Growing Concern
The
March 2015
A p u b l i c a t i o n o f t h e O h i o La n d s c a p e A s s o c i a t i o n
March OLA Meeting March 12, 2015 PAGE 7
Tips To Effectively Market Your Landscaping Business PAGE 25
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President’s column
WANTED: SALES With most of the snow and cold temperatures behind us, we can finally see the light at the end of tunnel. I have faith that most of our phones have been ringing or starting to, getting us well underway to new sales for this upcoming season. Successful sales start from the ground up with a thoughtful process, strategy, and a way to measure and monitor those processes and strategies. If you have not already done so, this is a good time to review that process. If you are new or just getting into the sales game it can be as easy as riding a bike. When you first start to pedal it usually takes extra effort to get the bike to move. Once you’re moving it can be very easy to develop momentum and often times you find yourself gliding. As you continue to ride you tend to build up momentum which can come in handy climbing a hill. As with sales, the first one or two may be a little difficult, until you develop a process and gain momentum. Having a strategy will definitely help streamline the process.
Steve Moore S.A.M. Landscaping, Inc.
1. DEFINE YOUR TARGET MARKET. Let’s face facts; you aren’t going to do business with everyone. Focus on one particular market and build momentum from there. Choosing a limited market allows you to focus and perfect your processes prior to expanding. Expanding into a second market should come easier.
2. DETERMINE YOUR OUTREACH. You need to define how
Do what you said you were going to do for the prospective sale.
you are going to connect with your target market to create leads. The more you connect, the more you are exposed, which creates more calls and hopefully more sales. Marketing your business is an entirely different game in itself (this month’s feature article will provide you with some tips in that area); my point is to simply encourage you to take advantage of the easy leads. Once you make a connection, it is your job to follow up on the lead. Following up can be as simple as a postcard or e-mail, but a personal phone call is best unless the potential client has recommended a specific method of contact, such as a text. continued on page 6 The Growing Concern x March 2015 x 3
Ta b l e o f c o n t e n t s M a r c h 2 0 1 5 w w w. o h i o l a n d s c a p e r s . o r g
Ohio’s Professional Green I n d u s t r y A s s o c i at i o n Ohio Landscape Association 9240 Broadview Road Broadview Heights, Ohio 44147 Phone: 440-717-0002 or 1-800-335-6521 Fax: 440-717-0004 Web: www.ohiolandscapers.org or www.myohiolandscape.com Editor Darlene Hess, Ohio Landscape Association Regular Writers Michael J. Donnellan, King Financial, Inc. Jim Funai, COLP, Cuyahoga Community College Shelley Funai, Stan Hywet Hall and Gardens Sandy Munley, Ohio Landscape Association Bobbie Schwartz, FAPLD, Bobbie’s Green Thumb Steve Moore, S.A.M. Landscaping, Inc. Advertising Information Submission deadline: 10th of month prior to publication month. For advertising rates, please call 1-800-335-6521
Features
3
President’s Column
Wanted: Sales
8
Fiscal Fitness
How Lower Oil Prices Affect Investing
12
For Safety Sake
Using Manual Pruning Tools
16
20
Perennial Focus
Little Known And Underused Perennials
Plant Of The Month
Diervilla Sessilifolia Bush Honeysuckle
25 Tips To Effectively Market Your Landscaping Business
28
Directions
In The Spotlight
Inside Every Issue
29 30
Advertising Index Welcome New Members
Disclaimer The Ohio Landscape Association, its board of directors, staff and the editor of The Growing Concern neither endorse any product(s) or attest to the validity of any statements made about products mentioned in this, past or subsequent issues of this publication. Similarly, the opinions expressed in The Growing Concern are those of the authors and do not necessarily represent the views of the Ohio Landscape Association.
Officers President Steve Moore President-Elect Bryan Taynor
Directors Eric Brubeck, ASLA Adam Capiccioni Jacob Grimm Nathan Kowalsick Marie McConnell
Treasurer Cathy Serafin, ASLA, RLA Immediate Past President Joe Twardzik, CID OLA Staff Executive Director Sandy Munley Communications and Events Manager Darlene Hess Membership Coordinator Sue Whitlam
Ca l e n d a r o f EV e n t s U p c o m i n g OL A m e e t i n g s , e d u c a t i o n s e m i n a r s a n d o t h e r g r e e n i n d u s t r y e v e n t s
MARCH
OLA STONE CLINIC – RIGHT TOOL, RIGHT TECHNIQUE MARCH 5, 2015 Learn age-old techniques to fabricating natural stone, including cutting, rockfacing and making barnstone. Instructed by British Master Stone Mason, Chris Pascoe. Held at Tri-R-Stone in Garfield Hts. For more information contact OLA at 1-800-335-6521 or visit OhioLandscapers.org.
OLA Meeting – NE Ohio MARCH 12, 2015 Maintaining Proper Growth In Your Landscape Business presented by Jason Cupp, Kincaide, Ltd., Kansas City, MO. Held at St. Michael’s Woodside in Broadview Hts. For more information contact OLA at 1-800-335-6521 or visit OhioLandscapers.org.
Ohio Safety Congress & Expo MARCH 31 – APRIL 2, 2015 Educational sessions and tradeshow revolving around safety for your business. For more information visit www.bwc.ohio.gov.
JULY
PLANET Legislative Conference JULY 20-21, 2015 Influence lawmakers and make a difference in your industry. Held in Washington D.C. For more information or to register, contact PLANET at 1-800-395-2522 or visit LandCareNetwork.org.
PLANET Renewal and Remembrance Day JULY 20, 2015 Beautification project at Arlington National Cemetery where green industry companies from across our great nation pay tribute to our fallen soldiers by providing lawn care, mulching, pruning, planting and more! For more information or to register, contact PLANET at 1-800-395-2522 or visit LandCareNetwork.org.
Landscape Industry Certified Technician Test JULY 23, 2015 Hands-On and Written Test. Held on the campus of OSU ATI in Wooster. Pre-register by May 20. Written test only will be given July 22 and October 6 at various locations around the state. For more information contact Elliott or Kim Sayers, at the Ohio State ATI Business Training and Educational Services office at 330-287-7511, 330-287-0100 or visit LandscapeCertifiedOhio.org.
AUGUST OLA Scholarship Golf Classic AUGUST 6, 2015 Join us for a fun day of golf, networking, food and liquid refreshments at Mallard Creek Golf Club in Columbia Station. For more information contact OLA at 1-800-335-6521 or visit OhioLandscapers.org.
NGLCO Field Day AUGUST 11, 2015 This year’s field day will be hosted by Chalet Debonne Vineyards in Madison, Ohio. For more information contact Annette Howard at 440-241-7969, info@nglco.com or visit www.nglco.com.
OCTOBER
OLA Central Ohio Meeting – Facility Tour OCTOBER 15, 2015 Join us for a behind the scenes tour of Hidden Creek Landscaping’s brand new facility in Hilliard, OH. For more information contact OLA at 1-800-335-6521 or visit OhioLandscapers.org.
The Growing Concern x March 2015 x 5
President’s column continued from pg 3 3. KNOW YOUR BUSINESS. Prior to running the
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sales call you should qualify the prospective sale so you know what they are looking for and if you can handle the project. Create a short list of questions that you are going to ask so you can get a handle on what they are looking for. Let them do 70% of the talking while you gather as much information as possible, so when you provide the estimate you have covered every detail. Be prepared to answer questions on the spot to help speed up the process in securing the sale.
4. ON TIME DELIVERY. Do what you said you were
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going to do for the prospective sale. If you said you were going to provide an estimate or service on a particular date and time, then make it happen. This helps build the contractor-client relationship as they will remember your promise during the decision making process… good or bad. Don’t expect them to utilize your service if you haven’t taken the time to build the relationship.
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5. MONITOR. I believe it is important to figure out what
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worked and what didn’t work with previous sales. As you move forward with your process, keep track of how well it is working; adjusting as you go along. Also, you need to look at the profitability of each project. It is a good idea to look back once a week, month or quarter, to monitor your activity, successes and failures. Keep in mind that the sales process doesn’t end with the sale. It’s what happens after the sale that determines your fate on the client’s next project and whether or not they will refer you.
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This past month I had the opportunity to meet with our fertilizer rep and friend to order products for this coming season and we got on the sales topic. Inquiring about his process, he explained to me how a Komodo dragon finds dinner (kind of like a perspective sale). A Komodo dragon which is the largest living lizard in the world bites its prey but does not conquer it at first. A bacterium within the bite infects its prey resulting in death and eventual capture. The Komodo dragon follows the wounded around for hours, days or sometimes weeks until dinner is served. Interesting enough, the above outlined sales process is very similar to the hunting methods of the Komodo dragon. His point was that he runs the sales call, attacks with the estimate, and then checks for a pulse at a later date, in a good way. My friend used this same strategy with me, he simply offered his expertise and opinion, formulated an estimate then circled back around to answer any questions I may have had. No pressure at all which is why I placed the order.
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If I had to add a sixth step to the process above it would be titled “Don’t be a Pest.” Perspective buyers typically make a decision on their own time frame, not yours. I wish everyone the best of luck in the month of March and here’s to an early spring. 2/4/2015 6 x Official Publication of The Ohio Landscape Association
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OLA MEETING ANNOUNCEMENT
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March 12, 2015 Former CEO turned Kolbe Certified growth consultant, team builder and motivational speaker Jason Cupp started his small lawn mowing company out of his parent’s garage when he was 13 years old. By the time he was thirty, he was a partner in a near $10 million a year organization and experienced monumental growth of his company — much of it he would regret in hindsight. Today, Jason travels the globe working with a multitude of companies inside and outside the landscape industry to help them grow. He speaks on a wide range of topics from sales and marketing to crisis management. Jason has many clients in several industries, including where his career began — the landscape design/build industry. Jason’s strategy is to focus on their profitability, not their top sales growth.
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Fiscal Fitness
Michael J. Donnellan King Financial, Inc.
HOW LOWER OIL PRICES AFFECT INVESTING As oil prices have plummeted since last fall, many clients are finding that their circumstances have shifted. Here are a couple points to help you navigate and understand a volatile market. Of course, oil prices probably won’t stay low forever. But while they are in the dumps, clients and advisors should be mindful of the many ways they may be affected — and act accordingly. Portfolios should be reviewed and adjusted or rebalanced as certain industries may be underrepresented. Look at the exposure to oil and how to take advantage of it. Many of the large oil companies pay above average dividends. Those dividends could provide a steady stream of income, even if oil prices remain depressed. And if oil prices rebound, so should the share prices of the companies.
One group that will feel the pinch if prices continue to fall (or even plateau at current levels) are clients with mineral rights for a portion of their income. Lower prices could lead to fewer wells being drilled and lower payments from producing wells. With lower prices, the likelihood of new production and new leases, when you are approached by a group that wants to drill on your land, has gone down. A lengthy period of depressed prices could also hurt those who work for or own energy companies. Executives and other longtime workers could find themselves significantly overweight in a sector that has taken a beating. Local geography will play a key role in possible repercussions. Drilling activity could slow continued on page 10
8 x Official Publication of The Ohio Landscape Association
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Fiscal Fitness continued from pg 8 down noticeably in areas where the costs of such activity are high resulting in hiring freezes or layoffs. The economic fallout could hit small business owners in oil-rich areas as well as those who provide ancillary services to the energy industry. For instance, pipelines connecting oil-producing areas with refineries and markets could see less activity if prices stay low long term.
THERE MAY BE BUYING OPPORTUNITIES. Not all of the ramifications are bad, of course. If prices stay low for the long term there could be an uptick in merger & acquisition activity, as energy companies with healthy balance sheets buy those that are overleveraged. Other sectors of the economy can certainly benefit from lower oil prices. Transportation companies or companies such as retailers who ship frequently will benefit. Airlines expenses are lower as a large percentage of their jet fuel costs have been slashed. Energy, utility companies and auto manufacturers have seen an uptick already. Meanwhile, small business owners may see some direct benefits as their expenses drop. Cash flows are improving for small business. Farmers are likely to benefit from cheaper energy. Food growing and harvesting is very fuel dependent. I’m sure many of my landscaping readers and clients are looking forward to the fuel savings they should experience.
10 x Official Publication of The Ohio Landscape Association
The decline will almost immediately put money in the pocket of every American through lower gasoline prices. And many clients will simply benefit as they save more at the pump. The decline will almost immediately put money in the pocket of every American through lower gasoline prices. Billions will be saved as Americans fill up their tanks. On average, the annual savings could be about $700 per year, per driver. Always look to rebalance and diversify your portfolio to reduce risk and stay focused on your long term goals.
Michael J. Donnellan is President of King Financial, Inc., in Strongsville, Ohio specializing in stock selection and retirement planning. Feel free to contact him with any questions or comments. Phone number (440) 878-9676.
Stand Out t s e T 2015 s! Date
Ohio Landscape Industry Certified Technician Test Partnership
By earning your Landscape Industry Certified Technician certification, you send a message to your clients and/or employers that you’ve met and achieved the industry standard, and have demonstrated a thorough understanding of all the facets of your job. 2015 Landscape Industry Certified Technician Written & Hands-on Test Dates Registration deadline for the hands-on test is May 20, 2015.
July 22 - WRITTEN TEST (Ohio State ATI in Wooster) July 23 - HANDS-ON & WRITTEN TEST (Ohio State ATI in Wooster) October 6 - WRITTEN TEST (Ohio State ATI in Wooster)
REGISTER TODAY! Deadline to register for the hands-on test is May 20, 2015. For additional information about the test, registration information or study materials, visit LandscapeCertifiedOhio.org, or call The Ohio State ATI at 330-287-7511 or 330-287-0100.
F o r Sa f e t y Sa k e
USING MANUAL PRUNING TOOLS by Olivia Grider Editor’s Note: This article contains tips for pruning plants and small trees from ground level.
KEY POINTS • S pring is the time for pruning many plants, and manual tools, such as hand pruners (also called pruning shears), loppers, and pruning saws help landscaping crews complete this task quickly and efficiently. • D espite—or perhaps partially because of—their everyday nature, these tools have the potential to cause severe injuries. Familiarity can lead to improper use and poor maintenance, thus creating hazards. According to the U.S. Consumer Product Safety Commission, approximately 27,000 people receive hospital treatment for pruning injuries each year. Injuries are typically to the fingers and involve lacerations. • C uts and hand injuries are primary hazards for workers involved in lawn and landscape maintenance and planting, according to federal OSHA. The agency’s Office of Statistical Analysis reports that cuts, lacerations, and punctures are the second most common type of injury in our industry, accounting for 17 percent of those reported annually. • U se of pruning tools also can contribute to ergonomic and repetitive-stress injuries. • W hen employees are properly trained and stay mindful of dangers, however, risks posed by pruning tools are significantly lessened.
12 x Official Publication of The Ohio Landscape Association
EMPLOYERS’ AND SUPERVISORS’ CHECKLIST • Comply with federal, state, and local regulations for employee use of hand tools. See federal OSHA standards at the agency’s Hand and Power Tools Safety and Health Topics Page. • Remember that per federal OSHA, you are responsible for the safe condition of tools and equipment employee’s use. Train workers to inspect tools before use and to bring damaged, over-worn or rusted tools to the attention of a supervisor. Tag these tools “Do Not Use.” • Purchase tools that fit the hand comfortably, have soft grips, and are as lightweight as possible. Avoid buying pruning tools that cause employees to work in awkward positions or with unnecessary strain on their wrists, arms, shoulders, or back. • T each employees to recognize hazards caused by faulty or improperly used pruning tools. • T rain workers in the proper operation and handling of each pruning tool they will be required to use. Make sure they know how to choose the right pruning tool for the job. • Provide employees with and ensure they wear the appropriate personal protective equipment. For pruning tasks, this usually includes face shields or safety glasses with side shields, steel-toed boots, hard hats, and gloves. Consider purchasing metal-mesh gloves to better protect workers from cuts and abrasions. continued on page 14
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for safety sake continued from pg 12 • T each workers to prune branches with the safety of the property owner or public in mind. Low-hanging or damaged branches can cause injuries and/or property damage. Removing branches that obstruct walkways or rest on personal property can prevent potentially hazardous situations. • W hen employees use pole pruners, make sure they maintain OSHA-established minimum working distances from energized electric lines and conductors as established by 29 CFR 1910.268(q)(2)(iv). • W hen work must be performed within the electric-line minimum distances set by OSHA, notify the utility company. The company will work with you to determine the best option for protecting workers. Options include de-energizing and grounding the lines and covering them with insulating hoses or blankets. • E nsure that trained and experienced line-clearance tree trimmers do all tree trimming or removal work within 10 feet of a power line. • R otate employees among tasks and allow rest periods, including micro-breaks; i.e., 20−30-second pauses in which workers stop performing tasks and stretch. Encourage crew members to do this about every 15 minutes, especially if their tasks are repetitive, as is often the case with pruning. • K now that many injuries can be avoided with proper maintenance and storage of pruning tools. Dull, sticky tools can lead to cuts and other injuries.
Know that many injuries can be avoided with proper maintenance and storage of pruning tools. Dull, sticky tools can lead to cuts and other injuries. • Before use, inspect pruning tools to determine if they are functioning properly. • Ensure all moveable joints are lubricated and blades are adequately sharpened. Dull tools are more hazardous than sharp ones because they require excessive pressure. Dull tools also make ragged cuts on plants. This could lead to bark tearing and stem damage that could leave the plant susceptible to disease. • Check tools for wear and metal fatigue and make sure bolts, nuts, and screws are tight. • Remove damaged or defective tools from service. Tag them “Do Not Use” and notify a supervisor. • Inspect the work area for signs of bees, wasps, or other potential animal hazards. • Maintain a safe working distance from other people and direct tools away from other employees working in close proximity. • Stay alert and keep potential hazards in mind.
• T each employees to sharpen, clean, and otherwise maintain pruning tools according to their manufacturers’ recommendations. Also, instruct them in disinfecting pruning tools to avoid spreading plant diseases and fungi.
• Grip tools firmly and securely so they do not slip.
• P rovide a clean, dry place for storing tools.
• Let the cutting surface do the work. When extra effort is needed to make the cut, sharpen or adjust blades. Alert a supervisor if worn-out parts need to be replaced.
EMPLOYEE DOS AND DON’TS DO: • W ear appropriate personal protective equipment, including a face shield or safety glasses with side shields, sturdy, steel-toed boots (to help you maintain balance as well as protect your feet), a hard hat, gloves, long-sleeved shirt, and thick pants. • C hoose the right tool for the job. If you don’t, you can damage the tool and the plant and injure yourself. In general, hand pruners or pruning shears are appropriate for stems up to finger width, loppers are for thumb-sized material, and pruning saws are needed for larger branches.
14 x Official Publication of The Ohio Landscape Association
• As with any sharp tool, cut away from yourself. • Always know the location of your hands and fingers before making a cut.
• Give an audible warning, such as “timber,” before a branch falls. • T ake frequent breaks when performing repetitive tasks. Do not overtire yourself. • Stretch during scheduled breaks and during micro-breaks; i.e., 20−30-second pauses in which you stop performing tasks. • Vary your body position while doing repetitive work. • Carry pruning tools with sharp ends pointed down and use a tool belt when appropriate. Be sure your tool belt isn’t too heavy as it could strain your lower back and hips. Carry only essential tools.
for safety sake • Attempt to cut branches bigger than the pruning tool was designed to cut.
• K eep tools where they belong. Never leave them on an overhead surface where they could fall on someone or on the ground or floor where they could trip someone.
• Remove, disable, or bypass a blade guard or other safety device. Immediately report any missing or broken safety devices to your supervisor.
• A t the end of the day’s work, wipe the pruning blade clean with a dry cloth and lubricate the movable handle shaft and spring. Disinfect blades per your company’s instructions.
• Prune trees or branches within 10 feet of power lines. If this needs to be done, alert a supervisor. Trained and experienced line-clearance tree trimmers must do this work.
DON’T: • U se any tool until you have been trained to do so and feel comfortable with your understanding of the training, which should include information on potential hazards and safety precautions. You also can ask your supervisor for the manufacturer-provided pruning tool brochure or manual and review instructions for use and safety procedures.
• V iolate OSHA electric line minimum working distances when using pole pruners. • Use metal pole pruners anywhere near electric lines or conductors. • Carry sharp tools in a pocket.
• U se pruning tools while standing in an area where you can’t keep secure footing and balance.
This article is republished with permission of the Professional Landcare Network’s Safety Sense Newsletter, March 2014 Issue.
• H old your body in awkward positions when using pruning tools. Keep your body at a comfortable angle to the work. Adjust the position of the tool to minimize bending your wrist or body, reaching, or twisting.
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The Growing Concern x March 2015 x 15
Perennial Focus
Bobbie Schwartz, FAPLD Bobbie’s Green Thumb
Symphytum grandiflorum
LITTLE KNOWN AND UNDERUSED PERENNIALS When it comes to perennials the marketing folks make loud noises and flash us pretty pictures of new introductions but, meanwhile, there are many good perennials that tend to get overlooked. Symphytum grandiflorum (Comfrey) is not glamorous. Its ovate, rough and hairy foliage is strictly green and its clusters of creamy white tubular flowers bloom in May on twelve inch stems. What makes this perennial a prize is its ability to create a dense groundcover even in dry shade although it will happily spread in full sun. It will go bananas in moist soil so do be careful where you plant it. I’ve grown it under huge privets for years without irrigation and weeds dare not rear their heads. Another attribute is that deer take one bite and spit it out or totally ignore it. Acanthus (Bear’s Breeches) is another neglected perennial. You will need space for this one because the foliage will occupy a diameter of at least two feet. You can grow either A.mollis or A. spinosus but I prefer A. spinosus for its better blooming ability in northern Ohio. The leaves are more deeply cut and actually
resemble those of thistle (preserve us from Canadian thistle). The thick, three foot spikes of lavender and white florets bloom from June well into July and are still architectural even when they lose their color. It blooms best in full sun but it will also bloom in partial shade in average to somewhat dry soil once established. A. spinosus is not happy in wet soil. Neither deer nor rabbit seem to like its spiny foliage and flowers. I wonder why! The botanical name Caryopteris (Bluebeard, Blue Spirea) usually evokes the image of a small woody shrub. These shrubs are Caryopteris clandoensis and Caryopteris divaricate, the latter being herbaceous, thus dying to the ground each winter. The cultivar ‘Snow Fairy’ has very attractive green and white variegated leaves on three to four foot stems. In late summer, clusters of tiny pale blue flowers appear and continue blooming into October but the continued on page 18
16 x Official Publication of The Ohio Landscape Association
There’s A Lot of Green Out There. Sixty three percent of Landscape Ohio! magazine readers are planning a landscape project and will look to our pages for help. Will they be able to find you quickly among them? With more than 55,000 readers plus internet viewers and Garden Show attendees, tens of thousands of area viewers will search our magazine looking for ideas on how to spend their money. By increasing your exposure you could take your landscape business to the next level. Call Paul Klein today to find the best rates available to fit your budget and marketing needs at 216-377-3693 or email him at klein@glpublishing.com. Call soon as the deadline to place your ad is March 11th.
Perennial Focus continued from pg 16 flowers are so pale and late that they are fairly insignificant. I grow ‘Snow Fairy’ because its foliage acts as an excellent background for almost any color of bloom on other perennials. I usually leave the dead stems on the ground in spring to serve as a mulch that I don’t have to buy or spread. You’ll want to plant this in full sun in average to slightly moist soil. If you or any of your clients have ever visited England or the Northwest, you will have seen gorgeous Delphiniums and coveted them. Unfortunately, they don’t seem to like our climate. Aconitum (Monkshood) are also tall and come in varying shades of blue but they are finicky about their siting. Instead, we should be using Lupines which are American natives. I would plant them for their fingered foliage alone but, being a blue junkie, I love their flowers that bloom from late May into July. Even the deadheads are attractive. If you’re not an aficionado of blue, that’s okay. You can find other hybrids that are red, orange, yellow, pink, white, purple, or bicolor. The foliage is generally a foot and a half wide and the flowering stems are usually three feet high. Grow in full sun and average to slightly moist soil. I’ve also had good luck with Lupinus perennis, another native that is a larval host and/or nectar source for butterflies.
I grow ‘Snow Fairy’ because its foliage acts as an excellent background for almost any color of bloom on other perennials.
So, just a friendly reminder that oldies can be goodies.
Bobbie Schwartz, FAPLD, owner of Bobbie’s Green Thumb in Shaker Hts., Ohio, is a landscape designer, consultant, free-lance writer, and lecturer whose specialties are perennial gardens and four-season landscapes. In addition to being an Ohio Landscape Association (OLA) member, she is an active member of the Ohio Nursery and Landscape Association (ONLA) and Perennial Plant Association (PPA). Bobbie is a Past President of the Association of Professional Landscape Designers (APLD). Bobbie currently serves as chair of the ONLA Plant Selection Committee. Bobbie can be reached at (216) 752-9449.
18 x Official Publication of The Ohio Landscape Association
Caryopteris ‘Snow Fairy’ with Hypericum
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Plant Of the Month
Jim Funai, COLP Cuyahoga Community College
Shelley Funai Stan Hywet Hall and Gardens Diervilla sessilifolia
DIERVILLA SESSILIFOLIA
BUSH HONEYSUCKLE
We’ve been meaning to tell you to plant this shrub more often in your landscapes. By the end of this article, you’ll be erasing some plant names in your current design and replacing them with Diervilla. Despite the common name, this is not a true honeysuckle, rather, a cousin of the honeysuckles. Diervilla are beautiful flowering shrubs hailing from the storied family of Caprifoliaceae which has suffered from taxonomist toiling in recent years. The most notable toiling being the removal of Viburnum from the family and placed into Adoxaceae, arguably not one of the dumbest things taxonomists have done to the world of plants. Members of the family still hanging in there are Weigela, Heptacodium (Seven-Son-Flower, see our article in the November 2012 Growing Concern), Abelia, D. lonicera (honeysuckle), and Kolkwitzia (beautybush) among others. The first trait to jump out in this family is the flowers. Each of these plant genera have beautiful trumpet like flowers borne in cymes (cluster of individual flowers all originating at the same point). Many a gardener will raise a flag of
Diervilla is pretty darn tough and can be used in very demanding sites. caution when they come across this family as it can be aggressive or “invasive,” but some understanding is in order to temper that quick jump conclusion. One neat fact to put distance between Diervilla and the evil empire of the invasive honeysuckles is the fact that the Diervilla species are native to large parts of the eastern half of the nation. It seems that this plant has been overlooked a fair amount of its life for other flowering shrubs perhaps because the blooms are not big enough to stop us in our tracks. The flowers are very pleasant even though they continued on page 22
20 x Official Publication of The Ohio Landscape Association
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VISIT WWW.OLIGERSEED.COM The Growing Concern x March 2015 x 21
Plant Of the Month continued from pg 20 have practically no scent to them. Blooms are sulfur yellow trumpets (in clusters) along the stems of current season’s growth starting in June working their way into August most years. Some of the more beautiful traits we have come to appreciate on this plant are subtle things. The name, sessilifolia means “sessile foliage” which means the petiole of the leaf is so short it looks like the leaf grows straight out of the woody stem. The stems will have a deeper red to them and the new growth of the sessile leaves will have tinges of red splashed across them. The leaves have wavy margins and older growth exhibits a deep green combined with yellow flower clusters displaying a beautiful combination for mid-summer interest in both color and texture. Perhaps more endearing to us, is the practical side of this plant. Diervilla is pretty darn tough and can be used in very demanding sites. Much like a spirea, the plant can be cut back hard to rejuvenate (easy maintenance) and can tolerate a large range of conditions. This plant laughs at the coldest winter lows that Ohio can give it and enjoys the brisk winter winds of January. Have a junky backfill soil slope with less than ideal exposure? Toss this shrub in the mix and see it fill the space with little effort. You can find this shrub across the Appalachians from rocky outcrop to streamside but more often in sun than shade even though it will tolerate some shade. You are much more likely to find cultivars as opposed to straight species, which is great as there are two cultivars we have been seeing more of that are beautiful selections found growing naturally. ‘Butterflies’ is a longer standing cultivar that exemplifies the beauty of the plant. Growing in mounds about four feet tall and wide the arching stems lend to the overall appeal when planted in mass. Deeper green leaves help highlight the strong show of the yellow blooms. ‘Cool Splash’ is a variegated cultivar that doesn’t seem to be as popular yet, but could become a garden staple in years to come. We find the blooms are lost a bit more due to the variegation, but perhaps that is offset by the longer period of interest offered by the large creamy margins on the leaves.
22 x Official Publication of The Ohio Landscape Association
Weigela seems to have found more favor by breeders in the past decade but we suspect that for the right grower, this too could provide similar results with some exciting possibilities. A deep purple foliage with the sulfur yellow flowers would send this plant to the top of the market. The story for the genus name is slightly varied. Some claim that the plant was originally introduced to trade by a French surgeon (and plant nerd) who’s last name was either Dierville or Diberville from Canada in the early 1700s. The claim is that either Carl Linnaeus or Samuel Buckley (other plant nerds) named the genus in honor of Dierville. Either way it goes, the plant is named after a French plant nerd from Canada, which is quite an honor really! Closely related is Diervilla lonicera which the Ohio Plant Selection Committee claims as the better of the two. Perhaps slightly shorter, D. lonicera maintains similar features and habits to D. sessilifolia with the exception of a longer petiole to the leaf. This is likely the original species introduced by Dierville as it has a more northern native range. Interestingly enough though, in trials held at the Minnesota Landscape Arboretum the more southern species (sessilifolia) performed better in cold winters. Perhaps the red splash in new growth is slightly more pronounced in D. lonicera but we feel the availability of D. sessilifolia cultivars make it a more exciting pick. With either species, we’ve been meaning to tell you to plant this shrub more often in your landscapes!
Jim Funai is full-time faculty at Cuyahoga Community College, a PLANET accredited, associate of applied science in horticulture degree program, offering many paths to higher education to the green industry. He has an MS from Colorado State and is a licensed arborist. Shelley Funai is the Grounds Manager at Stan Hywet Hall and Gardens in Akron, Ohio that offers a historic estate designed by Warren H. Manning and a beautiful manor house museum. Both are graduates of The Ohio State University. Contact Jim and Shelly via email at hortsquad@gmail.com
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The Growing Concern x March 2015 x 23
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Tips To Effectively Market Your Landscaping Business by Dustin Heap No matter where you live there is never a shortage of landscaping businesses. With generally low barriers to entry, it seems everyone has a landscaping business on the side or is the full-time owner of a landscaping company. Combine a highly-competitive industry with one that can be extremely seasonal and effectively marketing your landscaping business becomes critical to survival. After much research and an interview with a current owner of a landscaping business, we’ve laid out some keys to success in marketing your business. We’ve included answers from Nick Miller, owner of M&M Landscaping. Look for the “Nick Says” sections for his thoughts on how to market and grow your landscaping business.
continued on page 26 The Growing Concern x March 2015 x 25
continued from pg 25 START EARLY The peak season for landscaping businesses is going to differ based on location and climate, but it is generally going to last from early spring to early fall of each year. Maximizing business during this time is critical. Most landscaping businesses have zero revenue during the off season, unless there is a complementary business such as snow removal or even Christmas décor during the holidays, etc. This seasonality dictates that landscaping businesses start to market their company and promotions well in advance of the beginning of the season. Lining up media buys, printing marketing collateral, and planning out major promotions during the off season will allow landscapers to focus solely on servicing clients during the peak season. Failing to do so will reduce revenue and potentially lead to business failure without profit to cover the lean off-peak months. Nick Says: We do a little bit of advertising throughout the year. We do advertise a little more heavily in the early spring in anticipation of the peak season.
BUILD RELATIONSHIPS It’s well known that the cost to acquire a new customer is significantly higher than retaining a customer. Acquiring customers can be as high as five times more expensive than simply retaining current customers. When combined with the 80/20 rule where 80% of your revenue will come from 20% of your clients, it becomes critical for landscapers to retain a base of loyal clients. There are multiple keys to doing so; we’ve detailed a couple of important ones below. First, try to diversify your business between residential and commercial clients. While there will be some residential clients who employ a landscaping business, most residential customers will be one-time clients needing sprinklers installation, yard prep, or sod laid. Alternatively, commercial clients will almost always work with a landscaping business to ensure their grounds are well-kept to meet city guidelines and display their business professionally. Due to their inherent need, commercial clients become much easier to retain, though more difficult to land, assuming your landscaping business does a good job. Nick Says: It’s good to have a mix of residential and commercial clients. Even though there are fewer commercial jobs, they are generally larger and more in depth than residential. This helps with revenue as well as building a stronger portfolio, which of course leads to more work regardless of whether it’s residential or commercial. Second, use the human touch. Landscaping businesses, unfairly or not, are often stereotyped by work crews that may have language barriers or workers who simply aren’t social butterflies.
26 x Official Publication of The Ohio Landscape Association
Lining up media buys, printing marketing collateral, and planning out major promotions during the off season will allow landscapers to focus solely on servicing clients during the peak season. If this is the case for your landscaping business, ensure that you are the one that communicates and forges the relationship with the client. Work on building relationships through the entire process — from the initial contact to project completion. Not only will this attach a face to the company and create a relationship, but it is also a way to create a network that could lead to future business. Building a relationship can help you to gather word-of-mouth referrals on the spot (either naturally or through some kind of employee referral program) or build goodwill for future referrals. Regardless of the immediate impact, there is no doubt that building relationships is critical to the long-term success of a landscaping business. Nick Says: Maintaining an ongoing relationship with repeat customers is very important. There is no overhead in retaining these customers, and they are more likely to refer their friends and family to us for their landscaping needs. Personally, due to our situation our most effective way of marketing would have to be through word of mouth from our current and past customers. Once you have a satisfied customer, they won’t go anywhere else. Brochures and door hangers have also been very effective in our marketing efforts.
BRAND YOURSELF Perhaps the most important key to success when growing your business is both branding and advertising that brand in a professional and cost-effective way. There are as many ways to market your business as there are businesses. However, before discussing a few of these, it should be noted that no method of branding is going to be effective unless your business appears professional and legitimate. Poor quality marketing materials or even a barely-functioning website can erode trust and turn off prospective customers before you even have the chance to sell them on your track record of service. So whether you’re a two-man team or a 100-employee-strong franchise, ensure that you convey professionalism at all times.
YARD ADVERTISING Perhaps the easiest way to market your landscaping business is to place yard signs in the 80 vs 20 yards you service and commercial properties in which you regularly work. From a residential standpoint this can often lead to many new customers if the home is in a new subdivision where neighbors and friends throughout the neighborhood aren’t far behind in looking for a landscaping business to help put the yard in. For commercial properties, signage can help open doors for adjacent buildings and businesses who may otherwise do it themselves or be working with another company. Not only is this an effective way of advertising but a cost-effective one. With permission from the property owner and a few signs, increasing visibility and potential leads requires little effort.
CAR ADVERTISING Landscaping businesses are perfect for car advertising. With a fleet of trucks, trailers and equipment, different forms of car advertising can go a long way to increasing brand awareness and generating leads. A well-designed car wrap for the trailers, car magnets for the trucks and even decals for machinery can advertise to neighbors, passersby, and business owners who may not have the time to inquire or are hesitant to approach someone while they’re working. There are several benefits of using car advertising that can help grow a business, even more so for a landscaping business that travels to the customer and not the other way around. Whether you use yard signs, car advertising or both, remember to keep your signs simple enough that potential customers can contact you. The name of your company, a phone number, and your website should be sufficient information for someone who already has interest in contacting you to inquire about services. Nick Says: I would agree. Signage is extremely important in this field. We have our logos on our trucks and equipment as well as putting signs on completed landscaping jobs. We have a marketing team that puts out a lot of flyers and door hangers in the early spring as I alluded to earlier. Additionally, to set ourselves apart we pride ourselves on customer satisfaction, so we will do what it takes to make sure the customer is happy. Keeping up with the continued education that is offered as well as having all the required licensing are some of the other ways we set ourselves apart from other landscapers. I’ve also seen guerrilla type marketing tactics work well also. To point, one of the most creative ways of advertising that we have seen is to use telephone poles and the local grocery stores to promote your business. The flyer pulls you in to read it because initially you think it’s an ad about a lost pet, but as you get closer to read it, the flyer is actually promoting your business.
The challenge of digital marketing is twofold. With the tremendous growth in digital marketing, the first challenge is to avoid scammy and too-good-to-be-true services or companies. In particular, avoid companies that guarantee online results or promise pricing that is way out of sync with what others are offering. Rather, look for a digital marketing company that can offer a wide variety of services yet display expertise in each area. Some portions of digital marketing can take a long time to show results and it’s important that your marketing company is transparent in what they are doing for you. If you decide to do some internet marketing yourself, then make sure that you educate yourself on what does and doesn’t work. There are some basics which small business owners can follow, including tips for building a professional and crawlable website, local citations and business listings and even creating blog content. Should you decide to try some search engine optimization, it is important to know what exactly is within search engine terms of service. For landscaping businesses which are local, a particular emphasis should be placed on local citations and following best practices for local online marketing. All of these things can help increase online visibility and all it will cost you is time and a willingness to learn. No matter what digital tactic you decide to pursue or allocate budget to, remember that the same principle of professionalism discussed above applies. Your digital assets, online banner ads, website, social media accounts, etc. will be from what people judge your company and ultimately decide whether they contact you. While it may seem easy to start and run a successful landscaping business, it is actually an extremely difficult company to run successfully. Keeping in mind these tips on how to market your business by planning in advance, developing human relationships, taking advantage of the inherent mobile car advertising and leveraging digital marketing can lead to long-term growth despite the competition. Nick Says: I think both traditional and digital marketing have the potential to be very effective. Digital marketing is great because you can reach a large amount of people and a larger geographical area in a short amount of time. Traditional marketing is best for us because, we work in a more small tight knit community and most of our customers are by word of mouth or by being known in a small town. But it will vary based on the circumstances of each respective company.
Nick Miller is Founder and Owner of M&M Landscaping Inc. They serve
DON’T FORGET DIGITAL
areas stretching from Lehi to Santaquin in Utah. Dustin Heap is a Digital
While careful planning, relationship building, and offline signage can go a long way in growing your business, landscapers shouldn’t forget digital marketing.
Analytics & Analysis and Content Marketing. The original article can be
Marketer at Signs.com. He specializes in Online Marketing - SEO & PPC, found at: http://www.signs.com/blog/landscape-marketing-how-to-marketyour-business/#ixzz3RGElXPce
The Growing Concern x March 2015 x 27
Directions
OLA garden at the 2015 Great Big Home and Garden Show
Sandy Munley Executive Director Ohio Landscape Association
IN THE SPOTLIGHT Each year I am amazed by the volunteer efforts put forth by OLA members to create a beautiful garden promoting professional landscape contractors at the Great Big Home and Garden Show at the I-X Center in Cleveland. This year was no exception. The garden looked great and we received many compliments from attendees at the show. Some of the comments ranged from, “Thank you so much for labeling your plants!” to “I love the bubbler rock!” to “Thank you for making your garden accessible for my mother in a wheelchair!” Additionally, people commented that they loved the colors and plant choices and they could see our garden in their own backyard. Some homeowners rush to our garden each year to pick up a copy of Landscape Ohio! Magazine. This is OLA’s consumer magazine that is published twice a year (May and September) and included with Cleveland Magazine and Ohio Magazine. At the back of each issue is an OLA Membership Directory! There were several time slots that were not filled for staffing the garden this year and because of this I tried to be there as often as continued on page 30
28 x Official Publication of The Ohio Landscape Association
Jim Scott and a group of his students from Knox County Career Center helped with the construction of the OLA garden and are shown with the team from Sasak Landscaping.
Advertising Index
2 Botson Insurance Group
13 Chagrin Valley Nurseries, Inc.
21 Davis Tree Farm & Nursery, Inc.
6 Klyn Nurseries, Inc.
23 Mason Structural Steel, Inc.
13 Medina Sod Farm
9 MRLM Landscape Materials
21 Oliger Seed Co.
30 Three Z Supply
21 Shearer Equipment
9 Sohar’s / RCPW
31 Unilock
19 Valley City Supply
15 VanCuren Tree Service
23
13 Zoresco
LOOKING FOR OUR CLASSIFIEDS? Looking for our Classified and Help Wanted ads normally published here? You’ll find them at ohiolandscapers.org or myohiolandscape.com. Interested in purchasing space to run your own ad? The information below should prove useful. HELP WANTED ADS Help Wanted ads are posted on both our industry website ohiolandscapers.org and our consumer website myohiolandscape.com CLASSIFIED ADS (I.E. Equipment for sale) Classified ads are posted on our industry website ohiolandscapers.org COST MEMBERS: $35 plus $3 for each 10 words for 30 days. NON MEMBER: $70 plus $3 for each 10 words for 30 days. PAYMENT All classified advertising must be prepaid. Mastercard or Visa can be taken over the phone. In most cases, online posting will occur within 2 business days once payment is received. Please send all inquiries and ad content to: info@ohiolandscapers.org or call the OLA office at 440-717-0002.
Willoway WDC
OLA Classified Ad Half Vertical.indd 1
The Growing Concern x March 2015 x 29
2/2/2015 10:35:34 AM
Directions
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continued from pg 28
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I could. I talked to many attendees who were looking for a landscape contractor to help them with a project at their home. Those OLA members who did volunteer had nothing but positive things to say about their time in the garden. They said it was an invaluable tool for gathering leads for the upcoming season. For just a few hours you can connect with hundreds of potential customers. I strongly recommend that you take the opportunity to staff our garden next year! I would like to thank the people and member companies that made it possible for OLA to have a garden by creating the garden and supplying the materials for our garden.
Between Island & Hawke Roads
Call or Visit Us Online Today!
216-524-4544 • www.three-z.com THREE-Z-SUPPLY 216-524-4544 • FAX 216-524-5876
Three Z Reg Qtr.indd 1
2/4/2015 3:00:29 PM
Project Manager – Ken Sasak, Sasak Landscaping Assistant Project Manager – Kevin Sasak, Sasak Landscaping Garden Designer – Eric Brubeck, ASLA, Brubeck Design Studio Garden Construction Team – Empaco Equipment Corporation, Sasak Landscaping, Semco Outdoor, Students from Knox County Career Center, & Western Reserve Landcare Materials and Transportation – Belgard Hardscapes, Empaco Equipment, Great Big Home and Garden Show, Ken Do Lawn and Landscape Co., Mason Structural Steel, Semco Outdoor, Willoway Nurseries, Wolf Creek Company, and Yard Smart, Inc. What a wonderful team effort with a fantastic impact! We were really fighting the elements this year with several snowstorms and record breaking cold temperatures during installation. Thanks so much for all who helped create and staff the 2015 OLA garden!
WELCO M E NEW M E M BERS !
The Ohio Landscape Association is delighted to welcome the following new members to the association: REGULAR MEMBERS: GORNIK’S LANDSCAPING LLC 7067 Chardon Road Kirtland, OH 44094 (440) 954-9595 Daniel Gornik/Mary Gornik
GREGORICH LANDSCAPING LLC 104 Saw Mill Bend Chardon, OH 44024 (440) 285-1871 Howard Gregorich
ROCSCAPE LANDSCAPING LLC 1279 Giesse Drive Mayfield Heights, OH 44124 (216) 409-4040 Rocco Laurie
TRUE LANDSCAPING, INC. 958 Lloyd Road Wickliffe, OH 44092-2353 (440) 944-8441 Steve Hlabse
AFFILIATE MEMBER: RHONDA RENKER Blue Lake Educational Management LLC/The Next Frontier Academy Akron, OH
30 x Official Publication of The Ohio Landscape Association
STUDENT MEMBERS: BLUE LAKE EDUCATIONAL MANAGEMENT LLC/THE NEXT FRONTIER ACADEMY Dayshon Lewis Richard McCallister
CLARK STATE COMMUNITY COLLEGE Zachary D. Huff Brian Malin
COLUMBUS STATE COMMUNITY COLLEGE Traci M. Parks
CUYHOGA COMMUNITY COLLEGE Tyler Stefancin Lori Ann Stem
PORTAGE LAKES CAREER CENTER Dylan Sandy
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