Bringing High-Tech Marketing To Hort

By Greenhouse Grower staff|October 16, 2009

Former McGregor Plant Sales vice president Doug McQueen has founded Your Results Marketing in Encinitas, Calif., and forged an alliance with UV Com in India to offer low cost creative design and advanced marketing tools to horticultural companies.

The spectrum of media options span traditional to cutting edge. “Traditional print, modern electronic and professional video production are offered,” McQueen says. “Campaigns will integrate across touch points in magazines, catalogs, trade shows, websites, cellular networks, YouTube channels, blogs and social sites, among others.”

There is a technology component to the venture, as well. As customers’ walk aisles of garden centers and greenhouses, they’ll have connective reach through cellular networks. This venture embraces tools that let them bring their friends and referral communities along for decision support. New RSS feeds, Tweet-like Widgets, design apps and on-demand cultural information are on the menu to enhance the experience and success rate. At some point, location-driven coupon generation will surface, he adds.

“Campaign vehicles from catalogs to emails and blogs with video posts will be able to speak to a data base of preference and a knowledge base of fitting recommendations,” says UV Com President Hari Ankem. “Companies will choose to participate in the feedback forums or leave them alone. However, explosive growth in these communities has reached critical mass. Users are connecting and sharing information fluidly. Joining in that conversation is an opportunity to access customers and build relationships with them.”

In addition to its suite of creative design capabilities, UV Com programmers write interface software for behind-the-scenes campaign management, such as systems for campaign cuing, lead forwarding, tracking and data base interaction on websites.