Sargent's solutions

摘要

Alan Sargent considers what actions a small garden construction and maintenance business can take to make itself stand out from the crowdA You need to develop a unique selling point (USP), which is ad man speak for a marketing device. You should examine your own and your company's strongest assets and write them down as a foundation for your thought process. You may then begin a marketingcampaign based around your strengths and the local possibilities. These will obviously vary according to your locale and region — and your target clients.A USP need not necessarily be a horticultural or landscaping skill and it is difficult to think of any one firm that has developed a marketing strategy based solely of its physical talents. Perhaps a near example would be Andy Wiggins of Hayward Landscapes, Canterbury, who advertises his speciality as mazes and labyrinths. Because Andy does these so well and there is a limited market place, no other company challenges his supremacy.