New Media Marketing Case Study: A Tale of Two Landscape Companies Leaves One Green With Envy — Part 1, Done Right

YES! Even the least techie industries in the world can use New Media to market, build their prospect list, and boost profits. It’s true that all business owners and marketers have access to the same technology and tactics of blogs, podcasts, RSS, social networks, etc. But the “secret” to successfully marketing online or offline is the same as to achieving goals in any other area of life. The difference between winners and losers is not in the technology — it’s in strategy, mindset, and the ability to influence.

As some of you know, the way Deb and I got to live our ideal lifestyle in Hawaii is through my starting, growing, and selling two multi-million dollar companies in the horticulture industry. Both were big money makers but my passion always lay with the design/build work we did for affluent clients with private estates. Because of that past life, I still keep my finger on the pulse of the horticultural industry. That includes monitoring how companies in that industry are using New Media to market their business.

Part of that monitoring of the New Media Marketplace includes subscriptions to track new videos at the top viral video sites.

The world’s oldest profession shows how to (and how NOT to) use New Media Marketing

While we were speaking in Baltimore two weeks ago, a video popped up at You Tube that really caught my attention. Not just because it was a landscape design/build firm. But because these members of the world’s oldest profession (yes, gardening is what Adam was told to do in the Garden of Eden) used New Media Marketing to influence, persuade, and connect with new prospects and their existing client base in a memorable way.

As a comparison, the second video is from a company that is using New Media — but their strategy is completely mass media/interruption marketing inspired.

The business that got it right

The landscape design/build firm Rosenlof/Lucas in Minnesota had a project that was the focus of an episode of an HGTV program. But instead of relying on a single episode of a cable show to generate buzz, they created a simple four-minute video that has given the project a very productive life attracting new clients using New Media channels.

Click on the small play button below the video to watch and the read on to learn from what they did right marketing with New Media.

OK, so it may be pretty obvious what they did right at the end of the video, but let’s start at the beginning and go through seven online persuasion strategies they incorporated with this New Media foray.

New Media Marketing done right

1. Use a personal/informal tone: The video starts with an informal and completely “personal” intro to the company. You feel as if you’re riding along with Matt Olsen.

2. Grab your target audiences attention up front: The initial intro to Rosenlof/Lucas is brief and immediately defines what differentiates their design/build firm from the competition. Don’t be afraid of losing people. If you don’t turn off (and turn away) some people, you’re probably not going to really turn anybody on either.

For example; not everyone likes contemporary design. But Rosenlof/Lucas specializes in that styles, so they’d be foolish to not make that clear. Who cares if people who don’t like contemporary design tune out. That’s not their target audience.

3. Tell a story: Matt starts the story feel right in the beginning of the video and that continues throughout the four minute clip. He and the owners of the subject property (owners of Hive Modular Homes) share their personal thoughts, inspirations, and most importantly — their passion for what they do.

4. Unique camera shots: The video uses a simple yet edgy New Media shooting and editing style. Angles are unique, transitions are rapid and different, and there is a good blend of music and voice overlays. All work to keep the viewers attention from wandering throughout the four minute video.

5. Engage and deepen your target audience’s attention: Throughout the entire video the things that make Rosenlof/Lucas unique are highlighted. And the passion of Matt stacks on top of the more practical visual displays of their expertise.

6. End with a call to take action: Notice that Rosenlof/Lucas didn’t go the mass media route and end their video with a typical boardwalk pitch normally associated with an infommercial. What they did do is something that far too many New Media people fail to do. That is they focused the momentum in rapport and engagement that they just built up in the previous four minutes.

7. Inspire your audience to follow through: Rosenlof/Lucas didn’t offer a free consultation or anything so drab and boring. They invited people to take a much more natural step in taking the relationship to the next level. Viewers were invited to a “Showcase Party.” Obviously the invitation to enjoy the landscaping, the home, food, drinks, and music is lot more inviting than getting a “free consultation.”

So Rosenlof/Lucas did a really great job here using New Media to market their landscape design/build firm. Yet there is still more that could have been done. In part two of this series I’ll share how Matt and his partner could have gotten substantially better results with a few simple improvements and added online persuasion.

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John-Paul Micek is a Business Acceleration Coach with four multi-million dollar businesses under his belt and over 8000 hours of experience helping entrepreneurs like you get the profits, performance, and lifestyle you want from your business. He’s a published author (Secrets Of Online Persuasion,) a weekly columnist for the Honolulu Star Bulletin, and professional speaker. You can reach J.P. directly via [communicationcommando@gmail.com].

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