Transitioning From Holiday Promotions
Transitioning From Holiday Promotions By Maggie Kelly

In today’s lawn and garden market, promotions impact sales in two ways: their ability to act as public relations tools and the value-added service they extend to existing and new customers. Events, both holiday and seasonal, are vital elements in a retailer’s arsenal of marketing tools. However, making the most of each event is where online- and media-based promotions help to service the retailer year round and stir up interest from one season to another.

In November 2005, the National Retail Federation reported sales of winter holiday decorations at $40.86 million, greeting cards around $20 million and flowers at $15.78 million. Garden centers across the country are jumping on the holiday bandwagon and increasing sales with large inventories of ornaments and Christmas-related decorations. Although the inevitable slowdown occurs after January, savvy retailers from coast to coast have devised ways to extend the winter buying season through promotions that educate, alleviate stress or focus attention on what’s coming up this spring.

Key Demographics

Nationally, garden center sales have grown steadily and are expected to rise 4.7 percent per year to reach $8.6 billion in 2010, according to Global Information, Inc. (GII), an international market research company. A key role in this outdoor rush to garden is aging Baby Boomers, who are likely to become even more active in home improvement. A newer, younger demographic — the 25- to 34-year-old first-time homebuyers — also plays a role. They will demand even more high-tech solutions to gardening tasks and continue to purchase organic products.

Both segments of this spending population have interests that relate to new stages in home life plus an added target market of young children. As a result, parents and grandparents become important demographics that will spend more time and money at places that offer positive activities for kids and opportunities to talk with like-minded weekend gardeners.

A Winter Strategy

It’s not about staying open during winter; it’s about staying on people’s minds year round. Retailers faced with three months of snow-covered roads have found a cohesive strategy in the ways they promote their businesses during the holidays. In many cases, relationships with customers begin and end on social notes and are not centered directly on product sales. The emphasis is on conversations that bring people in to shop month after month.

As a small retailer, the Planter’s Palette, Winfield, Ill., targets the designer market and, therefore, offers one-of-a-kind specialty items during the center’s holiday showroom presentations. Susan Rama-zinski, office manager for Planter’s Palette, cites new and unique products plus excellent suppliers as the reason for the garden center’s success during the 2006 holiday season. As far as advertising, “Word of mouth worked best,” Ramazinski said. “People who came to our open house in November told friends who came back later in the season.”

Likewise, Blumen Gardens, Syca-more, Ill., focused on end-of-season events. As a full-service garden center, nursery and event facility, Blumen Gardens offers a variety of adult events, including a ladies’ night out that features “a sip of wine, hors d’oeuvres and time away from home to browse ornaments, gifts, fresh greens and holiday decorations.” This event was followed by a wine and beer tasting party in the garden showrooms. The grand finale event was a Chicago Bears Super Bowl highlight party with specialty beer, peanuts and ping-pong.

In Cincinnati, Ohio, H.J. Benken Florist and Greenhouse stays open all year. For the Benken family, the business of growing has evolved into the business of selling, and since their primary product is floral arrangements, they capitalize on becoming involved in their customers’ holiday events. As a result, they grow their business relationships through indirect marketing. Similarly, Merrifield Garden Centers, with locations in Virginia, starts the holidays off in November with a month of Santa visits, which gives parents plenty of opportunity to shop for decorations and have fun with their children at the same time.

Transitioning Seasons

Cold weather retailers transition from winter to spring by making the most of relationships built during holiday social events. Although Planter’s Palette closes during the winter, the garden center begins the spring push early after the new year with a discount incentive for decorating and design services. “Shoppers who purchase before March 1 are charged last year’s prices,” Ramazinski said. For Blumen Gardens, the social circles that developed during the holidays become a springboard for promoting weddings, anniversaries and corporate events throughout the year.

Merrifield Gardens does not let a week go by without speaking to customers. As producers of a weekly television show the Gardening Advisor, Merrifield has someone on air twice every Saturday discussing roses, perennials, container gardening, lawns, trees, insect controls, as well as design and decorating ideas. In addition, viewers can call in and interact with the show’s host, which encourages dialogue rather than product sales.

Find A Niche

Southern states may seem to have a leg up on lawn and garden sales nationwide. However, an increase in growing and blooming opportunities also leads to an increase in the number of retailers trying to cash in on the same target market. This is where finding a niche becomes critical, and several successful garden centers show that it can be done both during the holidays and throughout the rest of the year.

For Roger’s Gardens, Corona del Mar, Calif., location is invaluable. Situated between two country clubs in a prestigious coastal neighborhood, Roger’s relies on events and public relations throughout the year to attract and retain customers. Ron Vanderhoff, nursery manager, said, “Promotions are primarily event driven, and our approach towards them are more holistic and comprehensive. Our approach is really more about marketing than straight-forward advertising.” Roger’s Gardens employs an independent public relations firm to handle the media, and has developed a strong database management system to gather new customer information and broadcast events to their targeted market.

For the 2006 holiday season, Roger’s hosted a wreath-making class, which sold out quickly. “This was a terrific way to build strong relationships with our guests. The word of mouth that followed when each wreath was brought home and displayed was invaluable to us,” said Vanderhoff. Roger’s Gardens also honors Christmas with carolers, a visit from Santa and holiday entertaining pre sentations. Roger’s Gardens’ showcase event is the annual Christmas opening in October, when its gallery is transformed into a holiday showroom. “Last year, we had 200 people waiting for the doors to open at 9 a.m.,” Vanderhoff added.

Know What Works

Head-Lee Nursery, Seneca, S.C., uses television as its primary source of advertising. “Although it’s expensive, dollar for dollar, we have found that television provides the number-one return on our investment,” said owner William Head. “In the spring, we host a customer appreciation week with 10 percent off everything. Our demographics show that our customers are females age 35 and up and couples age 55 and up. Through drawings, we have been able to monitor these numbers and feel we reach them best through our television spots.”

Retailers like Santa Fe Greenhouses, Santa Fe, N.M., and Urban Gardener, Atlanta, Ga., have found their niche selling products to a community of like-minded gardeners, which helps ensure customers keep walking through their doors year round. Santa Fe Greenhouses and its catalog division, High Country Gardens, specialize in water-wise perennials and other plants that need very little or no extra water once established. Throughout the year, Santa Fe Greenhouses hosts seminars that speak to the needs of its specific community. By offering climate-sensitive programs and a specialized plant line for dry weather growth, Santa Fe Greenhouses garners favor among the community for its intelligent approach to challenges facing its customers.

The Urban Gardener hit the ground running with its spotlight on city living. The garden center features a variety of display gardens that are intended to help people plan their urban spaces and provides direction when it comes to city specific care and management. For the Christmas holiday, the Urban Gardener hosts a wreath-making class and, for a small fee, provides all of the materials “plus a little wine to keep the creative spirit flowing,” said co-owner Robin Marcus. Having neighbors as clients, the Urban Gardener, like many smart retailers, stays in the forefront of customers’ minds by involving themselves in the community and encouraging relationships first.

Maggie Kelly

Maggie Kelly is a home and garden writer based in St. Petersburg, Fla. She can be reached at [email protected].