In a recent poll on the APL LinkedIn group only 33% of those polled thought that the Association of Professional Landscapers is doing a good job of marketing the organisation.
One of the biggest problems, according to members, is that the general public don't know what the APL is or what it stands for.
APL member, Matthew Miller said: " I agree the APL does represent the highest quality members within the industry, is pushing up professional standards and does have all the checks and balances within its structure to ensure that the consumer can be assured of this.
"However it does not, in my view, making this know to the wider public well enough; these things are the KEY difference between the APL and other trading bodies out there.
"My experience is that I have never won a contract on the back of a referal from the APL website which is hard to find on the net with Key Words such as Landscaper Essex etc......in this day and age this is how most clients will find the APL members; why is it that inferior trading bodies such as "rated people" can manage to be number 1 on the listings for example.
Stephen Hargreaves, who started the discussion, said: "I know that so far none of my potential customers have heard of the APL"
Non-member, Morris May, makes some good points and pulls no punches about the APL's poor website and SEO:
"There are many issues involved with organisations promoting themselves and there members, particularly in the electronic age.
"Someone needs to decide exactly whom they are promoting to. If you are a member and need to explain, or feel it might be useful to, then have a blog article/ page on your website doing so... who are the APL and why we are members.
"Think hard about where those looking for those connected to the landscape industry get their information to help determine their choice. It is very important that they see the APL here and supporting reasons to choose APL members. Some of this needs to done on by members who are promoting themselves ( a kit/guide to encourage members to do this would be useful).
"The more Jo Public see APL memntioned the more it will be in their mind as one of the purchasing criteria.
"Venturing into social media is as fraught as having a website... and I will reserve comment on the website though I am not sure what brief the web design company were given or whether they have not delivered.
"Finally, when marketing the APL, there needs to be a clear divide from promoting it as a brand (RHS) as opposed to a service and organisation to the landscape industry itself. WHile interlinked, the consumer is looking to have confidence in APL without explanation, where as the industry is looking for not just a 'trusted mark' but the additional benefits it brings.
"Philip's comments are encouraging, but Mathew's need to be heeded... somewhere something very wrong is happening with the SEO.
I agree totally, we joined back in 2009, the first Landscapers in South Wales , we met all the standards required and put in place other requirements we needed to, but the organisation did not seem to do anything for us to help our business. It made no difference to our new work.We were finalists in national tradesman competition, which we informed them of, good for them as well, nothing, no extra advertising, nothing in local papers, only from our media contacts. Very poor. We are no longer members as they did not give any further dimension to our business, it was our standrard of work that got our business, that got our membership and that has provided further opportunities. We don't need the APL.
Posted by: Kevin Richards | Feb 15, 2012 at 12:37 PM