Filtered by tag: marketing ideas Remove Filter

Making a BIG Impression!

Making a BIG Impression

by Tom Kegley

This Large Format Greenhouse Covering at Skinner Garden Store is a sight to behold.

When Skinner Garden Store’s Cameron Rees had the idea to utilize a blank space to connect with drivers on the 4-lane divided highway adjacent to his location, he truly decided to ‘go big or go home’!

Read More

Rooms and Runs - Alignment 3.0

Rooms and Runs – Alignment 3.0

By John Kennedy

As we continue the theme of Alignment in 2021, here are a few more thoughts I would like to add to the discussion in the month of May.

Let’s consider the big three pillars of any retail shop—average transaction, number of transactions, and customer experience rating. Studies show that there is a direct correlation (read alignment) from the customer satisfaction metrics and the average transaction metrics.

Read More

Why?

Why?

by Danny Summers

At this time of year, this is an important question - in many ways. I am sure during these extremely busy weeks, such as this one (Mother's Day Week), exhaustion kicks in and you are wondering "Why do I do this?" or "Why do WE do this?"

To maintain a sense of balance during these wild weeks, taking a few minutes each day to take a few deep breaths and remember the "Why" can help.

Read More

The Year of Alignment - Part Two

The Year of Alignment - Part Two

by John Kennedy

As we move into the marketing magic of the year, driving focus and attention to our garden centers, which in turn drives foot traffic and the return of new found “fan-demics” (I just made that up) as well as our existing client-base, I thought it might be nice to take a good long look in the marketing mirror.

Each morning before coffee, I take seven steps to the WC to throw some water on my face, brush my teeth, and take a good long look at the drain and damage 56 years of being me has brought to my face--wrinkles from smiles and sun damage, baggy eyes from the six hours of sleep, and a blank stare into the possibilities the day will bring as I slowly kick the cobwebs to the curb, and embrace a deep and spiritual sense of gratitude that I am on the right side of the grass today.

Read More

What is a Garden?

What is a Garden?

by Danny Summers

What is a Garden?
To really understand and appreciate both the question and the many possible answers let's do some exploring together...

Read More

Your Message

Your Message

by Danny Summers

This is a very important subject. Of course it begins with the question... What is your message? There are several levels to the answer. The over-arching purpose for your center is just a start. Then you may develop a theme for the coming season or year. Then it can be broken down to weeks, special holidays, recognized events and or intra-seasonal activities. There's a lot of things to consider and as Tom Kegley has said, developing a message that is uniquely yours is very important and takes time. After all, it's your BRAND! (This would be a great place for me to remind you to revisit Tom Kegley's "Let Your Brand Rock" blog article.)

Read More

How Will You Know?

How Will You Know?

by Danny Summers

It was November 22, 1985 and a young Whitney Houston offered her debut album. On it was a soon-to-be hit... How Will I Know. The lyrics of Whitney's song was crafted around a boy-relationship (of course), but the title also fits my message to you this week. One of the prominent lines is "How will I know... if he really loves me?" Now let's pivot to your Center and the spring ahead of us.

Read More

Garden Center vs. a JOY Center?

Garden Center vs. a JOY Center?

by Danny Summers

As Garden Retailers, you have so much to share to everyone, even to those who are not aware of it. Have you ever considered your Center being a JOY Center? Here's a few thoughts of alternate names for describing your Center:

Read More

Embracing the Hard-Earned Lessons of 2020

Embracing the Hard-Earned Lessons of 2020

by Sid Raisch

My “body guy” (body shop, not gym) has not had such a good year this year. With commuting and shopping trips down overall, there are fewer accidents, especially deer hits that tend to happen more during commuting hours. This means his business and his family hasn’t been spending as much locally or otherwise. Same for his employees, suppliers, and their employees.

While this writing is heading down a not-so-positive path, it is for a good purpose, so please hang in here with me. Every cloud has a silver lining, even 2020. Our industry has been the silver lining as compared to many others. There’s a tendency to revel in glory and a good year, no matter how it happens, is certainly to be appreciated and celebrated. From what I’ve seen and heard, you don’t need more encouragement to do that.

Read More

Only REAL Christmas Trees...

Only REAL Christmas Trees...

by Danny Summers

Seeing so many REAL Christmas Trees atop cars this week is a wonderful sight. By REAL of course I mean LIVE Christmas Trees. It is a tradition which began in the 1500's long before the automobile and is credited to German-American immigrants bringing the tradition to North America. You can read more of this story HERE. Allow me to finish the title for this message... "Only REAL Christmas Trees... deserve to be named."

This is an idea shared several years ago and has spread in more of our centers. Growing a live tree takes time – 6 to 12 years which makes it much more special than a mass-produced "live-like" (a.k.a. fake) one. The use of evergreens for decorating "the halls" also brings the wonderful scents we all remember during the holidays.

Read More

Home for the Holidays

Home for the Holidays

by Danny Summers

Are You Thinking What I'm Thinking?

Most sources you read and people you talk to are pretty much in agreement... the general public is going to be staying close to home this fall and winter throughout the Holiday Season.

We have recently seen some Group discussion on this subject in our GroupEs eList and the consensus is this could be a bigger than normal Fall and Christmas decorating season. Hosting more close family gatherings is likely and bringing Fall and Holiday color home may be just what everyone needs to create a comforting environment.


Read More

The Sound of the Bell

The Sound of the Bell

by John Kennedy

When I was growing up in rural Maryland in the late sixties and early seventies, there were only a few homes and farms that populated the countryside. When we youngsters were all out in the fields, woods and creeks, the time to come home was announced with the “sound of a bell.”

Read More

The Missing 83

The Missing 83

by Robert Hendrickson

[The following article is referencing "Who's Your Competition" shared HERE.]

Read More

Who's Your Competition?

Who's Your Competition?

by Danny Summers

When asked this question, I know the usual answer you might give is the garden center across town or even the big box down the street. It is a natural reaction. But the best answer may be quite different. It is normal to think about others who are in the same business as you and consider competing with them in a battle for the same business or customers.

Read More

Restless Gardening Syndrome

Restless Gardening Syndrome

by Sid Raisch

Consumers have been flooding into garden centers to soothe their case of RGS - Restless Gardening Syndrome, a craving desire for all things related to plants.

The important thing is not only that people are consuming our industry’s products and services with such vengeance. More important is WHY they are doing this. Pay attention to the reasons people are interested and focus your communications to promote these six major opportunities and you cannot go wrong.

Read More

What's the Right Message?

What's the Right Message?

by Robert Hendrickson

[Danny Summers: I asked Robert Hendrickson, "What's the right message for most of our centers to be considering." Here's his response..."The same words they should always use...Gardening hasn't changed just because a bunch of governors tried to stop it. - Fun, relaxing, personally rewarding and a great family activity. Don't try to overcomplicate things. Once the “all clear” siren sounds the only difference should be come out swinging and keep swinging with a strong marketing plan and the right words that haven't changed." Robert then shared a couple sample radio ads he has recently worked on with clients as examples. Details follow.]

These two radio spots are built around a common theme... connecting Dr. Sacks (mentioned in an earlier GROUPtalk article) and his research on the emotional power of gardening... to local garden centers.

Read More

The Cost of Creativity

The Cost of Creativity

With Comments from Robert and Danny

[Robert] "Danny called me last Monday and asked about my Super Bowl commercial review. Old news now, so a quick response. For once, the game was way better than any commercial. Other than the extended spot the NFL ran at the beginning, then maybe the Bill Murray Groundhog Day one since it was groundhog day, there was nothing super about any commercial this year."

[Danny] In case you missed the one ad Robert mentions above, simply click on the image here to see it. Robert's top-pick of JEEP's replay of Bill Murray in Groundhog Day is actually the winner of USA Today's Ad Meter - See details here.

Read More
1 Comments

When a Writer Calls...

When a Writer Calls...

by Danny Summers

This past fall I received an introduction email and then a call from a writer who was assigned the task of creating a story for Better Homes & Garden magazine. The subject started out as:

Read More

The Value of Creativity

The Value of Creativity

by Danny Summers

 

It is amazing to see what creativity can do. Whether it is displays in-store, signage, or your marketing message, real creativity is priceless. We have seen and heard how big corporations spend millions producing major ads for product launches or even special events like The Super Bowl which we will see in a few weeks. Most fail to make a big splash or impact. Only a few rise to the top and even onward to the award-winning archives such as ones we remember from long ago. This include Budweiser's Puppy Love from 2014, Apple's original Mac launch in 1984, or Coke's Mean Joe Green and Kid ad in 1980 (Revisit these in our February 11, 2019 GROUPtalk HERE). Or you may even remember Coke's "We'd Like to Teach the World to Sing" in 1971. These are etched into the hearts and minds of millions and are at top of marketing history.

Read More

The New Garden Center Customer - Part 2

The New Garden Center Customer - Part 2

By Danny Summers

 

In Part 1 we reviewed how we are now in a transition of sorts where in 2019, "Baby Boomers" are projected to start a slow decline in numbers over the coming ears and where "Millennials" are projected to have overtaken Boomers in the top spot as percentage of population. Let's explore this further together...

Read More