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.

Chicago, the city of flowers and vegetables

Some cities just know how to put on a show. Chicago has plantings like this all over town. Each one seems unique, and all are kept looking great.

I attended a talk this morning at The IGC (Independent Garden Centers) Show here in Chicago by Rick Bayless, award-winning chef-restaurateur, cookbook author, and TV personality. What's really cool is he  harvests organic herbs, vegetables and other edibles from his home garden  and other city gardens for his restaurants, Topolobampo and Frontera Grill.  He mentions that just twenty years ago there were no farmers markets in Chicago, so he started growing his own! Now,

any top notch restaurant in the city MUST use fresh vegetables grown locally. Yes, they also grow them on the rooftops of the city.

The edible craze will certainly die down, but it will not go away. It's a great opportunity for those of us who sell gardening. We have waited for years for this kind of opportunity. Food and gardening just go together. Having a representative of the trend like Rick will only encourage people even more to "grow their own".

A perfect match

These folks have the right idea! Located near Half Moon Bay, Ca. this is Blue Sky Farms. In the late 70's I almost wen't to work for the landscaping division of this company, but moved to the mountains instead. Nice to see they are still around. The photo was taken by Angela Treadwell-Palmer, of Plants Nouveau.

Success by thinking small

Finding businesses and people who have become successful by thinking and staying small is a pleasure of mine. "Small is cool" is about people and business who have found success by traveling  a different path. The competition in the nursery trade is fierce, with the box stores bringing in the very suppliers that at one time we're exclusive to the independent channel. Trying to compete on their scale is impossible for most  smaller garden shops, so we need to find a different way. I see examples of different businesses who have achieved some success, however they define it, by staying true to their beliefs and staying small. Today in SFGate an article titled, "Wine shops find success in thinking small"caught my eye. Wine merchants have many of the same concerns as garden centers might have. We read that, "of course, great wine boutiques have been here all along. But in recent years, those who deliberately chose the small path have seen customer loyalty survive even when the recession pushed a $60 splurge down to $20." It continues with, "supermarkets and large retailers like BevMo have always offered ease of shopping - although at times it feels like I'm staring at a long row of wines that came from the same big spigot. But buying wine is becoming more intimate. Customers are willing to pay for expert curation."

So while the big suppliers like BevMo and Costco will always have a market, these wine merchants in the SFGate article have found a way to survive and thrive by, "...downsizing. Similar to what happened on Bay Area wine lists, buyers decided they didn't have to be all things to all people. Stores could be smaller, which meant lower rents and the chance to do one thing really well."  Some garden centers are starting to see this, and are headed in that direction. Should you?

"BOTANICUS INTERACTICUS": Interactive Plant Technology

This is a research project from Disney where plants with electrodes placed in the soil turn the plant into a multi-touch interface that can operate computers and other electronic devices. Fascinating stuff.

"Botanicus Interacticus is a technology for designing highly expressive interactive plants, both living and artificial. The technology is driven by the rapid fusion of our computing and living spaces. Botanicus Interacticus an interaction platform that takes interaction from computing devices and places it anywhere in the physical environment. In particular we are targeting living plants.

Botanicus Interacticus has a number of unique properties. This instrumentation of plants is simple, non-invasive, and does not damage the plants. It requires only a single wire placed anywhere in the soil. The interaction with plants goes beyond simple touch and allows rich gestural interaction. Examples include: sliding fingers on the stem of the orchid, detecting touch and grasp location, tracking proximity, and estimating the amount of touch contact between user and a plant.

Botanicus Interacticus also deconstructs the electrical properties of plants and replicates them using electrical components. This allows the design of a broad variety of biologically inspired artificial plants that behave nearly the same as their biological counterparts. The same sensing technology is used with both living and artificial plants.

A broad range of applications are possible with Botanicus Interacticus technology: designing interactive responsive environments and new forms of living interaction devices as well as developing organic ambient and pervasive interfaces."

Botanicus Interacticus: Interactive plant technology.

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.

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".

Capitol Nursery in Sacramento closing it's flagship store

Capitol Nursery in Sacramento will be closing it's original retail outlet on Freeport Blvd. this Labor Day. According to The Sacramento Bee, "The chain's longtime owner, Chuck Armstrong, whose father and uncle founded the company in 1936, will retire at the end of August." Capitol Nursery has two other locations which will remain open.Over 40 part and full time employees will lose their jobs. Capitol Nurseries problems can be traced to a couple of obvious reasons. As Farmer Fred Hoffman said in The Bee Article, "It's the economy,...with the foreclosures, all those empty homes don't need landscaping." Also important, when gardening changed Capitol didn't change with it. According to owner Chuck Armstrong, "the closure of his flagship location indicates a disappointing culture change. Gardening no longer holds the old-fashioned allure that it did in the past. He said, "Years ago, on just about any block on a spring day, you would see dozens of people out in their yards, gardening. You just don't see that anymore."

This is why I feel staying small and nimble is the best bet for garden centers at this time. The changes come faster and faster these days, and large operations like Capitol have a difficult time turning the ship of commerce when necessary. When we went from selling mostly ornamental plants to selling vegetables there we're just too many gardening places still in business for the need. According to The Bee, "Since the start of the recession, nurseries around the country – including a half-dozen in the Sacramento region – have closed." There are plenty more to come.

What many people don't see are the suppliers who get hurt when this happens. Klupenger's Nursery, which has been supplying garden centers for 60 years just announced the closure of their Aurora, Oregon business. Between Capitol and Klupenger's there is 100 years of nursery experience being lost. While it's easy to say this or that is the reason these places are closing, it's a shame to see so many good nursery people out of work. Best of luck to them all.

I received this press release from Capitol Nursery after this post was written. Thanks to Keith Miner for forwarding this to me.

"Capital Nursery Freeport is Relocating All Operations to Elk Grove and Citrus Heights Stores. After 76 years, the Freeport Boulevard store is closing. The Elk Grove and Citrus Heights stores are under new management.

Capital Nursery, Northern California's premier choice for plants, landscape products, and garden services for more than three generations, is relocating its Freeport Boulevard operations to its Elk Grove and Citrus Heights stores at the end of this month. Under new management, the Elk Grove and Citrus Heights locations are ready to reclaim their long-held position as the number one trusted retail nursery in Northern California.

The Raley's supermarket chain, which for years has been interested in purchasing the nursery's Freeport property, recently made an offer that Capital Nursery could not turn down. A store closing sale will commence this weekend, offering a great opportunity for customers to stock up on gardening and landscaping needs. With the consolidation of operations into two locations, Capital Nursery is positioning itself to vigorously reestablish itself in the market, reconnect with longtime loyal customers, expand its customer base, and recreate the special quality garden center environment that Sacramento families have enjoyed visiting for decades.

About Capital Nursery

Founded in 1936 by the Armstrong brothers, Eugene and Charles, family-owned Capital Nursery has served multiple generations of Sacramento gardeners and homeowners. For decades, it had been the preeminent nursery in Northern California—with a reputation for the finest plant material and quality landscaping."

The cost of cheap, Panama Pottery closes after 99 years

Panama Pottery has been operating out of Sacramento for the last 99 years but is now closing.  As one of

the last  pottery makers in the area the current owners cited State regulations and the box stores for their demise. According to The Sacramento Bee, the current owner, Carol Honda says she ..."got roped in by its charm. There are kilns as big as rooms and mounds of shards that tempt you to dig deep for a piece of the place's 99-year history." Unfortunately, after buying the facility the owners we're informed by CAl OSHA (California Occupational Safety and Health Administration) that "expensive renovations (we're) needed to continue running the factory". In addition customers said they could buy similar products at Home Depot and Costco at lower prices. According to Honda, "the pots that we were making didn't work any different than the ones coming from Mexico and China, and they cost twice as much. In addition she adds "'foreign companies"' buy the clay from Lincoln, CA. They ship it to Mexico, make a pot and ship it back to us for cheaper than we could manufacture it.'"

How is it that the clay which is local, can be shipped to another country and made into pots cheaper than we can do it here? Do people realize that this kind of stuff is why we are losing our place as "makers", and have become a country of "users". Do the customers who say they can buy stuff cheaper at Home Depot or Costco realize what they are responsible for? Yes, where you do your shopping does make a difference. Instead of always looking for the "cheapest" stuff maybe we could look at the big picture once and awhile?

Bridging the generation gap

Watching a customer yesterday struggle to get out of their car reminded me of how precious our time here is.  In our rush to embrace new technology and the youth market I hope we don’t forget our older customers. It reminded me that the simplest things for you and me to do might very well be a struggle for others.  Our society can be measured by how we treat our elders. Do we look to them for wisdom, or shunt them off to the “old folk’s home”? We know the answer, and it's not good. So much is changing and for older folks it can be quite frightening. While you or I may say we want to “embrace change” often it’s our way of being “brave”. Author Bruce Sterling put it best in his closing remarks at Reboot 11, “Dark Euphoria is what the twenty-teens feels like. Things are just falling apart, you can’t believe the possibilities, it’s like anything is possible, but you never realized you’re going to have to dread it so much. It’s like a leap into the unknown. You’re falling toward earth at nine hundred kilometres an hour and then you realize there’s no earth there.”

As the societal ground shifts beneath our feet keep in mind the older folks who may be looking for something to hang their hopes on. The garden provides continuity and hope for us all, and is a place where young and old can come together. With the decline in garden clubs it’s an opportunity to create new clubs filled with hope and fun. This is where the local garden center can become involved. Create your own garden club and invite old and young alike to join. While garden clubs have always been places to learn from one another, they are also community building.

It’s difficult these days to get everyone in one room, at one time anymore. That’s where social media can be a benefit. It can provide a way for people to “meet” virtually. If you’re older, less tech savvy membership is confused by social media; maybe you could hold classes on how to use it. Teach people how to use these new tools. Show them how it can foster community even while sitting at home looking at a screen. Once you have built your “club” his way, it will be easier to gather people up physically for meetings and events.

This post was inspired by this drawing. It’s by author and illustrator, Maira Kalman and reminded me of a customer we had the other day. Every time someone of a certain age walks through your door keep this picture in mind. It helps keep things in perspective.

Are blogs relevant in today's social media world?

I was asked the other day what non-horticulture attributes, or classes have helped me in my blogging. Really, there are few classes that helped with my writing. Looking back, perhaps a journalism class or English class where I paid attention might have been helpful. I find English a more enjoyable subject now, as I am interested in cleaning up my writing a bit. The most important attribute however is passion. You have to want to communicate with others, which was the impetus for this blog. Really, that’s where we stand with all of social media today. To be effective you have to reach your intended audience. At first my blog was geared towards my customers, but it has since shifted to a trade blog. This is important as it has put me in contact with others in our trade that care, and can make a difference.

We are entering uncharted territory. The future is wrought with potential pitfalls, as well as tremendous upsides. The trade is changing before our eyes as unsustainable practices are dropped, and new methods are employed.  The public will be continuing its interest in becoming self-sufficient as the economic conditions continue to deteriorate. We are winding down from 30 years of unsustainable growth in this country, and the winding down is/will be challenging.  That’s where a blog can come in useful for a garden center. People will need information, humor, and a feeling of connection as they traverse this new world. While Facebook and Twitter offer a way to communicate to the customer, its questionable how they will be able to continue as competition and economics come into play. Your blog can be a “home” that folks can come back to again, and again. You can “own” your website and blog, you cannot "own" your Facebook Page.

Turn off and tune into the garden

Gardening in the near future may well be seen as an escape from the insanity that seems to have gripped much of our world these days. What of the person who finds herself overwhelmed by too much information overload? Sitting at the local coffee shop in Placerville we watched as one person after the other walked along the sidewalk with their “smart phones” glued to their ears. Tourists who had traveled far to see the “old west” in real life, we’re today more attuned to the sights and sounds of data bits coming to them through the ether. We are entering a time when many will find themselves searching for a way out of the madness of always being “on”. Where will people go to find refuge? Let’s hope they discover the therapeutic qualities of gardening.  Why can’t we find a few hours in the day to “turn off, and tune in” to the messages being sent to us by the plant world?  Our wireless devices are preventing us from hearing those messages.

This can be our mission in the field of horticulture, especially those of us who deal with the gardening public directly. I know some in the trade don’t feel it’s their job to educate, or inspire. They just want to sell some plants and fertilizers, and hope for a profit at the end of the year.  There is more going on this time around though. Today I believe we have a real and important opportunity to change the world for the better. If we can help show people that by entering the garden a whole new world emerges, many of their anxieties will fall away.

Does anyone care?

There is a guest post at Garden Rant by James Roush titled, “Japanese Beetles for Sale? Really?" James relates a story about his day at “a large regional nursery about 60 miles east of Manhattan, Kansas.” He says, “This nursery sells each spring, among other plants, the largest variety of potted roses in a 100-mile radius. I could not help but stop to view the few remaining potted roses on sale, hoping particularly to find a ‘St. Swithun’ marked down to a price that even a curmudgeonly rosarian would accept.  And there, I saw them.  Japanese beetles!” The nursery is at fault for not letting its customers know about this up-front. Rather than educate, they sell the plants infested so you can deal with it at home. This is what can happen with large nurseries and growers that ship all across the country. You get diseases and insect pests being spread faster than they would on their own.  I am sure they will have some pesticides you can buy later to get rid of them. See, everything will be better.

Where you choose to do business does make a difference. Not all nurseries, or nursery people are as uncaring. I work with nursery people from all over, and they would never allow this to happen in their businesses. They watch as these large regional stores, their suppliers, and customers continue the long slow march to the bottom.  See if you can find a garden center in your area that cares, and then show you care by supporting them. If you can't find one, it could indicate a need (business opportunity) for the community. It appears the local regulatory agency has done a poor job of alerting the public, and the “large regional nursery” could care less, so who are you going to call next time a pest or disease threatens your garden? It's kind of scary when no one cares.

You don't need government funding to sell plants and flowers.

According to Garden Center Magazine, "Nursery, greenhouse and garden center operators in New York are joining together to promote and market their nearly $400 million industry in the state." According to the article, "Sunnyside owner Ned Chapman is president of the New York State Independent Flower Growers Marketing Council." He say's "We need to market the industry to government officials. We have to convince them that we are a worthwhile industry. Hopefully, this will lead to state funding for marketing that’s our goal.” This is what we have become? Promoting our trade to "government officials" so we can get state funding for an ad campaign, like one that have been used to promote other products like, “Apple a Day,” “Got Milk?” and “Pork: The Other White Meat.” You remember those? They came from a distant time when mass media ruled, and you just might be able to pull off promotions like that. Never mind that those kind of promotions likely wouldn't work these days. Never mind "The Internet" that changed everything and made those types of promotions "old school".

My advice to a garden center would be, ignore the cries for more government funding! Promote yourself to your customers using your own media. It's cheaper, more effective, and puts the message where those who need to hear it, can. Tell you state association about it today. It's called social media, and requires no government funding.