September/October 2023 - 15
MARKETING
In my time with Ashcombe Farm
and Greenhouses, a 60-year-old IGC
in Mechanicsburg, Pennsylvania, we
revised the marketing plan in a way
that allowed us to build emotional
connections with our clientele, new
and old. On social media, we adopted
a less " sales-pitchy " tone and opted
for educational, funny and chill.
Changing the way we spoke online
helped us to be more welcoming to
customers and increased our social
media engagement rates. We found
that being more personable in our
messaging made the clients feel like
they were talking to an old friend
and, in turn, they were more likely to
comment, like or share our content.
As we turned our focus to new
audiences, we approached things
differently and introduced convenience.
The mobile plant bus, aptly named
Fern, became one of our best forms
of communication with new clients.
This bus served as a pop-up shop
that traveled throughout Central
Pennsylvania bringing plants and the
Ashcombe name to new places. The
bus drove miles attending festivals,
expos, private shopping events, mobile
planting classes and even a trunk-ortreat.
Meeting your customers where
they are enhances convenience for
them and expands your reach to new
clients in different locations.
Invite Customers Into the Store
I know what you're thinking -
online engagement is all well and
good, but how do I engage with folks
enough to get them through the
door? The answer is simple: Invite
them! Engage with the community
around you. There is a constant
stream of new potential customers
coming to your area. In 2021, more
than 27 million U.S. residents moved
to new neighborhoods, according
to the census and the National
Association of Realtors. Besides
new residents, longtime community
members reaching milestones such
as adulthood, starting families and
purchasing homes will also require
the products and services provided
by an IGC.
BIGLEAF HYDRANGEA
CUSTOMERS WILL
DEMAND TO MEET
THIS SUPERSTAR.
BIG REBLOOMER
Pop Star®
is the quickest to rebloom in production with new buds appearing in 4
weeks after a hard cutback, which is 2-4 weeks sooner than comparison plants.
COMPACT
Pop Star®
is genetically compact with short internodes and a tight, strong
habit, holding its blooms at the canopy. This, plus its strong stems, prevents a
floppy plant.
EASY TO GROW
Because of its genetically compact habit, it requires little to no PGRs in
production. Also, Pop Star®
VERSATILE
Thanks to its size, flower power, and ease of use Pop Star®
and make a big impact in any outdoor space.
can be planted, thrive,
has thick leaves, which helps it stand up to heat in
warm climates.
Circle 108
LGRMAG.COM | 15
https://www.baileynurseries.com/
http://www.LGRMAG.COM
September/October 2023
Table of Contents for the Digital Edition of September/October 2023
Editor's Letter
Table of Contents
Headlines/Calendar
Editors' Picks
Marketing: How to Engage with New and Returning Customers
From the Road: Taking Third Place
Green Goods: A Perennial Focus
Marketing: 10 Tips to Maximize Your Email Marketing
Pohmer On ...: Headwinds or Tailwinds as 2024 Approaches
Visual Purchasing Guide
Ad Index
5 Minutes With ...: Hannah Brookfield
September/October 2023 - 1
September/October 2023 - 2
September/October 2023 - 3
September/October 2023 - Editor's Letter
September/October 2023 - 5
September/October 2023 - Table of Contents
September/October 2023 - 7
September/October 2023 - Headlines/Calendar
September/October 2023 - 9
September/October 2023 - 10
September/October 2023 - 11
September/October 2023 - Editors' Picks
September/October 2023 - 13
September/October 2023 - Marketing: How to Engage with New and Returning Customers
September/October 2023 - 15
September/October 2023 - 16
September/October 2023 - 17
September/October 2023 - From the Road: Taking Third Place
September/October 2023 - 19
September/October 2023 - 20
September/October 2023 - 21
September/October 2023 - 22
September/October 2023 - 23
September/October 2023 - 24
September/October 2023 - 25
September/October 2023 - 26
September/October 2023 - 27
September/October 2023 - Green Goods: A Perennial Focus
September/October 2023 - 29
September/October 2023 - 30
September/October 2023 - 31
September/October 2023 - Marketing: 10 Tips to Maximize Your Email Marketing
September/October 2023 - 33
September/October 2023 - 34
September/October 2023 - 34A
September/October 2023 - 34B
September/October 2023 - 34C
September/October 2023 - 34D
September/October 2023 - 35
September/October 2023 - Pohmer On ...: Headwinds or Tailwinds as 2024 Approaches
September/October 2023 - 37
September/October 2023 - 38
September/October 2023 - 39
September/October 2023 - 40
September/October 2023 - 41
September/October 2023 - Visual Purchasing Guide
September/October 2023 - 43
September/October 2023 - 44
September/October 2023 - 45
September/October 2023 - 46
September/October 2023 - 47
September/October 2023 - 48
September/October 2023 - 49
September/October 2023 - 50
September/October 2023 - 51
September/October 2023 - 52
September/October 2023 - 53
September/October 2023 - 54
September/October 2023 - 55
September/October 2023 - 56
September/October 2023 - 57
September/October 2023 - 58
September/October 2023 - 59
September/October 2023 - 60
September/October 2023 - 61
September/October 2023 - 62
September/October 2023 - 63
September/October 2023 - Ad Index
September/October 2023 - 65
September/October 2023 - 5 Minutes With ...: Hannah Brookfield
September/October 2023 - 67
September/October 2023 - 68
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