One to Watch: Spring-Green
“Activity Highlights” focused on merchandise mailers targeting the homeowner, and our “One to Watch” is yet another example. A lawn care company, it faces surprisingly stiff competition in the mailbox from other lawn care providers.
Why so stiff? Partly because the window of opportunity for lawn care companies is short, as in most regions of the country lawn care needs to begin in the spring and then carry through the early fall. And, unlike merchandise (like pet supplies, supplements and cosmetics) that can abandoned for a competitor a few weeks later after purchase, choosing a lawn care provider is often a year-long commitment.
In March, the Who’s Mailing What! Archive witnessed several skilled efforts from such lawn care companies as Scotts (with its “Free Planning Kit” complete with attractive pictures and useful calendars, Archive code #356-174122-0803A), TruGreen (an information-packed self-mailer, Archive code #356-178407-0803C) and Lawn Doctor (with a $50 off coupon that resembles a $50 bill, perfed to the bottom of its self-mailer, Archive code #356-171895-0803C). Spring-Green, however, took the cake … err, lawn … with an expertly personalized, in-line printed effort.
The outer of Spring-Green’s plain white, 8-1/2˝ x 9-1/2˝ envelope gives three reasons for the prospect to open it up: better lawn, discount and gift. Personalized to the “[Last name] Family,” it asks, “Do you want a thicker, greener, healthier lawn this season?” Then it invitingly says, also in bold black letters, to “Sign up now for your special neighborhood discount!” Next, the words “free gift inside” and “open at once” are stamped in red on the outer. And, for some environmentally minded prospects, the reverse side tells the prospect to “ask about Spring-Green’s NEW Organic Alternative” (Archive code #356-714221-0803B).
The letter is the first component the prospect comes across inside, and it’s a dandy. A Johnson Box says it “takes only $32.95 to be on your way to a thicker, greener, healthier lawn,” and a business card is stuck to the top as well, with the name of a local Spring-Green manager and an offer (“call today and SAVE 20%!”) The letter is signed by the same manager, who says that his franchise is offering a “neighborhood discount price” and “three lawn care programs to match your needs and budget.” On the flip side of the letter is a thorough breakdown of these three levels.