January Issue Extra: Selective Attention

While understanding company limitations may be discouraging initially, it's important to realize where the company's resources are best allocated, John Chiarella, president, Ultimate Services Lawn Care, Wolcott, Conn., said. "We can't compete with the big guys in a commercial market, not because I can't do it, but because I can't in a timely fashion," he said. Even when customers opt for the lower bid over his own, Chiarella offers attention to detail that may win over the customer in the future. "We never burn the bridge," he stated.

Nevertheless, Kurt Bienmueller, co-owner, Foursquare Landscape Management, Dallas, Texas, recognized that while it's important to recognize limitations, it's also important to communicate the company's abilities. As a solution, he tackles local community projects that he can easily point out to potential clients as examples of the company's caliber of work. Additionally, Foursquare targets events such as golf tournaments to heighten its image.
"What [potential clients] think is that we can't perform because we don't have the manpower, so we perform close by and then continually renew the city accounts," he said.

Web sites also offer valuable opportunities to build company brands without overkill. Customers can view a Web site on their own time, allowing the image to sink in on an extremely individual basis. In addition, traditional logos on trucks and uniforms still prove effective - as long as the vehicles and employees pay attention to cleanliness and professionalism on site, said Wayne Talley, president, The Lawn Ranger, Mechanicsville, Va.

Traditional media also play a part in a small company's big-time image. However, Leroy Heppner, president, Nature's Way & Landscaping, Portland, Ore., has found that some forms of advertising may not be effective in the long-term. "We're very selective of print media - it's a very quick-sell but it may not necessarily be long-term," he illustrated. "Radio and TV don't necessarily turn out an immediate return, but they might be long-term when building your name."

The author is assistant editor of Lawn & Landscape magazine. For more information on creating your company's image, see the January issue of Lawn & Landscape magazine.