Question

Topic: Branding

Can These Services Be Offered Under One Business?

Posted by charisse.fd on 3/25/2016 at 9:17 AM ET 125 Points
I have recently launched a lawn care company, but I've gotten a lot of requests for sheetrock installation, etc. I'd like to brand the company as "XYZ Lawn & Handyman Services" and feature both lawn care (grass cutting only, no landscaping) and handyman services under one roof. I am on a limited marketing budget and this would save money across the board. however, I'm not sure if this is a good move marketing wise. Will customers take me seriously? I see several other companies doing it online, but I want to get some confirmation from the knowledgeable people here.. Thank you in advance.
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RESPONSES

  • Posted by mgoodman on 3/25/2016 at 11:34 AM Moderator
    How about "XYZ Home Services?" Then the tagline can list "Lawn Care, Handyman and More."

    Normally I'd suggest being extremely focused on one benefit, and using separate names for each business. But if you position yourself as a "home services" company, you can probably keep the focus on the ultimate benefit for your target audience.

    BTW, I might suggest that the name ("XYZ" in your example) include some reference to the community you serve -- a city name, a local landmark, a neighborhood, etc. -- so folks will view you as a local/neighbor who shares their values.
  • Posted by Peter (henna gaijin) on 3/25/2016 at 12:21 PM Accepted
    Yes you can do it. Mgoodman's ideas are good.

    One risk of putting them together (and likely why Mgoodman mentioned he would prefer separate) is that people look at expertise differently when what they do is so disparate. For example, I was recently having some cabinet work done on my house and one guy who quoted was listed as "fine cabinet maker and handyman". Seeing that made me wonder if his cabinet work is not as good as someone who focuses only on cabinets.
  • Posted by Jay Hamilton-Roth on 3/25/2016 at 4:15 PM Member
    Does the same people want to hire you for both services, or are these different groups of people? If the latter, keep the businesses separate. If not, try Michael's fine suggestion.
  • Posted by charisse.fd on 3/25/2016 at 4:58 PM Author
    I appreciate everyone's responses. I'm starting to think I may need to separate this. I don't want to give people the impression that we are grass cutters who suddenly decided to go into remodeling. We have very qualified people on our staff. The question is - if I open two different companies, how will I tell people what I do when I meet them, without overloading them?
  • Posted by mgoodman on 3/25/2016 at 5:29 PM Accepted
    When you meet someone, but before you go into your elevator speech, find out what their interest/greatest need is. That way you effectively segment the audience and deliver a targeted message based on their expressed need/segment.

    It's always more effective if you can get the audience to volunteer some information before you start pitching. Once you see how well it works you'll never go back to the old approach again. If someone really doesn't need/want what you do, there's no reason to tell them anything about it. Save it for someone who really wants/needs your services.
  • Posted by charisse.fd on 3/25/2016 at 5:50 PM Author
    Mgoodman thanks a lot, that's a good point. I just have one more question.. On my commercial brochure, should I list all the services, but indicate that they are two separate companies? And perhaps unify them with a slogan? For example

    "Two divisions, one purpose"
    Green Gator Lawn Service
    Green Gator Remodeling
  • Posted by mgoodman on 3/25/2016 at 7:35 PM Moderator
    If it were up to me, I would NOT try to commingle the two businesses. Give each a name that is specific to the benefit it provides, and create highly-targeted brochures and websites for each business.

    If you try to combine the businesses you will confuse prospective customers and/or sound like you are a jack-of-all-trades who does none of them well. There is no benefit to your customers from trying to blend your businesses under a single umbrella name, website or brochure. (It's like "Harry's Barber Shop and Fish Market." Huh?)
  • Posted by charisse.fd on 3/25/2016 at 9:37 PM Author
    Your opinion is very much valued!
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