TECHNOLOGY Should Your Garden Center Have a Text Club? Text marketing can be an efficient way to reach your customers - here's what you need to know when considering it. By Teresa McPherson K ate Terrell, president and general manager at Wallace's Garden Center in Bettendorf, Iowa, can tell when a text offer has gone out to Wallace's text club, at least anecdotally speaking, because she says cars immediately start rolling in the parking lot and the phone starts ringing. " It's the only advertising I've ever done where you can literally watch it work in real time, " she says. " People actually change their plans. I hear things like, 'I wasn't going to leave the house today, but then I got your text and had to come check out XYZ.' " She says they began text marketing as part of their larger print and television marketing campaigns. " When we started our own text club, the goal was to build a text database large enough to speak with our customers and cut back or drop interruption