Weeding Out Competition Through Direct Marketing
Weed Man is expanding its presence in New Jersey.
Thursday Jul 07, 2011
Courtesy of New Jersey Business.com
A lawn care franchise is aiming to multiply its business across the lawns of the Garden State by relying on direct marketing, rather than traditional forms of mass media, to appeal to potential customers.
Weed Man, a national lawn care company, recently announced plans to expand its presence in the Garden State, in markets that included Burlington, Camden and Morris counties.
"New Jersey is a particularly attractive state for lawn care," said John Sanders, the Weed Man subfranchisor for the Pennsylvania, New Jersey and southern New York markets. "It really is very suburban, with a lot of target customers for us."
The company, which launched in 1970, has been operating in New Jersey for the past seven years, with four franchisees in Bergen, Monmouth and Ocean counties. But the franchise, which initially focused on marketing to landscape professionals, is now shifting to marketing by geographical area, and building up its customer base within each area, Sanders said.
Franchisees agree to develop business in a "territory," defined as a population area of approximately 150,000 people, he said. "New Jersey probably represents the largest remaining opportunity for new territories to be developed," said Sanders, who expects to develop about 10 territories in the next 10 years.
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