February 2020 - 36

MARKETING
More garden centers are
introducing regional flavors
and specialized herbs through
food tastings.
has seen two marketing giants in Monrovia and Proven
Winners as they evolved through the years into two of the
most recognizable names to consumers. Even with the lack
of available funding committed toward advertising, you
should look at ways to bring more awareness to potential
or new customers. There has never been a time more
important than now to start, as many of our constituents
are retiring or closing their doors. Who will pick up the
mantel and continue as a regional specialist for gardeners?
Healthy Choices
Can you go through an entire day without hearing,
reading or seeing some repetitive words in our daily
lives: safe, healthy, natural, organic, fresh, pet-friendly?
These words resonate with everyone, every day. It's no
coincidence that our industry is feeling the push of
consumers that are concerned about these topics and how
they interact with our lives each day.
The next batch of words are becoming a bit trickier to
identify, but trending upward with consumers: bee-friendly,
chemical-free, made in the U.S., no fillers, all natural, no
preservatives. Your business (and your brand) is challenged
to bring more awareness in creating selling opportunities
in the retail store. Are you identifying these products and
bringing your team up to speed? Merchandising displays to
educate and sell takes some practice.
Food and beverage are common denominators in
everyone's lives. More garden centers are introducing
regional flavors and specialized herbs through food
tastings. The nationwide popularity of Stonewall Kitchens
and McCutcheon lends the opportunity to introduce new
food products to consumers. You can also tie in herbs and
vegetables for at home gardens during the spring season.
Create space to display a featured product on weekends that
you can offer samples and monitor with personnel. Use the
calendar to promote special dates for consumer fun.
The Educated Consumer
Today's consumer is well-educated and plans to buy
products outside the home for a reason. Our lifestyles
(and technology) have made everything instantaneous.
Research can be done by the sound of your voice or a few
clicks on the smartphone or tablet. Where do you see your
brand/store in this process? Are you shown in website
store locators of the manufacturers you represent?
You might be missing out on free advertising in your
immediate region.
36 | LAWN & GARDEN RETAILER | FEBRUARY 2020
Are you connecting to consumers through social media
channels? Besides the time you allocate toward your
home page, it doesn't cost you advertising dollars. You
also connect to every conceivable age group with over 300
million cell phones currently in use across our country
according to a recent Google inquiry.
Another new development has been free Wi-Fi
availability in many stores. Coupled with your web domain,
you can bring your calendar of events to the forefront and
keep your brand awareness in their plans. Make display
space. Differentiate. Have fun, and most of all, build your
brand one welcoming smile at a time.
John Johnston is retail education manager for Griffin. He can be
reached at jjohnston@griffinmail.com.

February 2020

Table of Contents for the Digital Edition of February 2020

February 2020 - 1
February 2020 - 2
February 2020 - 3
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