A New Era Gulf States 2012
Post on 02-Jun-2015
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Gulf States Horticultural Expo 2012:
A New EraCommunicating with Today’s Consumer
Staying Relevantwith today’s consumer
What’s the problem?
5 New Ways to Connect Practice New Vocabulary
In THEIR Words
What’s the problem?
Total NA Retail Sales 1998-2010
(Others: Houseplants, Landscape, Lawn care)
What’s the problem?
What’s the problem?
What’s the problem?
What’s the problem?
=
What’s the problem? no time; no green thumb
Time & effortMoney
Knowledge
The Challenge
STAYING RELEVANT
5 New Ways to Connect meeting their wants & needs
• Events• Website• Go where they are• Hire the right staff• Creative outreach
Events family fun
• Couples shopping
• Weekend outing
• Involving kids
Website community & knowledge
• Message boards/FB
• Buy, sell, promote
• Get them educated
Go Where They Are find the gatherings
• Farm markets
• Community festivals
• Art fairs
Hire the Right Staff build a winning team
• Hire “friendly”; train l&g
• Sales only – no watering
• Personal shoppers
Outreach & Marketing get creative
• Is traditional working?
• Leverage your database
• Partnering
Practice New Vocabulary speaking their language
• Extreme• Lifestyle• Social Groups• Sarcasm• Retro
Vocab: Extreme go wild
• Strong language
• Tell them what’s cool
• Bring them the best
Vocab: Life & Relaxation after hours enjoyment
• Weekends & Holidays
• Fun products
• Beautiful spaces
Vocab: Social Groups friends = experts
• Share stories
• Enlist good customers
• Invite their friends
Vocab: Sarcasm sharp humor
• Gen X is sarcastic
• Know your limits
• Reduce intimidation
Vocab: Retro throwback marketing
• Fun & hip
• Reflects our products
• Appeals to all ages
Health & Wellness Trends10 years of data, 500,000+ consumers, 150 products
Small Steps, Big Changes – long-term changesIsolation to Affiliation – reconnection/communityBeing Here. Now. – multitasking, toolsClean Sweep – toxins, treatmentsNot So Alternative – embracing alternativesEnergy 2.0 – conserve on personal levelHeirlooms – buy less, buy better
Sustainabilityplants are little oxygen makers
• A better choice • Leading edge• A national priority• Marketable• Industry issue
Reduce intimidationfor the first-timers
• Personalized attention• Signage & information• Low-maintenance options• New gardener bench• New gardener Web page
Today’s Consumersin their own words
1. What attracts you to a product?2. How much research do you do before buying?3. Do you seek advice from employees?4. How do you hear about new products?5. What would entice you to buy a plant?
Gulf States Horticultural Expo 2012:
THANK YOU!
Bill Calkins ~ bcalkins@ballhort.com
“Flourish” ~ on Facebook@BillCalkins ~ on Twitter
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