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Heading into the spring selling season, growers and garden centers are excited about getting their product out in front of consumers. Feedback from the recent winter trade shows has indicated that growers and retailers are optimistic about the upcoming spring season. Many feel that the economy is stabilizing and that consumers will be anxious to make plant and product purchases to beautify their homes. The biggest variable voiced by both growers and retailers was whether or not the weather was going to cooperate. Need for marketing changes Even though consumers may be willing to buy, growers and retailers need to expect to be dealing with more educated buyers. The proliferation of e-media has enabled consumers to learn more about the products they want to purchase and the companies that offer those products. Augustine Fou, group chief digital officer of Omnicon’s healthcare consultancy group, recently wrote an article (www.clickz.com/3636027) for ClickZ on the “10 Commandments of Modern Marketing.” Fou said modern consumers have changed and that marketing to them also needs to change. Here are some of his marketing commandments: Thou shalt make it easy for people to find you. When consumers become aware of a product or service, most are going to want to learn more about it. Much of that research is going to be conducted online. Fou said the higher the cost of the item, the more complex the product or the higher consideration it is, the more research consumers will do. He said the companies that will lose out are the ones for which consumers can’t find information—or if they find information about a competitor’s product or service first. Thou shalt be useful. In today’s economy, a product or service has to be helpful. Fou said even the marketing of a product or service has to be useful, or chances are consumers won’t use it and won’t recommend it to their peers. Consumers want help with their purchase decisions and Fou said a “how-to” video can be helpful showing a potential buyer how a product and service works or how easy it is to install/set up. This useful marketing can help a company make a sale over one that doesn’t provide this information. Thou shalt listen to customers. Fou said an increasing number of people are ranting or raving about anything and everything online. He said these are the customers a company should be listening to. The ones who praise your product will tell you what you’re doing right. Those that badmouth your product will provide you with insight as to how you can improve it or consider making alternative products. 2010 Breakthrough is an ongoing series of success stories (see Page 10) from the green industry. Each month, Greenhouse Management and Production and its sister horticulture publications – Nursery Management and Production, Garden Center, Lawn & Landscape and Golf Course Industry – will profile businesses that have found success by working across the industry.
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Explore the March 2010 Issue
Check out more from this issue and find your next story to read.
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