 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.
Some might find this an unlikely time to embark on new endeavors, but not me. I’m a big fan of getting outside your comfort zone with new ideas. There are a number of high-value, low-cost marketing ideas that can pay dividends in both the short- and long-term.
Recently I’ve had the opportunity to work on projects that involve landscape architects and designers. Something that surprised me is just how little they know about the plants they are suggesting. After doing some research I was stunned to find out that many landscape-architect programs require little or no coursework in plant selection, botany or any related field. Often, plants are just another input, like concrete or structures.
There is good news, though. The architects and designers I’ve worked with are interested in learning about new plants as well as “old reliables” they may not have known about. The nature of their work requires them to be concerned with the reliability of a plant. They are also concerned with survivability because they don’t want to have to replace the plant if it fails to thrive. Historically, this has produced designs that are necessarily conservative. But it doesn’t have to. As I’ve told these architects and designers, there is plenty of room for innovation in plant selection.
The Chance to Shine
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.” And, with a quieter season, garden centers have the time to devote to developing this market.
 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.
The Real Deal
Having actual plants you are talking about there in containers would be a good way to educate the audience. Likewise, using photos of more mature plants to give the landscape designers and architects an idea of how the plant will look several years hence. You also could provide samples of some of the plants for your guests to take home to try out in their own gardens. Often suppliers may offer you a discount or even free plants if you develop the concept fully enough to give them confidence that providing samples will help to increase 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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