When I first started working with The Group in 2012, I remember hearing from a number of our Owners this comment, "I just can't take on anything new. My plate is full."
It didn't take long for me to realize these were the same Owners who only had one person connected to all of The Group programs. You probably already know where I am headed with this...
If you have been into the flow of information within The Group this year, you know, overall sales year-to-date have been tracking about -5% down from 2023. While early weeks teased us with solid increases, some of the biggest spring weeks just did not keep pace with those same weeks of 2023, and that created the overall deficit we see today. By the way, those same big spring weeks where we fell short, we saw our Weather Rating reflecting downturns. Remember, we have always blamed the weather, but with our new Weather Rating we now have actual data to back it up.
But the sales at -5% is Total Group Average. All the Group Centers that participate in the Weekly Department Review (WDR) can login to The Group WebSystem and begin to explore in greater detail how the average develops, and much more importantly, who is well above the average!
This past week, I have been working on the newest addition to our Group Educational Training content coming from The Fall Event 2024. Two weeks ago, I shared the compiled recording of Katie Tamony's "The Evolving Customer" presentation. It was added to our Group WebSystem for all Group Centers to experience.
This week, we have added Tim Quebedeaux's presentation "Big Profits: Aim Big, Don't Shoot for Average." During this 45-minute presentation, Tim highlighted the 2023 P&L Study and then drilled down into the Top 8 Product Categories.
Having the opportunity to see many of our Garden Centers' messaging throughout the year offers a chance to see unique local and regional differences (as well as similarities) across the country. What I see in Spring seems to be more similarities with only differences in timing based on your location... Southern-most Centers getting kicked off earlier, and other markets follow as spring rolls out. But overall, the message of a beautiful spring ahead seems pretty consistent. And especially with The Group Centers where we have been sharing ideas on the benefits of plants and gardening.
Fall seems to have some differences or at least some areas of uniqueness. Here are some examples...
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What Matters Most... are people. Our families, friends, co-workers, and neighbors. At times like the past two weeks, we quickly realize What Matters Most! Yes, our properties and businesses are important to us all, but most can be replaced. Our people cannot.
I wish to begin this message with a word of thanks and to say we all are extremely grateful to hear from all the Group Centers who have dealt with both Hurricane Helene and Milton over the past 2 weeks. We are grateful to hear their families and staffs were safe and most did not have extensive damage to major structures. While we are hearing them say clean-up and being back to normalcy may take quite some time, all know What Matters Most.
The Horticulture Industry is certainly one where we are accustomed to promoting Certification Programs and earning credentials for you and your staff at retail. Most of our state associations have a program you can and should participate in, and being a Certified Nursery or Horticulture Professional designation can be an important part of building customer confidence. I know you are wondering where I am going with this...
I am not announcing a new Retailer Certification Program.
In the world of science, there are a lot of studies and documentation for combining two or more items to create what is called Synergistic Effect. I guess most simply the results of the combination create MORE than the original parts. Most basic descriptions are something like this:
Synergistic Effect means when two or more items are combined, their overall effect is greater than the sum of their individual effects.
One of the major messages we learned at The Fall Event 2022 in Kansas City when Hallmark's Darren Abbott presented to The Group was how important it is to create an emotional connection with your audience. Studying Hallmark's patterns for leveraging emotions gave us ideas on how Garden Centers can create an emotional connection with their audience, not just for plants and gardening, but also for the Garden Center itself.
Consistently sharing the values of the Garden Center throughout its messaging can certainly help. You may remember back in April I shared a blog message titled "Founded with a Purpose" where I told the story of Mayorga Coffee, and supported the message with details of Mostardi Nursery, and Meadows Farms, as well as Renee's Garden, one of our new Fall Event Sponsors this year.
Media Going Wrong
In the bigger picture marketing is much more than advertising. It is more than social media. What is it? Marketing is communication with a specific chosen group of people in language they understand and empowering them to act to support their interests, not ours.
The Marketplace Mantra: “It is the marketer’s responsibility to communicate to our marketplace information to make them want to buy.”
Growing up as a kid, one of my favorite treats was Cracker Jack. That savory combination of caramel-coated popcorn and peanuts was certainly the draw, but there was something more... A Surprise Inside!
A Surprise Inside was never anything really valuable. It wasn't like finding a winning lottery ticket inside or even a coupon for a free box of Cracker Jack. More importantly for me, it had something inside to make me read and think. Often it was something that sparked curiosity and rallied my imagination.
One single word can have so many different meanings, and one of my favorites is the word “bridge.”
In a song, “the bridge” is the musical passage that connects two parts of the composition. There are many wonderful examples of bridges in great music…so much so, that Billy Joel has a remarkable 80’s album named “The Bridge.” A beautiful “bridge” in the song “A Matter of Trust!”
We all live in different parts of the country, and I know for some, there may be one season that is dominant over the others. Areas in the farther parts of either north or south, you certainly can have much more extremes in either winter or summer months.
Karen and I have lived in North Georgia since the Fall of 1989. We moved from Central Florida and even today, we can remember so vividly our trip to Atlanta to look for a home. It was October, and what we were about to see was so different than what we were used to.
Dealing with Difficult Customers
With the four expectations of our customers established (a perfect product, delivered in a timely way, by caring friendly people, with world-class problem solving), let’s focus on the last one—world-class problem solving.
If you saw John Kennedy's blog message* last week here in GROUPtalk (Delivering an Exceptional Customer Experience - Part 6), and if you followed the link to the full blog story version and watched John share his thoughts, you saw him refer to "Keeping Your Customer." He actually had details relating to each of the 4 letters in the word Keep.
His idea around the first letter "K" was about "Knowing Your Customer." This got me thinking... how much do Garden Centers know about the customer?
Signage in your Garden Center can be one of the most effective, efficient, and timely marketing tools in the toolbox. This year marks the 50th year of business for Fairview Greenhouses and Garden Center in Raleigh, NC. As part of the commemoration, I was proud and pleased to work with Fairview’s Heather Rollins to create a set of large format banners honoring Fairview founder, Jo Ann Dewar and the 3-generation tradition of the ‘Fairview Family’ she has dedicated her working life to (and still does to this day!)
In addition to banners featuring Jo Ann and family, we took the opportunity to update a series of banners used as backdrops to the shade perennials section of the garden center and entrance to the large greenhouse shopping area. Finally, a 50th-anniversary logo was created to enhance various messages throughout the year of celebration.
It is not easy to envision how a garden may develop or how a group of plants should be planted, and ultimately how they will look in a couple of years. A common example is seeing how many plants are installed too close to the house, only to be moved or even removed entirely just a few years later.
We can Imagine what many, if not most, consumers stress about when making these decisions. And if we think of our newest audiences, those younger with even less experience in plants and working in their gardens, there may even be increased stress levels. Most importantly, this stress can lead to not buying and planting at all!
Keeping Your Customers
Now that we know why customers leave, let’s find out what it would take to KEEP them.
We have talked before about how important it is to keep an attitude of Lifelong Learning and what we can call being An Observer. I often think about long-time Group friend and mentor, Ernest Wertheim and how he exemplified this idea. Even into his 80's and 90's Ernest was always An Observer to what was around him and what could be learned and improved upon. He was also one of the most positive and objective people I have ever met and he challenged us to think in new ways during every conversation.
Being forever a student or An Observer should apply to just about everything in our lives. I see it beginning as we first awake in the morning. Whether we are observing our health, the weather, our garden, or all the people and circumstances we experience throughout the day, each can provide an opportunity to be An Observer. And from this, we should consider ways we can be a positive influence.
Consistency is Key
Continuing with "Delivering an Exceptional and Consistent Customer Experience,” John picks up where he left off with the importance of “consistency.” In fact, consistency is key to a sensational customer experience.
The session also addresses the top reasons customer leave your business, the insanity of 4% of your revenue being invested in marketing, yet a small fraction, if any, being invested in training your employees on what you are promising, and finally understanding the four basic expectations of your customers.