#GrowSomething’s Social Media Success Story

#GrowSomething grow something

More than 200 million Americans have registered their phone numbers on the FTC’s Do Not Call list. With DVR capabilites, 86 percent of people skip TV ads and 44 percent of direct mail is never opened. Social media, however, continues to grow. And something that becomes viral online can originate with just one person. Greenhouse Grower and Today’s Garden Center wanted to see if we could take advantage of this.

So do your friends and family know the benefits of plants and flowers? That’s the question the #GrowSomething social media takeover posed to growers, retailers and gardeners this May 14 to 18, with an effort that generated more than 75,000 impression for gardening and why plants and flowers are great.

“#GrowSomething really made you take a step back and take a look at things,” says Hort Couture Plants’ Jennifer Hatalski. “We lose that in the hustle and bustle in our day to day lives. I think that for our customers, it added an extra level of interaction. It was great to see the extra drive in traffic on the social media sites.”

How Did Companies Participate?

The team at Eberly & Collard Public Relations participated in #GrowSomething, and noticed a lot of interaction among retailers and growers, mainly through Twitter. During #GrowSomething, the ECPR team posted tweets, Flickr photos and Facebook posts.

In their posts, ECPR tagged other companies with interests in gardening. For example, after writing a blog post on the benefits of gardening, the team pushed the post out through all its social media channels and tagged magazines like Better Homes and Gardens and Garden Design, so those articles would reach the followers and fans of those magazines.

“By each incorporated tag, we were able to exponentially grow the number of impressions, or how many people were reached, with the #GrowSomething message,” says Don Eberly, representing his team at ECPR. “After all, if only those of us working in the horticultural industry see gardening-related posts on social media sites, we aren’t building outside interest from people in the consumer marketplace.” 

Eberly also notes that #GrowSomething was a great way for competitors and industry professionals to work together as single marketing unit, “which doesn’t happen often enough,” he says.

Why Social?

Econsultancy, a digital marketing research resource, claims that 3.4 billion pieces of content are shared weekly on Facebook and on average 1.3 million Tweets are sent out each hour. This sounds like a lot of noise in an already hectic life. How does the average person make sense of it all? By trusting the people they know personally.

#GrowSomething’s aim was to use the power of personal recommendation to share why gardening is great. And it’s worked in the floriculture industry long before the #GrowSomething campaign.

YourGardenShow.com is a social media site for gardeners. It engages with users, building an online neighborhood of gardeners who, in turn, spread the word about YourGardenShow initiatives.

“At YourGardenShow.com we are trying not to do and say things to people, we are trying to do things with and for people,” says YourGardenShow co-founder Tom Finerty. “To us, it’s about earned equity.” An example he points to is the site’s Grow It Forward Heirloom Seed Contest, an effort to support the preservation of heirloom vegetable seeds, while promoting healthy living and eating.

“Because Grow It Forward has been received in a positive light, people have been more apt to share it across their own personal social media networks, thus helping to spread the word exponentially,” Finerty says.

Because the effectiveness of social media isn’t an overnight phenomenon, but in its cumulative effect, consistency is key. Eberly recommends that those in the industry not grow frustrated or tired when interaction on Facebook, Twitter, Pinterest and other channels seems slow.

“Rather, a consistent and dedicated social media voice can garner interaction one fan or one follower at a time until an entire online community is built,” he says.

Just like the #GrowSomething campaign was a team effort, a national marketing campaign similar to the Got Milk campaign would require a team effort that would benefit the entire industry, Eberly says. 

“Perhaps #GrowSomething, while just one small step in the right direction, is in some way the precursor to a combined industry effort that could change the face of plants and gardening for the masses,” he says.

 

Topics:

Leave a Reply

More From Grow Initiative...
Workers

July 23, 2016

5 Reasons To Invest In Employee Training

Training and developing your employees is critical to the future success of your organization and the horticulture industry at large. Here are five reasons why your employees are worth the effort.

Read More
BeeSmart

July 21, 2016

How You Can Get Involved In Research

The Horticultural Research Institute (HRI) supports scientific research and students for the advancement of the horticultural industry.

Read More

July 9, 2016

Market The Experience Of Gardening, Minus The Fuss

Greenhouse Grower editor Laura Drotleff says the industry should promote plants and gardening in bite-size chunks that help consumers build skills.

Read More
Latest Stories
Workers

July 23, 2016

5 Reasons To Invest In Employee Training

Training and developing your employees is critical to the future success of your organization and the horticulture industry at large. Here are five reasons why your employees are worth the effort.

Read More
BeeSmart

July 21, 2016

How You Can Get Involved In Research

The Horticultural Research Institute (HRI) supports scientific research and students for the advancement of the horticultural industry.

Read More

July 9, 2016

Market The Experience Of Gardening, Minus The Fuss

Greenhouse Grower editor Laura Drotleff says the industry should promote plants and gardening in bite-size chunks that help consumers build skills.

Read More
Grower Education

July 7, 2016

Two Industry Veterans Discuss How To Meet The Challenge…

Two industry players have a conversation on how we can deliver the level of grower education needed to address complex issues associated with production practices and pest management strategies.

Read More
'Violets Pride' from Week's Roses Downton Abbey Garden Rose Collection

July 6, 2016

6 Key Insights From The Generations Of Flowers Study

Being local and offering expert recommendations are hidden opportunities in the floral business. This was one of six insights during a recent webinar analyzing the Generations of Flowers study from the Society of American Florists and the American Floral Endowment.

Read More
Sakata Birthday Cake Feature

May 28, 2016

10 Creative Marketing Ideas From 2016 California Spring…

Grower-retailers often look to breeders for ideas on how to increase plant sales with smart marketing plans. The California Spring Trials were filled with great concepts to reach customers.

Read More
HGTV_2015CAST

April 24, 2016

9 Business Predictions Smart Brands Should Pay Attentio…

Andreas von der Heydt, Director of Kindle at Amazon, recently predicted what smart businesses will do in 2016 to strengthen their brands and promote their products.

Read More
Lin Schmale 1996

April 23, 2016

SAF’s Lin Schmale Offers Lessons From An Industry…

Schmale represented the floriculture industry on Capitol Hill for more than 20 years. The advocate has recently retired, and shares some valuable insights from her career.

Read More
An Edible Evening At Stephen F Austin

April 11, 2016

How The Greenhouse Industry Can Propagate Gardeners The…

Jared Barnes at Stephen F. Austin University says we are the experts at propagating plants. That’s knowledge we can put to good use to envision how to attract new gardeners and future horticulturists to the industry.

Read More
Congressional Action Days 2016

April 5, 2016

Floral Industry Leaders Make Progress And (In Some Case…

Nearly 90 floral industry members gathered in the nation’s capital in March to meet with lawmakers in the annual event coordinated by the Society of American Florists.

Read More
Student Video Horticulture Education

April 2, 2016

Use Videos Featuring Your Millennial Employees To Recru…

Your Millennial employees may be the best spokespeople you have for your business. Why not encourage them to make a 30-second video talking about why they got into horticulture?

Read More
One symptom of Botrytis blight is gray, fuzzy sporulation on foliage and flowers, similar to that shown on the flower of this hibiscus

March 25, 2016

American Floral Endowment Will Fund Research Projects A…

AFE’s primary research funding priorities cover everything from pest control to production management. Funding applications are due June 1.

Read More
kendall farms

March 12, 2016

3 Grower Brands That Give Customers What They Want

With product information, reviews, and price comparisons at their fingertips, Millennials are turning to brands that can offer maximum convenience at the lowest cost.

Read More
NatureFresh Internship Program

March 8, 2016

NatureFresh Develops Innovative, Interactive Program Fo…

Through WeAreTheGrower.com, students can get hands-on experience connecting with consumers at community events, and sharing their experiences via social media.

Read More
Kristine Lonergan, Garden State Growers

March 7, 2016

How To Make Your Brand Connect With Millennials

Marketing to tech-savvy Millennials means paying attention to their shopping habits and motivations to build relationships that help them connect with gardening.

Read More
Uber provides value to consumers by making their lives better

March 6, 2016

How To Market To Both Millennials And Boomers

While Millennials have become the all-important generation among many marketers, there are some important parallels that can be drawn between Millennials and Boomers.

Read More
This row of tomatoes with large fruit load is part of an on-going project with DeRuiter Seed Co

February 24, 2016

University Of Arizona’s Greenhouse Crop Production &…

The annual event features a comprehensive educational program as well as a hands-on workshop. Registration is now open.

Read More
Carol Miller

February 16, 2016

Why America Needs Plant Evangelists

If we want to have more people buying plants, we can’t sit back and hope for change. We need to share our passion with individual communities and spark a love for plants.

Read More
[gravityform id="35" title="false" description="false"]