During the research phase of the 10% Project: Expanding The Customer Base, they learned that most Generation X and Y garden shoppers prefer mass merchants. They think that garden centers are for plant experts and older people.
Think about that. Store events and much of the social media garden retailers have embraced will not reach this audience. Those marketing tactics build customer loyalty. But if a customer doesn’t friend you, follow you, or join your e-mail list, you won’t reach them using these methods.
Two Ideas To Gain New Customers
Perhaps the answer lies in that old cliche about the mountain and Mohammed. If they aren’t coming to you, perhaps it time you entered their world. Here are two ideas that may help you connect with this demographic:
1. Create an off-site event, such as a class on vegetable gardening at popular Gen X and Gen Y hangouts. Think coffee shops, dog parks or local amateur sporting events.
2. Collaborate on off- or on-site events with groups that attract a different demographic, like a farmers’ market or start-up companies owned by 20- or 30-somethings. For example, The 10% Project is working with an alcoholic ice cream company in Atlanta for a garden center campaign.
To learn more about how to engage your customer with Today’s Garden Center’s 10% Project, go to www.todaysgardencenter.com.
