BEST OF THE WEB: Proceed with Caution

For years, landscape contractors have depended on phone directories, such as the Yellow Pages, to promote their businesses. Some contractors still swear by these advertisements while others claim they’re a "waste of money."

One recent thread on the Lawn & Landscape Online Message Board explored whether phone directory advertisements are effective. The general consensus is that the ads still work as long as they’re used effectively. "To be effective, you must mix up your advertising to reach your target market," shares Brian Klimek, president, Greenworld-Irrigation Specialists, Monroe, N.Y. "Do you all know who your target market is? You should. If not, you could be wasting money on ineffective advertising."

RETURN ON INVESTMENT. Contractors report varying degrees of success with directory advertising. Sal Mortilla, owner of Landscaping Unlimited, Long Island, N.Y., says he received eight to 10 calls per day from a Yellow Pages ad that ran the previous year.

Yaphank, N.Y.-based JonKar Design Group has also realized success by contracting at least 60 percent of its work from directory responses, according to company Owner John Palasek. Outdoor Finishes, Walkersville, Md., reports the same positive results. The company receives at least 50 percent of its sales from its display ad, says company Owner Andrew Aksar.

But Larry Bump, president, LawnMasters, Lawrenceville, Ga., hasn’t been as lucky. "The Yellow Pages is only an open door for tire kickers," he explains. "Been there, done that. For the price of the monthly payments, we endured a whole year of people looking for price. The year we advertised in the Yellow Pages, our return checks went up 25 percent."

Ken Reis, owner, Turf & Shrub Management, Dartmouth, Mass., says he also hears from a lot of "tire kickers" but says that hasn’t deterred him from running the ads. "Yes, we know these folks are most likely calling two to three others from the same page we advertise on, but we’ll keep on using them."

Paul Rapoza of Rapoza Landscape & Lawn Care, East Falmouth, Mass., also has mixed feelings about directory ads. "My sense is the worst leads come from Yellow Pages, although, I will say my best client called from the Yellow Pages."

Solana Beach, Calif.-based Naturescape Landscape Co. receives only one directory call for every 30 postcard responses, says company Owner Bill Schwab. "Of those, what is interesting is that they are all older retired people living on fixed incomes and not people who are younger and have access to as much funding or are at least more conscious about what they are going to invest in," Schwab writes. "What this clearly tells me is Yellow Pages are, if not already, a thing of the past."

LOCATION IS EVERYTHING. Ad size and placement can affect directory response rates. Outdoor Finishes places a "dollar-bill sized" ad with the company’s logo strategically placed on the right (see ad below), Aksar says. Most companies place their logo on the left, which differentiates Outdoor Finishes’ ad from the others, Aksar explains. "About two years ago we made that one simple change, and it seems as if more calls are flowing in off of the Yellow Pages," he says.

Aksar also suggests contractors be more creative with their ad designs to reflect their ingenuity in the field. "Many landscapers’ advertising looks like ads you see for big yard sales," Aksar writes. "And many landscapers’ logos look like something you see used by trucking companies. In terms of landscaping, you need to be creative and detail oriented – especially if you do installation work. Would you hire a contractor that has no creative abilities and where you stand a chance of your new $8,000 landscape looking like your three other neighbors’ landscapes that this guy just installed?

"Clients look for hidden signs of creativity, craftsmanship, detail orientation and professionalism," Aksar adds. "You need to incorporate these elements in all of your marketing pieces."

Klimek agrees that contractors should hire professionals to design their ads. "When you see a homeowner installing his own pond and it looks ‘wrong’ what do you say to yourself: ‘He should have hired a professional,’" Klimek writes. "Well, we should take our own advice. Stop being cheap. Spend a few pennies and have a consultant/marketing/advertising person look over your ad before your uncle Bob says it looks great, and you spend $560 a month."

Klimek also offers the following recommendations:

Rapoza uses a small display ad (see ad below) and says referrals are the most effective marketing tool. "What I disagree with is the ever increasing size of display ads," he writes. "It’s like an arms race. Every year a few companies’ ads get bigger and bigger. I am always tempted to get the next size up or color, but in my case I think it would be a mistake. If your clients rave about you, you’ll get more referrals, which are the best leads."

Rapoza spends $116 a month on his Yellow Pages ad, which is the lowest price available, he says. Rapoza also places a small display ad in his local paper’s business directory for $144 a month.

JonKar Design Group features a display ad in the Yellow Book, which is distributed in zones, instead of the Yellow Pages to market in more direct areas, Palasek says. "By using zones, I can target ads to specific areas and leave out areas that are not likely to spend a whole lot on landscaping," he explains. "I am currently in eight zones, which encompass most of the monied areas of Long Island."

The ad is 5½ by 4¼ with a white background (see ad left), and the entire book is 6½ by 9½ , so the ad is approximately half the page, Palasek notes. The ad costs approximately $900 a month.

Schwab says he received more response from a "bold-type line" than an actual display ad. "In two states, Yellow Pages ads proved grossly ineffective and overpriced for the return," he writes. "They need to lower their numbers to what they return for us if they ever want me to place a sizable ad again."