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This case study examines a family-owned landscaping business based out of South Carolina. The two brothers in this case used yard signs to increase awareness for their business—small business owners can learn how to implement this campaign in their own company.
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Yard Signs Case Study: The LawnScapers
Founded in 2006 by Chris and Evan Lewis in Greenvile, SC.
Running out of Chris’s home, The LawnScapers operates with a six-truck fleet and serves the entire city of Greenville.
Chris and Evan want to expand to an actual office, but to do so requires a significant financial investment.
The Lewises are willing to take a risk, but they need to know that their business will continue to grow.
Company History
•Initially, The LawnScapers advertised through word-of-mouth.
•Now, Evan, who handles the marketing for the company, is looking for advertising that makes good financial sense.
•With strict budgetary constraints, he decided to order yard signs.
•For $3,000, 100 lawn signs, along with sign frames, were placed in the yards of clients while work was being done.
•He offered the clients a discount off their service if they agreed to leave the signs up after the project was complete.
Marketing Investment
•Since adding the signs, neighbors, passing motorists, and guests in the clients’ homes have all called the company.
•New client bookings have increased by 28% in just two weeks, and customer retention improved by 30% because of the discount.
•Evan expanded the campaign by ordering two metal yard signs that say “LawnScapers’ Yard of the Month.”
•These are used in the yards of randomly-selected clients who receive a free month of service.
•This exciting promotional campaign is generating lots of attention and buzz for the company.
Results
•Be smart with your advertising. Find where your market is and send your message through that channel.
•Pay attention to your return on investment. High-dollar marketing gets you lot of exposure, but what result does it produce?
•Promotional campaigns are great for building buzz. Get people talking about your business so you’re in the top of their mind when they need your product or service.
Business Recommendations
Way To Go, LawnScapers!
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