Stimulus=Sales Tool: Highland Outdoor creates its own economic stimulus package to drive business

摘要

Jason Cupp doesn't like to follow the herd. So when he comes up with marketing ideas or people want him to advertise, he asks if his competition is doing the same thing. "If our competitors are doing it, we probably won't," says Cupp, CEO of Olathe, Kan.-based Highland Outdoor. Enter his latest program: The 2009 Stimulus Package. The program offers a lifetime warranty on all projects, two free trees, once-a-month landscape maintenance and a 5 percent discount if clients prepay their entire design/ build contract. It runs through the end of the year.