What Women Want

A couple of months back, we ran a story in TGC called “Are You Relevant To Women?” and it got a great response from our readers. Apparently we hit on a hot-button issue.

It definitely seems like businesses these days are looking for ways to cater to the female demographic, which is smart, especially when you consider that 8 percent of all women are recession-proof shoppers, according to a recent survey by Elle magazine. Who knew?

Apparently Trademark Property Company of Fort Worth, Texas, did. I came across an article in the New York Times yesterday about the property development company, which is going to pretty extreme measures to make sure a new mixed-use retail shopping center it’s working on is exactly what women want. Instead of simply assembling a team of architects and building consultants to work on the project, Trademark Property Company tapped into a whole new group of consultants: women.

First on board were two female retail consultants. Then the company enlisted the help of 24 other women from the area to “pick apart its plans for the center.” Among them were Kristen Fair, a stay-at-home mother of two and Debbie Stout, a City Council member who also runs a small business. The women shared their thoughts on everything from the shopping center’s layout and landscaping to parking options and outdoor art.

According to Stout, the developers “asked us about every detail, and then they listened.”

Now if only the automobile manufacturers would ask for women’s input when designing cars. Are they ever going to add a compartment for my purse? I think my husband would appreciate that, too -- maybe my purse wouldn’t always end up on his lap when he’s in the passenger seat.

Don’t Miss This: A Glimpse Into The June Issue Of TGC

The June issue of Today's Garden Center is loaded with tons of ideas for bettering your business, so I hope you’ll have a chance to check it out (if you haven’t already). Maybe these highlights will entice you:






Gavin Herbert Jr., co-owner of cover story subject Roger’s Gardens in Corona del Mar, Calif., realized gardeners weren’t going to come to Roger’s for petunias and marigolds, because they can get commodities like that anywhere. His philosophy? “Rather than sell 100 $1 items, I’d rather sell 10 $100 items,” he says. This philosophy has served Roger’s Gardens well. With annual sales of $18 million -plus, they’re right on target. Check out the cover story in the June issue of TGC to find out just how they do it. You’ll like it. I promise.




In her story, “The Name Game,” Jennifer Polanz drills down deep into the topic of branding, which entails more than just putting your company’s logo on a package. Jen’s story will help you determine what to consider before creating your own brand, and how to deal with the challenges, like quality control and marketing, that come with it.





If you’re starting to think that a pencil sketch on a coffee-stained napkin isn’t cutting it anymore when it comes to helping your customers design their landscapes, you should definitely peruse assistant editor Kevin Yanik’s story called "Servicing With Software." Kevin talked to some key suppliers of landscape design software to find out how it can help homeowners visualize their dream gardens, while garden centers reap the benefits. The best part? It’s quick and easy.


I love animals. So do people in 83 million other households in the U.S. That’s how many have at least one cat or dog, and if they’re anything like me, they spoil their pets. Why not consider capitalizing on the pampered pets trend? You’ll find some advice on how to implement a successful pet department from some garden retailers who’ve done it themselves in story I had lots of fun writing, called “Catering To The Pampered Pet.”

How Americans Are Really Spending Their Stimulus Checks

I came across an interesting Web site today – www.howispentmystimulus.com – which is, quite literally, chronicling how Americans are spending their economic stimulus checks.

The site allows anyone to post a photo and a brief description of what he or she purchased with the extra cash from the feds. The cool thing is, it didn't take me long to find a post about gardening. Check it out here.

Gardening: It’s Not Your Mother’s Pastime

Kudos to Scotts Miracle-Gro. I’d read about the company’s new advertising campaign aimed at attracting new gardeners, but I hadn’t seen any of the TV commercials until last night. I was sitting on the couch checking e-mail with the TV on for background noise when the song, “You Sexy Thing” (I believe In Miracles) caught my attention. Without realizing it, I started tapping my foot (and singing along a little bit. I’m not too proud to admit it.) I looked up at the TV to see what was going on.

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.

Don't Miss This: A Glimpse Into The May Issue Of TGC

While I hope you'll read the May issue of Today's Garden Center cover to cover, I understand you have a thing or two going on this time of year and might be a little pressed for time. At any rate, here are just a few highlights I hope you'll have a chance to check out this month:

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.

"So Much Is Given. So Little Is Asked."

If you visit the Tree Jewelry Web site, you'll feel immediately guilty. The first words you see are, "So much is given. So little is asked."

What are they taking about? Trees, of course. Your trees. The ones you've taken for granted all these years. It's time you show them how much you appreciate them. And what better way to do that than with tree jewelry?

"Surprise that oak, that maple, that honey locust," the Web site urges. "Drape a gleaming stainless steel necklace around your precious."

The marine hardware beads are fitted on extremely durable marine line, which is touted as lasting forever.

Check it out. You never know what the next big thing might be.

Gardening Tools For Mom

I was glancing through the May issue of This Old House magazine this morning and came across a great idea. In a section called "Toolbox," the magazine lists what it considers to be "kitchen-drawer essentials" – convenient, easy-to-use devices that mean Mom won't have to go out to the garage every time she needs a tool. The photo accompanying the feature shows a kitchen drawer filled with tools. Lying next to the drawer is a small bouquet of tulips wrapped in a yellow ribbon.

Marketing tools as Mother's Day gifts isn't something you see every day. But why not? If hardware stores can do it with screw drivers and hammers, then you can certainly do it with gardening tools.

People come in droves to your store Mother's Day weekend to buy flowers for Mom, so why not capture some add-on sales by dedicating a prominent display in your store to "Gardening Tools For Mom"? There are plenty of companies out there offering gardening tools and gloves designed specially for women, including pink tools for breast cancer awareness, ergonomic tools to fit a woman's hand, gloves created to be comfortable for women and much more.

And I definitely think a nice trowel and some gardening gloves will be an easier sell than a hammer and nails.