POWERsession Notes - Finding New & Keeping Customers
Category: Robert Hendrickson's Blog
Oct
12
POWERsession Notes - 'Finding New & Keeping Customers"
by Robert Hendrickson
On Wednesday during The Fall Event, Group Clients voted on open session topics when they would join our Service Providers for what we called POWERSessions. Robert took notes from his session, "Finding New & Keeping Customers" where 8 areas were shared, discussed and refined. Here's the eight areas of discussion: (This is GREAT STUFF!)
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Examples To Discuss - posted by attendees
* Fall Family Fun Days
- kids planting table
- story time
- free pie pumpkin decorating for kids
* Started a Facebook page
- one center has five employees designated to post as they wish
- great way to share photos of what's happening at the garden center
- photos/stories about pets, customer experiences, employee activities
- provides needed customer education
- builds company awareness when shared with others who may not be customers
- at least once a day posting when possible
- contests to grow Likes
- coupons help build Facebook list
- different markets may have different response to Facebook as a marketing tool
- does everything in retail always have to include a discount/coupon to be perceived as valuable
* Corks & Canvas Events
- garden center opened a craft beer and wine department
- start up cost estimated at $5000
- requires a 12x12 cooler
- people pay $25.00 fee to come paint and drink Average 35 people per event.
* Farmer's Market
- one center used their parking lot for Friday Market 3:00 to 6:00 pm
- market held June thru September
- vendors charged $10.00 per space Average of 20 different vendors.
* Membership program
- after $300 purchase shoppers become part of the club
- receive 10% discount for two years
- must spend another $300.00 after two years to stay in the club
- pricing of product considers 10% discount by most shoppers
* Improved Roadside Display Garden
- 300' by 15'
- bright colors/unique plant material
- estimated $1000 cost
- most centers do a replanting three to four times a year
* Holiday Design Shows
- free evening event
- decorating ideas demonstrations
- held in classroom area of garden center
- helps if the garden center is also a florist
* Weekly Enews Format Change
- fun, personal stories
- focus on employees
- use customer stories
- weekly garden tip according to weather issues
* Other examples not discussed - for future discussions!
- Art in the Garden
- partnering with radio station for content ideas
- partnering with local electric/water providers for water-wise gardens
- classes on pottery design for office groups
- direct mail to new market areas
- new box truck wrap to advertise the company
- Plant of the Week videos with employees posted on website
- Why I Garden campaign
(If you weren't there... you missed a great series of sessions!)
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