It seems the whole world is stuck in limbo waiting for the current financial turmoil to settle. Being without direction is never comfortable and we’re all anxious to know what shape our lives will take in the aftermath of all this.
One thing which is for certain is that life goes on. There will be people and homes and businesses. And the newfound public awareness of green issues is unlikely to disappear. Having been slapped so hardly in the face by the build-up of materialism, the instinct to live in closer harmony with the natural environment could come to the fore in a big way.
The current trend for bringing nature closer to home (especially grow-your-own food) could be amplified by the present situation, as people with less money to spend outside the home turn their attention towards improving what’s in it.
So while many are still waiting and wondering, I’m seizing the moment to initiate a new project that will tune in with modern day lifestyles and bring gardening to the people. A project that will make it easy for non-gardeners to enjoy plant life in their homes, encouraging new spend into our industry and providing work opportunities for many knowledgeable individuals.
The name of this project is Plant Concierge, to be found at plantconcierge.com.
Plant Concierge will take a multi-faceted approach to facilitating gardening activity within homes of ‘non-gardeners’. And let’s face it, this is a far bigger target group than the one we traditionally go after. As the project develops there will be opportunities for retailers and product suppliers to get involved, but for now I am looking for gardening advisors, designers, gardeners and landscapers to come forward as service providers.
If you or anybody you know wants to take advantage of this opportunity for free publicity of your services then please go to www.plantconcierge.com and register as a service provider.
Tuesday, 21 October 2008
Thursday, 9 October 2008
Tough economy presents opportunities for horticulture
Yesterday I saw an encouraging article on the BBC. In the midst of the economic doom and gloom, some businesses are actually thriving. Not in spite of the downturn, but because of it. Cobblers are reporting a surge in trade as people decide to have their existing shoes fixed instead of buying new ones.
Where there’s a problem there’s always an opportunity. The financial markets may be nervous and the resulting hardship for many is real, but the world hasn’t stopped turning.
So where do the horticulture industry’s opportunities lie at this time?
With less money to spend on travel, people are spending more time in their homes. This increases the desire for those homes to be aesthetically pleasing. When times are tough, the human instinct for progression doesn’t disappear – the retail therapy just needs to be re-directed.
With big ticket items off the agenda, getting a few nice plants to brighten up the home and garden is a perfect, low cost, pick-me-up that instantly enhances the living environment, while improving the garden doubles as a great investment for the property as a whole. Coupled with the current pressure on society to be greener, the feel-good factor of having more plants around is amplified.
The time is right for the public to be receptive to gardening promotion, so it’s up to the industry to deliver it. The key is in marketing products appropriately for the mood, pre-empting the particular concerns customers have in the current economic climate.
Demonstrate value for money
Spell out how many weeks/months/years of pleasure a particular plant will bring and plant the thought of what excellent value it represents over time.
How...
In stores via p-o-p and knowledgeable staff. On the web via promotional pages on store websites. Via the media by sending press information on this subject to editors.
Implement transparent, honest marketing
It’s never good to disappoint customers by making unrealistic claims about products, and when money is tight loosing trust is suicidal. If a tropical plant is only likely to last 2 months in a temperate climate then say so – perhaps with a tongue-in-cheek twist that if the customer can’t get away to paradise this year, at least paradise can come to them for a while! Knowing a product has a limited lifespan is unlikely to stop the customer from buying - otherwise there wouldn't be a cutflower market - but managing customer expectations will earn respect and loyalty.
How...
In stores via p-o-p and knowledgeable staff. On the web via promotional pages on store websites. Via the media by sending inspiring information about your more interesting but shorter-lived plants to editors.
Make it really easy
Efficient spending at this time is paramount. Customers won’t want to risk wasting money by purchasing unsuitable plants or the wrong care products, so make sure there’s plenty of advice at hand to help every customer discover how to shop efficiently. Implement a proactive policy for advising customers on purchases.
How...
In stores via p-o-p, in-store displays and knowledgeable staff. On the web promote the super-helpful advice your store is offering via your own website. Via the media go to your local press with a story about your proactive policy of helping customers shop efficiently.
Exude positivity
Today’s consumers don’t just buy products, they buy solutions and emotions. Right now everybody needs a solution to the general economic gloom, so if coming into your store makes them feel good, they’ll be all the more likely to want to take a piece of it home. So have cheery displays and above all, happy, friendly staff.
How...
In stores via displays and staff.
Where there’s a problem there’s always an opportunity. The financial markets may be nervous and the resulting hardship for many is real, but the world hasn’t stopped turning.
So where do the horticulture industry’s opportunities lie at this time?
With less money to spend on travel, people are spending more time in their homes. This increases the desire for those homes to be aesthetically pleasing. When times are tough, the human instinct for progression doesn’t disappear – the retail therapy just needs to be re-directed.
With big ticket items off the agenda, getting a few nice plants to brighten up the home and garden is a perfect, low cost, pick-me-up that instantly enhances the living environment, while improving the garden doubles as a great investment for the property as a whole. Coupled with the current pressure on society to be greener, the feel-good factor of having more plants around is amplified.
The time is right for the public to be receptive to gardening promotion, so it’s up to the industry to deliver it. The key is in marketing products appropriately for the mood, pre-empting the particular concerns customers have in the current economic climate.
Demonstrate value for money
Spell out how many weeks/months/years of pleasure a particular plant will bring and plant the thought of what excellent value it represents over time.
How...
In stores via p-o-p and knowledgeable staff. On the web via promotional pages on store websites. Via the media by sending press information on this subject to editors.
Implement transparent, honest marketing
It’s never good to disappoint customers by making unrealistic claims about products, and when money is tight loosing trust is suicidal. If a tropical plant is only likely to last 2 months in a temperate climate then say so – perhaps with a tongue-in-cheek twist that if the customer can’t get away to paradise this year, at least paradise can come to them for a while! Knowing a product has a limited lifespan is unlikely to stop the customer from buying - otherwise there wouldn't be a cutflower market - but managing customer expectations will earn respect and loyalty.
How...
In stores via p-o-p and knowledgeable staff. On the web via promotional pages on store websites. Via the media by sending inspiring information about your more interesting but shorter-lived plants to editors.
Make it really easy
Efficient spending at this time is paramount. Customers won’t want to risk wasting money by purchasing unsuitable plants or the wrong care products, so make sure there’s plenty of advice at hand to help every customer discover how to shop efficiently. Implement a proactive policy for advising customers on purchases.
How...
In stores via p-o-p, in-store displays and knowledgeable staff. On the web promote the super-helpful advice your store is offering via your own website. Via the media go to your local press with a story about your proactive policy of helping customers shop efficiently.
Exude positivity
Today’s consumers don’t just buy products, they buy solutions and emotions. Right now everybody needs a solution to the general economic gloom, so if coming into your store makes them feel good, they’ll be all the more likely to want to take a piece of it home. So have cheery displays and above all, happy, friendly staff.
How...
In stores via displays and staff.
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