A Clear Message
Are you willing to displease two people in your community to get one new customer for life? As I listened to a presentation by Tim Miles of Miles & Co. on Tuesday, this question was asked more than once.
If you’re not familiar with Miles, watch this less-than-two-minute video about “uncovering your value proposition.” He’s energetic, honest and humorous. And he believes all branding and marketing first starts with the goals and values of a company.
“I’ve never seen a business fail because they chose the wrong media,” Miles said. “But I have seen them fail for choosing the wrong message.”
As owners, you must shape the company in your image, and every single person in your company must be on the same page. These goals and values then become the building blocks for your strategic planning, according to Miles.
Back to the original question (in different words): can you truly be everything for everyone in your community? Watch this example that Miles used in his presentation.
Yes, this Cullman Liquidation commercial went viral, having had more than 4.5 million views on YouTube. More importantly, however, it’s honest.
Not everyone will want to use Cullman Liquidation for their needs after seeing this commercial, but everyone will know exactly what they’ll get if they do decide to go with the company.
I’d love to know how you create a clear, concise and consistent message for your garden center. Let me know at [email protected].
Calling Grower-Retailers
If you have a growing operation, you won’t want to miss GPN’s latest Plant Health Management webinar on Tuesday, Oct. 4.
Raymond Cloyd, professor and extension specialist at Kansas State University and regular contributor to Lawn & Garden Retailer’s sister publication GPN, will present a free webinar on Insect Control Strategies for Greenhouse Growers.
Find out more information and register today.
Cheers,
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