Trends - an interesting observation.

Trends - an interesting observation.

by Danny Summers

Recently I participated in a webinar covering a collection of "trends" across the globe. It was produced by an international company in the business of collecting a tremendous amount of data and trying to put a sense of order to what they see. At first glance, it appeared to be all over the board. Of course, there were lots of modern, high tech gadgets and activities and some trends you recognize as "way-out-there," but one observation began to appear throughout that we should appreciate and leverage in your business. The first comment that led me into this path of thought was:

"We're the same old humans with the same old human needs."

Wow! That, in the middle of a bunch of high-tech, "way-out-there" trends, grabs you and brings you right back down to earth. As you see so many weird new trends, this type of very basic statement brings a sense of grounding. It's a very organic statement if you think about it.

The next comment was:

"New trends emerge when change unlocks new ways to serve basic human needs."

Several major trend groups were then identified... Authenticity, Self Improvement, Fairness, and Play (enjoyment and relaxation). This points to one important point that can help reinforce our garden center marketing efforts. The basic human need to be healthy and happy is connected to an experience with nature, to have a sense of wellness. We know the activity of gardening, or even just being in your garden, can bring great healthy benefits, both physically and mentally.

Wellness - the basic connection with Plants!  Our primary products have great therapeutic benefits. With Wellness near the top of overall consumer trends, it seems we have an increasing opportunity to introduce more people to the benefits and joys of gardening and plants in general. Just take a minute to think about what we saw happening this Christmas season... the Apple Watch Series 4... Apple's big new hardware hit features new health applications and is one of the biggest benefits why people in droves are plopping down $400-$1000 to get one. And have you seen any of the thousands of TV ads for the hottest new indoor exercise bike, Peloton? It is hot and certainly buyers' credit cards are even more heated up with $1,995 (or $4,000 for their treadmill) being billed, not to mention a $39 per month subscription for on-line coaching and competition! OK, we see these trends, right?

Then, let's go back to Robert Hendrickson's "Why I Garden" Survey. If you don't have a copy, just log in to The Group WebSystem and go to "Clients-Only" menu then to POWERtools. The top 3 reasons were these:

1. To unwind and relax/stress reducer
2. Growing fresh/ healthy food
3. To be outside with nature

As you create your promotional programs for 2019, this should be is at the heart of your messaging. In fact, you could take the list of 30 reasons Robert has on his survey results and build 30 weekly promotions! And, be sure to contact Robert for a review of your ideas and access his creative skills for your center! Oh, and before you do, be sure to download his 2019 Ad Planner Spreadsheet (also available in POWERtools) to plot out your total year's promotions, all on one page!

We have a lot to be excited about. Do we realize how other industries, other businesses, would absolutely love to have the opportunity we have to connect (and sell) to consumers today. Sharing the "Good News" of gardening is a benefit for all who can hear it!

Are you sharing your "Good News?" 

Maybe this should have been the blog post title this week!  :-)

Share your thoughts or ideas this week... send a message to GroupEs!

Share this post:

Comments on "Trends - an interesting observation."

Comments 0-5 of 0

Please login to comment