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Spring Clean-Up Brands Leverage A Mix Of Marketing Strategies To Connect With Consumers

May 11, 2020 Sarah Cavill

Shutterstock_613453019 Lawn mower on green grass

As the weather warms up, more and more of us head outside to start the post-winter clean-up. Lawn care, landscaping, gardening and home maintenance needs are often top priority before settling into the hot days of summer, when being outside is more pleasantly spent by the pool or relaxing. While much of the outside work can be DIY, many consumers turn to brands that specialize in outdoor maintenance for help with the big jobs. 

A report by the National Association of Realtors (NAR) and National Association of Landscape Professionals (NALP), the 2018 Remodeling Report: Outdoor Features, found that outdoor maintenance offers benefits to homeowners and the lifetime value of homes. “This report validates landscaping is an investment worth making, offering the immediate benefits of increased enjoyment of your property, as well as desirable long-term value that holds if or when it comes time to sell,” said a spokesperson for NALP. “From lawn and tree care to installing a new fire or water feature or landscape lighting, there’s no shortage of opportunities to enhance your landscape and to reap the benefits these upgrades provide.” All the more reason for brands to effectively communicate their strengths to consumers and capture consumers at the moments their needs arise.

Lawn Care Membership Options And Seamless Exchanges Can Capture The Attention Of Younger Consumers

Americans spend more than $47 billion in lawn and garden retail purchases, and this figure doesn’t even include lawn care and landscaping. 77% of households garden, and more and more gardeners are younger, with 29% between the ages of 18 and 34. Younger consumers are increasingly comfortable with membership options, which many lawn care companies provide.

Sunday grow lawn care heat helper lawnmower

The eco-friendly brand Sunday uses an “advanced database of satellite imagery, local weather and soil conditions to create your smart lawn plan.” Based on customized lawn plans, Sunday schedules shipments of their eco-friendly nutrient pouches as needed based on the lawn plan schedule. This kind of customized business model is appealing to younger consumers, especially when it is environmentally friendly.

More traditional brands, like TruGreen, offer tiered memberships and discounts off initial services. When consumers start online searches after noticing their lawns are in need of some TLC, seamless interactions, memberships and promotions can capture consumer attention when it most matters. 

Content Marketing Builds Trust In The Competitive Lawn Care Industry

Content marketing can be an effective strategy for brands that rely on appearing authoritative, like home service brands. The Grounds Guys, a landscaping and lawn care company, has a robust blog on their website, offering tips, tricks and updates across the services they provide. Content marketing can drive high-quality organic traffic, increase brand visibility and build trust, which can be critical for brands trying to differentiate themselves in a crowded market at a time when there is high demand. However, blogs are common among home service brands, so lawn care content should offer true benefits to readers, be recent and ongoing and align with brand strategies for long-term effectiveness.

Online Showrooms And Remote Estimates Can Help Home Service Businesses Stay On Top During Coronavirus

Shutterstock_1688546533 Close-up of a hand holding tablet with SHOWROOM inscription, online shopping concept

Some regions of the country that will be undertaking spring clean-ups in May and beyond are still under quarantine. Although home and garden is an industry seeing increased sales during coronavirus, stay-at-home orders can present problems for getting products and services estimated and delivered. Brands that pivot to offer remote pricing, provide online showrooms and take social distancing guidelines seriously when deploying workers to locations are providing reassurances to consumers who may feel unsure how to proceed with their usual spring cleaning plans. Sky Light Roofing and Restoration is using email, text and video conferencing, in addition to an online showroom, to provide consumers with contactless services that still meet consumer needs. 

Free Estimates And Video Content May Incentivize Consumers To Get Gutter Protection

Cleaning gutters isn’t usually a job at the top of any homeowner’s list. It’s messy, smelly and tiring, and it requires balancing on a ladder. Gutter protection, or gutter guards, come in all different shapes and sizes, but essentially the guards prevent leaves and other debris from building up in gutters and eliminate the need for gutter clean-up in the spring. Brands that offer helpful gutter guard tutorials, like videos illustrating how the product works, may be able to capture the attention of shoppers poking around the internet looking to learn more about the home improvement option.

For example, LeafFilter offers video content within a well-designed, easy-to-navigate website. LeafFilter, and other gutter protection brands typically also offer free estimates, which should be a given when possible, especially for products and services less well understood.

For many people across America, this year’s spring clean-up may be a chance for renewal. An opportunity to get outside, freshen up their surroundings and enjoy the spring air. Brands that can capture the attention of consumers who need their help, via effective content, meaningful memberships and purchasing experiences that take into account the “new normal,” are likely to create favorable connections with consumers who may be eager to get moving on necessary projects that offer pleasant distractions.

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About the Author

Sarah Cavill

With more than 20 years of writing, editing and reporting experience, Sarah Cavill brings to Digital Media Solutions (DMS) a fine-tuned and diverse set of skills. Her work has been featured in notable publications including The Daily Muse, CBS Local, Techlicious and Glamour magazine. Sarah has a passion for current events and the deep-dive research that goes into the content development and brand identity of DMS Insights. In her role as Senior Marketing Communications Writer, Sarah contributes to the pitching, researching and writing of multiple stories published each week surrounding digital and performance marketing innovations in pop culture, news, social media, branding and advertising.

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