Gulf States Horticultural Expo 2012:

A New EraCommunicating with Today’s Consumer

Staying Relevantwith today’s consumer

What’s the problem?

5 New Ways to Connect Practice New Vocabulary

In THEIR Words

What’s the problem?

Total NA Retail Sales 1998-2010

(Others: Houseplants, Landscape, Lawn care)

What’s the problem?

What’s the problem?

What’s the problem?

What’s the problem?

=

What’s the problem? no time; no green thumb

Time & effortMoney

Knowledge

The Challenge

STAYING RELEVANT

5 New Ways to Connect meeting their wants & needs

• Events• Website• Go where they are• Hire the right staff• Creative outreach

Events family fun

• Couples shopping

• Weekend outing

• Involving kids

Website community & knowledge

• Message boards/FB

• Buy, sell, promote

• Get them educated

Go Where They Are find the gatherings

• Farm markets

• Community festivals

• Art fairs

Hire the Right Staff build a winning team

• Hire “friendly”; train l&g

• Sales only – no watering

• Personal shoppers

Outreach & Marketing get creative

• Is traditional working?

• Leverage your database

• Partnering

Practice New Vocabulary speaking their language

• Extreme• Lifestyle• Social Groups• Sarcasm• Retro

Vocab: Extreme go wild

• Strong language

• Tell them what’s cool

• Bring them the best

Vocab: Life & Relaxation after hours enjoyment

• Weekends & Holidays

• Fun products

• Beautiful spaces

Vocab: Social Groups friends = experts

• Share stories

• Enlist good customers

• Invite their friends

Vocab: Sarcasm sharp humor

• Gen X is sarcastic

• Know your limits

• Reduce intimidation

Vocab: Retro throwback marketing

• Fun & hip

• Reflects our products

• Appeals to all ages

Health & Wellness Trends10 years of data, 500,000+ consumers, 150 products

Small Steps, Big Changes – long-term changesIsolation to Affiliation – reconnection/communityBeing Here. Now. – multitasking, toolsClean Sweep – toxins, treatmentsNot So Alternative – embracing alternativesEnergy 2.0 – conserve on personal levelHeirlooms – buy less, buy better

Sustainabilityplants are little oxygen makers

• A better choice • Leading edge• A national priority• Marketable• Industry issue

Reduce intimidationfor the first-timers

• Personalized attention• Signage & information• Low-maintenance options• New gardener bench• New gardener Web page

Today’s Consumersin their own words

1. What attracts you to a product?2. How much research do you do before buying?3. Do you seek advice from employees?4. How do you hear about new products?5. What would entice you to buy a plant?

Gulf States Horticultural Expo 2012:

THANK YOU!

Bill Calkins ~ bcalkins@ballhort.com

“Flourish” ~ on Facebook@BillCalkins ~ on Twitter