GLENVIEW, Ill. – When it comes to business-to-business networking, Autumn Tree Care Experts of Glenview knows how to turn a fun time into a sales and marketing opportunity. Case in point: the annual Spring Fling for the Illinois Landscape Contractors Association (ILCA), held last month at the Autumn Tree headquarters.
The invitation-only event for the ILCA drew some 140+ attendees for an evening of fun, food, and festivities on April 11. Autumn Tree converted its industrial office space into a hoe-down-like western scene, complete with strategically placed cacti, fence posts, barn doors and mountain range backdrops. The casual setting lent itself well to putting guests at ease, opening the door for friendly conversations and relationship building opportunities.
Autumn Tree Vice President Dan Klindera said the tree care company decided to invest upwards of $10,000 from its marketing budget into the Spring Fling sponsorship this year because of its long-term potential and business-building value. Klindera added that he believes the investment was well worth it, noting that over time, friendships established at the event will likely result in client relationships for Autumn Tree and other businesses and individual consultants in attendance.
"People came early and stayed late and, overall, we think it was a sound investment of our marketing dollars," Klindera said. "It just goes to show you that sales and marketing efforts don't always have to be strictly advertising-based, or direct mail pieces. Relationships are the most valuable marketing tool we have. And events like the Spring Fling are relationship builders."
Most of the 140 attendees were landscape architects and contractors. Others included industry vendors, individual tree care consultants, and property management officials. Among those "working the crowd" were Mariani Landscape of Lake Bluff, Ill., Christy Webber, a Chicago-based landscaper, Mindy Maggio of Coromandel Home Owner's Association of Deerfield, Ill., Hendricksen, the Care of Trees of Chicago, and Bartlett Tree Experts of Ohio.