Open Letter to Independent Garden Centers

Friends,

Independent garden centers are my future. I am a fortunate person to love what I do and do what I love. I sincerely want that to continue, and I realize it is entirely dependent on the success of my clients.

Today I feel compelled to share with you some information you would probably rather not hear or would rather not consider. Sticking your head in the sand is a possible reaction to this. Consider carefully how you choose to respond. This could be a decision that changes the course of your business and your life completely within a very few short months.

What’s Wrong with this Message?

Enough about the economy stupid.

Yes, we need to be empathetic to the consumer’s need to save, but that problem is that when everyone else who is marketing has the same basic message across all communication channels the basic tenet of marketing – differentiation, is lost.

The Customer Segmentation Gift

Customer segments have been blurring. Customers live in micro-segments and marketing to macro-segments has been losing effectiveness for some time. Individual customers live in multiple segments and change without notice. Retailers must provide a flexible experience, choice, and meet their customers where they are at precisely the moment they are there.

Hoping for a Rising Average?

Like frogs in a pan of water with the temperature rising, our comfort of increasing sales revenue from an increase in average transaction dollars is not feeling so comfortable in recent years. Here’s why:

Should you be a Publicity Hound?

I know it is uncomfortable tooting your own horn. Mom said not to brag and we’re all maybe a little too good at not promoting ourselves. However, the art of shameless self-promotion doesn’t have to be shameful. Remember, mom also said to stand up for yourself.

While it may be true that “the meek shall inherit the earth”, I have also heard it said that “the meek may inherit the earth, but they are going to have to work like the devil to get it.” I really believe we can be nice people and not finish last. But we need to think of this differently, know more than we do now about how to do it, and do what we learn.

You’re It! MS Tag Wildfire Sparked

I can see using this new Microsoft Tag thing myself well beyond the curiosity of it. You may have heard the day was coming where you would be able to take a camera phone digital photo of a bar code and instantly access more information about the product via your web enabled cell phone or PDA. Now it is nearly here.

You Are One of Us – Are you Indie Bound?

The “Buy Local” movement may be picking up some steam. Whether an anti-hogenization movement, or to better sustain local economies, or organized for self-protection of locally owned business it’s a good idea in my opinion to get involved. Local, community based marketing fuels positive word of mouth.

New to Blogs?

That brings me to the point of offering a few suggestions as you become more familiar with blogs and how they work. So here are a few of the main points, which may help you find your way around.

Marketing Plan Goes All Social

I see a huge sweeping transition in the way marketing is done coming. Although I feel so far behind and don’t see myself getting ahead of the curve on this, I want to get somewhere near it so I can help my clients understand the potential, their need to move on it, and identify resources to help them when it is time for them to go-social.