The Proven Winners Social Media Strategy

Reader Reaction: National Promotion Must Attract New Customers

GG: Who manages social media for Proven Winners and what kind of time commitment is given to it?

DE: I manage all Proven Winners social media outreach, including Facebook, Twitter, the Proven Winners Regional Blog and YouTube.

With regards to Twitter, both Stacey Hirvela from Proven Winners ColorChoice (Spring Meadow Nursery) and I share that responsibility to tweet during the entire day. Stacey also maintains the Proven Winners ColorChoice Facebook page, which currently has 20,817 fans to date.

The time commitment is maybe one hour at the most per day – in the morning I check and answer questions on Facebook and post for the day. Then, I’ll check back at noon and 5 p.m. to see if there are any new interactions.

On Twitter, Stacey tweets during the morning from 8 (a.m.) to noon and I pick up from there. By using a scheduler, like Hootsuite it can make posting a lot less time consuming.

GG: Which social media platforms have you found to be most effective? Why?

DE: Proven Winners feels that all platforms listed already are effective. That is the reason why we are participating in them.

However, the decision is different for each company. We have had substantial growth on both Facebook and Twitter over the past three years. On Facebook, we experienced a 254 percent increase from 2009 to 2010, and from 2010 to 2011 we had an 81 percent increase.

On Twitter, from 2009 to 2010 we had a follower increase 105 percent and from 2010 to 2011 had a 104 percent increase from the previous year. At this time, we have 32,092 fans on the Proven Winners Facebook and 3,434 followers on Twitter.

In December 2011, we started our regional blog where we are working with bloggers across the country to write for Proven Winners on a freelance basis. We have been extremely pleased with its performance in the past three months. By winter of 2012, we will be able to review all the numbers to see if we feel it is necessary to expand this project.

YouTube has become a force to reckon with and we are continually producing more and more video content for both trade and consumer channels.

Proven Winners feels it is important to have a strategic marketing plan to target multiple channels, including the trade and consumer – both in the experienced category but in the novice category as well. Social media gives consumers the possibility to reach out and get to know your company on a more personal level than traditional advertising did in the past.

GG: What is unique about Proven Winners’ social media strategy?

DE: I don’t feel there is really anything unique about our strategy as we are continually learning and look to other companies – both horticultural and non-horticultural – to inspire us with ideas. I believe the reason why our Facebook page has [such a large] fan count compared to other horticultural brands is because we update our page frequently and keep the customer engaged. We also have had tremendous success with using Facebook’s advertising option, which is available to all companies for a very low cost. Recently, I read that Calloways (Nursery) in Texas is having great success advertising their upcoming events on Facebook.

GG: Are there any emerging social media platforms you’re exploring?

DE: One of the next platforms we are reviewing is Pinterest, which is becoming extremely popular. We are researching how businesses are using this tool effectively.

Also, once businesses are able to create Google+ pages, we will be exploring that option. When Google+ was launched, they asked for businesses to wait to create their page. I imagine it will be similar to Facebook, where they do not want companies using profiles to promote their businesses. We didn’t want to start a Google+ page for Proven Winners until they were ready with that platform at the risk of building a fan base and having to start over again.

GG: We hear a lot about social media as a great marketing and promotional tool but little, if any, about social media’s payback. Has Proven Winners found ways to generate revenue through social media? Any metrics that can help convey any monetary success Proven Winners has had with social media?

DE: I have read many articles about social media and its return on investment (ROI). There are many industries struggling with calculating this. It is not just a challenge the horticulture industry is experiencing, but major companies like Coca-Cola, Ford, etc.

There is a video I showed at a recent presentation and it states that ROI on social media is “that you will be in business in the next five years”. There are many videos on YouTube that a business could watch talking about social media and ROI.

To me, I view social media like having a website – what is the ROI on your website? How do you measure that? Social media is the new website – you will need to be doing it so people know you are in business.

In the video, it also states “the question isn’t whether we do social media; it is how well we do it.” I believe to attract new business, we must be where our customers are. It is very hard to measure the relationships you are building with your customers through great customer service on these platforms.

Retailers are more able to see the ROI on social media because they could hold exclusive events or have exclusive coupons for platform users and can measure it by how many people showed up for an event or redeemed a coupon.

Leave a Reply

More From Marketing...

September 3, 2015

Legalization Of Marijuana In California A Strong Possibility

The push for the legalization of recreational marijuana intensifies in California as proponents promote the crop’s agricultural and economical benefits.

Read More
More and more people are employing a landscape service, but that doesn’t mean they don’t still garden

September 2, 2015

Under Siege? Not Really, Just Go For A Walk

I have no trouble with people buying chocolates or wine instead of flowers to celebrate anniversaries, birthdays or peoples’ lives. We should all have choices. However, the other night I felt like I was entering the Republican caucus. I was minding my own business by the television set and became more than a little upset. A website called insteadofflowers.com came on the screen. It provided serene music and wholesome images of busy women doing busy things. It turns out that such busy women enjoy a small token of appreciation, but apparently their enjoyment, according to the voice-over, does not include flowers. This website delivers meals to the house, anything from beef brisket to beef bourguignon. It is a fine website with a good idea. But why pick on us? Why not use “insteadofbaloneysandwiches.com” or “insteadofgrilledcheeseandsoup.com,” “insteadofburgerdoodle.com,” or a dozen other things. When did flowers get to be the whipping boy? […]

Read More
Triathlon BA container shot

September 2, 2015

OHP Launches Triathlon BA, Offers Marengo SC In Smaller Size

Triathlon BA biofungicide/bactericide is now available to authorized OHP distributors for shipment to states where product registration has been approved. State registration information is available here. A next generation preventive biological fungicide, bactercide Triathlon BA is labeled for use in both organic and conventional production on a wide variety of fungal and bacterial diseases on ornamentals, fruits, vegetables and herbs and spices. With the active ingredient Bacillus amyloliquefaciens, Triathlon BA provides preventive control of many foliar and soil-borne diseases such as botrytis, powdery mildew, downy mildew, rusts, leaf spots, alternaria, pythium, phytophthora, rhizoctonia, fusarium and bacterial spot. Triathlon BA, an aqueous suspension formulation, prevents establishment of disease-causing fungi and bacteria on the plant tissues. Depending on the target disease, users can foliar-apply or soil drench Triathlon BA. Repeat applications may be made at three- to 28-day intervals. Under environmental conditions that are conducive to disease development, users may apply at three- to […]

Read More
Latest Stories
eMailMarketing feature image

July 23, 2015

Is eMail Dead?

Email as a marketing technique may seem outdated, but when done well, it is still an effective way to share content and market your brand.

Read More
HGTV HOME CAST 2015

July 22, 2015

Cultivate’15: Keynote Nancy Fire Says Use Passion…

In the second keynote presentation at Cultivate’15, Nancy Fire, founder and creative director of Design Works International, discussed how the horticulture industry can capitalize on the latest design and lifestyle trends. Fire works with companies to help bring their designs to the next level, and she has expertise with textiles and surface design, market analysis and corporate rebranding. She was appointed as design director for HGTV HOME in 2011. Fire says customers today are interested in companies that show passion for what they do. That, combined with following the general direction of trends and maintaining a brand, are what will keep horticulture businesses relevant to their customers. A trend isn’t just a passing fad, Fire says, but rather, it indicates that something is developing or changing in a certain direction. Plants are important to consumers today, and fit into current trends, both inside and outside the home, Fire says. “I don’t […]

Read More
LuxFlora logo feature image

July 21, 2015

Luxflora Launches With Cultivate Speaker Event, New Web…

A new organization for women in horticulture that aims to change the way consumers think about flowers, launched at Cultivate’15 by sponsoring Ketty Maisonrouge, a marketing expert, who presented “How To Create A Luxury Brand.” Luxflora recently launched its website, as well as a page on LinkedIn, to facilitate networking among women in horticulture. The organization is working on next steps, including setting up a board of directors and officers. Updates and information on future events will be available at the Luxflora website as they are scheduled. Read about Luxflora’s mission and what it hopes to accomplish in “Luxflora Wants To Create A Lifestyle Movement.” In the session during Cultivate, Ketty Maisonrouge, owner of KM & Company, adjunct professor of luxury strategy at the Columbia University Business School and the author of “The Luxury Alchemist,” presented her ideas and expertise on luxury strategy marketing, and how it applies to horticulture. […]

Read More

July 15, 2015

New Products Featured At Cultivate’15

A multitude of new products were on display at Cultivate’15, held in Columbus, Ohio. Attendees were given a first-hand look at new plant introductions coming to market, as well as innovative hardgoods, technology and equipment. One of the new options for varieties featured at Cultivate’15 was Sporticulture, winner of the 2015 Fresh Ideas Award. Sporticulture offers access to major sports leagues’ licensed products and packing. Team logos can appear on containers and tags, allowing growers and retailers to benefit from the loyalty customers have for their favorite team. Some of the featured plant varieties included Jolt interspecific Dianthus, from PanAmerican Seed, plus six new varieties from Sakata, including ColorWorks petunias, ‘Dragon’s Breath’ Celosia, PartyTime Coleus, ‘Proud Mari’ Marigold, SunPatiens Impatiens and Vitalia Vinca. Emerald Coast Growers featured its Marsala-toned plants, as a nod to Pantone’s Color of the Year. The collection included Pennisetum messiacum ‘Red Buttons,’ Pennisetum ‘Rubrum and ‘Eaton […]

Read More

July 8, 2015

Behind The Sale: Why Dümmen Orange Bought Florexpo, And…

Dümmen Orange recently announced it has acquired the product portfolio of Florexpo Costa Rica, a leading specialist in the production of perennials, herbs and annuals. During the fall of 2015, Dümmen Orange will start up production of perennials at its upgraded Antigua Flowers Guatemala farm, formerly the Ecke II facility in Antigua, Guatemala. The Altmanns, who founded Florexpo, as well as some of the key managers in the Florexpo team, will be assuming roles in this new endeavor. “In its long history Florexpo has built a good assortment, an outstanding sales network and a professional team of employees,” Perry Wismans, managing partner at Dümmen Orange, said in a press release. “With this move, Dümmen Orange takes the next step in realizing its growth strategy – aimed at creating synergies in technology, production and sales. We realize these synergies by distributing a variety of breeding programs and cross selling these products […]

Read More
Feature image The 2015 Perennial Plant Of The Year, Geranium x cantabrigiense ‘Biokovo.’

June 27, 2015

Perennial Plant Association Wins The 2015 Excellence In…

With its emphasis on education and its Perennial Plant Of The Year program, the Perennial Plant Association boosted the popularity of perennials and helped make it the vital category it is.

Read More
baker creative

June 23, 2015

Baker Creative Wins International Award For Work With J…

Baker Creative, a local branding agency, was recently selected as a Gold Award winner for the Association of Marketing and Communication Professionals’ 2015 Hermes Creative Awards. Baker Creative won in the Advertising/Direct Mail Piece category for creating a factory opening invitation mailer for Jiffy Group . Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of traditional and emerging media. The Hermes Gold Award is presented to those entries judged to exceed the high standards of the industry norm. Only 22 percent of the entrants received the award. “When Jiffy needed to make a splash to draw attention to the opening of its new substrate facility in West Bridgewater, Mass., we turned to Baker Creative. The video card created by Baker Creative assisted us greatly with getting the much needed attention when inviting professional growers to the official opening,” a Jiffy Group […]

Read More

June 17, 2015

Marketing Ideas You Want To See From 2015 California Sp…

Back when California Spring Trials (CAST) were still called Pack Trials, new plants were placed on growing benches in packs so attendees could see for themselves how uniformly the plants grow. It was practical and useful. Today, CAST is primarily about introducing new plants in a way that catches your imagination and convinces you that these plants are not only disease resistant, need almost no inputs, including plant growth regulators (PGRs) and have excellent timing, but also that they are plants consumers will fall in love with. In other words, marketing. Some of the breeders go a few steps further and pull together ideas and information that growers can use for their own businesses. It can be methods to connect better with their retail customers or even to help promote our industry and its great plants directly to the public. Here are some of the standouts from CAST 2015. Pacific […]

Read More
Medal of Excellence Award

June 10, 2015

Greenhouse Grower Announces 2015 Medal Of Excellence No…

On this page, everybody’s a winner, because we’re announcing Greenhouse Grower‘s 2015 Medal Of Excellence nominees for two of our three awards in breeding, the winners of our Medal Of Excellence for Industry Achievement and Excellence In Marketing awards and the winners of our Grower Of The Year program, who are finalists for Operation Of The Year and Head Grower Of The Year. All honors will be presented during Greenhouse Grower’s prestigious Evening Of Excellence on Monday, July 13, during Cultivate’15. We hope we will see you there! Correction: Lobelia ‘Starship Deep Rose’ was bred by Kieft Seed, not Darwin Perennials, as we mistakenly printed in the June 2015 issue. Medal Of Excellence Watch Benchrunner in the coming weeks to read profiles of our Industry Achievement and Excellence In Marketing award winners, and look for these articles in our July 2015 issue. Industry Achievement Award The Kientzler Group Excellence In Marketing Perennial […]

Read More
Double Whammy Merchandise Display At CAST2015

May 28, 2015

Grow Inspiration To Grow The Horticulture Industry

We need to work together as the horticulture industry to inspire and instruct consumers with our plant knowledge and marketing expertise.

Read More
Plant-Select_for-web

May 28, 2015

PlantSelect.org And FindPlants.net Assist Consumers Wit…

The recently launched PlantSelect.org and FindPlants.net websites offer growing and maintenance tips, where-to-buy information and design ideas to help consumers have success with growing and finding plants.

Read More
Four Star Greenhouse Proven Winner Plants At English Garden

May 26, 2015

Retailer To Grower: It’s Time To Offer Services To Loc…

Retailers wonder why mass merchants are the only ones to receive stocking, merchandising and plant care from growers.

Read More
New Guinea Impatiens

May 14, 2015

10 Tips To Improve Retail Shelf Life Of Bedding Plants

Good-looking plants at retail lead to stronger sales and less postharvest shrink. Try these 10 ideas for maintaining quality and keeping plants looking beautiful.

Read More
GrowIt! App Wins Gold At Design100 2014 US Mobile & App Design Awards

May 12, 2015

Suntory And GrowIt! Garden Socially Partner On A New Se…

Three different contests will run from May through early August. Garden center retailers can upload their own photos or encourage their customers to enter and win.

Read More

May 6, 2015

Orange Is The New Green: An Interview With Dümmen Orang…

The day the news came out about the name change of DNA Green Group to Dümmen Orange, and everything that meant for the large flower breeding conglomerate, Greenhouse Grower Editor Laura Drotleff talked with Dümmen Orange Operations Manager Kate Santos about what the identity shift would mean for the company, its customers and ultimately for consumers. What’s going to happen to the brands and what was behind the decision to do away with those brands and consolidate? A key objective for our organization in moving to one corporate brand is to continue to stay true to the heritage and history of the individual brands that have made us what we are today and what we will build the future of our company upon. For this reason, some of those brands that have a deep-rooted history and much more recognition within the market, will have a longer persistence in our overall […]

Read More

May 1, 2015

Restoration Landscapes: A Specialized Market For Nativ…

Restoration landscapes, depending on their purpose, often require straight native species, along with a confirmation of their known provenance. Research is key in this area and good recordkeeping is a must.

Read More
Dummen_Begonia_UnbelieveableFirstKiss

April 29, 2015

Dümmen Orange Is The New Name For DNA Green Group

DNA Green Group has a new name: Dümmen Orange. The company revealed its new name, logo and brand values at all of its facilities in 16 countries on Thursday, April 23. The well-known corporate brands Lex+, Bartels, Terra Nigra, Dümmen Group, Agribio China, Agribio Colombia, Oro, PLA, as well as the production locations, are changing their identities immediately to Dümmen Orange. Other established brands like Rijnplant, Ecke, Oglevee, Red Fox, Fides, Japan Agribio and Barberet & Blanc will convert over limited time. The company’s CEO Biense Visser calls it a logical next step. “All companies that have been acquired have a rich and successful history,” Visser says. “We have always tried to respect that heritage. Doing so, we created confusion for our customers. Our employees expressed a preference for a more uniform approach to the market, too. That is why we have chosen one large umbrella brand that embraces the entire product […]

Read More

April 15, 2015

Redesigned SunPatiens Website Offers New Tools For Saka…

Sakata Seed America's new and improved SunPatiens website launched March 1, 2015 and provides growing information, marketing support, product location and many more tools to encourage consumer success with SunPatiens.

Read More