Buy quality-all the time

With all the talk concerning, “buying local” it’s important to realize that local doesn't always equal quality. I prefer quality over local. Of course if it’s local and quality made that’s great, but I think in our efforts to promote “local” we might be missing the big picture. Rather than the “buy local” theme going around this year it would be nice to promote “quality and "craftsmanship”, where ever it’s from. Like it our not we all reside on this planet, and trade with other nations is what “makes the world  go round”.

Right now this sign is floating around on Facebook. It asks how buying discounted stuff from China is going to help the economy in the USA?  What if I buy cheap stuff from the tourist spots at Fisherman's Wharf? Is it OK because the store is here and locally owned, but the stuff is from another country? To be a “ conscientious buyer” do I have to buy only stuff made in The USA, and only at a locally owned store? Is China the only source for poorly made stuff? What if it's poorly made and from LA?

I understand the feeling behind the “shop local” theme. I think better would be to eschew poorly made crap for quality stuff, no matter where it’s made. After all the locally owned store that sells imported quality products needs support, too.

I would change the sign to:

"How is buying crap wherever it's made help the economy? Buy quality made products from quality stores, locally owned if possible. Buy quality-all the time".

Just my thoughts on this rainy day here in northern California while drinking my coffee sourced from Indonesia and Central America and roasted in Canada.

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.

Building the virtual trade show

While it would be nice if everyone could attend trade shows like The IGC Show in Chicago, the fact is not everyone can. To help those who cannot make some of these trade shows we developed a Facebook page, IGC Marketplace for vendors and buyers to connect. Have  a service or product you would like to see sold at Independent Garden Centers? Are you a nursery person looking for ideas and products that will differentiate your store from the rest? Our page might just be the answer. The future of independent garden centers is being built in forums and pages just like this.  The IGC Marketplace is the only member run marketplace for the garden trade in the world. Why not give it a try? Go here to check it out. Kind of like a virtual trade show. Plus, we have that really cool logo.

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.

Make it easy to connect

Met a marketing consultant/nurserywoman at The IGC Show today. I thought her business cards we're cool. The front is a typical biz card, but it's the other side I liked most. It has all the different way's you can reach her, with the easy to recognize social media logos. It makes it very easy to connect using your favorite platform.  The next time I need more cards, this might be the way to go.

Groupon sinking

The daily deal site Groupon, was all the rage in the retail world just a year ago. It seemed that retailers had found the secret to success. Just  give your product or service away, and watch the customers flow through the doors. Once they have seen your amazing offerings they will return again and again to buy stuff you CAN make money on. Why does small business, or any business fall for stuff like this? We talked about Groupon a few times here at this blog, and warned against getting involved with them. Seems these days Groupon is losing staff and money at a fairly good clip. Their stock is down 75% from it's November 2011 IPO and they are losing staff.  I don't have a lot of sympathy for Groupon, since they seem to be built on the backs of small businesses who for one reason or another fell under their spell. Usually it's smaller retailers desperate for traffic flow that jump on board with Groupon in the hope that volume somehow trumps profit, or the quality of their offerings. It also assumes that people  care only about "cheap'. I think the customers we are looking for don't necessarily feel that way, and don't respond to "price only".

Will you be at The IGC Show in August?

In August the largest trade show for Independent Garden Centers takes place in Chicago. The Independent Garden Center Show website say's,  "...210,000 square feet of vendor exhibits stretch far out toward the stunning blue waters of Lake Michigan at Navy Pier, where more than 1,000 exhibitors meet face-to-face with thousands of IGC buyers – just like you – from all over the country and around the world. The flower-filled streets framing downtown Chicago’s stores, restaurants, attractions and sights, plus spectacular Navy Pier, lakeside Chicago’s No. 1 destination (and proud home to the IGC Show, its largest annual event), add to the excitement." Until last year I had not been to Chicago since the late 70's, passing through on the "old grey dog" (Greyhound). That was a epic trip! Last year I was quite taken with the beautiful shoreline, as well as downtown Chicago. I was pleasantly surprised to find out how much fun walking around downtown Chicago can be. I look forward to returning in August. Our Facebook group, Independent Garden Centers and Nurseries receives special pricing for the workshops, as well as a discounted rate for attending the garden center tour. When your a member of our group you also get to hang with us in "the VIP balcony lounge" upstairs – along with a open free beer & wine bar. We'll enjoy the performance of Dennis DeYoung of STYX.

IGCN BUTTON

If your a owner, or employee of a independent garden center or nursery go here to join our group.

Disclosure: I am a guest of the IGC show, and and as such receive compensation for my attendance.

The new IGC Marketplace

Want to join others who are changing the way business is done in horticulture? The new IGC Marketplace on Facebook is a closed group for vendors to share what they have, and IGC owners & staffers to ask for what they need. It's not mean to take away from the various trade shows available, but rather to enhance the possibilities for members. The rules are simple at The IGC Marketplace.

1. Products posted must be garden related (no iPods, shoes, etc.)

2. Don't post pricing. We don't want issues with price fixing. Haggle that part out via private message.

Well, that seems simple. It's a place to meet, see whats available, and make contacts. If your a vendor be sure to get on the vendor list so potential customers can learn more about you.

Since it's a closed group everyone taking part is identified, which makes it a brighter, friendlier place to do business. No spam, no anonymous posts, no pressure, and no travel.

To change the world, go here.

Unless someone like you cares a whole awful lot...

My last post "Want Bio-Diversity in the garden? Plant natives" elicited a comment from a nursery woman in St Louis, Ellen Barredo. She say's, "The Horticulture Co-op along with the Missouri Botanical Garden hosted Doug Tallamy. Two weeks ago here in St Louis! Great speaker, great message. Anybody interested in this topic will not go wrong with this engaging speaker. The insect photos were awesome! The sad part was the attendance, 96 people of a possible 200 bought a ticket up to hear his message, attend other lectures, participate in the silent auction, or interact with vendor booths of local nurseries. Economy is improving somewhat here in St. Louis, so I was surprised! The breakdown occurs when you can’t get the media interested in promoting the topic and the speaker. More interested in sensational news." Sensational news like the new Lorax movie by Universal pictures. Many of my friends in the trade are excited about tying promotions to the movie. We're told that it presents an opportunity to take the enthusiasm for planting Truffula trees and turn it into enthusiasm for "Plant Something".   As Frank from New York City Garden say's in the comments, "Have you ever seen the ‘plant native’ back lashing given over at garden rant?! And you would think gardeners are the most likely to support such things, but man do some hate the idea. Meanwhile, I've seen invasive plants being planted more and more (like purple loosestrife). Oy."

So what's our message? "Plant Something?" It apparently does not matter what you plant.  In the case of The Lorax and IHOP you can plant Blue Spruce or Canadian White Pine, neither which grow well here in California. I know most of my friends in the nursery trade will disagree with me on this. "Trey, how can you not take advantage of this great opportunity to leverage the interest in planting trees from the movie?" I certainly would love to see an uptick in people interested in planting trees, but frankly the message Universal Pictures, Mazda, IHOP, and Hewlett Packard are sending via The Lorax doesn't "speak to me". More sensationalism that wanes away once people realize that "Truffla Approved" is for sale to the highest bidder, like Mazda. My daughter, and some trade friends told me I am over reacting. Commercialism is a part of our culture, and most younger people are use to it. Go with the flow, and jump on the bandwagon. Plant something! It's Truffula Tree approved! I can't, on account of the advice of the Lorax.  "Unless someone like you cares a whole awful lot, nothing is going to get better. It’s not.”

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".

The Lorax and IHOP want you to plant trees

Have you heard about the IHOP and The Lorax Sweepstakes? If you haven't you can, "visit any participating IHOP (resturant) starting February 20. Kids 3-12 get a free Lorax bookmark (while supplies last).  Plant the tree seed paper on the bookmark and help IHOP plant 3 million trees. Seed paper contains an evergreen mix of Blue Spruce and Canadian White Pine which may grow 20-40 feet wide. May be planted in a container to minimize size."

The Lorax is the children's book written by Dr. Seuss that, "chronicles the plight of the environment and the Lorax, who speaks for the trees against the greedy Once-ler." The Lorax Movie is being put out by Universal pictures who has partnered with IHOP to make as much out of it has they can. There is a sweepstakes and a couple of links to help you either,  "be more friendly to the environment" or "hug a tree, and have it hug you back."

Is this a worthwhile project? Some of my colleagues feel that it's a positive. Anything we can do to get people interested in trees and the outside world is good.  Hopefully they might come into the nursery asking for advice. Others feel giving away seed of trees that don't grow well in our climate (California) only sets people up for disappointment.  The idea that these trees can really be kept in a container to "minimize size" is not practical, either.  Is this the  classic question of the ends justifying the means? Perhaps  a child inspired by the movie and the potential trees that come from such tiny seeds is worth it? Or is this just a case of a couple of huge companies trying to capitalize on the Eco-movement, and nothing more? A little of both?

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"!

Still a big opportunity for "real" green businesses

Had no idea the hullabaloo that would arise after my Tweet of an article from Garden Center Magazine about the partnership between Scotts Miracle-Gro and The National Wildlife Federation and their "Be Out There" campaign. It illustrates well the the idea behind my last post, "You Can't Design a Marketing Campaign to Go Viral". It picked up a life of it's own because people feel passionate about the subject, and decided to share with their friends. Passion helps spread ideas.

I found this post from July of 2008 after searching my blog for the term, "greenwashing". The only thing I would change from that post is this sentence, "Blogs are becoming the the news source for the new millennium." To be relevant today it should say, "Social media is becoming the news source for the new millennium."

Here is my Twitter account if you would like to follow.

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.