the basic details that you want to communicate and should be free or errors. Keep it simple and uncluttered by using only one font and separating key points with bullet points.
5) Test different flyers and postcards over a time period to see which variations get the best response
6) Staple your business card to your flyers to add a nice professional touch.
Distribution
1) Door to door still works in some areas but local ordinances prohibit this in other areas so find out what is permitted before you start. Door hangers can be slipped onto door handles or you can approach people outside their homes and offer your services.
2) Ask your existing customers if they wouldn't mind passing on a few of your flyers to their friends and family if they have been happy with your service.
3) Look for notice boards in your community where you may be able to post your flyers, postcards or business cards for free
4) Slip flyers under the windshield wipers of cars parked in your local area.
5) Get together with other local businesses and do a joint promotion for several businesses on the same flyer. If all of the businesses involved put in the same effort into distributing the flyers then your message will get much more exposure than your own efforts would produce.
6) Hit consumers again and again with your advertising message as it can take a while for your message to sink in and for your service to be the one that springs to mind when they need a lawn care professional.
It is a crowded marketplace out there and consumers are inundated with numerous marketing messages every day so you must make sure that your flyer or postcard stands out from the crowd. However, with this form of marketing being reasonably cheap you only need a success rate of one new lawn care client per thousand flyers or postcards and your campaign will be worthwhile.
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