January 2020 - 52

MARKETING
We are connecting
the industry to the end
consumer via these garden
communicators. The garden
communicators who go
on the trip and say it's like
getting a master's degree
in horticulture in one week.
Their knowledge then will
be disseminated to their
readers and followers.
It's been amazing to
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make connections with
those garden writers, for
them to make connections
with the industry and for NGB to act as the conduit. What
happens all the time now is people will call or email and say,
'I need an expert on tulips - who do you have?,' or similar
types of requests. That connection is where I think we play an
important role that I sometimes describe as a funnel. You've
got this big industry, but on the other side, you've got all of
these home gardeners - and the funnel is National Garden
Bureau and the people we help do their jobs or the people we
funnel information through.
L&GR: What might garden centers not know that NGB does?
DB: I'm not sure they know that everything we do can
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be used and repurposed. We do it for their benefit and to
save them time. We want them to use our fact sheets, we
are an image source, we create PowerPoints they can use,
they can share our social media posts, they can use our
newsletter content.
L&GR: Where will NGB be in another 100 years?
DB: Our vision is to be the marketing arm of the
horticulture industry because we want to promote
horticulture. We want to increase consumption of
horticulture. We're doing a lot to that end now, but the
specifics on how this will be done? We have to adapt,
and part of that will be looking at results of survey on the
future of gardening of nearly 2,000 consumers that we
conducted last fall.
In the survey, we asked questions like what can we as an
industry do to make it more enticing for you to buy more
plants? Or, what garden chores do you wish you didn't have
to do, because maybe we could breed plants that would
prevent having to do that. We have a few leading questions
in the survey, but we leave an " other " category for write-ins.
Our goal is to take the consumer survey results and
present them to the industry. Nobody else has done this,
meaning taking a look at where the industry is going to be in
50 or 100 years.
We are here to represent, support and
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52 | LAWN & GARDEN RETAILER | JANUARY 2020
promote the industry. We will continue
to adapt and change and push out
information to benefit the industry. We
don't just focus on one segment - we will
promote bedding plants, patio plants, seed
starting, vegetables and edibles, indoor plants,
landscaping, shrubs, therapeutic gardening, etc. - we try to
cover as much as we can with the resources we have.
For more information, visit www.ngb.org.
AD-16407
http://www.good-tidings.com http://www.good-tidings.com http://www.good-tidings.com http://www.ngb.org
January 2020

Table of Contents for the Digital Edition of January 2020
