Case planted trees in honor of landscape contractors that posted photographs of their crews to the equipment maker’s Facebook or Instagram pages.Photo: Case CE
Landscape contractors looking to boost outreach to clients and potential customers in their service area should remember this key principle of marketing: If you see something that works, copy it. (Just make it your own in the process.)
Here’s a great example of a campaign that worked:
Case Construction Equipment’s #CASETrees social media event for landscape and nursery businesses resulted in the planting of 30 new trees in Racine, Wisconsin. The trees were planted in three locations: Lockwood Park, Johnson Park and Racine Zoo. Tree selection was conducted in coordination with the Racine Parks, Recreation and Cultural Services Department, which also oversaw the planting.
Case, of course, is a global company, and the campaign targeted landscapers everywhere, not just in Racine. Still, the logistics were relatively simple.
Each landscape or nursery that uploaded a photo of its crew to the Case Facebook page or Instagram before Earth Day (April 22) and used the #CASETrees hashtag had a tree planted in its honor by Case.
Highlight your customers, not just your company.Photo: Case CE
Wonder about the reach of such an effort? Check out the companies that had trees planted in their honor: North of South Landscapes in Bend, Oregon; Green River Grounds in Auburn, Washington; Jason Souliere Excavation & Equipment Rentals of Arnprior, Ontario; Wemhoff Farms in Humphrey, Nebraska; Kirk’s Lawn Care in Limerick, Pennsylvania; 108 Excavating LLC of Flagstaff, Arizona; M&S Landscaping in Martinez, California; Cole’s Earthworks Ltd. of Sudbury, Ontario; D&H Landscaping in Richmond, California; Haynes Enterprises LLC in Miles City, Montana; Inside Out Design LLC of Frankfort, Kentucky; Jacrist Gardening Services Inc. in Clarence, New York; and Gentry Landscape Maintenance in Irvine, California.
True, landscape industry suppliers such as Case Construction Equipment have first-rate marketing teams. You may never build an in-house marketing staff, but you can certainly keep an eye on what the big guys are doing. Notice especially that Case features the photos of its customers on Facebook and Instagram, and is quick to credit each of the companies that participated.
Even when you come across a major campaign that’s impossible for you to emulate, chances are it contains the nuggets of several good ideas that will work for you.
For a look at how Case markets itself to landscapers, visit this webpage.
