[tfld]

After reading the first chapter of "guerrilla marketing" I have been doing some serious thinking about my niche in my local market.

I think I may be on to something with theme or lifestyle gardening.

We would advertise as a company specializing in tailoring your yard to your lifestyle and uses. No body really does anything like that around here. I'd more than likely still be practicing the same design approaches as I do now, but be getting in the door from a different angle. Does that make sense??

The new name would probably be "Lifestyle Gardens."

I already registered the domain name lifestyle-gardens.com which I could "see" plastered everywhere and maybe even use it as my name on biz cards and flyers.

I've identified my market as being middle aged women in the upper income bracket or married to husbands with higher incomes.

I think I could be filling a void. It certainly sounds like a fresh, exciting approach, just not sure if it will actually work and how changing my name would affect business.

[Stonehenge]

I think that'd be a solid approach. And you may not think this to be a side benefit you'd want, but you may change your mind in a short time. When you say 'lifestyle' I also think of sexual orientation, which then makes me think of gay and lesbian couples. Now hang on a second. I think this is acutally a good market to sell to. Think of it - it's two individuals, each with a job and income, and usually an appreciation of some of the finer things.

If you are comfortable enough in your manhood, you may realize this side benefit without even trying, just by changing your company name.

[tfld]

I think the gay/ lesbian market could be very profitable...haha. That sounds funny.

Anyway, now that you've brought this to my attention, I'm not so sure about it. Do you think its TOO alternative sounding.

I want the name to convey a slightly feminine vibe so as to make it more appealing to women, and also a slightly alternative feel. But really I'm just trying to say "tailor made landscapes" in an eloquent and tatseful manner.

Do you think this could be an appealing feature to people?? ie Do you think it'll work??

Thanks

Nick

[Stonehenge]

I was totally serious. Have you ever done work for a gay or lesbian couple? Once you have, you'll know what I mean. Our old neighbors were a lesbian couple, and they were a lot of fun. And they didn't shy away from spending money. Hey - their money is still green, isn't it?

I think it's one of those kind of company names that can mean the right thing to many different groups of people. I'd go for it.

For instance, you may want to look into landscaping for people that are wheelchair bound or have some other disability. That name may also catch their eye.

[dan deutekom]

Jeff

I think you have really hit on a market.

"For instance, you may want to look into landscaping for people that are wheelchair bound or have some other disability. That name may also catch their eye."

With the aging baby boomers disabilities are going to become far more common and people will still want to enjoy their gardens. Making the garden disability friendly and allowing folks to work in, cook and entertain in the garden. Has a lot of possibilities.

I know this will work because the park that I am the gardener for is disability friendly.

[Rex Mann]

There are subtle images and phases used by gay men and women when in situations when they are not sure if you are or not.

Your logo could be a straight rainbow flag or a pink triangle, both are classic lifestyle preference references

They also like to to use companies owned by people within their communities.

Lot and lots and lots of disposable income.

Go for it.


Peace,

Rex

our web site

[tfld]

uhhh, Rex, I dont want you to get the wrong impression...Not that theres anything wrong with it...

I think this could easily work in reverse to. Think of how many people out there would NOT buy from you just because you come off as supportive of alternative lifestyles like gays and lesbians. Its a big debate in this country right now.

I dont think I'd ever use a rainbow triangle or anything like that in my logo. First of all, like anything else, I dont want to convey misleading messages that aren't true to the company and who we are. Second, it would be just as bad for me to incorporate the holy cross somewhere into my logo...it just has nothing to do with landscaping and could turn people away or make for some pretty ugly conversations.

Wait, I just had an idea...Voteforbush Landscaping. Pefect. Its German if you couldn't tell, like volkswagen or bratwurst..

I'm going for it.

Nick

[Stonehenge]

Nick, I don't want to turn this thread into being just about G/L, because it shouldn't be. At the same time, I was trying to point out that the proposed name is a good one, and you might see an unintended side benefit. Within the age and $ demos you're after, you should cast as large a net as you can. That name may just do that, appealing to many people, across wide demographics. So use the name, create a landscapy logo, and start pounding the pavement.

And if you're worried that the male couples are checking you out, just wear long shirts.

[tfld]

No, I totally understand. I'm just screwin around.

I'm learning so much between the guerrilla marketing book and this site.

Everyone I've suggested the idea of name changing to says go for it. I'm just a little worried now about ditching two fairly expensive yard signs, re-creating logos and images, and switching gears from Terra Firma.

Its weird, I feel like I'm abandoning a child or something.

*crossing my fingers*

Nick

[Rex Mann]

Those items, yard signs, logos and images, are called a sunk cost. Sunk costs is a cost , which has been incurred and can not be undone. Sunk costs should never be considered when making business decisions...Economics 101.


I think you are on the right path, but sense your hesitation. All companies must be progressive. If they fail to progress then they become stagnate and are left behind. All companies progress at different times and at different speeds at those times. This is a time where your firm is or could be changing rapidly, so rapidly that you may not even recognize it yourself.

Your market segmentation is or will be shifting. As it shifts, your company mission statement, corporate philosophy, marketing strategy and even you product lines will all need to consciously re-worked or allowed to evolve by the natural course of events, such as market demand.

Peace,

Rex

our web site

[VoodooChile]

I gotta be honest tfld, I like "Terra Firma Landscape Design" better.

I like latin names, cause they sound old and established. I like that when I think of your name I immediately land on firm earth, that with tfld I am on solid ground. "tfld" sounds big, even if it isn't, and you can't underestimate the strength and value of a potential client's preconceptions of your company and its approach.

"Lifestyle gardens" sounds trendy, flash in the pan, like someone you might call for the hell of it to find out what a "lifestyle garden" is, but you would hire only after laying some skepticism to rest.

Specializing in "lifestyle gardens" could be great as a featured service, and Stone is right on in encouraging you to tap into any niche with loaded discriminating consumers, but we are talking two words here that are gonna define your business in the market's mind, that you will be associated with in everything you do.

I've done enabling gardens, and believe there is great potential in the broader "lifestyle gardens" concept to distinguish yourself from other companies.

Still...

I'd more than likely still be practicing the same design approaches as I do now, but be getting in the door from a different angle.

This attitude is gonna cause you problems, because folks will call expecting something different, yet you will essentially providing the same service. This dissonance won't be lost on potential clients.

All that said, I gotta admit I tend to be a real critical b------, such that my woman has prominently posted the following from Samuel Johnson:

Nothing will ever be attempted if all possible objections must first be overcome.

[tfld]

Oh man voodoo, you just through a wrench in the works.

No, just kidding, but youe ARE the only one who is at all opposed to the change. And considering you were the one who turned me on to guerrilla marketing, I take your advice to heart.

I like the name Terra Firma as well, but here are the negative aspects of the name:

1. Google it, you'll get a million, from law firms to lawn jockeys.

2. No .com available. My address is currently terrafirmaland.net...kind of a mouthful and its a .net.

3. Its nice and has a custom ring I guess you could say, but doesn't really distinguish me from the rest or tell much about the companies concept, which as of right now is the same concepts as everyone else...naturalistic, sustainable, low maintenance, etc.

4. It was a suggestion from my brother in law a while back, lifestyle just dawned on me.

5. I dont know, what the hell..?

Lifestyle advantages:

1. Its far less common.

2. Its easier to say and understand over the phone.

3. Its a .com (Lifestyle-Gardens.com)

4. It defines a niche.

5. It sounds alternative, but perhaps perfect for Boulder.

6. Why Not..??


I dont know. I'm listening to every word you guys say, so...


Nick

[tfld]

By the way, Rex.

You've got a super nice site. How long have you been in business??

nick

[Rex Mann]

Nick,

Thank you for the compliment on our web site.

We have been in business for 9-years.

As far as the DOT.COM thing goes. Who says you have to use your company name as your web address?

RMSTONESCAPING.COM doesn't roll off the tongue. I always have to tell people 2 or 3 times or even spell it for them. When we use it in printed form it is okay, just are most names.

Why not have an easy to remember domain name. We have the rights to 20 or so domains. They all have paver this or paver that in there somewhere. These are some of the ones we own arizonapavers.com, paversinstalled.com, , azpavers.com, and on it goes.

My point is, that people who see a sign in todays world are more likely to visit the web site first before calling. Happens to us all the time. So if you make your domain easy to remember, it will help people find you easier.

For you I like "growboulder.com" easy to remember, easily tied into the landscaping industry. And, it is available, I checked.

We are starting to use "AZPAVERS.COM" specific to our area and easy to remember. We will also be using "PAVERSINSTALLED.COM", which is very easy to remember.

These will be used on our vehicles, trailers, job site signage and certain pieces of collateral.

Food for thought.

Peace,

Rex

our web site

[tfld]

Its settled,

I'm keeping Terra Firma.