September/October 2023 - 16

MARKETING
You can actively engage with these new audiences through
new mover campaigns. Try direct mail marketing - work
with a local print shop that can purchase mailing lists for you
and design an eye-catching postcard with an introductory
offer to new customers. Keep in mind, however, that there is
much more you can do!
Events are a great way to introduce yourself and new
customers to your location. Sales events are great - and
classes are better - but what engages new clients and
gets them excited are free events. Since COVID began, IGCs
are seeing an increase in millennial customers between the
ages of 20 and 40 who are venturing into the gardening
world. A study by the National Gardening Association
confirmed that, of the 18.3 million new gardeners gained
during the pandemic, 29% are millennials. This age group
is new to gardening and relatively new to home owning,
and is starting families. This means IGCs must adapt to
marketing to the older generations along with this new
demographic. Free family-centric events at your garden
center will bring in grandmas and new parents alike,
increasing your foot traffic immensely.
In 2021, my first year at Ashcombe, we brought back
an old event and revamped it for a new market. It was
a Christmas event offering free photos with Santa (you
won't find that at the mall!), a scavenger hunt, free crafts
and a DIY hot cocoa bar. The event was free to attend.
While they waited for photos with Santa, attendees
shopped for poinsettias.
We strategically placed the scavenger hunt clues
throughout the greenhouses, so they ran around with the
kids and saw everything we had to offer. We actively engaged
with the customers while they were at the event and saw
them when they returned in the spring for their plants.
The event saw families with multiple generations. New
parents brought their babies to meet Santa for the first
time, along with their own parents. After this particular
event, we saw an increase in loyalty program sign-ups
and followers on social media.
We Are All Humans
There's a new concept in the world of marketing: If you
speak to customers like they're people, not dollar signs,
they're more likely to engage with you and make purchases.
Revolutionary, right?
In a book titled " Human-Centered Communications: A
Business Case Against Digital Pollution " by Ethan Beute and
Stephen Pacinelli, we learn that personalized communication
with an audience makes an impact in emotionally connecting
a brand with an individual. When you meet a client on a
personal level (even digitally), you forge relationships and help
them see you and your brand for who you are.
What does personalized communication look like in
the IGC world? When you're responding to a comment or
message on social media, use the person's name. If they
send a question like, " Are the Knockout roses in yet? "
respond with, " Yes, [insert name here] they are! Is there a
specific variety you're searching for that I can look up for
you? " That little bit of communication goes a long way in
making that customer recognize that:
16 | LAWN & GARDEN RETAILER | SEPTEMBER/OCTOBER 2023
Tips for marketing
your IGC
* Humanize your brand - make your brand
values and personality known.
* Use ad copy and social media captions to show
your personality.
* Engage with the community around you.
* Offer events to get new customers in the door.
* Meet your customers where they are.
* Focus on human-centered communication.
1. You are not a robot automatically responding to
them, and
2. You care what your customer is looking for and want
to find it for them to make their shopping trip easier.
This same type of communication applies in-store. When
a customer approaches an employee, the first thing the
employee should do is introduce themselves, welcome the
customer to your store and ask the customer's name. This
type of interpersonal communication humanizes the brand
to the customer and will elicit an emotional reaction as
they feel seen.
The power of engaging customers - both new and
old - cannot be underestimated in today's competitive
business landscape. By shifting your mindset and
leveraging your brand persona, you can create emotional
connections that resonate with your target audience.
Embracing authenticity and aligning your values with those
of your customers can forge lasting bonds and drive loyalty.
Engagement goes beyond online interactions and
extends to our physical spaces. By inviting and actively
engaging with the community, you can attract new
clients and foster a sense of belonging. Free events and
personalized communication provide opportunities to
connect on a deeper level, capturing the hearts and minds
of diverse generations.
Remember, customers are not merely dollar signs, but
humans seeking meaningful connections. By treating them
as individuals and showing genuine care, you can establish
relationships built on trust and understanding. This humancentered
approach brings you closer to your customers and
transforms transactions into memorable experiences.
Embark on this journey of meaningful engagement,
where every interaction becomes an opportunity to create
connections that transcend transactions.
Cassie Flynn is owner of Harken Consulting, a small business
marketing consulting firm specializing in helping independent
garden centers thrive in today's competitive marketplace.
Harken Consulting offers a range of services including
social media management, marketing coaching, strategy
development, public relations and more.
September/October 2023

Table of Contents for the Digital Edition of September/October 2023
