“Want to improve your quality of life? Plant Something. Seriously.” This is the message of the Plant Something marketing campaign in a nutshell.
Plant Something targets the sweet spots that could get consumers to participate in gardening—increased home values, reduced home heating and cooling costs and community beautification, among others.
Get more details from Cheryl Goar of the Arizona Nursery Association, the organization behind Plant Something.
GG: What Is Plant Something and what is its goal?
Goar: The Plant Something campaign is a grassroots marketing campaign for the nursery industry. Plant Something promotes the environmental, financial and health benefits of gardening and landscaping. The original goal of the campaign was to increase the sale of plant and trees in Arizona and has now expanded to eventually increase the sale in the U.S. and Canada.
GG: Who are the participants? Who is the audience for this campaign?
Goar: The primary audience for the campaign is single-family homeowners and the secondary audience is cities, municipalities, state transportation departments, parks and recreation, etc., where large landscape projects are undertaken. We felt it was important to not only do promotion for the retail members, but the grower nurseries, as well. The campaign is directed specifically at people who are seeking to enrich the external aesthetic and monetary value of their home and their community.
The campaign began in Arizona and over the past two years has expanded to 13 partners.
GG: Plant Something’s YouTube video and marketing call out benefits over feaures and prices. Why take this route for marketing the industry?
Goar: The Plant Something campaign promotes the benefits of exterior enhancement because we have to compete with other discretionary home improvements. The goal is to point out that those other home improvements bring short-term financial benefits and exterior landscape provides a natural investment that offers guaranteed long-term growth, value and beauty.
GG: What will the future hold for this program?
Goar: Our goal is to continue to add partners to the program until it becomes an international campaign for the nursery industry. The national Plant Something website will continue to be updated with new partners, new videos as they are published and a new graphic partner map is in the works now. .
GG: How can growers and retailers participate?
Goar: Retailers and growers who wish to participate should contact their state or provincial nursery and/or landscape association. For more details, visit www.plant-something.org.