Could You Be The Weakest Link?

An edited version of following article was published in the Autumn 2008 issue (Volume 1, No. ZERO) of GARDENS International Magazine. This is the original article.

----------------------------------------
The international garden industry is a complex web. Each consumer product sale represents a triumph of teamwork. From licence holder to retailer, every business in the supply chain depends on every other to do their part. The team can only perform as well as its weakest link, and everybody familiar with the TV show of that name knows that the weakest link gets voted off, never to return.

The garden industry is used to trading between its many connections. Yet the system often collapses when it comes to marketing. Businesses who attempt to promote products or brands frequently find themselves acting without support or cooperation from their trading partners, the net result of which is lost opportunities and lack of progression for all.

So why does the industry as a whole let itself down so badly when it comes to promoting products through the line to consumers? And how can individual businesses ensure they are contributors to team success and not the weakest link?

The comfort zone
Traditionally, the garden industry has relied upon a fairly captive audience. With products trading on their own merits within a familiar network, investment in branded promotion seemed unnecessary. Appreciation of promotional marketing and all it entails therefore never developed fully as an industry culture.

The wake-up call
Today’s consumer habits dictate rapid integration between the garden and general lifestyle markets. The target market for garden industry products is no longer captive and ever-larger proportions of sales in future will depend on excellent product marketing right through the line.

Every link in the supply chain needs to embrace the big marketing picture, understand its integrated role and be pro-active in fulfilling the responsibilities that will fortify the industry for the future.

The strong-link retailer
In the front line when it comes to pulling consumer money into the industry, retailers are in a better position than anybody to know what stimulates spending. Retailers have a responsibility to educate the rest of the industry about this and become the catalyst that inspires and pulls innovative product promotion through the supply chain.
Comfort-zone transition: Move from “product seller” to “product development leader”.

The strong-link product originator
Every product is, presumably, put on the market because it satisfies a need and has a set of relevant and inspiring sales features. Product originators have the responsibility to ensure this information is available to the consumer via the supply chain and direct publicity. This means defining and presenting clear, consumer-considered sales stories and consulting with others in the supply chain to develop market-identifying branding.
Comfort-zone transition: Move from “product supplier” to “promotion base generator”.

The strong-link distributor
Distributors have the best seat in the house when it comes to seeing all sides of the promotion story and occupy a position of power when it comes to the realisation of marketing programs. Relied upon by all to carry out information distribution as excellently as product delivery, distributors also have the responsibility to facilitate and encourage communications between trading partners on either side to assist in the development of marketing programs.
Comfort-zone transition: Move from trading goods to trading complete marketing concepts.

The team of the future
Being a strong-link business demands discipline, hard work and a perhaps a new way of thinking. It requires investment in appropriately skilled, enthusiastic staff. It requires financial input and unilateral action.

The reward for those who make the commitment will be membership of a world-class industry team with staying power. The risk for those who don’t is to be voted off as the weakest link.

----------------------------------------
Copyright: Miriam Young 2008
If you wish to reproduce or publish all or part of this content you must get my permission.
You are, of course, welcome to link to this blog.