Why Digital Needs to Be a Way of Life for Greenhouse Growers
“Digital is a life attitude,” said keynote speaker Domingo Iudice. “You have to adapt quickly and surf all the opportunities available. It’s painful, but it works.”
One of the main topics of discussion at the second International Association of Horticultural Producers (AIPH) World Ornamental Horticulture Summit, held on Sept. 28 in Almere, the Netherlands, was horticulture’s future in a digital world.
“Digital is a life attitude,” said keynote speaker Domingo Iudice. “You have to adapt quickly and surf all the opportunities available. It’s painful, but it works.”
Iudice founded digital marketing agency Brainpull, based in Italy, in 2012. In his presentation, he used examples from his own career to illustrate the immense benefit of using digital tools to reach potential customers.
“Digital squares change rapidly, but they always offer great opportunities. They are the largest meeting places in the world and influence customer purchases,” Iudice said. “Digital tools allow businesses to gain feedback, control processes, and connect with people.”
Iudice highlighted that with the standard business-to-business-to-consumers structure, producers have no relationship with their end consumer. Using digital tools, producers can establish a relationship with the consumer, gain feedback, and make better decisions for the future.
Attendees also heard from Justin Hancock, Senior Brand Marketing Manager for Costa Farms. He explained how and why Costa Farms is utilizing digital tools.
“The current consumer might not be using digital, but tomorrow’s consumer is,” Hancock said. “We have to get in front of them. More and more consumers are spending more time on social media. You don’t want to make consumers come to you, you need to get to where they are. Social media lets you build a relationship with your consumers.”
Hancock also highlighted the value of collecting data from online sources. This may be from direct feedback by a consumer, but there is an equally valuable source of data that can be taken from social media. Digital platforms allow producers to find what is trending and how people are engaging with products, giving companies insight into their customers’ needs.
According to a 2022 Shopify report, 61% of consumers trust influencer recommendations. One such influencer is Darryl Cheng, creator of the House Plant Journal and author of “The New Plant Parent.”
Cheng presented a different perspective on communicating with consumers via social media. He explained his own approach of creating interesting and engaging content. By providing impactful tips and tricks, he enables his followers to have greater success with their houseplants, hence building a positive relationship with the producer who supplied the plant. Cheng therefore provides a valuable connection between the producer and the consumer.
Attendees also heard from Michael Perry, better known as Mr. Plant Geek. With a background as a Product Developer for Thompson Morgan in the UK before switching to his garden personality career, Michael has a unique view of the industry from both the inside and outside. He offered insight into the ever-growing list of social media platforms and how each of them are used in their unique ways. He commented that not every platform is suitable for every business.
“Choose the platform that is right for you, and don’t do it because you feel forced to,” Perry said.
For those unable to attend the Summit, AIPH will be making many of the sessions available on its website.
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