[Originally presented at The Fall Event 2024 - CLICK HERE to download a PDF version]
Sometimes underestimated and overlooked, in-store signage is one of the most valuable tools in your marketing toolbox. Signs come in all shapes, sizes, and substrates. They have multiple purposes– directing, educating, motivating, connecting, storytelling, brand building, and more.
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!
This message title may at first seem somewhat strange, but there is a connection.
Last Wednesday, June 21st, was the Summer Solstice, the longest day of the year. And it was also the Darwin Perennials Day at Ball Seed headquartered in West Chicago, IL. What a beautiful day to celebrate and share so much about this important category, Perennials. That Wednesday morning, I had the thought... it's the perfect day to be thinking about Perennials... the longest day of the year for the longest-running plant category (for herbaceous plants at least).
Part 3 of a Series with the Theme “A Better _______ = Better Marketing”
[Go to Part 4 - A Better Pricing Effort = Better Marketing" - HERE]
Marketing is an important part of the job of everyone in a company. It’s everything a company and everyone in it does within, outside, around, and beyond. In this series of articles we’ll be discussing how different views of marketing make a huge difference in choosing, taking, and owning our position now and in the future.
Part 2 of a Series with the Theme “A Better _______ = Better Marketing”
[Go to Part 3 "A Better Traffic Flow = Better Marketing - HERE]
New Plants and New Products create excitement. The combination of anticipation, expectations, and optimism drives the powerful will to explore. Just ask Indiana Jones – although he wasn't searching for what's new.
The interest in what's new is certainly true in our industry and two weeks from now, many of us will be at Cultivate'22 in Columbus, Ohio. While its roots have been in floriculture production, today Cultivate includes all segments of the industry and covers all five of what I call our standard greengoods categories: Annuals, Herbs/Veggies, Perennials, Shrubs and Trees – and even a few Tropicals.
Does this get your attention? I hope so. The Garden Center Group's Winter Tour is very convenient. It can begin on that first cold winter day when you have plenty of time and a hot cup of coffee or tea. It will be time to explore dozen's of fellow Group Centers you have never seen or maybe haven't seen in years.
You can travel on your own schedule. Begin, then decide where to visit and pause when needed. At each stop as you see things you like or want to know more about, you can take a minute and send that Center a quick email.
