Winning Consumer Dollars

This is not an article on horticulture joining forces for a “Got Milk?” campaign. Those activities look like they are taking shape … maybe? In the meantime, we decided to focus on showing how to make an impact at the local level where the shovel hits the dirt.

First, the numbers: The average U.S. consumer spent $46,409 in 2005 after taxes, and most of this went to housing, transportation and food. About $12,000 was left for discretionary items, and that’s what we are competing for.
Discretionary spending is pretty interesting. Consider the average U.S. consumer spends $2,634 on food away from home, $426 on alcohol, $1,886 on apparel, $2,388 on entertainment, $126 on reading materials, $319 on tobacco and $5,204 on personal insurance and pensions.

Forty years ago, spending more on going out to dinner than clothing would have been shocking. Today’s Americans are dressed down and casual. Are they ready to go outside and garden? Or head to a favorite restaurant?

Tobacco is bouncing up and down. Whether the result of increased taxes on tobacco products is causing all of this is not important; the dollars are spent variably. But how does this relate to attracting more consumer dollars at the local level? Where is the best target to take consumer dollars? Restaurants? Other types of entertainment? Alcohol? Apparel? Personal insurance and pension? Tobacco? All of them are susceptible to penetration. The question is which are the most efficient places to attract dollars from consumers at your level?

This article proposes two strategies for winning more consumer dollars. Each goes after big money in different ways and, one or both can be used simultaneously.

Align & Merge With Growth Segment

Americans are racing for time. When they create this time, they are spending it on a wider range of options: electronics, sports, dining out, shopping for clothes, video games, iPods, cellular products and health clubs, just to name a few. These are trends, but Americans are deeply moved as well: Americans are insatiably optimistic about creating a better tomorrow. We are a force for a better world. So here, we discuss tactics within the two strategies that will win you more dollars.

First, you need to communicate – advertise and promote – to your customers where they spend discretionary time elsewhere. You can communicate at high school football games on Friday nights, at soccer fields on Saturday mornings, at pet stores on adoption days.

You can also help consumers save their time. Offer installation or design services – and charge for these. Sell bigger containers for instant gratification. Use containers that can go in the ground with the plant. Rent digging equipment on weekends when rental companies are closed.

Beyond saving time, you can co-brand plants with a specific popular person, place or thing, like a sports team mascot, a holiday, a musician, a celebrity, heroes or technology.

How about putting a modern spin on coupons, rebates and rewards? Offer students a chance to wash cars as a fundraiser in your garden center once a month. Consumers enjoy the time savings, while kids get introduced to gardening and help drive traffic to your location.

Or, give away a free car wash with the purchase of a certain amount of products. You could even tie in coupons with major events like county fairs, or offer rebates on returned pots. Whether you re-use them or not, you want them coming back to your store again. Give them an excuse to come back.

Make Gardening A Must

Gardening itself is a cause no one can argue with. It’s healthy, good for the earth, important for children to understand and appreciate, entertaining, relaxing, beautiful and economical. So here are three cause-based campaigns you can run based on those sentiments:

• Invite preschool or elementary classes to workshops for learning.

• Get your community involved in projects like America in Bloom.

• Kick off an urban renewal project

In each of these campaigns, put signs up showing before and after with your logo everywhere. Make the American consumer a bigger, more special part of your business. Make the American consumer a part of your cause.

Leave a Reply

More From Marketing...

March 4, 2015

Nexus Corporation’s Cheryl Longtin Encourages Women To Seek Volunteer Leadership Opportunities

When Cheryl Longtin came to the horticulture business in 1994, she applied her experience in the automotive industry to promote the adoption of more technology in greenhouse production. Longtin says horticulture, with its rich family tradition, has long promoted women in the industry compared to other industries, but women in horticulture must continue to seek out opportunities to provide volunteer leadership in organizations that shape the future of the business.

Read More

March 4, 2015

Second Annual GreenhouseConnect Will Bring Growers and Suppliers Together in San Diego This October

Following a successful inaugural event in Tampa last fall, Greenhouse Grower has announced the dates of its second annual GreenhouseConnect: October 26-29, 2015. Representatives of an expected two dozen leading greenhouse operations from across the U.S. will join senior-level suppliers at Rancho Bernardo Inn in San Diego for several days of one-on-one strategic meetings, a growers-only roundtable, informational sessions and a variety of networking events.

Read More
cultivate'15 logo

March 4, 2015

Cultivate’15: AmericanHort Announces What’s New

In an industry that has seen major changes occurring at a fast pace, many industry professionals leave Cultivate with their heads spinning and no clear idea of how to regroup and strategize. Cultivate’15 is “Changing the Game.” As this year’s focus, Changing the Game will call your attention to the ways in which our industry has changed and your opportunities to compete successfully.

Read More
Latest Stories

February 18, 2015

Range Of Nursery Inspections To Protect Patented Plants…

Plant patents are under protection, and breeders are fighting for their rights to keep growers from illegally propagating protected varieties. It's something you don't want to take a chance on, because the risk is far higher than the reward. More than 300 inspections were carried out last year from New York to British Columbia and from Ontario to Florida to protect plant patents, Plant Breeders’ Rights (PBR) and branded programs.

Read More

February 4, 2015

TPIE 2015: An Electrified Industry Vibe Boosts Cool New…

The general feeling at the Florida Nursery Growers and Landscape Association's 2015 Tropical Industry Exhibition (TPIE) was upbeat and positive. Attendees were inspired by exciting new products and varieties, as well as creative new displays and innovative ideas and left energized for the season ahead.

Read More
Costa Farms Website

January 21, 2015

Costa Farms’ Launches New Interactive Website

Costa Farms is making efforts to educate consumers while pushing horticultural digital marketing forward with the re-design of its website. The new website features a fresh design and improved navigation, as well as a plant finder that gives gardeners easy access to plant information.

Read More

January 5, 2015

Growers Are Successfully Marketing The Benefits Of Pla…

Growers who are already marketing plant benefits and gardening as a lifestyle say they think this could be the best angle for the floriculture industry to promote our products.

Read More

January 5, 2015

Plants Love You Campaign Raises Plant Benefits To Foref…

Plants make us feel good. It’s a no-brainer, backed by numerous studies, but there’s more to the story. And it’s one the Canadian Ornamental Horticulture Alliance (COHA) hopes its Plants Love You campaign will tell in such a way that it will inspire people to make plants a part of their life, and on a bigger scale. COHA is an alliance between the Canadian Nursery Landscape Association (CNLA), the Fédération Interdisciplinaire De L’Horticulture Ornementqale Du Québec (FIHOQ) and Flowers Canada Growers (FCG). Inspiration for The Plants Love You campaign came from COHA’s research, which revealed that 96 percent of consumers surveyed have a favorable attitude toward plants. When COHA delved deeper into the numbers, one thing stood out loud and clear. “It quickly became apparent that while consumers like plants because they are pretty and make them feel good, few understood the environmental and health benefits plants offer.” says Frank […]

Read More

December 9, 2014

New Website For PanAmerican Seed

PanAmerican Seed's new website is mobile-friendly and has a fresh look and enhanced navigation.

Read More
What’s a pumpulent? It’s a pumpkin planted with succulents, and it’s also one of the ways Altum’s is catching customers’ attention with new products and modern marketing.

December 1, 2014

9 Digital Marketing Resolutions For 2015

Whatever your experience with digital marketing, here’s some advice for keeping your business progressing into the new year.

Read More

November 25, 2014

Conley’s Launches New Website

Conley’s Manufacturing and Sales recently launched its newly designed website, which was redesigned to create a user-friendly digital environment for customers to explore Conley's products.

Read More

November 17, 2014

Canada’s Plants Love You Campaign Educates Consum…

In a cooperative effort to promote the benefits of plants to consumers, the Canadian Ornamental Horticulture Alliance (COHA) recently launched its Plants Love You campaign to make consumers more aware of the health, environmental and economic benefits of plants.

Read More
Supertunia® Vista Bubblegum™ Petunia from Proven Winners

November 11, 2014

Plantbid Offers New Tool For Growers, Plant Buyers

Plantbid is touted as a revolutionary new tool that allows plant buyers to purchase their whole plant list at one time, from growers who provide their complete availability online. According to the company, this new offering could change the way growers and landscapers do business.

Read More
Dahlia Dahlinova Temptation Lavender from Dummen Fides Oro

November 10, 2014

Bas Pellenaars Takes On New Role As Brand Manager For D…

Dümmen group announces the transition of Bas Pellenaars from area manager to brand manager.

Read More

October 28, 2014

Zombie Adventures Are Back: GGS Releases Premiere Of Ne…

What's good for plants, but bad for zombies? GGS structures. The company released a new promotional video to get growers in the spirit of Halloween. GGS Structures ran a series of zombie movies last year, and this year, something new was released October 24.

Read More
Suzanne McKee

October 27, 2014

Use Your Data To Make Smarter Marketing Decisions

Learn which marketing metrics are important to your business, measure successes and learn where changes are needed.

Read More
Sara Tambascio

October 2, 2014

How To Measure The Success Of Your Digital Marketing

Take a look at these metrics in your digital marketing to see if you’re connecting with your audience or just adding to the clutter.

Read More

September 26, 2014

How To Get The Digital Generation Into The Garden: Gard…

Capture millennials’ gardening interests with these marketing tips.

Read More
The Joseph Shinoda Memorial Scholarship Foundation

September 9, 2014

Shinoda Foundation Contributes Nearly $15,000 In Schola…

Based in California, the Joseph Shinoda Memorial Foundation's mission is to encourage educational opportunities for young people interested in entering the industry. Since 1965, the foundation has awarded $790,000 to more than 660 undergraduate floriculture students.

Read More
Salvia 'Playin the Blues' from Proven Winners

September 9, 2014

Grand Gardening Show On Mackinac Island Draws Huge Audi…

Dates are already set for Proven Winners' 2015 Grand Garden Show after the great response the 2014 show received in late August.

Read More

August 27, 2014

New Gardening App GrowIt Connects Community Of Gardener…

Thanks to Ball Horticultural Co.’s Mason Day and Seth Reed, gardeners can now share photos of their plants, interact with other growers and learn about what grows best in their area with the duos new app, GrowIt!

Read More