1.
CAPTURE
CAPITALIZING ON THE GROWTH IN
THE LANDSCAPE INDUSTRY
By Tom Barrett Ohio Irrigation Association

2.
HOME CONSTRUCTION IS UP

3.
Annual Growth 7%

4.
Annual Growth 7%

5.
Annual Growth 6%

6.
Sales by Market Segment
Source: SiteOne 2016 Annual Report

7.
CAPTURE
The Compound Annual Growth is
Significantly Higher than the Economy

8.
Outdoor Spaces
LightingWater

9.
Environmentally
Friendly
Landscapes

10.
CAPTUR
E THE
GROWTH
HOW?

11.
© Creative Technology Corp. 2016 16
Marketing for the
Landscape Industry
+What’s Working…
+What’s Not Working…
+Connect With Your Audience
+Create a Compelling Message

12.
THE BUYER’S JOURNEYTHE BUYER’S JOURNEY
​ ““I’d like to use the internet toI’d like to use the internet to
build my business.build my business.
​But I don’t want to spendBut I don’t want to spend
anything because we don’t haveanything because we don’t have
a budget, and we can’t cut anya budget, and we can’t cut any
more.more.
​ I don’t want to have to hireI don’t want to have to hire
anyone. I can’t spend any timeanyone. I can’t spend any time
on this, and no one else can takeon this, and no one else can take
it on.it on.
​We’ll need to outsource it orWe’ll need to outsource it or
perhaps put the intern in chargeperhaps put the intern in charge
of it.”of it.”
​Do you…Do you…
​……have the best message…have the best message…
​……directed to the right audience…directed to the right audience…
​……with a compelling reason to buy?with a compelling reason to buy?

13.
© Creative Technology Corp. 2016 18
​from beginning, did something
simple and useful
​from beginning, began cycle:
​asked for community feedback
​ did something about it
​ repeat, forever.
– Craig Newmark
​ Founder of Craigslist
“
”
HOW DID CRAIG’S LIST GET ITS TRACTION
In 1995 Craig Newmark, a newcomer to San Francisco, feeling alone and isolated in
a new city, started an email distribution list featuring events in the San Francisco Bay
area..
In 1996 Craig expanded the listing to include other classified ad categories and
launched a website.
Today craigslist is in over 700 cities in 70 countries. The website receives 50 billion
page views by 60 million users each month.

14.
Are you ready to become a Rock Star of Landscape Contractors?
…RAVING CUSTOMERS
IMAGINE…

15.
LEAD GENERATION…LEAD GENERATION…
​ ““In the past we would have toIn the past we would have to
go out and find customers.go out and find customers.
​Today the customers have toToday the customers have to
find us.find us.
​The key to our success has beenThe key to our success has been
developing an effective salesdeveloping an effective sales
funnel.”funnel.”
……CAN YOUR CUSTOMERS FIND YOU?CAN YOUR CUSTOMERS FIND YOU?
You need to be on the internet.
You need to be on social media
You need to be actively marketing.

16.
SO YOU NEED A WEBSITE…SO YOU NEED A WEBSITE…
…And It Has To Be Good

17.
22
IF YOU BUILD IT…IF YOU BUILD IT…
…THEY WON’T COME…THEY WON’T COME

18.
BUILD YOUR AUDIENCEBUILD YOUR AUDIENCE AMPLIFY YOUR MESSAGEAMPLIFY YOUR MESSAGE
​Content Development ​Social Media ​Email Marketing
GROW YOUR BUSINESSGROW YOUR BUSINESS

19.
PULLING IT ALL TOGETHER
Social
Media
Content
Marketing
Video
Photography SEO
Website
Amplify
Your
Message
Strategic
Planning

20.
If you don't know where you are going, you mightIf you don't know where you are going, you might
wind up someplace else.wind up someplace else.
- Yogi Berra- Yogi Berra

21.
It is not the strongest of the
species that survives,
nor the most intelligent, but the
one most responsive to change.
– Charles Darwin

22.
CAPTURE
CAPITALIZING ON THE GROWTH IN
THE LANDSCAPE INDUSTRY
By Tom Barrett Ohio Irrigation Association