Lawn care marketing with coupon mailers.

A lot of money is wasted on various lawn care marketing methods that look promising at first but never seem to pay off. Those that don’t work tend to fail because they simply aren’t reaching your target audience. But what about a coupon sent to over 10,000 local home owners? Would that be worthwhile? That is the question asked on the Gopher Lawn Care Business Forum and a bunch of great responses came from it.

One lawn care business owner wrote “I have found a local print company that sends out a coupon book to over 10,000 homes w/ the income of $90,000 + for a reasonable price. I am going to purchase a 3 month contract with them starting in March and was wondering what 2 coupons would you add to your advertisement if you were going to place it with them?

I was thinking 1 Free Lawn Mow W/ Annual Contract & Your 1st Lawn Cut For $25.”

A second lawn care business owner said “this is what I do. I let my customers know they can receive the following items by referring their friends and neighbors to me for lawn service. They can choose to get a gift card from one of the local big box stores with a varying value based on how many referrals I receive from them.

  • 1 customer = $10 gift card
  • 2 customer = $20 gift card
  • 3 customer = $30 gift card
  • 4 customer = $40 gift card
  • 5 customer = $100 gift card

As you can see it is heavily weighted to encourage the customer to shoot for 5 referrals, which I find works very well.”

A third added “what I normally do is offer 1 free mow when a yearly contract is signed with us. I did this with my search engine advertising  and whenever anyone searches lawn care in my area, a little flag pops up on my home along with the services I offer, my email, and phone number and says call for a free estimate. That has brought me in a bunch of calls.

You may or may not want to do this though with a coupon though. From my experience, customers get very creative when you market with open ended coupons. What I have learned to do to avoid problems is to put that you can only redeem the coupon between April 1 and June 30. Which is usually one of my busiest times of the year and 1 or 2 free mows won’t kill me with income during that time. If they redeemed it say at the end of October it hits me at a bad time. In the fall, I am trying to save as much money as possible and they are taking money away from me. Just some thoughts to think about.

As far as using a coupon mailer, I think it  an awesome idea and definitely something to try. My theory is this. I won’t pay more than $100 on advertising unless it can guarantee I can make a profit on it. I have been this way since starting my lawn care business and it has served me well.

Reaching out to 10,000 homes, if you can get a response rate of 1%, that is 100 homes! So I figure it would be a safe bet to figure you could at least sign up 1 customer which should cover the cost of that ad.”

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