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Riding the Wave

Riding the Wave

by Danny Summers

We have talked before about the trend of seeing Plants and the activity of Gardening being leveraged while promoting non-related products or services. This is Riding the Wave of the growing popularity of what your Center offers... every day. Here's another example...

I was standing in the checkout line last week at our neighborhood Publix grocery store. I glanced at the magazines on display as I waited my turn. One publication slapped me in the face instantly. The title:

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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.

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Operation: Engagingly Engage EVERY Single Customer Every Time

Operation: Engagingly Engage EVERY Single Customer Every Time

by Sid Raisch

 

To zero in on increasing sales, average transaction, and average items per transaction look closely at the individual building blocks that make up each sale. There are three basic building blocks to this empire.

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Remembering Something Special

Remembering Something Special

by Danny Summers

For any Boomer reading this, it will certainly take you back to your childhood days. For anyone younger, I hope I can share what is was like for us and what I see that may be creating that same feeling all over again for many.

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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.

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Make it up on Volume!

Make it up on Volume!
(Theoretically, you can do almost anything, but certainly not this.)

by Sid Raisch

We were brainwashed.


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What's Your Image?

What's Your Image?

by Danny Summers

I am writing this at or near the end of the spring season and certainly there is a place for specials and clearance sales at this time, but that is not what I am thinking about here. Instead, it is a general question.

Throughout the year, what is your center's image to your audience?

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Value Up! Eliminating Value Confusion - Part 2

Value Up! Eliminating Value Confusion – (Part 2)

By Sid Raisch

In the first part of this article we discussed why the word “value” is easily misunderstood, and how this misunderstanding confuses our people. CLICK HERE to read it.

Now that we've cleared up the definition of value, let's use the word in its highest value. The best way to do this will be to get clear on the levels of value.

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