The Hines Nursery Bankruptcy story is responsible for the largest amount of traffic to this site since we started in July of 2005. I realize that it is a huge story. A lot of independent garden centers and nurseries depend on Hines for much of their stock. They may not have the access to regional growers like we do here in California. They are concerned and worried about who, if anybody is next. We all know that the nursery business is in a rapid state of change. All we can do sometimes is just hold on for the ride. Here is a link to more post we have done on Hines.
Trade shows
Got a couple of comments on my post, "I couldn't make it to the IGC show." Sabine asked, â€Do you visit other garden centers that are not in your area whether on a faraway trip or 100 plus miles away? If you call ahead, how are you received? And have you ever had a fellow garden center stop by for a visit? Do you like them?†The answer is yes! Monica and I almost always stop in and visit nurseries where we are traveling. I let them know who we are and that we are just checking things out. Most of the time they are thrilled, just like when I receive visits from other nurseries. We just had a visit a couple of months ago from the manager of Amador Flower Farm. It's about 30 miles from here. Apparently some of our customers we're there and raved about us ,so he made the trip to visit. The best part is he bought some plants! I say visit other garden centers as much as possible. As far as the IGC show I agree that being there would be the best experience. What's being missed is we CAN"T go. Like Sabine said, " We were planning on going but couldn’t for two reasons, timing, we are super busy right now with getting our little garden center up and running (open by spring 2009) and secondly, money. It would have cost over $3,000 just to travel there, hotel, food, trade show, and registration. That money would cover the new doors on the greenhouse or half of the shade structure."
Small garden centers are always left out of the loop. That's just the way it is. We don't have the money, or time to fly half way across the country. Besides we have trade shows a lot closer to us, like San Francisco. The other thing is after going to trade shows for the last 25 years they just don't excite me much. Yea, I am burned out on them. I go the the Nor Cal show every so often and it just doesn't cut it for me anymore. Please don't take this as a put down of trade shows. It's just that for me personally the idea of attending doesn't get my juices flowing. That's why I like the idea of simulcasting the speakers presentations. At least we could be involved at a level we can afford in time, money, or intrest.
More about the Hines Horticulture bankruptcy
The Hines Nursery bankruptcy is no surprise here. Over the last couple of years the number of visitors that come to this blog looking for Hines Nursery News has been steadily growing. Google Hines Nursery Blog and up comes this blog. All this time the people most affected by the problems at Hines have been coming to this blog and this one particular post for information. I, and anyone who checked in on that post over the last year could see the writing on the wall.
This amazes me! One of the biggest horticultural concerns around goes bankrupt and the only information you could get about what was going on over the last year was management saying they have a plan, and the people who worked at Hines telling it like it is here.
Why did this blog become a lightning rod for Hines Nursery News? It was the only place where people who worked with Hines could speak their mind and be heard. Following the stats you could see someone would post a comment and soon someone at Hines would check it out. Pretty soon people who didn't bookmark the blog address would Google “Hines Gecko Blog†to get here.
There is another reason why this became the place to go for info on Hines. From the very beginning my posts about Hines have been from the perspective of a former customer. The small nursery that felt left out as companies like Hines sold their souls to Home Depot and Lowes. That's their right, but so what. It still amazed me that a company like Hines would sign on to a program like pay for scan, where they are not paid till Home Depot sells it. If the mega chain didn't sell a plant, Hines wasn't paid. Let them all die on the tarmac, even before they got into the store? Home Depot didn't pay, Hines picked up the bill, and the dead plants. Of course none of us small, independent garden centers ever received this type of special treatment.
Things have changed. Before small garden centers like mine could only speak up at trade events or to sales reps. Now we have blogs where we can speak our minds, and it's changing the face of the horticultural world.
Hines Horticulture files for bankruptcy!
I was wondering why this blog was getting a large amount of visitors today looking for info on Hines Nurseries. Now I know! According to Greenhouse Grower Hines Horticulture has filed for bankruptcy. According to Greenhouse Growers web site, "Hines Horticulture filed for bankruptcy, the company announced Wednesday, after listing debt of as much as $500 million and assets of less than $50,000 in Chapter 11 documents filed. The news is disappointing to us at Greenhouse Grower because Hines made strides over the last couple of years to set the company on the right course for the future." We have been discussing the situation at Hines, one of the largest wholesale nurseries in the country for the last couple of years here. This August 2007 post on Hines has over 36 comments from employees and others. Anyone reading that post and the comments could see the writing on the wall. I am proud that this blog offered a place for people who felt let down by the company, as well as those who support the company to express their views.
Listening
I wanted to talk about some of the things that we are doing to keep business going during these rough economic times. Over at Fishing for Customers Blog. Chuck McKay has 7 areas to focus on. Yesterday he was focusing on revenue and customer service. The last paragraph is what interested me. “Listen to what your customers are telling you. Watch how they're behaving. Consider what it feels like to be your customer in this economy. What would you do in their situation?â€
Interesting comment from Jodie at Glenwild Garden in northern New Jersey. “Interestingly, we’ve had what seems to be a great year, until you look at the numbers. What I mean is, we’ve had great responses from people, more new customers from farther away, lot’s of traffic, etc.–however, sales are down. People just aren’t laying out the money the way they used to. Me either, and I’m a good little consumer, sad to say.†This is exactly our experience here this year.
Listening to the customer involves getting out of the office. I am making sure to not let the bills, ordering,etc. get in the way of walking the nursery and working with the customer. By being out there I have discovered all sorts of areas where we can increase our selection, and others that we are going to let go. My fertilizer sales are up because of listening to the customer and bringing in what they want.
Here is what I think happens. After being in business for so long we start to think we know what it is people want. We hang amongst ourselves at trade shows looking for the answers. Over at Garden Rant Amy is at the IGC (Independent garden center show) reporting that “ ...everybody in the garden center industry is trying to read the tea leaves about how to appeal to two mysterious groups: women and Gen X/Y.â€
While I agree that females are a garden centers largest customer base, it's actually the crowd 40 and over that make up our biggest customer segment. Why worry about how to appeal to gen x and y when the “baby boomers†are out their right now walking the nursery. Amazingly there are some things that Gen x and y want that generation “baby boomer's†want, too.
Rather than wondering what our customers want based on generational differences I think our customers group around ideas. “Organic gardening†appeals to gen x and baby boomer's. The same with “specialty fertilizers†like bat guano, or alfalfa meal. They are purchased by a cross section of generations. Succulents seem to be enjoyed by old and young alike.
Talk to your customers, look at them not based on their generation, but on their “global†views? Once we know what our customers are “into†we can make sure we have plenty of “itâ€. Trying to figure our entire generations and their buying habits is too difficult. Instead people group in tribes, whether they know it or not. The "organic gardening tribeâ€, "native plant enthusiast tribe", "vegetable and fruit growing tribe", "perennial enthusiasts tribe", etc. Once you figure out what tribes are spending the most with you you can focus on them, regardless of which generation they are in.
Comment function fixed
For some reason the little box that should have been left unchecked got checked. With the last couple of posts your comments couldn't be posted. They can now. You always assume the blogger is aware of these things when most of the time it's the readers that alert me. Thanks to Jodie at Glenwild Garden Center for the heads up.
I couldn't make it to the IGC show in Chicago
Over at Open Register they say, " Retailers remain upbeat despite economic pressures". "Consultant Ian Baldwin’s talk, 'Maximizing Profits in a Soft Economy,' drew a big crowd of retailers attending the Independent Garden Center Show in Chicago..." I would have liked to attend that seminar, but unlike many of my fellow nursery people there was no way I was going to make it to Chicago for this event. Are there others like me who find making trip away from the nursery just about impossible? The future of the trade show is to take it to the internet. Why can't we take a virtual tour of the show? Walk up and down the aisles with our mouse (computer type) and stop at each vendors booth. Aim your cursor at the booth and up comes information on that company, with links to the companies web site. Why not offer vendor specials to people touring the show virtually. Want to hear the speakers? The talks would be live, with questions from the virtual and in the flesh audience. The talks could be downloaded for a nominal fee and used by nurseries for employee training or inspiration.
While trade shows can be fun, how can the majority of small garden center owners make it all the way to Chicago? The people who can use this information the most won't be able to take advantage of it. Put it on the web where we can decide which speaker to listen to, pay the fee and learn. This would involve a lot more small garden centers that want, but just can't get away from the nursery. With the tough economic times some just can't afford to.
How small garden centers can survive the downturn.
Wanted to thank Jodie of Glenwild Garden Center in northern New Jersey for the tee shirt. Monica is now a "Glenwilder Gardener". Jodie has commented here at this blog before. This is great as we had sent Jodie a shirt from our store and the same person, Jodie's childhood friend delivered the shirt.
The interesting thing here is that through this medium of the internet we are making connections as real as if we we're meeting in flesh. Thanks Jodie.
Meanwhile over at Fishing for Customers blog Chuck has a post called "Bad news for business owners" That got my attention. He list 7 things business like Jodie's and mine can do to make it through this slowdown, and let me tell you out here in California it's real slow. Here are the areas he focuses on,
1.Concentrate on business and customer service. 2.Cherish your existing customers. 3.Accelerate your advertising and PR. 4.Adjust your staffing. 5.Lower your profit margins. 6.Speed up cash flow. 7.Cut overhead.
He is going to discuss each one over the next week, so if your interested head on over to Chucks Blog. I thought we could go over these things here, and discuss how we here at the Golden Gecko have already implemented most of these ideas. Right now though I have to take care of #1, and that's great customer service, which I won't providing if I sit here any longer.
Join our LinkedIn group
A day in the garden center involves a lot of socializing. By the end of the day you are often tired of socializing, and just want to rest. This is one reason I believe trade organizations have a hard time getting members to the meetings. It's not that we don't want to share information, it's just we are so tired. That's what I like about sharing on the Internet. We can do it in our own way, in the bedroom in our robe or sitting under a tree not having to physically interact. I think the possibilities for interaction amongst similar minded people is so important that it shouldn't be missed. How do we connect?
LinkedIn is a social utility that seems to rank high on search engines. As such it is a great place to start. Many of you already have LinkedIn accounts, and opening a account is easy. I started a group called “Garden centers, nurseries, and new media.†If you have a LinkedIn account you can simply request membership in the group through my LinkedIn page. It would be great for like minded people to be able to identify one another, and by being in the group makes it that much easier.
As a small agricultural business there are a lot of forces that can be allied against you. It's nice to know you can communicate with others that share your concerns, in a quick and timely manner. It connects you with people in your line of work, and others that have other lines of work that involve garden centers, nurseries, and gardening. Garden writers, trade publications, garden bloggers, nursery owners, managers, employees, wholesale operations, etc. The two binding features of the group are an interest in the business of gardening, and the use of new media. You know who you are, and if you feel it would help you, then join up. This should not be a trade group, but a group of like minded people from across the gardening spectrum. With so many trade organizations, you are surrounded by people who share the same profession, but not necessarily the same philosophy when it comes to social media.
If you don't have a LinkedIn account open one here. Once you have that account head to my home page here. To become a connection hit the yellow "Full Profile" for my page and then hit the "add Trey to your network" button on the top right. Once I have accepted your invitation to connect you will see the groups I belong to. Look for the Felco pruners and scabbard, that's the group's (really cool) logo. Hit that button and follow the instruction's. It's all so easy.
There is nothing for you to do after that. How much you interact with other people is completely under your control. I think you will find once the group gets going, the possibilities are endless. What a great opportunity to interact with others who share our same passions.
Can you hear me now!
Something happened here a month or so ago that might surprise you. We got a cell signal! Verizon built a new tower on a mountain near here and now we can use our cell phones. Yes, just 40 miles from the state capitol of Sacramento we we're unable to receive a cell signal because of the hills and mountains. So for the first time the other day a customer used the phone to call home and see if they already had the fertilizer I had recommended. Now the sales reps that dare to make the trip up here won't act like they are in Timbuktu because their cell phones don't work. I actually liked not having the service here. It was different and forced people to focus on the garden rather than the cell phone. Oh well. We don't have high speed internet up here either. Comcast hasn't strung a cable yet. If you want something that resembles high speed you have to go with Satellite, which is quite expensive to set up. What all this means is my attempts at new media don't effect most of my customers or readers here, yet. I am hoping that the technology I saw, where you can use your cell phone to allow internet access on you computer will bring the high speed to more people up here.
Even without the high speed internet we continue to build our presence on the web. When the time comes we will be there.
Connections
Connections are being made online. If your not online you won't know these connections are being made. Your on line if your reading this, but if you have been waiting to get involved now is the time. It's funny how the same people, or type of people show up at the various social media. I spent yesterday getting connected with others on LinkedIN . I hadn't done much with this the last year or so, but now I have connected with all sorts of people who I have met via my blog. The same goes for Twitter. Many of the same interesting people who I have met through the blog are there.
The idea of a garden center blog is not about driving customers to your store, but rather in allowing you to express yourself. That's the fun of a blog. You can write what you want, and if it's interesting people will interact. I have found that in my corner of the horticultural world there is a great interest in connecting. In the past the only way for the nursery person to connect with others was through trade organizations, and the attendant monthly meetings.
Now we are connecting on our own! Like minded people are finding each other. The next big things, as well as the little things are being talked about on the Internet. If you feel you have something to say, then now is the time to get out there and speak your mind. How can we connect if your not out there in the game? Remember, lot's of this social media is so new that the only people using it are what's called “early adaptersâ€. Sure you won't find a lot of your customers or fellow nurserypeople online YET. That will change over time. The sooner you start the better.
Garden centers don't blog. People who work at garden centers blog.
Everything you do builds your brand. You have a personal brand and some have a business brand. You can tell a lot about a business by reading their blogs, if they have one. If I know that a company, be it one person or hundreds, looks at it's blog posts simply as a way to monetize the interaction with the customer that tells you a lot. My blog seems to confuse those who would like to see customer interactions simply as a way to make money. They don't understand that sometimes you want to blog about stuff that might just interest you. Susan's comment at my last post was, "Gee, I always thinking how great it would be if I were local enough to shop at the Golden Gecko because I feel I KNOW YOU through this blog, but retail blogging is so new, who knows how the finances will shake out a couple of years from now? Anyhoo, you enjoy it and not everything can be measured in cold-cash calculations. Certainly not the joys of writing."
Gee, my brand is recognized by a lady who lives on the other side of the country. How does that make me money? I don't know or care. I do know that if I we're to start a internet plant business I have friends in different parts of the world who just might champion the brand when it comes their way. They know me and my company. They have been reading my blog for the last three plus years, and can expect a certain response from my company.
Blogging is also about learning. I have been inspired and fortunate to interact with the people who visit this place. How can put a price on my blog relationships. They are priceless.
So follow your muse. Write about what you want. Save the web page, e-news, and other communications for business. Use your blog to express yourself. The most successful blogs I see out there are the ones that people write because they love what they do.
Garden Centers Shouldn't Blog?
Over at Doug's Blog he writes a post titled "Garden Centers Shouldn't Blog". Read it and see if you agree or not. If you already believe that blogs are a waste of time, this will validate that. I was recently interviewed by a magazine that asked if I could cite how much our revenue has grown since starting my blog. I have no idea if it's driven any new business into the store. Just wanted to write about stuff that interested me. If your going to blog do it because you want to, not because it's cool. I love this quote, "you’re in the nursery business - not the information-business.". Next time somebody brings a leaf in and wants it identified I'll tell them, "I am in the nursery business, not the information business." 'What's the difference between organic and synthetic pesticides?" "I am in the nursery business, not the information business. Get your answers at Doug's Blog."
Doug's advice on web pages, " You need a website and you need it optimized for local searches. You need to have something up there that that speaks to local folks so when they search for a garden center in “anytown†- you’re going to pop up." This is excellent advice!
This is why blogging is looked at suspiciously by those who want to measure the results of the time spent. Why spend time blogging if you can't monetize the experience. Blogging is not about driving customers to the store. It's about SHARING INFORMATION and learning from one another.
I am sure Doug would laugh at my new found interest in "Twitter". No way that's going to bring me customers. Here is the bottom line. All this stuff is so new we can't possibly know where it's going or how big it's going to get. You are either "on the bus" or not. Doug and I are.
Is the term "garden center" played?
Per Steve's comment at my last post " Is the term ‘garden center’ the limiting factor?". This was in response to my idea that we in the garden center business could become the trusted source for information on all things natural. My question to you, is the term Garden Center a limiting description of what we are? This is a big question in the garden center businesses these days. Just like the issue of not using the term "gardener", which is suppose to be seen negatively in the eye's of the modern customer. I don't know if I agree with that, but I have been calling our store The Golden Gecko Garden's and Nursery. Is the term "garden center" limiting? Does the younger generation know what the term "garden center" means? Does it give a false impression of what we do? Should we even be worrying about this?
Become the trusted source of all thing's natural
According to The Independent newspaper, "Sir David Attenborough warned that children who lack any understanding of the natural world would not grow into adults who cared about the environment." The paper continues, "Children have lost touch with the natural world and are unable to identify common animals and plants, according to a survey." This comes as no surprise here. A whole generation, or two has lost touch with the natural world. This could be a huge concern for us in the horticulture business, but I will look at it as a huge opportunity. We talked about this last year. Small garden centers can become the new information place for all things natural. We have an incredible opportunity to be be the place that teaches the next generation how to be better stewards of the land.