Capture the Growth - Capitalizing on the Growth in the Landscape Industry
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Passion is what drives every business. The opportunity has never been greater for those of us in the green industry to build upon the growing outdoor lifestyles awareness. It will take leadership to succeed. If you want to understand the growing trends in the landscape industry, clarify your strategic vision, and leverage your resources to grow sales and market presence, you’ll benefit from Tom’s experience as a successful business owner and talented communicator.
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Capture the Growth - Capitalizing on the Growth in the Landscape Industry
- 1. CAPTURE CAPITALIZING ON THE GROWTH IN THE LANDSCAPE INDUSTRY By Tom Barrett Ohio Irrigation Association
- 3. HOME CONSTRUCTION IS UP
- 7. Sales by Market Segment Source: SiteOne 2016 Annual Report
- 8. CAPTURE The Compound Annual Growth is Significantly Higher than the Economy
- 16. © Creative Technology Corp. 2016 16 Marketing for the Landscape Industry +What’s Working… +What’s Not Working… +Connect With Your Audience +Create a Compelling Message
- 17. THE BUYER’S JOURNEYTHE BUYER’S JOURNEY ““I’d like to use the internet toI’d like to use the internet to build my business.build my business. But I don’t want to spendBut I don’t want to spend anything because we don’t haveanything because we don’t have a budget, and we can’t cut anya budget, and we can’t cut any more.more. I don’t want to have to hireI don’t want to have to hire anyone. I can’t spend any timeanyone. I can’t spend any time on this, and no one else can takeon this, and no one else can take it on.it on. We’ll need to outsource it orWe’ll need to outsource it or perhaps put the intern in chargeperhaps put the intern in charge of it.”of it.” Do you…Do you… ……have the best message…have the best message… ……directed to the right audience…directed to the right audience… ……with a compelling reason to buy?with a compelling reason to buy?
- 18. © Creative Technology Corp. 2016 18 from beginning, did something simple and useful from beginning, began cycle: asked for community feedback did something about it repeat, forever. – Craig Newmark Founder of Craigslist “ ” HOW DID CRAIG’S LIST GET ITS TRACTION In 1995 Craig Newmark, a newcomer to San Francisco, feeling alone and isolated in a new city, started an email distribution list featuring events in the San Francisco Bay area.. In 1996 Craig expanded the listing to include other classified ad categories and launched a website. Today craigslist is in over 700 cities in 70 countries. The website receives 50 billion page views by 60 million users each month.
- 19. Are you ready to become a Rock Star of Landscape Contractors? …RAVING CUSTOMERS IMAGINE…
- 20. LEAD GENERATION…LEAD GENERATION… ““In the past we would have toIn the past we would have to go out and find customers.go out and find customers. Today the customers have toToday the customers have to find us.find us. The key to our success has beenThe key to our success has been developing an effective salesdeveloping an effective sales funnel.”funnel.” ……CAN YOUR CUSTOMERS FIND YOU?CAN YOUR CUSTOMERS FIND YOU? You need to be on the internet. You need to be on social media You need to be actively marketing.
- 21. SO YOU NEED A WEBSITE…SO YOU NEED A WEBSITE… …And It Has To Be Good
- 22. 22 IF YOU BUILD IT…IF YOU BUILD IT… …THEY WON’T COME…THEY WON’T COME
- 23. BUILD YOUR AUDIENCEBUILD YOUR AUDIENCE AMPLIFY YOUR MESSAGEAMPLIFY YOUR MESSAGE Content Development Social Media Email Marketing GROW YOUR BUSINESSGROW YOUR BUSINESS
- 24. PULLING IT ALL TOGETHER Social Media Content Marketing Video Photography SEO Website Amplify Your Message Strategic Planning
- 25. If you don't know where you are going, you mightIf you don't know where you are going, you might wind up someplace else.wind up someplace else. - Yogi Berra- Yogi Berra
- 26. It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change. – Charles Darwin
- 27. CAPTURE CAPITALIZING ON THE GROWTH IN THE LANDSCAPE INDUSTRY By Tom Barrett Ohio Irrigation Association
Hinweis der Redaktion
- The economy has recovered.
- Overall, the trend towards outdoor living is being driven by: relaxation entertainment family time Pond Outdoor Lighting Hardscapes are fastest growing segments in the industry.
- Eco Friendly Landscape
- Almost 60% of buyer’s will have made a purchasing decision before they have ever contacted your company. They use your website, your competitors’ website, LinkedIn and internet based market research before they ever contact your sales representation. Increasing sales is the number goal of most manufacturing companies, yet less than half can measure their marketing and sales effectiveness. If your prospect knows more about you (and your competition) before you even have a chance to talk to them, what are you going to do? Do you even know where to start? The average American sees over 3,000 brand messages a day. We are saturated with brand messages. With the advent of social media it is easier than ever to reach prospective customers. However, with so many choices, it can be more confusing than ever to choose. Do you… …have the best message… …directed to the right audience… …with a compelling reason to buy?
- In 1995 Craig Newmark, a newcomer to San Francisco, feeling alone and isolated in a new city, started an email distribution list featuring events in the San Francisco Bay area.. In 1996 Craig expanded the listing to include other classified ad categories and launched a website. Today craigslist is in over 700 cities in 70 countries. The website receives 50 billion page views by 60 million users each month.
- You are so well known that your company is the first one that comes to mind when a prospect needs your service. Your sales prospects list is full. Your follow-up is excellent. Your production is ahead of schedule. And quality exceeds expectations. Could this be you? Why not? Why not now? Or are you too busy… The biggest complaint of business owners and managers is, “I don’t have enough time.” But, in fact, time is all you have.
- A traditional approach to lead generation was to send a sales force out into the marketplace. The sales people would meet face-to-face or maybe they used a telephone. But no one gives you an appointment or answers the phone unless they know you. Business owners are becoming increasing aware the this approach is very expensive and increasingly ineffective in growing their business. With access to the internet and social media decision makers have made a purchasing decision before a sales rep has ever been contacted. So where do you need to be?
- (Not to overstate the obvious) YOU NEED A WEBSITE… Some things you may know: Prospective customers and existing customers check out your website before they ever contact you. (84.3%) The average person checks out 10.4 sites before making a decision to contact someone. 77% of searches use Google and over ½ of these searches are on mobile devices.
- A great website is not about good looks. A great website is about showing up on the first page of a Google search. Google ranks a website on two primary factors: 1. Relevancy – how well does a user’s search match your website’s content. 2. Recency – newer content outranks older content. Are you a plastic injection mold maker or do you make molds? There is a world of difference to Google.
- Content Development Creating educational and entertaining information that strategically builds your unique message. Well developed content attracts prospects and builds your expertise. Social Media Social media harnesses the power of the internet to amplify and support your brand message. It is not difficult nor expensive but it does take time and patience. Email Marketing Today’s customers must first find you. Then you need to connect and engage them. Email marketing engages your audience and is one of the most effective lead generators available.