May 4, 2012
Marketing Through Storytelling: Build A Program Around A Story
Much like a true page-turner, successful programs have the opportunity to tell an appealing tale. A great story has the ability to capture the attention of the consumer, even if it’s for a few moments. And really, a few moments are all you need to provoke an impulse to buy. Use these six steps to craft your own story and launch a successful marketing program. 1. Identify Your Market The first step is to find out who your “readers” are. Which customers are you targeting? For example, if you’re building a program around vegetables, you may want to target consumers who are health conscious. The green and buy local movements use a narrative to get people onboard with their missions, and you can do the same. Think about constructing a character that fits the story (a mom who values organic produce, kids who like harvest veggies from the garden). By […]
February 21, 2012
9 Trends A Marketer Picked Up At Essen
Germany’s IPM Essen is more than a trade show. It’s truly an experience filled with new ideas, trends and inspirations. Here are nine trends I saw at the January 2012 show that was built on the bells and whistles you can use to make your product pop. 1. Color Trends The hot colors at Essen, as well as at Paris’s Maison d’oject January 20-24, were grays and slates. I also saw lots of pink and purple undertones; metallic and pearlized colors; and monochromatic blends of purple and heathers. Fun animal prints were just about everywhere, too – even on containers and wraps. 2. The Shop Within A Shop Another recurring theme I picked up on was the shop-within-a-shop concept. I saw many plant racks or shelving units with beautiful garden banners creating the perfect destination to shop for flowers. To me, the shop within a shop is the perfect solution […]
December 9, 2011
8 Ways To Speak To Consumers
I attend trade shows that revolve around fashion, design and gifts. Why? For inspiration and ideas. I truly believe if we only stick to the horticulture industry for our ideas, we will severely limit our sources of inspiration and potentially miss important changes in consumer expectations. While attending a New York gift show recently, I was struck by how many different products, gadgets and packaging were geared to solutions for a consumer who is starved for time. Convenience seems to be a general theme, and convenience certainly lends itself to gardening. Here are eight ways to provide such convenience and other factors consumers are looking for: 1 Speak Plainly Our consumer wants the look of a beautiful garden but, frankly, doesn’t have the time to research what will work. We need to educate her in simple terms with how-to recipes that include her ingredients (plants) and specifically how to plant […]
April 26, 2017
Monitor Potential for Heat Stress in Your Geraniums
Heat stress, which can originate from a lack of air flow around baskets suspended in high areas, causes foliar bleaching and chlorosis of zonal geraniums.
April 25, 2017
Kelly Norris: Diversity is the Key to Growing the Ornam…
Offering a selection of ornamental grasses that cater to customer needs will keep sales from stagnating.
April 25, 2017
Out-Of-This-World Plant Nutrition: Fertilizer Company I…
NASA scientists are growing vegetables on the International Space Station using Florikan’s controlled release fertilizer.
April 25, 2017
41 New Vegetative Petunias From California Spring Trial…
With the abundance of new introductions for the 2018 retail season, we’ve made it easier for you to sift through them by separating out the vegetative petunias from the Northern sites, which includes selections from Westhoff Flowers, Sakata Ornamentals, Danziger, Proven Winners, and Syngenta flowers.
April 24, 2017
Ian Baldwin Offers Examples From Grower-Retailers on Pr…
In March, Baldwin wrote a blog advising grower-retailers to consider raising their prices this spring. The post inspired a number of creative suggestions.
April 22, 2017
American Floral Endowment Announces Winners of 2017 Pau…
Four students pursuing careers in horticulture now have scholarships to help them along the way, thanks to the American Floral Endowment.
April 20, 2017
Terra Nova Nurseries Releases Two New, Attractive Begon…
Stardust is the latest addition to Terra Nova Nurseries’ existing T Rex Begonia series, and Silver is the first introduction to the company’s new Spectre Begonia series.
April 19, 2017
Suppliers Can Offer Technical Solutions for New Cannabi…
Here’s a look at how a few manufacturers have partnered with growers to make their transition into cannabis a smooth one, whether it’s through hands-on guidance or partnering with other industry leaders.
April 18, 2017
Cool Combos From CAST 2017 – Editor’s Choic…
With container gardening becoming more of a lifestyle among consumers than a trend, and breeders continuing to put more effort in container mixes and components, I feel I would be remiss if I didn't share some of the special combinations that not only caught my eye at California Spring Trials, but absolutely took my breath away and made me want to immediately get started gardening.
April 17, 2017
LumiGrow’s Latest Lighting Research Highlighted in Grow…
Industry leaders representing a broad range of vegetable, floriculture, and cannabis producers gathered to learn how to implement modern lighting strategies for their own production.
April 16, 2017
Danziger Invests in Continued North American Business G…
As part of a new business structure for its North American market, Mike Fernandez has been appointed Market Manager North America for Bedding Plants and Perennials, and Kate Zvara was named as Key Account Manager and Retail Specialist.
April 15, 2017
How Oregon Growers Are Making Lean Improvements With He…
The Oregon Nursery Lean Consortium recently helped two Pacific Northwest growers realize significant productivity gains and labor savings.
April 14, 2017
How to Trial a New Product Before You Use It in Your Gr…
Before you apply a new product on a plant, you want to make sure it is safe and effective. Technical experts from Kemin have compiled a five-step guide designed to help you measure the benefits of a new product you want to incorporate into your operation.
April 13, 2017
AmericanHort’s Production Technology Conference To Debu…
The AmericanHort Production Technology Conference is designed to give nursery and greenhouse growers a chance to get hands-on with the latest advancements in production technology and explore the return on investment potential of equipment purchases and upgrades.
April 13, 2017
Research Team Seeking Feedback From Hydroponic Growers
Are you a hydroponic grower of food crops? If so, Michigan State University and Iowa State University researchers are looking for your input.