Serve is youthed

I recently had a fascinating e-conversation. That’s how we “hip” press members conduct interviews these days – connecting virtual dots via the miracle of the Internet. It’s also how most Gen X and Gen Y members prefer to communicate these days. For the sake of discussion, let’s call them more important to this month’s missive than I am, despite my prolific hipness.

The person to whom I e-hollered is Marissa Root, a 20-something marketing/PR specialist in the San Francisco area, meaning she probably isn’t in your “target market” crosshairs yet – even if you make your hay by the Great Bay. You still should listen to her, because, someday soon, she might want to buy your plants. Here's how you make sure that happens:

GC: What is most likely to get you to buy a product?

Recommendation by a friend or someone I trust. Also, I generally read reviews online before I purchase anything. Most of the marketing that I receive is via e-mail, and that is the medium that I prefer because I use it the most. I generally fast forward or mute commercials on TV whenever possible, but do notice advertising on blogs and online properties.

GC: What appeals most to you about a garden center?

I think display is really important in a garden center, as well as a knowledgeable staff. Personally, vegetables and flowers are what I like best, so that’s why I would go to a garden center.

GC: How can retailers do a better job of marketing?

Ease of access and an online component are key to me. Interactive tools that I can follow without trying very hard, such as creating a blog, Facebook, and Twitter are good, too. I am always on my Blackberry, and if I get an e-mail I think a friend will like, I forward it. Sephora does a great job through e-mail communication and discounts. Zappos has free shipping and often upgrades you, plus it has a HUGE social media presence and offers returns without any questions. Banana Republic gives you discounts practically any time you buy something (spend $100, get a $30 gift card, etc.), so I think good customer service, tracking what your customers buy and providing good recommendations and discounts are key.

Admit it: You’ve written checks for marketing data like this. And all we’re asking from you is that you try to get to this point before turning the page. Here in “Hipville,” we call that a bargain.

Special Bonus Column Stuff ... This month, our newest columnist, Josh Schneider, president/founder of Cultivaris, talks organics. After you read his article, we think you'll be talking them, too.