March 21, 2006
Marketing vs Advertising
Often times people use the terms ‘marketing’ and ‘advertising’ interchangeably and while this isn’t necessarily wrong, I think there’s a fundamental difference in the two.
To me advertising is a passive approach to spreading the word about your lawn care business and the process of trying to attract new customers. You splash a few signs up here and there or you engage in some advertising campaigns, but once you’ve got them up you sit back and wait for business to come to you. In a highly competitive industry, you simply can’t do this if you hope to survive.
On the other hand, marketing is a much more proactive approach to getting new customers and spreading the word about your lawn care, landscaping, or other service business. Yes, you’ll still engage in many of the same activities you would if you were simply ‘advertising’ such as signs on your trucks or ads in the newspaper, but marketing takes it one step further. Once these things are in place, instead of sitting back and waiting for new business to come your way you’re working on step 2, then step 3, and so on.
Marketing doesn’t simply stop with putting up a few signs or ads. It’s a continuous, constant application of prospecting for new clients, sending out marketing messages, tracking results and adjusting accordingly, and developing new sales channels. In fact, marketing should be viewed as a process, not simply an event.
The minute you stop the process of marketing your lawn care business is the minute you’ve given up control over the growth of your business.
Filed under Lawn Care Marketing by Chestin
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