A Trip without a Map

As many of you already know, I am very involved with the Association of Professional Landscape Designers (APLD), as its International Membership chair, and this past weekend I was in Chicago for their 2nd annual Chapter Symposium. At that meeting I was responsible for presenting state and regional chapter leaders with ideas to retain and recruit chapter members.

Things got really interesting when I presented Social Media opportunities. Energy, confusion, disbelief and social media evangelism mingled together in the room. I realized that I had with a simple PowerPoint presentation taken the group into unknown and virtually unexplored territory. I had, along with my own experiments in the past several months, established, managed or embellished APLD's social media presence on Facebook, LinkedIn, Land8lounge, Landscapedia, and Twitter. Just like starting a new landscape design, these savvy design professionals needed a 'site' map to follow to achieve their goals.

I contacted social media PR professional, Jessie Newburn, from Nemetschek North America to see if we could use social media jointly to promote an event that APLDNJ had planned to demonstrate their Vectorworks Landmark CAD program to New Jersey chapter members.

We established an extremely fluid and organic (read highly experimental) social media marketing plan which will unfold during the next week prior to the March 3rd event which is currently full with a waiting list. Hopefully, in addition to creating a format for sharing the event, the end game will be a base map that others can use and build on--we're navigating new territory and exploring the possibilities. You can follow the progress and see it unfold over the next week here.

Postcard Power!

Several days ago, two boxes, weighing 78 lbs were delivered to my studio doorstep. They weren’t holiday gifts--next spring’s postcards had arrived!

The 2009 Postcard is a departure w/a white background and new tag line

I have produced a postcard for all but one of the past six years. 2008 was the only year I didn’t use one because I flirted (erroneously) with glossy magazine advertising instead. It was not as successful as my previous postcard campaigns. Expensive lesson learned.

There are marketing specialists out there who say that postcard mailings don't yield enough results. I think it depends on the postcard. If it looks like just another advertising gimmick filled with too much information on too small a space--I agree with the marketers. Whenever I visit someplace new, I buy a postcard. When I visit a museum, I buy a postcard. People collect postcards. I try and make a postcard that people will keep.

Every year the choice of photograph is the most wrenching task. That photo will become the ‘face’ of my studio and the one I use on all promo pieces for that year. The 2008 postcard’s layout and graphics have been changed to be in visual sync with that on the website. Some of you may have noticed that all of my on line avatars are similar to the photo of the garden you see above. That isn’t an accident or me being lazy. Image/brand recognition is the goal.

I use postcards in a variety of ways—as direct mail pieces, as promotional pieces at events, as informational pieces at other businesses, as client leave-behinds, and as alternative business cards. Each of those functions is described below along with a gallery of prior cards.

This year I printed 6000 cards and will mail out 5000 of them in early April—hopefully to arrive on the first warm Thursday. Why a Thursday? I want potential clients to look at the card right before they start to think about using their properties over the beautiful spring weekend. This is late in my design cycle for the season, but I found that mailing any earlier in my zone 6 climate just doesn't do the trick. I invest in a well vetted demographic mailing list in addition to my own that will yield 50 phone calls that in turn will yield 4-5 projects. These projects help to fill up my summer and fall design calendar.

The 2005 postcard--this one generated some great projects

Now before you say, “That’s all?” I will also get calls next spring from people who have received previous year’s postcards and had saved them. People toss business cards and mailers, as I said previously--they save pretty postcards. I actually walked into two new clients' kitchens last year and each had multiple cards tacked up over a workspace or posted on the fridge. Next thing I know they’ll be selling them on Ebay.

At the special events I participate in, from flower shows to show houses to charity auctions, the postcards become a promotional piece. They are the souvenir visitors pick up when they tour through a show house garden. When tied to a trowel, the postcards become a gift certificate for a charity to be auctioned or raffled. Every time I’ve donated my services for a cause the purchaser of the item has become a client.

2006 Postcard--not as successful because it did really show a 'garden'--just plants. Did get a good project though...

I’m very lucky to have a local upscale garden center that doesn't provide design services as a source of referrals. I give them postcards each year in February—they in turn give them out to clientele who ask them for design service recommendations. I have through the years received more referrals from this than any other single source other than my website.

2007 Postcard--My least favorite because I succumbed to a cliched image--shame on me!

Not every new client has received a postcard, so when I meet with someone new, I hand them a postcard instead of a standard business card. The image on the postcard helps to clarify what they can have on their own property and they usually turn it over and read the laundry list of services. This simple process often that adds to their mental list of what they’d like me to do but maybe hadn’t considered.

2004 Postcard--the first one

So here's to postcard power--another useful landscape design studio tool.

Web 2.0 Ballroom

Before I begin again, let me put some things in perspective. I learned to type on a typewriter--a manual one. I’m no more tech savvy than the average person who texts via cell phone, answers email and orders stuff I don’t need on-line. With each new Web 2.0 site I interact with, I have to take time to learn its nuances. I get cocky, make mistakes setting up my accounts and then have to spend more time trying to get them the way I want them. It is an evolutionary process, but the beauty is that once the work is put in, Web 2.0 takes on a life of its own. That’s why they call it viral. People have started contacting me via social media for information, the traffic on my website is up almost 40% over the same time as last year. The amount of time visitors spend on my website is longer and I’ve been able share my experiences with people active in other media. I’m learning a whole new way to roll out my welcome mat.

One of my life philosophies was summed up best by Kurt Vonnegut, “Peculiar travel suggestions are dancing lessons from God.” Well, I’m dancing. I am increasingly fascinated by my own Web 2.0 ballroom experience. This parallel universe operates in real time, in nano second time delay, and in its own time. As I’ve blogged, branded, talked and tried, I’ve developed new relationships with people—some of whom I actually know in real time. Even though it’s a massive cyber party, it’s still driven by and about people.

My new dance card partners are Twitter, land8lounge, and Flickr. Sometimes these three twirl around the ballroom together. If I load my photos from Flickr to my folio in land8lounge they will post to Twitter. Imagine one big social media dance with me in the center—the belle of the ball for just a moment.

Twitter is fun, fast and fascinating. I flirted with it briefly this past spring, but I just started using it with any regularity. I’m floored by the amount of information that streams through in small bites. Since I communicate via text with many of my contractors and clients anyway, I can now Twitter them from my phone and PC. I follow a few people, blogs and websites and am followed by fewer people. It sounds like it could be vaguely creepy, but its not. If someone wants to follow me, Twitter will send me an email to confirm and I can decide if I want them on my cyber trail or not.

Using Twitter yesterday, I recommended a book to a friend who Twittered that he was vacuuming and then I viewed and was blown away by two amazing photos by fellow APLD member Greg Corman. The photos were streamed to Twitter when he posted them on land8lounge—the first was of a forest of Dragon’s Blood trees and the second, a stone wall in Yemen. All of this happened in 140 character tidbits. Twitter is a rich and varied experience--a moveable feast. A new friend, Chris Heiler from LandscapeLeadership.com, and I are both APLD members, have real time friends in common, yet we’ve never met face to face. We Twitter. When I post this blog entry, since I’ve figured out how to make one of those tiny url’s, I’ll Twitter.

Next on my dance card is land8lounge. It’s a hip, hybrid professional/social networking site for and by landscape architects and designers. The wealth of information, visual inspiration, advice and international content alone is worth the time spent setting it up fully. My folio page was up for less than an hour when two people I knew in real time found me. I set up a group for APLD in a snap, streamed Miss Rumphius’ Rules, and was discovered by other members. I suspect I will spend more in the lounge than in other places.

As far as Flickr goes, I needed to crop some photos into squares, my photo program stinks and wasn’t letting me do it. Flickr provided the solution with ease. I had previously tried Google’s Picasa and didn’t really like it. I haven’t been able to upload the photos to Miss Rumphius yet, I get a funky message that I’m doing something wrong on that score or else Yahoo doesn’t want to play with my Google based blogger. I haven’t done much more with Flickr yet other than to edit pix to use in my updated portfolio, upload to land8lounge and to create sets of photos. I needed to do that anyway since my photo files are a disorganized mess spread over 3 different photo programs and various CDs. The fact that others can see my photos is kind of like cleaning the house when company is coming. You want to put your best foot forward. I want to explore setting up group portfolios on Flickr for people I know from other places so we can share images, ideas and connect visually.

I don’t think all of this is for everyone and I believe that eventually I’ll find some things more useful than others, but right now I’ve stopped being a wallflower and I’m dancing along on happy feet with my Web 2.0 ballroom partners.

Further Adventures with Web 2.0 Marketing

As those who read my introduction to this subject on November 23rd already know, I am attempting to use Web 2.0 and social marketing sites as part of the marketing mix my landscape design studio uses.

The rest of the mix includes the website I've had since day one that has been updated every year with one major overhaul last year, participation in the regional show house circuit, past participation in the state Flower & Garden Show (too expensive), direct mailing of picture postcards, a CD portfolio given to every perspective client, and referrals from clients, local garden centers and contractors.

Boy oh boy, I didn't know what I was getting into with the cyber stuff. Not only does it take time, there's a plethora of options out there.

Firstly, I started writing regularly here again. I love to write so I don't count it as work.

I already had a Facebook profile, now I have a company page as well with 4 fans! I managed to create a live feed from this blog to my profile, but I haven't figured out how to get the feed to work on the company page. I posted some portfolio photos in both places and I joined the APLD group on Facebook, since I'm an active member of the association.

I now have a LinkedIn profile with 115 contacts, belong to several landscape design oriented groups including two additional APLD groups on that site. There's a live blog feed from here there also.

Landscapedia has been incredible. They listed this blog, making me a featured designer as well as having one of the funkiest forums around. My profile there has gotten over 450 views in the past week alone. Now you might say that's chicken feed, but its 900+ more eyes who've seen my name and work.

Now to support all of that, I've been working on updating my PowerPoint portfolio to upload to Slide Share and will make a PDF CD version to hand out to potential clients. I created a Flickr account to organize and share my images and registered with Twitter.

If you look a bit down and to the right you'll see links to my LinkedIn profile, Technorati favorite options for this blog, and an option to bookmark it on delicous.com. Do it all to help the cause! It's a good thing it's slowing down because all of this takes time, time, time.

After the Fall...

It seems an appropriate title for today's musings. Leaves and the past few days' temperature have fallen as rapidly as the collective psyche's confidence in consumer spending.

Now that the depressing news has been dispatched, I'm moving on to proactive and positive news.

I'm going ahead full throttle with my foray into Web 2.0 marketing techniques. I don't have any expertise and there's a lot out there to learn. I'm a bit late to the party, but the party is still going strong. Like anything else, all of this takes time to set up, become fluent with and maximize for its full potential.

Here's a great tool for landscape designers and anyone else who loves gardens to discover, use and connect with each other:

Landscapedia is an online community, developed by fellow APLD member, Michael Franklin. It has plant databases, portfolio and project development, communication and management tools, a professional directory and lots of cool features for landscape designers to explore and use. It's one of the top 10 applications for the iPhone so you can take your projects with you...