November December 2023 - 22

GREAT LAKES EXPO
Goods - Ways to Increase Customer Engagement and
Boost Sales, " Rihn will discuss how plant purchasers'
perceptions have evolved and explain specific strategies to
engage consumers through marketing.
" Traditionally, plants were viewed as luxury goods. This
perception has changed, and plants are viewed as more
experiential, " Rihn said. " As new customers enter the
marketplace, the value proposition is changing and there
is a need to alter marketing communications to better
engage with the new customer. "
During Rihn's second session, " Leveraging Native
Plants to Boost Sales, " attendees will learn about
" recent research addressing consumer perceptions of
native plants, how those perceptions influence sales
and applications for marketing strategies to engage
customers, " according to Rihn.
" In recent years, consumer demand for native plants
has taken off, " Rihn said. " Historically, people view
native plants as great for handling difficult landscapes
where not all plants thrive. This perception has changed
and homeowners are using native plants throughout
their landscapes. "
Rihn gives " top tips " for growers looking to increase
plant sales, including assessing your company's
value proposition and how that is communicated with
customers, plus identifying opportunities to highlight
why your products are better when compared to nonhorticulture
alternatives.
" Many customer groups are actively seeking products
aligning with their values and will spend more on those
items, " Rihn said. Our industry is in a great position to
highlight the environmental and aesthetic benefits of our
products. Leverage their impact by providing information
at the point of sale and through online platforms. Be
present and active where your customer groups are and
assess opportunities to engage these groups. "
To increase customer engagement, Rihn suggests
resonating with your audience and investing in your
overall online presence.
" We are seeing a boom in young families with young
children, " Rihn said. " Embrace your inner child to resonate
with these folks. Provide examples demonstrating product
use and the potential benefits of buying that product. For
example, demonstration gardens with spaces to linger
invite people to take a breath and consider opportunities. "
To learn more about this session and others visit www.
glexpo.com. The 2023 Great Lakes EXPO will be held Dec.
5-7 at DeVos Place in Grand Rapids, Michigan.
Take
advantage
of the following
GPN e-newsletters
for additional
content to improve
your growing
operations.
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professionals up-to-date
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CULTURE CONNECTION
Providing information that
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PRODUCT MARKETPLACE
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22 NOVEMBER/DECEMBER 2023 GPNMAG.COM
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November December 2023

Table of Contents for the Digital Edition of November December 2023
