Countryside Gardens in Hampton, VA, sent out one of the best marketing messages I’ve seen in a long time. In its June 2, 2016, e-newsletter, the first item read:
Have you ever had a party to celebrate a plant blooming? If you have ever seen a night-blooming cereus in bloom, then you know why gardeners that have one of these plants will invite friends and neighbors over to enjoy them. What is so special about this plant that would make people venture out late in the evening to witness its blooms? Well, the blooms are as big as a saucer and 4 to 5 inches deep. Expect immaculate white petals, a wonderful OMG fragrance like none other. The plant blooms only once or twice a year. Yes, when a night-blooming cereus blooms, it is indeed a special event. Each plant can have several flowers blooming at once depending on its size. Also known as “Queen of the Night.” VERY limited supply.
I reached out to Countryside’s owner Tish Llaneza, saying I’d like to know if the promotion was effective. She responded that the plants sold out already — and the email was written less than two hours after the promotion emailed.
So consider taking a page from Llaneza — when you have an unusual plant, even if it’s more expensive, take the time to explain just why it is so unique and desirable.