Stay Focused
by Robert Hendrickson
The industry organization was so confident in their presumptions, that months before their survey project was complete they had already stated... "The results of this initiative will demand a shift in strategies, thinking, and paradigms. This is the future of the horticulture industry." (Note: I've learned never to trust anyone who uses the word paradigm when discussing business or marketing and especially never trust anyone who believes they can predict the future.) Besides, any first year 'Stats' student would see right through this charade. When those in charge of research have an agenda to find results that support their beliefs, any survey can be structured to guarantee those results.
I also question the value of asking people who don't garden or shop garden centers for their opinion on what garden centers should do to prepare for the future. Sorta like asking a vegan what Outback should do to help them sell more steaks.
I'm quite familiar with the opinion of many in the industry that we need to be doing more to attract non-gardeners, especially those in the next generation of shoppers. And I'm all in favor of doing what it takes to make this happen. I just believe asking people who don't garden or shop garden centers for their opinions, regardless of their age or demographic, is a huge waste of time. There's little value to be gained from surveys or focus groups asking people about things they haven't personally experienced. It's also risky to place much importance on what people say they'll do in the future if things were different. What people say they'll do is often much different from what people actually do. Shopping intent is much different from shopping behavior.
But... asking people who do enjoy gardening and shopping at nice garden centers the one question behind every purchase decision that's made, offers the answers we need for generating and growing business today and in the future. And that question begins with one word... "why?"
I believe the Why I Cook ad from Swansons promoting what most people would consider a very basic cooking ingredient is one of the best marketing examples in recent years . It's a simple yet effective print and digital campaign that hasn't changed since its inception in 2014. The genius behind this ad is its focus... that being on the customer, not the product. The subtle yet clearly stated message from the company is that they understand why people cook and recognize their role as a supplier of the product is to support what people love to do. There's also an underlying message in this approach that provides those who don't currently cook with reasons why they should give it a try.
Maybe the reason why some people don't garden, especially those in the alphabet generations, is because the industry hasn't done a good enough job explaining why they should. We have lots of great products and plenty of garden centers wanting to sell them. As a result, the majority of garden center marketing examples I've seen have been focused mostly on products or the companies selling the products. Seldom do I see ads explaining why people should consider gardening before considering what they should buy or where they should shop.
Retail Rules of the Road:
"Until you convince me why I should buy the stuff you're trying to sell, I'm not interested in what it is, what it does or how much it costs."
Here's three examples showing the difference between marketing messages focused on inventory, the company or the customer, presented in 30 second radio ad scripts. While I've taken editing liberty to protect company names in the examples, the words come from ads sent to me by owners asking for a critique of their marketing. Now it's your turn to see which company has the why people need to hear before they consider gardening or shopping for plants.
The Inventory Focused Message
"Louie's has trees... lots of trees.
Louie's has shrubs... lots and lots of shrubs.
Annuals, perennials and hanging baskets by the thousands!
We take in more plant deliveries than anywhere else in town which means better prices for you.
If you're looking for plants... Louie's is the place.
Cause if you need plants... this is where you'll find 'em.
Acres of plants and everything you need to keep them growing.
Big Louie's Nursery. Down the road from almost anywhere.
Just follow the trucks!"
The Company Focused Message
"At Miss Lizzie's you'll find three generations waiting to serve your every need.
And since we grow it... we know it... so it has to be good.
We take pride in being recognized as one of the top garden centers in the country,
which means you can buy with confidence from people who truly know and care.
When you're looking for only the best, shop Miss Lizzie's where 30 certified horticulturists are ready to serve you.
Miss Lizzie's Landscape, Greenhouse and Nursery.
90 years and still growing strong."
The Customer Focused Message
"Looking to add some spice to your life this weekend?
Then Green-side Up should definitely be in your plans.
It's a short step from garden to kitchen when you discover how easy it is to grow fresh for the table herbs.
Think your favorite restaurant uses shipped in herbs for their favorite recipes?
Not a chance. And neither should you.
Cooking demonstrations will show you how.
Ready to grow container herb gardens make it easy.
This week-end at Green-side Up.
Grab a plate and we'll see you in the garden."
Three messages... each with a different focus. The first assumes you want plants... lots of plants at a good price but never says why you should consider buying plants. The second assumes where you should shop is more important than why you should shop. The third finally speaks to why someone should consider gardening... to have fresh food, why herbs... they're easy and why shop the company providing the connection... because they'll show you how.
Next time we'll review what close to 2500 gardeners told me were their reasons why they garden.
Should make 2017 marketing messages easy to identify.
Robert