If you want something done right, hire a professional

  Josh SchneiderGrowing up on a farm in the Midwest I learned to do things and solve problems for myself. At age 10, I was too small to get a saddle on my horse, so I learned to ride bareback. Moving hay bales that weighed more than I did presented a challenge, so I used my skateboard and a piece of plywood to push a bale across the loft.

I think a lot of the people in our industry have the same approach when it comes to getting things done. The important thing is to get it done quickly and efficiently and not to spend a lot of time worrying about it. We have plenty of other stuff to do, and it’s best to get on it ...

Well, thanks for playing, but WRONG ANSWER!

Growing pangs
In the early stages of a business, we often have to do many things that we’d rather not, and maybe we don’t feel we’re so good at. Owners, managers and staff are often all doing projects “because they have to get done.” Problem, meet solution.

 But as our business grows, we often end up doing more than we should just because that’s how we’ve always done it. At some point, doing it right is better than doing it yourself.

People always rail on “out-sourcing” as if it’s a bad thing, but I think we outsource a lot of things that we don’t realize. Let’s take marketing, for instance. It’s something that is often hard for people to define. According to the American Marketing Association, marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society at large.

People tell me all the time that they don’t have the budget to hire professional marketing people.Someone on staff at the garden center or greenhouse frequently has a “marketing background,” but often this translates into “has Adobe Photoshop on their computer at home” rather than any professional qualifications. This is similar to the idea that having a scalpel in your hand makes you a heart surgeon. Tools don’t mean qualifications.

Keeping up appearances
It’s more important than ever for independent garden centers to present a profes-sional, polished and smart image to the consumer, especially given the growing number of choices customers have in where to buy plants and garden products.

From what I’ve seen, the owner or manager of the garden center is not the ideal person to evaluate what is new, fresh and trendy—despite what he/she thinks. You’ll also run into a “design by democracy” approach, which involves gathering opinions from the staff. That doesn’t work either, because what’s needed is a professional and informed opinion.

Would you survey your customers about plumbing or electrical problems in your home? Would you survey your staff about problems with the air conditioner in your car? Or about a heart condition? No, you would consult a professional.

Why should an owner or manager spend time micro-managing the marketing process when there are more pressing demands to attend to that will have a greater impact on the bottom line? Delegation is important here. Name a person on staff to coordinate marketing efforts. First, however, make sure that person understands the task at hand.

There is a huge variety of marketing services out there. You need to find someone that meets the needs you have at the cost you can afford. You don’t need to get the agency that does the Apple commercials to get a good value. Especially in this economy, there are a lot of small agencies or freelance creative people that are interested in work.

A creative team should include skilled people from inside your organization as well as outside help, like a graphic designer to give visual life to ideas, and a creative writer to craft compelling copy for ads, newsletters and Web sites.

There will be a learning curve for the people outside the green industry, and it’s always a good idea to show them around the garden center and let them see how customers interact with the plants, merchandise and staff. Give them a chance to just observe. Then your staff and your outside team of experts can begin collaborating.

Building a platform
The marketing professionals can come up with a creative message for your store, products and promotions, and can then design graphics that maximize the impact of this message. Perhaps your logo and brand standards need to be developed or freshened. Maybe you want to make over your newsletter or develop an electronic version. They can develop a template so you’re presenting a consistent image and message in all interactions with your customers. Consistency, in the customer's mind, means reliability, safety and value.

Younger consumers are the first to notice lame marketing efforts. This is a demographic we want to grow, not drive away with homespun, cartoonish, clip-art marketing. What looks quaint to you may look amateurish to your customers. A good creative team can breathe new life into your brand and create enthusiasm among your staff and customers. It tells everyone that there’s something new going on.

The graphic look that your designer creates can be used over a long period, and when you look at the process that way, allocating the money seems more than worthwhile. Quality marketing is just as attainable in small towns as in big cities. Make sure you’re presenting the right message in the right way. Joining forces with a marketing professional will ensure that you’re not going around grinning with spinach in your teeth.