A success story we can learn from

I just love this story out of SF Gate. "Big Bet pays of for Mary's Chickens" tells the story of a turkey farm in the San Joaquin Valley of California that was on the verge of tanking, as their product was only sold during two months out of the year. In addition their turkeys really weren't much different than the other birds being sold.

They made some changes like branching into chickens and not just turkeys.  They changed the way the birds are grown and processed. They changed their marketing. Now they are doing great!  This story is not just about chickens and turkeys, but a story of any small business that want's to do things differently.

Three things that stood out for me we're, they broadened their selection, so they could sell during the whole year rather than just Thanksgiving and Christmas.  The second is that they grow and process their chickens differently than the larger concerns. Finally, "'even crazier, they paid cash - for everything. My grandfather grew up in the Depression,' David Pitman explained. 'He didn't believe in borrowing what you couldn't afford to pay for.'"

They grow heirloom birds not found elsewhere. They grow and process them organically, and with care. They market their birds differently than the big processors, and finally they pay cash and don't take on the bankers as partners. How could we use these ideas in our own businesses?

You cannot control the message

My last post concerning Scotts/Miracle-Gro's trademarking a phrase thought up by someone else brought us this comment from Robert Woodman, of The British Gardener. "I was in ‘shock and ore’ to read what Scotts has done with trade-marking ‘you can grow that’. I guess this is ‘the taste of a new generation’, but its not ‘M’m M’m good’. As a writer I like to ‘get ready to rumble’ but I want to ‘be all that you can be’ and choose my words carefully. Still this kind of stuff can ‘put a tiger in your tank’. Scotts ‘just do it’ attitude for their marketing doesn’t leave me with a ‘we love to see you smile’ feeling, but ‘it’s so easy, even a caveman can do it’. Sure it’s ‘taking care of business’ to come up with these slogans, but to rip it off from a blogger and prevent others from using it leaves me to think that Scotts is ‘Home of the Whopper’. ‘Have it your way’, we can show disapproval by buying from the competition, words that ‘melts in your mouth, not in your hands’. What ever happened to freedom of speech, doesn’t it extend to the written word as well as the spoken word? As always Trey, your blog is ‘good to the last drop’ when exposing ‘pork, the other white meat’."

It's as if by trademarking someone else's phrase you bring some of the enthusiasm and "mojo" that created the original idea to your business. It just doesn't work that way anymore. These days the customers are often the ones creating the content, via social media. That's the big news. You cannot control the message. People will talk about you, with or without your input.

Thanks to Robert for the entertaining comment.

You can't grow that!

Here is a story that shows just how quickly the horticultural industry in diverging into two different types of business. On the one hand we have smaller, independent garden professionals and on the other hand we have the larger concerns who seem terrified of what the smaller concerns are up to. How else does one explain Scotts/Miracle Gro's recent actions? According to her website, garden writer CL Fornari decided last October to start a campaign titled, “You Can Grow That”. Once a week any garden writer who wished to participate would write an article under that heading. You can read about it here. Long story short, Scotts/Miracle Gro applied for a trademark on “You Can Gro That!”, after she had broached the idea on The Internet.

What’s up with Scotts? At a recent shareholders meeting in January 2012, Chairman and CEO Jim Hagedorn said, "We are making a step change in fiscal 2012 and setting a new benchmark for our advertising investment," Hagedorn told shareholders. "Both our Scotts and Miracle-Gro brands will be supported by completely new campaigns. While we will continue to support individual products in each commercial, we will do so with a consistent approach and message that creates a halo effect for the brands. I believe this is some of the best creative work we have done in years and I am confident it will impact our business – not just in 2012 – but over the longer-term as well."

Then last August Scotts reported, “During today's conference call to discuss its third quarter results, the Company said it expects adjusted earnings for fiscal 2012 to be approximately $2.00 per share and mistakenly stated an expected loss in the fourth quarter of about 40 cents. To clarify, the Company anticipates an operating loss in the fourth quarter which will translate into an adjusted loss per share closer to 60 cents. The Company still expects adjusted earnings per share of about $2.00 for the year.”

Like all of us, Scotts is trying to figure out its place in the changing gardening scene. Its reputation has taken a beating these last few years, and people just don’t seem to want to garden in a way that helped build the company in the past. Garden centers no longer feel it necessary to carry their products, as there are better alternatives now available. Lawns are slowly loosing favor with the gardening public, and lawn care is where Scotts ruled. Finally, through actions like trade marking a phrase, “You can grow that” it shows a certain un-becoming characteristic. It seems destined to alienate itself even further from the very people it would normally count on for support, garden writers and their readers.

Keep your e-newsletter short and sweet

During our “social media success panel” at the IGC Show an audience member asked how often to send out e-news letters to their fans (customers). They also wonder what was considered too often to send out. They looked at me with doubtful eyes when I said “as often as your fans will let you”. If you can send out an e-news letter everyday that would be great. The lady who asked the question said it took her days to come up with enough information to send out a “proper newsletter”. How could anyone, especially in small business find the time to do that daily?

I receive e-newsletters from a couple of businesses on a daily basis. One of my favorite e-newsletters is Hugh MacLeod of “Gapingvoid”. Hugh has made a living putting his art on business cards. No one else I know of does that. His e-news is usually an uplifting message included with some of his artwork. If the newsletter is the beginning of a longer post it will link to his web page where you can read more. The e-news itself is short and sweet. Here is a link to his daily cartoon e-news. 

I think many of us use “old media” thinking when we use The Internet. The lady at the seminar told us she was putting together a regular newsletter that you might receive through the mail. When we use to send newsletters we wanted to make sure they we’re filled with useful information since postage was expensive, and you might only be able to send out one a month. With e-news you can send out newsletters much more frequently, and therefore make them shorter. Don’t spend so much time trying to stuff “old media” into “new media” technology. Why not send out a quick, easy to read, e-news that can be digested in a couple of minutes? You stay “top of mind” with the audience, since your saying “hello” everyday. You’re also are not asking the reader to spend their morning peering at all the information you put inside of it. Best of all your not killing yourself trying to come up with enough information to fill a "snail mail" newsletter.

Like Hugh say's about his e-news, you'll get "a new cartoon sent out every weekday morning to your inbox. A wee chuckle to start your day off right etc."  Short, and sweet.

Monrovia branded plants to be sold in Lowe's stores

According to Today's Garden Center Magazine, "Monrovia will begin selling its branded plants in Lowe’s stores in 2013. As a result of an exclusive agreement with Lowe’s, Monrovia plants, currently sold in Home Depot in plain pots, will pull out of Home Depot." In the article David Kirby, the new vice-president of sales say's , "that Lowe’s agreeing to maintain the premium brand image, partly through pricing, was key to Monrovia making the agreement. Until 2010, Monrovia had sold exclusively to independent garden centers." Not sure what "premium brand" image they are talking about? It's the one independent garden centers worked many years to help Monrovia build. Oh well...

We have covered Monrovia at this blog over the years, and there is a lot of background info here. I always thought they would end up at the box stores even after they asked their independent customers to buy more, or else. I even met with Monrovia executives in 2011 who told me they would never let their branded plants go to the boxes.

They might do o.k with the Lowe's deal. Really, what other choice do they have? Many independents have stopped buying from them as they have begun their move into the box stores. In addition, many of Monrovia's independent customers have closed, or gone out of business. The only place that offers any growth for them in the short term is the box stores and chains. Even there, it's likely to be muted as the consolidation of the horticultural businesses continues and economics work against some of the larger wholesale operations, like Monrovia.

Sunset magazine, now a box store brand.

Sunset magazine seems intent on dragging itself into the box, and chain stores.  According to SFGate, "Sunset introduced a line of branded plants designed to thrive and shine in virtually every California garden. The introduction was timed to coincide with the release of the ninth edition of Sunset's influential Western Garden Book."  The article continues, "Sunset's Western Garden Collection is on nursery shelves in all 89 Orchard Supply Hardware stores and 40 Lowe's in California, and the company hopes to expand into selected small chains and independent garden centers."

The plants in the Sunset Western Garden Collection are not even new to the trade. They are in most cases already being sold, but will now be "branded" as "The Sunset Collection". Sunset say's, "The Sunset Western Garden Collection is the first live plant collection to focus exclusively on top performing plants for the Western gardener. The Sunset Western Garden Collection will debut this spring." What a bunch of crock! I, and other western independent garden centers have been selling plants that focus exclusively on the western gardener for many, many years. I guess our independent garden center brands don't count with Sunset.

When Sunset released the most recent edition of their "formally" influential Sunset Western Garden Book, many small garden retailers we're upset when the books showed up at Costco first. Topping  it off, they we're at  prices we small retailers would have to pay just to be able to sell them in our stores. Now Sunset disses the small locally owned garden centers that helped build the Sunset Brand over all those years, and heads straight to the box stores with their collection?

What's with all these branded plant collections? Does no one do anything original anymore? It's all cut and paste for these companies. Take existing plants or products, buy the rights, slap your name on them, tell people how original you are, and hope no one notices it's just more noise. Sunset magazine has managed in just a couple of attempts to alienate small locally owned garden centers across the west. Why would an independent garden center sell plants that are easily recognized as a "box store" brand with Sunsets name on them? I know we won't. Like other small western retailers we will concentrate on building our own brand. We have been "focusing exclusively on top performing plants for the Western gardener" long before this recent attempt to stay relevant from Sunset.

Saying one thing, doing another.

An interesting moment on Twitter today when a garden media personality got excited about seeing a certain plant brand in their local Lowe's, and decided to Tweet their excitement. A couple of independent garden centers decided to Tweet their displeasure to the personality. You see, they also carry that particular brand of plants, and are not too happy about being left out of the marketing.

You will see more of this as smaller, locally owned garden centers realize that they have the ability to answer back. It's also going to get a whole lot harder for "media" people and branding companies to claim they want to support independent, locally owned business all the while promoting the box stores instead.

Know Your Local Garden Pro

We had a new neighbor and customer come in yesterday all jazzed about growing their first vegetable garden. It seemed she was thankful to find someone to talk with about the local conditions. It seems that while The Internet has all the answers, it’s almost impossible to find the right answer for the right geographic location. You get info from all over the world, how do you narrow it down? Many if not most new gardeners would love to have someone local they can ask questions of. If you just moved to a new area, or are gardening for the first time the best advice you might receive is, “Know your local garden pro”

In some communities it might be the local Master Gardeners, garden club members, or neighbor that take on the role of "Garden Pro". In most places however it can, and should be the local well run garden center. They are the ones who deal day in and day out with the peculiarities and advantages of where you garden.  Here in the foothills and mountains of The Sierra we have folks all the time who see plants for sale way too early down in the Sacramento Valley, or our local box store. It falls to us, the "Local Garden Pro" to explain why they should wait to put those tomatoes in until May. Some don't like to hear that, and plant too early. After a year or two of disappointment, they finally realize we we're right.

We deal daily with younger people just starting out with their gardening. They have all the savvy and knowledge to look this stuff up on The Internet. I sense they are also looking for a trusted adviser to bounce ideas off. “Hey Trey, I just saw tomatoes for sale down in Folsom. Can we plant them here now?” The answer will save them time, money, and a huge amount of frustration. That’s where the locally owned garden center can really shine. What we said about The Internet is true in the neighborhood. Honesty and trust will, in the long run, trump the quick buck. The solution? Get to "know your local garden pro".

Is this nursery catalogue insensitive?

It appears that Plant Delights Nursery (PDN) as sparked a bit of controversy over their new catalog cover. So much so that Tony Avent who owns PDN, has had to remove comments from PDN's Facebook page. It appears it's upset some Penn State fans and others.  So many comments that Tony started a new Facebook page just for people to say (vent) what's on their minds. PDN and Tony Avent have created covers that have always been satirical, and controversial.

I post the cover here for you to see, and comment on. I have been at the center of controversy before, and it's not easy thing  listening to people say and do the darnedest things.  I guess it's the price we pay for allowing comments, and encouraging people to participate. It's OK to disagree and say what's on your mind, but before you do take a deep breath. Now, do you still want to say what you we're going to say? If so, OK. I think some people have let their emotions influence their better judgement.

So what do you think?

This is not "social media"

Today Twitter announced that, "soon, small businesses based in the United States will have the chance to take their Twitter marketing efforts to a new level. Starting in late March, we will introduce a new advertising offering that makes it simple for companies of any size to grow their businesses using our Promoted Tweets and Promoted Accounts products."

Social media is about making connections with those who want to make connections. It about receiving permission from the viewer to interact. As soon as you force your way into someones Twitter feed you are no longer being social. We talked about this last year when I noticed a tree company whom I didn't follow, showing up in my feed.  If I had wanted to follow them, I would have "followed" them. "Promoted Tweets" are a companies way of saying, "you don't know who to follow, so we are going to elbow our way into your life."

Here is a great post titled, "Is Your Business Antisocial?". Brian Solis say's, "when we take a step back to examine many of the leading business examples in social media, it’s clear that many are in actuality, illustrations of traditional marketing masquerading as genuine engagement." Promoted Tweets are just more traditional advertising, not social media.

What will happen with Twitter when it's filled with promotions for stuff you never wanted to receive? Will another platform arise that offers users an "ad free" experience? I guess we will find out.

Giving up control

Headed to Denver and the ProGreen Expo today. I'm putting on a presentation titled, "Social  Media is the New Village Square, where do you fit in?" Lot's of gardening businesses are using social media while others are looking and wondering, "what's in it for me and my business"? Hopefully by the end of the presentation they will have a plan of action, and a realization of what social media is all about.

Today Seth Godin say's, "Horizontal marketing isn't a new idea". Vertical marketing is what you saw during halftime at The Super Bowl. Ads designed to appeal to the masses. Marketing that,  "starts at the top and involves running ads, sending out direct mail and pushing hype through the media. Your money, your plans, your control. It might not work, but generally the worst outcome is that you will be ignored and need to spend more money."

Horizontal marketing is the crux of what we are going to discussing at my workshop. As  Seth say's Vertical marketing, "means creating a remarkable product and story and setting it up to spread from person to person. It's out of your control, because all the interactions are by passionate outsiders, not paid agents."

The only way Horizontal marketing can work is if we first start with a fantastic product or service. Many believe that social marketing might be a way to drive business to a less than stellar product, or business. Social media has the power to amplify a message, not make a poor message better. Horizontal, or social media marketing involves fans willingly spreading the good news of your offerings.  Learning which tools will help do that is on tap for tomorrows talk.

The hardest part of horizontal marketing as Seth say's, is "giving up control". You no longer can control the message or the speed that the message is spread. That's in the hands of today's marketing department, your "fans"!

Social Media Workshop for Garden Professionals

This February 8th I'll be holding a workshop on "Social Media is the New Village Square-Where Do You Fit In?". The workshop is held at The Pro-Green Expo in Denver, Colorado. We will discuss the use of social media in your marketing. Most importantly we discuss how to get your customers to spread the word of your wonderfulness. That's really the key to social media, make or do something wonderful and give your customers a method to spread the word.

This is the latest is a series of workshops and talks I have been holding for the trade. If your interested in having me put on a workshop, talk at your event, or train you or your staff on how to use the available social media platforms, contact me.

Build your brand!

There seems to be a lot of talk these days about the branding of plants.  The following was a post I wrote in 2006 about building your own brand first. I think it still applies, and maybe even more so these days.  Some of the links on the old post don't work. "Carol made a comment at my last post on Scott's.  She said 'Well, I guess Scott's must still think the independents are worth partnering with, still viable in the marketplace, still worthy of attention, so maybe that is good news?'

Yes, it is good news. We have never thought that independent nurseries were going to go away. We believe that the number of independent nurseries will fall, but the remaining ones should be better able to differentiate themselves from "The Boxes", and better follow their own "independent streak".

It"s that independent streak that needs to be nourished. It's so easy to fall into the trap of trying to please all the potential customers out there. A couple of people ask about Miracle-gro or Scott's Turf Builder and most garden centers will carry them to keep those people from shopping elsewhere. Don't want to loose a sale. Scott's wants to saturate the gardening public with its products like Nike does with sports. Chains, boxes, independents, or hardware stores, they all carry the stuff. It's a smart business move, and the reason Scott's is such a powerful brand.

What we would like to see is true independence. There are plenty of products out there that do as good or better job than Scott's. Find those and give people a choice. While 70% of the gardening public will always shop the big brands the other 30% would love to try something different, for a variety of reasons. We are an independent, not a chain store. Why carry chain store products?

We don't carry much that you will find in a box store. Most of my plants, fertilizer, soil amendments, and garden accessories won't be found in box stores. My suppliers have made a conscious effort to stick by the independents and we support them. They do not try to sell to both independents and chains. It's hard to please both kinds of customers. Maybe Scott's will pull it off, but I just don't know.

Large brands like Scott's, Hines, Bayer, and others belong in large brands like Home Depot, Lowe's, K-mart, and Wall Mart. They are for the 70% of the gardening public that will not be your best independent nursery customer. Focus on the 30% that are looking for something different. Having Scott's products on your shelf won't help in branding your small nursery.

Scott's products are not bad. They are better than many others being sold, and it shows in Scott's growth. We just feel that if you're going to travel the independent garden center route you ought to quickly differentiate yourself in the marketplace, and carrying what everyone else has won't do it."

Quit trying to please me!

Over at Garden Center Magazine they are talking trends in the garden center world. I enjoy reading this stuff whether I agree or not. It helps open your mind, and think about stuff beyond today. At the same time I hate trend reports!  Is that weird? My feeling has always been to start the trends, don't follow them.  So I find myself interested, yet jaded and skeptical. Turns out I am not alone.

Read the side bar at the Garden Center article titled, "Gen X customers demand a genuine retail experience".  I read a quote from a Gen. X on a Facebook post the other day. They said, "In this season of new-found 'political correctness', I am completely offended and infuriated by your attempts not to offend me. Therefore, I'll be boycotting as many of you as possible."

Until our trade quits obsessing over trying to "be cool", we'll never be cool. Quit trying to please me, and instead perform your craft or trade with the best of your ability.  That's cool.

Occupy the garden!

What is it about the Dig, Drop, and Done campaign that is missing? There is no way to spread the message, since there is no message to spread. When you watch the videos do you feel compelled to forward them to a friend? Do you hear a call to action? Where is the social object that we can use, and help spread? We have a product, bulbs. If you look at a tulip or daffodil bulb they are unique in shape and easily recognized. If this shape where used in a marketing campaign the bulb could become an easily shared "social object". Example: Showing Generation X or Y types under the cloak of darkness planting bulbs in abandoned city lot's, or street medians. Now the bulb is a object that can be used to spread a message.

"OTG" (Occupy The Garden!) might be more fitting for the time and place than Juliana's "On Trend" video.

"Occupy the Garden!" Spread the word.