Bemus Landscape retooled its marketing strategy for greater focus.
Some tasks may sound like Marketing 101: Cold calling prospective customers, developing an attractive website, ensuring that marketing materials are uniform and following up with referrals. Yet when the economy was booming, many companies allowed basic items to slip off of their to-do lists. Business was so good, they could afford to slack off on marketing – and so they did.
Today’s economy requires a great deal more focus, says Jon Parry, general manager with Bemus Landscape in San Clemente, Calif. In the past few months, Bemus has rolled out a new logo, updated its trucks, uniforms, website and advertisements to ensure uniformity, and begun cold calling clients.
“Like so many others, we used to have a website that was out of date and didn’t reflect our company,” Parry says. “Our marketing efforts were also scattershot, instead of being uniform and focused. That’s why we decided to revamp our marketing.”
Parry adds, “Marketing can be as basic as ‘feet on the street,’ just canvassing commercial areas where potential clients are, but over time it pays off.”
Since it went live in March, Bemus Landscape’s new website has earned “rave reviews” from its clients, Parry says. The new design was meant to have a clean and classy, yet minimalist feel.
And rather than adopt a new logo that might alienate existing clients, Bemus decided to alter its existing logo. The new one has a contemporary appearance that’s recognizable to Bemus’s longstanding clients.
“We decided to tweak it rather than replace it,” says Parry. “We wanted to tell our clients, ‘We don’t change with the wind.’”
This story is one of three that appeared in Lawn & Landscape’s Growing Green e-newsletter. To continue reading about Bemus Landscape:
Renewed focus: As new home construction halted, Bemus Landscape diversified its lawn care model.
Quality control: A new IQ program has employees and customers paying close attention to details.