 Josh Schneider |
Because of the economy many garden centers have become conservative with their offerings, reduced marketing and advertising budgets, and worked hard to cut excess labor and input costs. This hunker-down mentality can take a toll on both customer traffic and profitability—but it also may allow the company to survive to the other side of the recession.
 Garden centers have an excellent opportunity to be a source of information and ideas to landscape professionals. With the housing market down, landscapers have more time to attend what might loosely be called “professional development.”For the past several years, Armstrong Garden Centers in California have hosted “Landscape Professionals Day,” where several hundred landscapers, owners, facilities managers, designers and municipal park and landscape managers gather to learn about new varieties that are coming on to the scene, as well as existing plants that are underused. In the process, Armstrong gathers information about how a garden center can better serve the landscaper’s needs. I’ve had the opportunity to present new plants at these events for the past few years and have always been very warmly received by a group that is enthusiastic about potential new plant solutions to their design challenges. While most garden centers may not have the budget to put on such a large event, I think most could benefit from some incarnation of this concept. Education of this type can evolve into a profitable opportunity for the garden centers—and who couldn’t use that in this economy? I’d suggest a few lunchtime or evening events specifically targeting local landscapers. These sessions could really pay dividends in the amount of business your garden center gets from the landscape sector. Many of the large tree and shrub and perennial growers can provide photos and information targeted specifically to landscape needs. In some instances they will even make a company representative available to speak at such an event if they believe it will help drive sales.
I believe it’s also necessary to put together a packet of information about the new plants, along with a list with brief descriptions that they can take home with them. This sort of event is perfect for capturing e-mail address and contact information to build or supplement your database of contacts. Then you can regularly communicate relevant information via e-mail. However you do it, spending time and energy during the slower season to develop and implement ideas can ultimately boost sales all year long. With this project you’ll open new communication channels to a previously undeveloped market. Contrary to popular opinion, now is the time to look beyond cost-cutting and focus on growing new markets. Josh Schneider is a founding partner of Cultivaris, a hort consulting firm. E-mail Josh at josh@cultivaris.com. |
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