Marketing from the mall
13 Oct, 2009 By: Jamie J. Gooch LDB SolutionsAfter successfully marketing his design-build services with displays at supply yards along busy roadsides, Erik Klein decided to bring the outside in. His Outdoor Escapes Co. showroom features the water features, hardscapes, custom stone work, synthetic turf, concrete counters and stone carvings his landscape company is known for producing.
The Outdoor Escapes Co. features water features, hardscapes and stone buidlings—all within a shopping mall.
Like many malls hit by tough economic times, Westfield Belden Village Shopping Center in Canton, OH, was eager to fill empty storefronts. Klein saw it as an opportunity to showcase Klein's Lawn & Landscaping Inc.'s design services.
"Malls are struggling bringing in retail stores because of the economy, so I was able to talk them into a deal," he says. "I saw the opportunity and put cart before the horse. I signed up for the space, then created the concept from there."
The concept Klein refers to is bringing high-end landscape design together with other high-end products and services to attract discerning customers. He shows off products he uses in landscapes and has teamed with retailers to showcase their products in his showroom because they complement his landscape designs. He would also like to expand to other Westfield malls, securing a discount for multiple storefront rentals and charging other landscapers for the initial setup and rent.
Klein isn't afraid to try new things to be as profitable as possible. His garden center was breaking even, so he got out of the garden center business. This will be the first winter he won't plow snow, also because the profits just aren't there for him.
"The thing I've been able to learn is how to make money on every job and not just keep busy," Klein says. "Things I don't do well, I just don't do them."
What Klein does well is high-end hardscapes. He has surrounded himself with subcontractors he can trust and loyal, salaried employees. His business has grown 20 to 40% each year since he started it, fresh out of college, in 2001. This year, with a 40% growth rate, he has been unable to keep up with demand. That's when his trusted contractors come in.
"My subs know how picky I am," Klein says. "They know how I work. I only use the same guys every time. If I can't use them, then I don't take the job. I don't want to grow too fast."
Growing too fast in a recession may sound like a rare problem to have, but Klein thinks the tough economy has helped the landscape design-build industry.
"One of reasons we're growing this year is because we're managing what we have," he says "We're keeping good employees, providing good services, and not trying to cut prices to compete with people who are not at our level. As the economy gets worse, homeowners are getting smarter. They're researching companies they're hiring. They want to see and touch the work, and check websites and referrals. They want to make sure they're spending wisely. That's what helps us tremendously."
The showroom allows potential customers to see and touch landscape installations.
Allowing potential customers to walk into the showroom, see the quality of work, and touch the cultured stone is working for Klein. Though he admits he's been too busy to properly market the mall showroom, he made $80,000 from it in the last two months.
"It's marketing itself, as people begin to realize it's there," Klein says. "We're trying to showcase new materials and new ideas. Our focus is on creating something different."
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