June 2023 - 35

MARKETING
L&GR: How long have you been making videos for
Deb's Greenhouse?
Debbie Foisy: Since the beginning - about 2010. It was
definitely a bit clunkier back then. You had to record it, and
then you had to upload it. It wasn't as easy as it is now.
L&GR: What tech do you use to make videos?
Foisy: We just use our phones now, both to make videos
and upload them.
L&GR: Do you stick with a certain length for your videos?
Is there a certain length that gets the most views?
Foisy: I haven't found a magic number, but I do find that
it's always changing. I feel like we can't keep up with what's
popular for social media algorithms. If you have a loyal
following, and your content is interesting, people will watch
it. It's OK if it's a minute, and it's OK if it's 10 minutes; the
people who like it will watch the whole thing. And if it's not
for them, then they just move on.
L&GR: How often do you make and post videos?
Foisy: When we're busy in the season, I do at least a video
per day. But this time of year [in March], leading up to it, I'm
doing a couple of videos a week.
L&GR: Are you on TikTok too?
Foisy: Yes, we're on TikTok, Facebook, Instagram and
Pinterest but not very active with videos on Pinterest. I
upload everything to YouTube as well.
L&GR: Which one gets the most views or has the
most subscribers?
Foisy: [We have the] most subscribers on Facebook and
views are definitely still the highest on Facebook. TikTok
is definitely very good - there's a lot of growth on that
platform right now. I have more activity on TikTok in a year
than I have in 10 years on Instagram. I'm surprised - I'm
glad, but I'm surprised.
L&GR: What would you say to garden centers resistant to
being on TikTok?
Foisy: That's purely their choice. A lot of people are shying
away from TikTok; that's totally up to them. I see it as a place
that my customers like to be, so I have no problem being on
there as well. It's a personal choice, but your customers are
there. A lot of people didn't like Facebook or Instagram or
other things in the beginning, either.
L&GR: Who does your social media or the videos?
Foisy: We do it in-house. A lot of my staff will make
videos. We get a new product here and I'll say, " Hey,
who'd like to make a video?, " and whoever's interested is
welcome to get in front of the camera and make a video.
I think it's great - it offers more perspectives and puts
other people in front of the camera, so when customers
come in there are more people that they connect with
when they walk in the door, which I think is fantastic. It's
a great opportunity for the young people on our team to
expand what they are capable of. Making a TikTok for work
is different from making a TikTok for your friends. It's a
Buy yourself a tripod that
will hold your camera
and definitely do a few
practice videos.
great resume kind of thing for young people.
I think there's endless opportunity for greenhouse stores.
Everything we grow is beautiful; it's photogenic. People are
interested in it. And I think we can deliver that in a way that
is really appetizing for our clients or potential clients.
L&GR: And yet there are garden centers resistant to doing
videos or even social media.
Foisy: Yeah, and I've learned from different conferences all
over North America that we go to that the message has been
clear for a long time that we should be doing videos. I think
we need to explain how we do it in a way that's relevant to
our fellow growers and to encourage them to try it.
L&GR: Do you know if your videos have brought in
new customers?
Foisy: Absolutely. Every year, we pick a theme for a
segment, and last year I started doing a segment every day
called " Today's Top 5 Plants. " People would come in the
following day, and I would have to tell whoever's on shift
that these were the top five, so make sure you know where
they are and that they stay fully stocked because people
would buy them.
And when I talk about the plants, I'm not just saying,
" Oh, look how pretty it is, " but " Look at this plant. This is
what it will do, this is where you should grow it, and this
is how to get the most out of it. " It wasn't just like, " Hey,
come buy this. " It was an explanation of how to use it or
where to use it. That's kind of our boring context expertise,
that if we deliver it in a way that is appealing to our
audience, we are giving them what they need and they're
supporting our business.
L&GR: Do you have any tips for other garden centers for
making videos?
Foisy: Buy yourself a tripod that will hold your camera and
definitely do a few practice videos to see where you have the
best lighting in your building. That might change through
the day because the sun moves, right? Take a few practice
shots and videos just to see if you should be standing or
sitting or where you'll have the things you're going to display.
If you're going to show a couple hanging boxes, where are
you going to put them so you're not walking out of the
camera all the time? Do a few mockups and speak like you're
talking to a customer in front of you - just as animated,
just as excited. What helped me a lot is when someone said,
" Talk to the camera like you're talking to one person " to kind
of get that lump out of your throat and be comfy. It takes
practice to feel super comfortable.
LGRMAG.COM | 35
http://www.LGRMAG.COM
June 2023

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