Nice Garden! industry marketing initiative
With the threat of tough economic times ahead, the garden industry can't afford to be complacent. Promoting your own business to your target market is, of course, very important, but what can we call be doing to help the garden industry as a whole (i.e. the total market in which we share) remain strong?
Nice Garden! will be an occasional newsletter promoting the benefits of gardening. View the first issue here: www.queenslandgardening.com/nicegarden.
While most gardening publications provide information for beginners, most readers are already interested in gardening. Nice Garden! is aimed at the reluctant gardener, the non-gardener and even those who are anti-gardening?
There are three major aims:
1. To counteract perceptions amongst the general public, especially homeowners, that gardens are unimportant, a waste of time and energy, unaffordable or too difficult.
Nice Garden! will emphasise the payoff - the looks of admiration from passers-by, the property enhancement, the contribution to the neighbourhood, the status of the homeowner as an garden expert in the eyes of his friends and relatives. The tilte reflects the desired reaction of visitors when they see the homeowner's impressive landscape.
Simple, non-intimidating garden tips and ideas will also be provided to get the reader started, plus directions to further information and resources for those who want to take it further.
The challenge will be to get the newsletter in front of the target audience, considering they may be quite antithetical to gardening. Strategies include:
- Inclusion of appropriate keywords (e.g. "makeover", "curb appeal") (see Check your ranking- Make it printable so it can be passed on, to encourage others.
- Make it good enough for others to link to from their websites, blogs etc
- Any other suggestions?
2. Provide garden centre staff and others interacting with the public ideas for "selling" gardening
Talking-points presented in the newsletter might help to motivate uncertain would-be gardeners and increase basket size in a low-pressure, non-intimidating way.
3. Help more experienced gardeners to encourage their friends and neighbours to invest in their gardens
The tagline turning the neighbours green has a double meaning - make them green wit envy and they might make their own landscapes greener
At the moment it is only available online, but the intention is to also make it available via email subscription and as a PDF file that can be printed out and distributed to friends, colleagues and customers.
Your support, feedback and suggestions at this early stage of the project are very welcome. Contact Information.
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ATTENTION
Nurseries
Landscape Yards
Landscapers
Mowing Contractors
Turf farms
and other suppliers of garden goods and services. It will cost more from 1st July 2010 to list your business at calyx.com.au. Apply now to beat the price rise!
MORE INFORMATION
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Modern Garden Marketing is a collection of news, opinion, information and resources for those working inside the Australian garden and landscape industry in the 21st century. Start Here
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