On the Saturday that Taylor Swift's Eras Tour was in Cincinnati, both the Reds and FC Cincinnati played at home too. What did all three of these events have in common? They were all sold out.
In a single night, three downtown stadiums were at full capacity, with overflow spectators in nearby parks and parking lots. And this isn't unique to that weekend or to Cincinnati. The New York Times recently reported on the spending associated with both Taylor Swift and Beyoncé's 2023 tours, and the economic impact each of these women have on the cities they stop in.
The gist: these two tours have shown Americans' willingness to spend on experiences this summer, and that can actually be good news for landscaping companiesLet's take advantage of this as landscape professionals. How can our work create experiences for our clients? This is actually pretty simple; we just need to be thoughtful in the messaging we use in our marketing materials.
Highlight the uses.
We've often said you should sell the shade, not the tree. That's especially true this year, but think beyond just trees. Talk about the experiences families can have if they put in a firepit, the outside time they'll get back if a drainage project can make their yard more usable, or even the benefits of being the "fun house" with a pool. Vacations, sports games, and concerts are awesome, too, but we can create fun experiences and memories right in the backyard.
Talk About What It's Like to Work With Your Team.
Highlight how you make it easy to work with your team. Share testimonials, explain your project process, detail the communication maintenance clients get, and highlight the team members clients will interact with. Having a positive experience while crews are working is just as important to many clients as the finished product is.
Refining our marketing message to meet our clients where they are is key to generating more leads. By tapping into our clients' desire for experiences over things, we can hopefully drive more demand for our services and close more sales.
Have a great Sunday; we'll talk to you again next week!
Emily Lindley
Content & Events Manager
The Grow Group