Growing your business through live events

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Public demand for landscaping services have never been stronger, but that doesn’t mean that it’s time to take your foot off the marketing pedal. If anything, there’s value in making the time to ramp up your profile and refine your message to attract your ideal clients.

As a business owner, it's important to always be marketing your company. You never know when a potential customer or client will come across your business, and when they do, you want to make sure that they have a positive impression. Marketing is not something that you should only do when you're looking for new customers; it's an ongoing activity that will help you keep the customers you have and attract new ones.

Why bother marketing when you’re already busy? The answer is simple: when you’re in demand, you can pick and choose who you work with. Instead of filling your books with mediocre jobs, you can be building a pipeline of work for the future, selecting those jobs that are aligned with your business and visions for growth. Having a steady stream of quality projects means that you can plan for your business and provide stability and growth opportunities for the people who work for you.

The power of face-toface events

While there may be many strategies to market your business, few provide ‘bang for your buck’ like live, in-person events. Yes, they can require an investment of time and planning, but it is a great way to meet qualified leads, and nurture relationships with potential clients.

Public-facing events, like MIFGS and the Backyard and Garden Show, are proven crowd pleasers that attract tens of thousands of people through the gates each year. Being visible at these events is impactful and can generate more serious enquiries than even the best-looking Instagram feed.

Meeting people in the flesh at in-person events means you can connect with people in a more personal way. This is vital to building trusting relationships, as it allows potential clients to get to know you, and better understand what it will be like to work with you. It also gives you the opportunity to ask questions, communicate your point of difference, and importantly, decide if those potential clients are the right fit for you.

Measuring the impact of event marketing

Determining the success of being present at events can be a long game – sometimes the rewards are realised many months, or even years after the event has ended.

That said, having a presence at events can be cumulative. By putting yourself out there, prospective clients will not only discover your brand, but over time they will become familiar with your business, meaning you’ll be top of mind when they’re ready to commit. It may also mean that you’re brought into the project during the early stages, which gives you the opportunity to shape the conversation, and guide the process to suit your way of working.

An investment in your business

Event marketing can be time consuming and resource-hungry, but rather than thinking of it as an inconvenience, consider it an investment in the future of your business. Be strategic and plan your involvement as part of your annual marketing approach, and with time, you’ll reap the rewards.

Ways to benefit from live events

Piggy-back on LVML’s involvement

If you’re not ready to strike out on your own with your own stand, volunteering to assist LVML at major events is a great way to build your profile, as well as boost the presence of the Association.

Promote your attendance at the event

If you’re going to the effort of exhibiting or participating at an event, make sure to talk about it. Share it via your social channels, and let your audience know you’ll be there.

Make it easy for people to speak with you

Consider offering appointment times at the event, so that serious leads can secure a time to speak to you in person.

Let people know you’re a Master Landscaper

Make sure to display your Master Landscaper logo. Not only will it speak to your credibility and professionalism, but it also helps to heighten the value of being an LVML member in the public eye.