Health + Time

Health + Time

by Danny Summers

To continue on the message from last week – A Recipe for What Matters (or we might say What Matters Most), I included a tease of sorts on some thoughts for additional ideas...

Health and Time.

There is so much that you can focus on in your messaging when it comes to health. We can explore more of that in another week. For now, let's focus on Time. I hope all of us are constantly observing as we see advertising messaging in all forms. At the same time, you develop a sense or pulse of what your audience needs and wants. More importantly, having a vision of what your audience will need or want in the future is what to keep in mind. I really like a quote I have read multiple times by Steve Jobs. He said:

“Some people say, 'Give the customers what they want.' But that's not my approach. Our job is to figure out what they're going to want before they do. I think Henry Ford once said, "If I'd asked customers what they wanted, they would have told me, 'A faster horse!' People don't know what they want until you show it to them. That's why I never rely on market research. Our task is to read things that are not yet on the page.”

Our family is dedicated viewers of PBS's Masterpiece Theatre and a consistent sponsor is Viking Cruise Lines. Recently they have been showing an ad titled "Time", and it gave me the idea that Time is something Garden Centers could use to attract people to plants, the garden, and the activity of gardening. A little digging will reveal this is actually a repeat of the ad they first aired in 2019, but the message is perfect and more timely for today.

At the beginning of this 1-minute Time message, Viking's CEO, Torstein Hagen says, "When you really think about it there's one thing you really don't have enough of, and that's Time. Time is the only really scarce commodity. And then when you come to that realization, I think it is very important to spend your time wisely."

Obviously, Viking's Time message is emphasizing the opportunity to travel and see and explore the world. That's what they do. But even last week in the Publix ad I shared with you, it presented the message of family and the importance of family gatherings and activities.

Spending Time with plants and the garden is not only good for each person but is also a wonderful activity and experience for family and friends. Just think about all the messages you can build around the idea of Time in the Garden. Here's one to help get you started...

Time Passes Slower when we are in the Garden.

I invite you to click on the image above to watch the Time message from Viking Cruises... and begin thinking about how the same could be crafted to say flowers, plants, and the garden helps us to make the most of our Time.

Spend some Time (couldn't help to use the word again here) being creative and have some fun exploring the possible positive messaging you can create. It could be a combination of last week's message and this one... something like:

Family, Time, and the Garden are What Matters Most.

Sharing is at the heart of The Group and your ideas are very important. If you have any trouble logging into The Group WebSystem, please let me know. Are you and your staff all subscribed to our eLists such as GroupEs, Retail-Grower, Retail-Landscape, Owners-Only, and a number of others? Need help subscribing? Let me know so I can show you how you can sign up.
Thanks for sharing!

Danny Summers
[email protected]
Tel: 678-909-7770
Cell: 678-761-7145

REMEMBER: Your interaction (by phone and email) with Group Service Providers such as Tim Quebedeaux, Sid Raisch, John Kennedy, Jean Seawright, and of course Danny Summers are included in your retainer!

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