Wednesday, May 21, 2008
So, what was going on? An attractive Gen X couple (the casting was no accident, I’m sure) was gallivanting around their proliferously blooming front yard, laughing and smiling, thanks, of course, to Scotts Miracle-Gro.
The ad caught my attention. Unlike the company’s past advertisements, this one focuses on the end product – the enjoyment you get out of having a beautiful garden. It’s not so much geared toward the already avid gardener. This ad says, “See, gardening’s awesome, right? Why not try it?”
I know at least one person disagrees with me, though. I came across this article on Brand Week’s Web site. The anonymous writer had this to say about one of the commercials: “The casting, the car, the house and all the minor elements of the spot are a direct lift from the research and jammed into a 30-second spot—which is why it all feels so labored.”
The writer goes even further: “The line in the middle of the spot, ‘Time to feed your dreams,’ triggers a weedier problem for me. Aside from being a cliché, its timing is exceptionally poor. These days, for so many people, the American dream of homeownership is turning into a nightmare. Something about the contrived joy in this spot makes me imagine that maybe this couple's adjustable-rate mortgage just kicked in, they can't afford the payments anymore and now they're desperately trying to create curb appeal and sell the house before they go upside-down.”
Maybe this person is looking a little more deeply into the message than I am. Or maybe I’m just less of a cynic. Either way, it’ll be interesting to see if the ads do anything for Scotts, and in turn, for our industry.
Tuesday, May 13, 2008
- Chris and Kim Carter, owners of Nobles Greenhouse And Nursery in Live Oak, Fla., transformed their business with upgrades that helped shift their customer base, resulting in the ability to sell more high-end, profitable merchandise.
- Chris and Kim are two very dynamic people with an inspirational story. And I'm not just saying that because my boss wrote the article. The Carters' philosophies on customer service are like a consumer's dream come true. I wish I could shop there!
- In his story on marketing to women, freelance writer Ross Shafer poses the question, "Are you relevant to women?" I especially enjoyed some of Shafer's article subheads, like "Women Complain For A Reason" and "Offend Women And Die." He pretty much hits the nail on the head with his sidebar on "how to get into a woman's wallet," too, in which he advises retailers to think like a woman and behave like a woman, be emotional and avoid sucking up to women.
A garden center makeover can go far beyond a new logo and different company colors. Marketing consultant and TGC contributing writer Bob LaRue provides an update on the progress of Stauffers Of Kissel Hill's brand makeover, which began back in 2006. It's amazing what can happen to a business when a few people with a few good ideas put their heads together.