What Consumers Want: What They Value

Posted by on May 6, 2013 in SEO | 0 comments



Landscape Management — May 2013

Green Industry marketing experts translate the results of PLANET/Harris Interactive’s  consumer survey.

In December, Harris Interactive conducted an online survey on behalf of the Professional Landcare Network (PLANET) to discern homeowners’ landscape priorities. The study was conducted among more than 2,800 U.S. adults.

To learn how some of the study’s results can be used by landscape professionals to improve their messaging, we tapped three Green Industry marketing pros to give us their take. Here’s how they broke it down:

“Looking at your communications, are you targeting these themes (homeowner pride, property values and relaxation) when you market? If not, it’s time to make adjustments to your messaging. Think about your elevator speech and ensure your wording paints a clear picture of your work to a prospect. For example, ‘The gardens my team and I create complement our clients’ beautiful homes, enriching their lifestyles and giving them more time to relax with family and friends.’

In reviewing images for future materials, which ones speak to pride, relaxation and property values while mirroring your sales messaging? Clients often don’t know what they want, but they do know what they don’t want. Plan your marketing well and help them make educated decisions.”

Lara Moffat, ASLA, LM Creative Consulting