{"id":7001,"date":"2014-01-14T12:33:04","date_gmt":"2014-01-14T12:33:04","guid":{"rendered":"http:\/\/www.upshoothort.com\/?p=7001"},"modified":"2014-01-14T12:33:04","modified_gmt":"2014-01-14T12:33:04","slug":"careful","status":"publish","type":"post","link":"https:\/\/upshoothort.com\/careful\/","title":{"rendered":"Be Careful What You Wish For"},"content":{"rendered":"

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\"Maria<\/a>I’m proud to serve as the Director of New Plant Development and Shrub Program Manager for the HGTV HOME Plant Collection. Read on to see what one industry insider, Bill McCurry, recently had to say about the the HGTV and HGTV HOME Plant Collection.<\/em><\/span><\/p>\n

If you’re a progressive retailer or grower who’d like to be the ‘G’ in HGTV, you can harness the power of the brand by contacting us<\/a> at the Agricola Management Group.<\/em><\/span><\/p>\n

If you’re a consumer who would like to find a retailer nearest you, visit the Retail Locator on the HGTV HOME Plant Collection website<\/a>. If there are no retailers located near you, please feel free to encourage your local IGC to become an HGTV HOME Plant Collection retailer.<\/em><\/span><\/p>\n

To learn more about HGTV HOME lifestyle brand, click here<\/a>.
<\/em><\/span>
Thank you,<\/em><\/span>
Maria<\/em><\/span><\/p>\n

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Be Careful What You Wish For
<\/span><\/strong><\/span><\/span><\/span>Bill McCurry<\/span><\/span><\/span><\/em><\/h2>\n\n\n\n

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\"\"\u201cWhy can\u2019t we attract customers under 65 to our stores?\u201d It\u2019s a common complaint. Customers aren\u2019t getting younger and we need to attract their children and grandchildren. Today, there are \u201cnew guys\u201d who believe they\u2019ll do that. Many in our industry don\u2019t like these methods, but the new guys are listening to their target market. They\u2019re offering their target market what it wants instead of just pushing what growers\/garden centers want to sell.<\/p>\n

The \u201cnew guys\u201d have been taking care of their target market since December 1, 1994. These \u201cnew guys\u201d reach more than 100 million U.S. and Canadian homes. More than 65 million people tune in monthly. They have more than\u00a0
5 million unique website visitors and upwards of 2.5 million Facebook fans. Their magazine circulation will hit one million by January\/February 2014. Those \u201cnew guys\u201d are HGTV.<\/p>\n

Observing their booth and listening to the crowd at the IGC show, obviously, not everyone is a believer. Some old-timers don\u2019t appreciate HGTV\u2019s orientation because it isn\u2019t tied to the idea of getting your hands dirty in the garden. Instead, they \u201cgive the lady what she wants.\u201d Their success hinges on discovering the customer\u2019s problem and solving it. They\u2019re repositioning decorating items, including floral, to their target audience. Gardening isn\u2019t a hobby or pastime, but just one more way to a colorful and contemporary home. Plants let time-crunched customers, even those without much outdoor space, decorate easily, quickly and efficiently.<\/p>\n

Building gardeners isn\u2019t HGTV\u2019s goal. They want to satisfy a consumer\u2019s current need, not proselytize for any specific industry. The wise garden center will welcome these consumers, engage them and find ways to entice them to return. Meanwhile, 65 million TV viewers and 1 million magazines on coffee tables will boost our product awareness.\u00a0<\/p>\n

With a reset in our industry thinking, plants-as-decor can drive traffic to our stores, attract customers and build loyalty. HGTV works with garden centers to help customers achieve their look.\u00a0<\/p>\n

Randy Hunter, one of the visionaries behind the HGTV concept, talks about Cortland Smith (Walnut Springs Nursery, Glenwood, Maryland). When Cortland joined the HGTV family, he incorporated the brand\u2019s culture into his operation. His trucks were painted with the HGTV logo. Shirts were ordered, not only for his employees, but also made available to his garden center customers and their employees.\u00a0<\/p>\n

Repetition cements a brand in the consumer\u2019s mind. The logo must be consistent in color, font and styles everywhere the consumer sees it or they won\u2019t recognize it. Elongating the logo \u201cbecause it fits better on my truck\u201d defeats the goal and sets back brand acceptance.<\/p>\n

A top brand knows what it stands for. A brand like HGTV doesn\u2019t want to be the very best and certainly not the cheapest. Its stated goal is to be an \u201cattainable brand\u201d providing solutions with superb value at the selected price point. Special cut-price sales will reduce margin while eroding the distribution channel.\u00a0<\/p>\n

You have to be prepared to meet any brand\u2019s requirements for space, display and promotion. They\u2019ll help you, but they\u2019re looking for a \u201cshared responsibility\u201d concept. They need partners who will exert the local effort.\u00a0<\/p>\n

Randy sums up the HGTV marketing efforts. \u201cWe\u2019re not a genetics company, not a seed or plant company, we\u2019re a consumer brand.\u201d HGTV opened a \u201cpop-up\u201d store showing many of their products just off Chicago\u2019s pricey Michigan Avenue. It featured plants as decorative items instead of gardening products. While that\u2019s a new concept for our industry, visionaries recognize an opportunity to show customers original ways to use gardening products as a part of home d\u00e9cor.<\/p>\n

Don\u2019t ignore an outside-industry brand. It can be the catalyst that brings new customers to our garden centers. Do we care if customers won\u2019t buy for the same reasons Mom and Dad did? Let\u2019s welcome younger traffic in the door. Make their initial foray into \u201cgardening\u201d fun and successful. Get them hooked. Let\u2019s applaud and magnify HGTV\u2019s concepts and look for others that can help us reach new consumers!\u00a0GP<\/a><\/p>\n

<\/strong>Published Date: 9\/25\/2013
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