Commentary

Seed-Packet Campaign Grows Two Kinds Of Green

Have you ever seen a business card with the potential to grow both business AND greenery?

Lush Lawn and Property Enhancement, an upstart Michigan-based tree-removal and landscape company, decided to give a little something back when it designed business cards to be distributed to prospective clients: grass.

Struck created a set of business cards that essentially double as seed packets. Eight hundred and fifty cards, created for 75 cents each, were letter-pressed, stuffed with grass seed and glued by hand.

The front of the card bears the company's green logo along with mailing address, phone number and URL. The back of the packet says, "For best results, spread seeds then add Lush."

One thing I was surprised to see missing from the business card was a contact email address. I visited the company's Web site to find a static page with a brief description about the company's services, a typo! and two phone numbers. No email address even on the Web site? Lush is not using the Web to its advantage -- epecially after devising a brilliant out of home campaign that is sure to make a lasting impression on those who receive a business card/seed packet.

The business cards have proved to be a success thus far; the company claims its billings increased close to 300% since introducing them in July.

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