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.

Attract Social Butterflies

If you happen to notice a group of girlfriends wandering around your garden center on a sunny spring afternoon carrying snacks, cameras and magazine photos and snatching up plants left and right, you can thank Better Homes & Gardens. A story called “Girl Thyme” in the magazine’s March issue promotes garden centers as hangouts for women who love to garden and socialize.

The photo-heavy piece encourages readers to “Seize this fine spring day and celebrate the new growing season. Round up your friends for an afternoon of buying and bonding at the garden center.” It refers to new “lifestyle garden centers” popping up all over the country, which have grown into “fun places to shop for cool fashion and home accessories – and to just hang out.”

It also recommends bringing magazine photos of gardens and containers for inspiration, along with a camera to capture a group photo to share at the next outing.

Why not take this idea and run with it? If your garden center doesn’t have a café, consider setting up a few picnic tables and inviting your customers to pack picnic lunches to enjoy at your store. Who wouldn’t want to spend a sunny day with friends and family surrounded by beautiful, blooming flowers?