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 […]
May 21, 2018
Insights From Lawmaker’s Visit to a Top 100 Greenhouse …
When Rep. Julia Brownley of California visited Sun Valley Group, she got a firsthand look at a very busy time in the life of a flower grower.
May 20, 2018
Smithers-Oasis Now Offering Rootcubes Foam Media in Ret…
Designed with smaller or hobby growers in mind, the Rootcubes packs are also ideal for larger growers to use for trials.
May 19, 2018
Westerlay Orchids Shows Its Support for Local Schools
Proceeds from all sales the company made during the Carpinteria Greenhouse and Nursery Tour will be donated to fund STEAM (Science, Technology, Engineering, Art, and Math) programs.
May 17, 2018
Ian Baldwin: Why the Rise of the Under 35s Will Help Yo…
In his latest blog, garden retail consultant Ian Baldwin says this new generation of plant buyers is seriously engaged in gardening, and is using social media to help become successful plant owners.
May 16, 2018
2018 Perennial Plant Symposium Offering Power to the Pe…
Perennial and gardening enthusiasts of all experience levels are invited to attend plant discussions on Monday, July 30 for a chance to hear from the best in the field on a range of topics.
May 15, 2018
Floriculture’s Future Hangs in the Balance Between Labo…
The nation’s largest growers are investing heavily in technology, new structures, human resources, and efficiency measures to stay competitive and profitable, despite significant labor shortages.
May 15, 2018
Gotham Greens Expanding Greenhouse Production Into Balt…
Scheduled to open in early 2019, Gotham Greens’ Baltimore facility will bring a reliable, year-round, local supply of fresh produce to serve retail, restaurant, and foodservice customers throughout the mid-Atlantic region.
May 14, 2018
Growing Innovations Geared to Connect Specialty Ag With…
Innovation abounds in agriculture, yet it can feel sometimes as if the gap between exciting new developments and what growers actually need in their operations can be awfully wide. We at Meister Media Worldwide intend to help narrow this gap. Which is why we’re pleased to introduce Growing Innovations – an altogether new type of event that will debut Nov. 7-8 at the Las Vegas Convention Center in Las Vegas, NV. Unlike most agricultural events and trade shows, Growing Innovations is not about technology per se, nor is it about everyday issues that growers face. Instead, this new conference and tradeshow is very acutely solutions oriented. It takes as its starting point specialty crop growers’ most pressing real-world challenges – production efficiency, labor and water shortages, logistics, and data management to name just a few – and showcases advances, both current and up-and-coming, that have the greatest potential to bring […]
May 12, 2018
Fungicide Resistance in Botrytis is an International Ch…
Clemson University’s research team is exploring Botrytis in cut roses to find out how to help you maintain postharvest crop quality by avoiding fungicide resistance.
May 11, 2018
New Sterile Ornamental Grasses One Solution to Grass In…
Aggressive grass species can turn gardeners off to using ornamental grasses. Less fertile alternatives offer options for keeping grasses from taking over the garden.
May 10, 2018
Beekenkamp Plants Acquires Sunny Osteospermum Breeding …
Beekenkamp took over all Sunny Holland sales activities in 2017, and now has ownership of the company’s entire breeding program.
May 9, 2018
How Greenhouse Sanitation Helps You Start Clean and Sta…
If you keep your greenhouse clean from the start, you’ll save yourself money in the end.
May 8, 2018
Greenhouse Production Costs Keep Going Up, So Why Are P…
There is a general sentiment within the industry that pricing needs to be reevaluated to better account for the trend toward rising input costs.
May 7, 2018
Lighting Innovator Fluence Bioengineering Acquired by O…
Fluence specializes in LED-based horticultural systems, using Osram LED chips, for a wide variety of applications, including vertical farming and greenhouses.
May 7, 2018
2018 Greenhouse Grower Top 100 Growers: The Complete Li…
Strong growth among the nation's largest growers shows no signs of slowing down, as nearly a third of the Top 100 growers have significantly expanded production, and many have ongoing projects underway.
May 6, 2018
Growing Tips From an Expert for Stokesia ‘Divinit…
'Divinity’ has large, white flowers that open with a hint of yellow in the center and then mature to a pure, long-lasting white.
May 5, 2018
Michigan State Experts Offer Tips on Managing Xanthomon…
After receiving numerous samples from across the state of begonias testing positive for Xanthomonas, experts at the university have developed a series of articles aimed at helping growers identify and control this disease.