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The Rise and Fall of Saturn (or Why Your Customers Don't Want to Buy From You)
Chris Heiler | November 15, 2010
Just because you offer your customers everything they need doesn't mean they want to buy everything from you.
I see numerous Green Industry companies who ride this train of thought into becoming highly diversified businesses stretched thin striving to be all things to all people.
Just because you design and install landscaping doesn't mean you should start mowing lawns, climbing trees, and hanging Christmas lights.
Some companies are even expanding into washing windows and striping parking lots for their customers.
While your customers may need these services, this doesn't mean they want to hire you to perform them . . .
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Sustainability Has a Branding Problem. Do You?
Chris Heiler | October 7, 2010
What is sustainability? What does it mean exactly?
A strong brand is known for something. It has a single attribute that can be described in one word or short phrase.
Apple is known for "design". Google is known for "search". Walmart's brand is built on "low prices". McDonalds? "Fast food". Walgreens? "Convenience".
What is sustainability?
The single attribute that defines a brand should meet three criteria: It needs to be a simple word, a simple idea, and easily understood.
"Low prices" meets all three criteria. "Sustainability" whiffs on all three. . . .
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How do You Attract More Clients Using Social Media Marketing? Here's How
Chris Heiler | August 24, 2010
A participant in a recent webinar asked me this question: "How is updating my status on Facebook going to get me new clients?"
That's a fair question. I've received many others in the same vein that all come down to this:
"How will investing my time with social media make my business money?"
I aim to show you. But it won't be easy. Sorry :-)
First, let's talk about "easy" marketing.
Easy marketing is handing a check to a Yellow Pages advertising rep. Easy marketing is sending a pretty post card to 5,000 people you don't know. Easy marketing is blanketing a neighborhood with generic flyers and door hangers.
This is the style of marketing the Green Industry is accustomed to. And it has worked. But let's not confuse this easy marketing with social media marketing . . .
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A Lesson Learned from McDonald's
July 14th, 2009
I'm typically a Burger King guy, but my options were pretty limited as I was returning from a client's home last week, so I had to settle for McDonald's. I was after my mid-afternoon coffee that would keep me going for the rest of the day . . .
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Consistency: Boring, but Effective
June 30, 2009
Here's a ground breaking, earth shattering tip for you this week: Be consistent! I know, very boring. But, being consistent in certain areas of your business, and personally, can be very effective . . .
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2010 PLANET Green Industry Conference
2011 ANLA Management Clinic
Lawn & Landscape Magazine
2010 APLD International Landscape Design Conference
2011 Minnesota Nursery & Landscape Assoc. Northern Green Expo
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