Lawncare postcards are a fantastic way for your landscaping or lawncare company to get the attention of local homeowners. Direct mail campaigns allow you to show off your company’s best yardwork and deliver information about your services to potential clients. For the lawncare industry, we have some special tips on how to best utilize direct mail for maximum effect. Consider the following information if you’re interested in sending out your own lawncare postcards.
Choose the Right Audience for your Lawncare Postcards
The targeting capabilities of a direct mail campaign not only allow you to send your lawncare postcards to certain zip codes, but they allow you to select recipients by demographic. For instance, if your company specializes in luxury yard services, you can target by household income. You can also target people who have recently moved into your selected areas, who may be looking for a new landscaping company to do maintenance on their yards. There are all kinds of targeting methods for you to consider.
It’s important in any marketing effort to consider who primarily uses your services. Not only will it help you more adequately target them but it will aid you in the design of your piece. Knowing your audience is essential to understanding what they want and showing that you’re capable of delivering that to them. Be sure to research them adequately before moving forward with your campaign.
Highlight Results Over Features
When it comes to marketing yard services, showing is better than telling. Few homeowners will care about the complexities of your tree-trimming process as much as simply having an attractive lawn. Use pictures of the most beautiful yards you’ve worked on to prove what you can do for them. This will explain the benefits of your service in a glance, before the postcard’s recipient has even read a word of the copy. It may even be what convinces them to read through the piece, and better yet, book a service.
Create Seasonal Campaigns
You may provide maintenance or services that should be performed on a regular basis. In this case, you’ll want to remind both your current clients and new prospects when it’s time to have that maintenance done. Consider sending regular mailings out about a month before your busiest time of year for the service in question. Doing so will not only create awareness of this service, but it will give your audience time to call and schedule their maintenance before the season is over.
Include Your Phone Number
You’ll want to make it quick and easy for your postcard recipients to book a service by including your phone number on the card. That way, they have a means of immediately taking action when they see something they want. If you have a website with an online booking system, then include that on your lawncare postcards as well (although a phone call may be better because it allows you to answer your customer’s questions and eliminate any last-minute cognitive dissonance before they book). Be sure to use a call-to-action statement to communicate what you want your customers to do.
From targeting to graphics to copy, there are all kinds of things to consider when putting together a direct mail campaign. It can be overwhelming if you have no experience, which is why it’s always better to partner with an expert. Cactus Mailing, for example, is a full-service direct mail company that’s been in business for 20 years. We can take your through the direct mail campaign creation process step-by-step from mailing list assembly to design to print and mail. We’ll take your target market and industry into consideration to ensure you send a great-looking mailer to likely prospects. If you’re interested, fill out the form below or give us a call to get started on your lawncare postcards!