I saw an article the other day about Fort Collins, CO offering their residents a $50 rebate if they traded in their gas mower and purchased an electric powered mower instead. Then Clean Air Lawn Care jumped on this current event by offering a discount if you signed up for an annual lawn care contract with them. The connection between the two stories is that Clean Air Lawn Care provides lawn care service with electric powered equipment. The local newspaper picked up this story and wrote an article about it, giving Clean Air Lawn Care free publicity worth thousands of dollars.
Chestin from lawncaremarketingmagic.com also made a great point about this that I wanted to share with you. He said:
“In order to establish name recognition with prospects, it’s important to contact them often. ¬†But to ensure you don’t become an annoying pest, you want to always have a ‘reason’ for contacting them.
This rebate is a perfect opportunity for any LCO to create a special offer and contact their prospects with. ¬†Instead of just offering $50 off, which is a great promotion to begin with, they tied in something that was news headlines in that particular area and I imagine they got a great response as a result.”
So next time you are trying to come up with ways to get your business mentioned in a newspaper article, read the your local paper and be aware of current events. Then jump on opportunities that present themselves and send in a press release to your local paper. They are always looking for news to write about.
You can read about this article and jump into the discussion by visiting the post here in the Gopher Lawn Care Forum.