September 2020 - 20

MARKETING
Growing Success in a Digital World
Pandemic or not, technology has been impacting the way we interact with one another
and operate our businesses.
BY JASMINA DOLCE
W
hile the horticulture industry has been relatively slow to implement
many digital offerings, there's no question that now is the time
to become acquainted with new technology and resources -
if we aren't already. As many businesses turn to the web to sell and
interact with customers, employees and the general public, we recently
discussed these issues with Allison Pennell, horticultural copywriter with
Everbearing Services, a firm that provides services that help build web
presence for its clients.
GPN: COVID-19 has certainly introduced a unique challenge to
businesses of all types. How do you feel greenhouse growers have
been affected?
Allison Pennell: Where I live in Oregon, we actually experienced a huge
boost this spring with many people discovering, or rediscovering, their
love of gardening. It's wonderful to see an increase in demand for plants.
I would caution growers that a season like this may not be replicated in
2021, so capturing your customers' attention and building your base of
customers now is so important. Increase your reach prior to an economic
downturn as many new garden customers will resume tourism and travel
once the pandemic risk is resolved.
Growers are so adaptable and different operations changed their
logistics and sales strategies to adapt to the pandemic. A major challenge
was supply chain disruption between states, because of the different
grower locations and a variety of state orders related to the pandemic.
There were so many unknowns at the beginning of the pandemic, but the
industry really made the best of it.
GPN: Establishing a digital presence is top of mind to many growers
now. What are the various opportunities available to growers wanting to
increase their digital presence?
AP: Having a website to take orders and make sales is a critical business
tool. The pandemic is a great example because growers with a strong
digital presence could quickly adapt to reach customers. Growers can
capture their customers' attention by sharing authoritative information on
the plant material they supply.
Having a blog is a great way to regularly reach customers by providing
them information they want to receive. It helps as a sales tool because
it's not the same message and is helpful. It sets your business apart as an
authority on plant information, which makes you a resource for them.
Creating a content plan to provide the same type of information
throughout digital channels: Facebook, Instagram and Pinterest can help
you reach many audiences and establish your brand. It also gives you
more ways to provide the information piece, which will help your customers
remember you and differentiate your business from the competition.
GPN: What are some guidelines to follow when creating a (or making
over an existing) website for a grower operation?
20 SEPTEMBER 2020 GPNMAG.COM
AP: The first step is actually not creating a website. The first three things
growers can do at no cost is setting up a Google My Business account, a
business page in Bing Places and a Yelp page. New businesses can set up
those basics for free. We also provide this service for new customers at an
affordable rate.
Google My Business has a website builder; 40% of online visibility is
determined by your business location and being searchable on Google
and Bing maps. It is basically an online business card so that you can get
found online.
A website is important, though. Posting a current plant availability is
also a good idea; it saves your staff time going over requests for plants
that aren't in production. It saves you time fielding phone calls or emails
when you clearly have what you supply available on the website. You
can also set these up to be password protected to ensure only quality
customers can view your inventory.
Don't forget that this is a sales tool, and make it very clear where they
enter and how to order. Include a " Call to Action " on most of your pages so
that, again, no one is having to search very long. You never know at exactly
what point they will go from information gathering to making a buying
decision, so set it up to be easy for them to make the order with you.
GPN: What are some mobile marketing techniques that growers can
implement?
AP: Making sure your website is easily viewed on mobile devices is so
important. Most horticulture professionals are multitasking in the field,
greenhouse and with customers. You can't always be in an office at a
desktop. More and more work is done via smartphones so make your
website mobile compatible, and it will already give you a boost over
competition.
Even email is often viewed from a phone's screen, so making the
information you send via newsletters or blogs is easy to scan and with
some catching photos engages people.
GPN: Can growers successfully sell their product online? What steps
need to be taken, and what should they consider before creating an
online sales strategy?
AP: Yes, and this has become hugely successful during the pandemic.
The first thing to consider is what products you want to start shipping. Not
all plant material lends itself well to shipping, although there are so many
innovative materials available. Plants are dynamic - heat, water and light
considerations are unique to shipping living plant material.
After you have your inventory, you can determine where you want to
sell. Many growers have had success using e-commerce via Etsy, eBay or
creating Amazon stores, but each platform has its own requirements for
layout, photographs and fees to consider. You have to decide if you want
to use an established e-commerce site or set up your own online shopping
http://www.GPNMAG.COM
September 2020

Table of Contents for the Digital Edition of September 2020
