April 2024 - 46

MARKETING
effective for me as I communicate
about horticulture to students,
researchers, stakeholders and
industry members.
Use Clear and Concise
Language
Regardless of the audience,
Digital communication
is an essential part of
communicating to your
customers - here's how
to do it successfully.
By Laura Barth
I
n an era where our lives are
increasingly digitized, the
importance of fostering a deep
connection to plants and nature
cannot be overstated. As people
spend more time in front of screens,
they risk becoming detached from
the natural world. This is where
digital communication assumes a
critical role.
How do we make horticulture
and botany - which are incredibly
hands-on, tangible subjects -
impactful in a digital format?
This is important to consider
across all sectors of our industry,
from teaching to research to
recruitment to sales.
Despite the end goal, I truly
believe in the importance of
digital platforms to bridge the gap
between people and the botanical
world. In all of my professional
roles, I hope to encourage an
appreciation and understanding of
plants that transcends the digital
realm. As horticulturists, we are
all in the business of enhancing
people's quality of life and
enjoyment of the outdoors.
We have the power to inspire
individuals to step outside, engage
with nature firsthand, feel the soil
between their fingers, smell the
fragrance of flowers, visit a garden
shop, connect with other plant
lovers and ultimately marvel at
the diversity of life that thrives in
their backyards and communities.
Hopefully, this will help people
foster a greater connection to
nature and be better stewards of
the planet in addition to engaging
with our particular business goals.
As digital technologies become
more prevalent in our lives,
we should use them not as a
substitute for nature, but as tools
for enhancing our relationship with
the natural world. The following are
some techniques that have been
information should be conveyed in
a manner that is clear and concise.
If technical terms are necessary,
explain them in non-technical
language. One great metric for
clarity that I recently learned about
is the Flesch-Kincaid calculator,
which you can enable on Microsoft
Word. For general audiences, a
Flesch-Kincaid Grade Level of 8 is
a good target. For reference, this
article has a Flesch-Kincaid Grade
Level of 11.
Visual Aids
Images, diagrams and videos can
be invaluable in conveying complex
information and engaging your
audience. How many times have
your eyes glazed over a dense block
of text?
When I'm thinking about what
kinds of visuals to use in my online
classes, I want them to be the next
best thing to being outside, or
something that would inspire them
to actually go outside.
When presenting data or
research findings, use visual aids
like charts, graphs or infographics
to make the information more
digestible.
Use Technology
Take advantage of popular online
platforms and technology to reach
your customers and always stay on
top of new developments. This could
46 | LAWN & GARDEN RETAILER | APRIL 2024
April 2024

Table of Contents for the Digital Edition of April 2024
