Be a hometown hero

We live in times when just about anything can be purchased online and delivered to our front doors. In response, there has been a great deal of talk about hyperlocal marketing. This is a term for highly targeted promotion approaches that increase foot traffic to your specific brick-and-mortar location. While there are ways for all businesses to draw people in through hyperlocal website content, neighborhood apps and partnering with community organizations, the world of plants offers additional opportunities to focus on your particular location.

Native plants

Public engagement in saving bees and supporting other pollinators has stimulated interest in native plants. We can respond to this in ways that benefit our businesses along with the birds and the bees. Make it easy for customers to find native plants in your nursery. Talk about how those plants add to the beauty of the landscape while feeding wildlife. In displays or in-ground plantings, demonstrate how to combine native plants in assorted styles of gardens.

Mention your commitment to native plants in your newsletters, blog and SMS marketing. Consider featuring a Native Plant of the Week in those outlets as well as in the nursery. Help your customers understand that by including more natives in their landscape, they create the pollinator pathways needed to keep many species alive. In addition, make people in your area aware of the Homegrown National Park movement (homegrownnationalpark.org/about) and talk about how your IGC is participating.

Regional environmental issues

Every locale has its own environmental challenges, be it drought, water quality or increasing storms. Make sure your business is in the know about these issues. Find out what proposals there are in your town, county and state to address such challenges so that you can help your customers adapt and be informed.

If bans on watering are instituted in your area, show those who are affected how to conserve moisture with mulch layers and grouping plants according to water needs. Feature water-wise plants in a special part of your nursery. Work with local officials to institute sensible irrigation plans while conserving water.

In regions where water quality is a concern, be the local go-to source for accurate information about how to avoid putting excess nutrients or other landscape products into the water table. Give your customers honest information about the times when fertilizer should not be applied. Help area homeowners get their soil tested so they have accurate information about whether fertilization is even needed on their property.

Be the business that encourages people to see that there’s always an “acceptable level of damage,” and not every insect or disease seen needs to be treated. And when a particular plant does succumb to a recently introduced pest, offer your customers varieties that aren’t affected, along with the information that most problems are host-specific. Assure them that they aren’t likely to lose their entire landscape. In other words, assist those in your area to respond to challenges from a place of information instead of fear.

Eating locally

The interest in raising safe, organic and fresh food continues to climb in all demographics. Be sure you are the source of local, accurate information about the best fruit and vegetable varieties for your region. Have downloadable lists on your website and hard copies printed in the store. If no one on your staff is experienced in vegetable gardening, find a local veggie garden expert who can provide you with information and educational programs.

Support your local farmers markets or, if space allows, host one yourself. Compile a list of such markets in the area and have it available in the store for customers to take. Such lists could also include local wineries, breweries and bakeries, so you position yourself as the nexus for local foodies.

A sense of place

Finally, make sure that the majority of pots, ornaments and other garden décor you carry reflects the region where you live. Large gorillas or peacocks don’t really echo your surroundings if your nursery is near the ocean or in Midwestern farmland. Similarly, lighthouses don’t mesh with gardens in the Rocky Mountains. Find merchandise that resonates with your local area and gives your customers reasons to celebrate where they live and garden.