March 25, 2006
‘The Apprentice’ from 3/20
Aside from Brent demonstrating the he was indeed a “complete disaster,” the next most evident lesson from this episode is something I’ve talked about many time previously.
The two teams were tasked with creating a billboard to promote a new version of an old cereal. The winning team created a billboard that was simple, had very little text, yet conveyed the desired message very effectively. Even though the losing team had a pretty good design as well, theirs was too cluttered, had a message that wasn’t conveyed very effectively, and didn’t effectively account for the type of media being used.
There-in lies the marketing lesson for the week. You see, the winning team was successful because they created a billboard that matched the medium they were using. Because a billboard receives only a few seconds of attention, it must not be cluttered and everything on it must work to effectively deliver the desired sales message.
To carry this over to your lawn care business, you too must understand the marketing medium you’re using. You must use the chosen method in a way to capitalizes on the benefits to be gained from the particular medium. To capitalize on the benefits of each medium, you must know what these benefits are.
Remember, success in marketing comes from understanding your target market, knowing how and where you can best attract their attention, then delivering a message that speaks to their wants and desires. If you can do this consistently you’ll avoid becoming what Brent demonstrated he was each week, a “complete disaster.”
Filed under Lawn Care Marketing by Chestin
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