Recently I had the pleasure of interviewing Gene Caballero on my podcast. Gene is the founder of Green Pal, a startup company that connects homeowners with pre-screened local lawn professionals. Now in just their 3rd year of business, Green Pal is expected to generate over $1 million in gross revenue this year.
They can best be described as the “Uber” of lawncare. Green Pal provides lawn pros with an easy way to find new customers, schedule appointments, and get paid after each cut.
After some early frustration with trying to get customers to talk about their business and leave reviews, they came up with a creative strategy – Gene and his partners came up with the idea of targeting customers with pets.
They went to the store and bought $100 worth of dog bones and cat nip, and started sending them out to customers, thanking them for their business and providing them their Yelp link in the process. After a short time, they started seeing emails and Yelp reviews skyrocket!
You can hear the interview here:
Here’s another great strategy they used – the power of smell. They decided to test this by using the scent of freshly cut grass in with their mailings. The result – customers loved it! They used a company called demeterfragrance.com to order spray bottles of fragrance that smell just like a freshly cut lawn. This company has about any scent you can think of.
Much of the new research in neuroscience centers on how the brain links together smells and memories. The fact is that you are 100 times more likely to remember something that you’ve smelled than something that you’ve seen, heard or touched.
Hotel chains use the power of smell or what marketers call an “olfactory logo” in their business model. For example, Westin Hotels and Resorts uses a cool and relaxing white tea fragrance. If you walk into your local Barnes & Noble, you are hit with the scent of crisp new books and Starbucks coffee brewing.
On this interview with Gene, you’ll hear us discuss how they used target marketing & “scent marketing” to grow their company to a million dollar business in three years.