Our goal today
About GIE Media
Our data-driven world
Social media and mobile trends
The new marketing mix for 2014 and
GIE and what we do
Privately held, stable and strong
Totally committed to the Green Industry
Partner to OPEI and nearly all of its
Excellent content presented in innovative
ways across all viable platforms
Print is still king
The 10/80/80 rule
The new mantra: data, engagement and
What do our customers look like?
What is important to our customers?
How do you collect data?
◦ Point of sale or distributor housed is easy
◦ Web On-line components (social media
login) shared data
Compelling reason to log-in is key
◦ i-App collected data
Little investment, little data
Paid model a little better
Keyed login is data nirvana
What landscapers do
Get weather reports
Schedule sales calls
Send photos of job status reports
Troubleshoot equipment problems
Track of his employees’ time sheets
Write – and close – proposals
Take and share photos
It all syncs back to his main file system
at the office
Sharing updates on disease and pest
pressures across their region with other
superintendents and with their members.
Apps like TurfPath being used for efficient
identification and treatment options for turf
and pest problems.
72 percent of superintendents have a
smartphone and nearly all use them for
texting, email and accessing industry apps.
About a third of supers use their phones to
access irrigation data or monitor other course
Key contractor numbers
When it comes to contractors, 80%
use a smartphone for work and 10%
have laptops in their trucks.
43% of owners give their crews a
smartphone and 32 percent give
crews a non-feature mobile phone.
8% give their field team a tablet.
Weather and maps
Lawn & Landscape
Company support apps
What it means for you
1. Contractors need tools to manage
and track labor, equipment and fuel.
2. Contractors and superintendents
want information on their phones and
3. Mobile is just a tactic. Contractors
and superintendents still need top-
notch equipment, support in the field
and business management insight to
run their operations successfully.
Modern marketing mix
An integrated approach
◦ Traditional direct
◦ Digital direct
◦ Face-to-face tools
Targeted – increasingly able to reach
your ideal customer with a focused
message on a platform they choose
What should you do?
Don’t dismiss what you don’t
Don’t assume that social media is
free, digital is cheap and all of this is a
way to slash your marketing budget
Rethink how you come to market
Create a mix that works for you and