The Dirt on Marketing, Like Literally

When I was younger, I loved city life. The hustle and bustle of people scurrying and vehicles hurrying was alluring and alive.

As I got older, I became more attracted to the quiet countryside. Ah…the fresh air, the sounds of birds chirping, the smell of grass … hold the “flower”, I mean phone. (Yes, i’ll be cultivating these deciduous puns.)

The smell of grass? Yes! It’s a refreshing reminder of spring and summer. So glorious, right?

WRONG! You know how you get the smell of grass? You have to cut it. It’s called landscaping.

There are two kinds of people:
* People that do it on their own
* People who hire someone to do it

But wait, there’s more! There is the third type of person. Those that outsource a portion of the work and do some themselves.

Sound familiar? Yup. That’s how marketing works too.

When I decided to move to the country, I bought a house in Roxbury, Connecticut. It’s a wonderful place. Many people, even Connecticut residents have never heard of it.

Think Arthur Miller and Marilyn Monroe, William Styron, Walter Matthau, Richard Widmark, Alexander Calder.

Ok, enough of this stardom, let’s get back to “grass roots”. 

When you’ve never owned 2.6 acres of land before, and now you have it, you have to decide how to approach this monumental groundskeeping mission.

The first thing I did was to hire a full service lawn maintenance and estate management company to handle every aspect of the property. That got to be too expensive. I then decided to manage some of the yard work myself. I paired working in the yard with the idea of working out in the yard to get some exercise.

I reviewed what equipment I needed, what I had and what outside services I could ”prune” away.

While I was planting shrubs and laying mulch, I got to thinking about how landscaping and marketing are very similar. Let’s take a “broad-leaf” look at how the two compare. 

Curb Appeal vs. Brand

First, you survey the property on how to maintain or improve your curb appeal. That takes an eye towards design.

In marketing, your curb appeal is your brand. It takes strategy to consider how to project your brand.

Equipment vs. Tools

Then you prepare your landscaping project by organizing your equipment needed for mowing, planting, pruning, weeding, etc.

In marketing, you have tools necessary to exercise and broadcast your brand such as your website, social media channels, direct mail, podcasts, etc. 


This is where the two meet and thatch”, I mean match:
* Landscaping is not an event, it’s maintenance.
* Marketing is not an event, it’s a process.

If you’re looking to “till” through the marketing madness and cover more ground, email us at or call 860-759-9910.