A New Marketing

Before I start, in reference to the title: Zing!

So, @ashlebo and I got one of these in the mail yesterday. And I’m sure it wasn’t just us. It was probably us and everyone else in our area.

Here’s the problem: We live in a condo. And so does everyone else in our neighborhood.

No one has lawns. For some people, that was probably a big reason FOR buying a condo. But TruGreen doesn’t know that, or they don’t care. I’m sure they got a list of homeowners in the Charleston area and then fired off thousands of these (pretty nicely done, otherwise) high-gloss tri-fold direct mail pieces, regardless of any other information. It doesn’t take a lot of research to look at all the names in your database and cancel out all the ones without LAWNS! and in this part of Charleston, that’s a lot.

Little things make the big differences, especially now.