The Blogging Nurseryman by Trey Pitsenberger

I think all the angst that we see concerning how to attract generation x and y, and other non-gardeners to the garden is best left with the larger concerns. The larger nurseries and chain stores need the growth that was around a few years ago. Many are public traded companies, who’s stock holders demand a certain amount of growth. These type of companies are worried about the (seeming) decline in gardening. Where is the growth to come from?

I think there are plenty of people out there to sustain the businesses of most smaller garden centers. We don’t need the constant growth that a place like Lowe’s or Hines nurseries require. We are in a much better position to reach out to those people who might enjoy gardening, but maybe don’t know it.

This is the key to the proper use of the internet by smaller concerns. The internet allows us to reach out to, and  connect with, a smaller group of people who would really enjoy what we have to offer. This smaller group’s numbers would not be enough to sustain a Home Depot, but would be enough to sustain and grow a smaller nursery. We don’t need quite the numbers that larger concerns need.

So my thinking is, if your a big concern then you certainly have a lot to think about. You are going to have a harder and harder time sustaining the growth you need. You do need to worry about where all those gardening customers are coming from. If you a smaller concern that uses the internet to connect to a smaller, more loyal group of people you really don’t need to worry about the big picture. Instead focus on your own corner of the picture. There are people out there just waiting to hear our message of hope and a brighter future.

Unlike Black Friday, where so much of what is bought will be useless in a couple of years, our offering of plants and flowers actually become more valuable with time. Adding oxygen to the environment, and providing the peace of mind we all desire, a small garden center could be the most environmentally hip place around. With all the talk of green this and that, we actually walk the walk.

So lets quit obsessing about how to appeal to generation x or y and instead appeal to the people who are receptive to our message already, despite their age. I know the weather in many parts of the country is just not conductive to winter sales at the garden center. Never the less, shopping at the local, smaller garden center during the holidays should be one of the most enviromentally aware things people can do. It’s a statement of hope, and a soild, positive thing that people can do to improve their quality of life. What a wonderful message to our children when we plant a tree. Yes, we may not be around long enough to hang our hammock in it, but someone will.

I write this on Thanksgiving, a day before the awful named, Black Friday. Why do we put so much energy towards this day? It’s as if we are not doing our part for the economy if we don’t shop. So many businesses depend on the sales they make around this day, it makes me wonder if we have totally missed the point of Thanksgiving and Christmas.

Being a small business, I hope everyone that has a small business will find people knocking on their doors tomorrow. Yet, I dispise Black Friday and everything it stands for. It seems to be a day where shopping is some type of patriotic act, where if you don’t shop the economy will go to “hell in a handbag.”

I don’t want to see the economy get any more disconbabulated than it already is, yet the idea that only through buying stuff over the next few weeks will solve our problems, just seems so wrong. I guess it also has to do with the fact that in the nursery business winter is very slow for us. We don’t have a mad rush of people coming through our door on Black Friday. Matter of fact, it’s usually one of the slowest days of the year for us. So maybe I am just bitter?

No, I am not bitter. I love the holidays, just not the forced buying that goes on. It reeks of herd mentality, and I have never gone along with the herd. If so much is riding on the period just before Christmas, we need to re-look at our businesses and ask why? Why are we not selling enough during the rest of the year that so much rides on these few weeks? I realize that Spring is our Christmas season, and we count on that two month period for profitability the rest of the year. Never the less, spring happens because of a natural urge by people to get outside, not a holiday, which after all was not created as a way to sell stuff.

There is an opportunity for garden centers to reach out to people like myself. People who are looking for more than the tension that comes with trying to buy everyone a gift, when they really can’t afford it. People who just don’t want to pile on the “buy” bandwagon. People who would rather give gifts that have meaning behind them. Or people that don’t give gifts they buy, but give the gift of their time or effort.

Being in a business that does not have the mad rush to buy mentality of Black Friday, might make it easier for us.  I would suggest that the time is right for us to identify those people, and give them an opportunity to try something different.  We, in the garden business world are perfectly poised to be the “alternative” to the madness. Greenery, fresh air, hope, camaraderie, flowers, trees, longevity, and timelessness are the attributes we offer. We just need to get that message out, and they will come.

My e-mail is down, and if you didn’t notice the blog is very slow today. The server is going bonkers. Oh well, it’s time to turn off the computer and get ready for work. We will be closed tomorrow, but open on Friday. The day after Thanksgiving is traditionally one of the slowest for us. Everyone heads to the mall, I guess.

We will be heading over to some friends for the holiday.  Most of our family has spread out around California, and it’s hard to get together anymore. My youngest daughter is still close, so she will go with us to celebrate.

With so much going on around us it’s hard to remember to take the time to be thankful. Thank goodness for Thanksgiving! I hope you will take the time tomorrow to savor the day. Don’t think about tomorrow, or worry about what happened yesterday.  We are here NOW! Look around you, and give thanks that we live in the most exciting, and wonderful of times. We don’t realize it since we are so focused on the problems, but the seeds of a better future are being planted right now. Thanks for coming by, and planting those seeds of hope with me.

Happy Thanksgiving!

My last post received a comment from JB, who tells what is going on with the wholesale nursery industry in Oregon. He say’s, “The nursery business has been easy for the past 8-10 years. The demand for Northwest grown nursery stock ballooned and people from back east were coming out here and knocking on doors to buy plants to ship back east. Mom and dad neighbor and anyone who knew a nurseryman saw this and began to ‘be a nurseryman’ The quantity of small nurseries here is astounding. They really never had a problem selling their product. They would wait for the faxes to come in and fill the orders. You have no idea how many Emerald Green arbor vitae there are in peoples front yards…red maples, ash, locust, etc all the commodities. There is such a glut of plant material and no sales that many are exiting the business.”

It’s a great example of the contradiction we face during this current economic cycle. One the one hand we feel for the nurseries, and on the other hand we realize that when there is a glut of material it has to be thinned out. I also remember a post from Billy Goodnick in Santa Barbara where he said, “Most everyone took off for a tour of production nurseries that were going to show off all their newest introductions. Not only was I uninterested in seeing plants I have little chance of growing in Santa Barbara, but the idea of using plants that are grown in Oregon, then shipped nationwide on trucks would give me a carbon-footprint guilt trip I couldn’t endure. One more reason to use plants provided by local growers - they’re not only adapted to my climate, but the impacts of shipping are minuscule.” Ouch.

We have here in California over sold plants that really don’t perform well in our area. This is not Oregon’s fault, but rather a response to demand from well meaning gardeners, who want gardens that look like the pictures of places in other lands where summer rain is the norm. Coral Bark Japanese Maples we’re planted in front yards, in full sun, at new development’s in the Sacramento Valley. The trees will crisp up and eventually be replaced. Of course the low prices on these things at the box stores certainly goes a long way to encouraging poor planting practices. Rows of Living Christmas trees not suited for our climate, balled and burlaped Japanese Maples with dry root balls, etc. Of course with the glut of merchandise the prices are ridiculously low. So low no independent can touch them.

On another note, I learn so much from the comments here. It’s hard for me to get out of the nursery so I depend on the comments from my readers. That’s why I can not for the life of me figure out why my comment function on this blog continually changes the mode from “allow comments” to not “allowing comments”. Very frustrating. Has anyone else using Wordpress.com experienced this problem? I found out that the comment feature was not working because a reader alerted me to it via e-mail.  It has been my habit to allow all comments, on all posts, going all the way to the beginning. That’s why I find this problem so frustrating. In our fast paced lives, if you want to leave a comment you want to do it NOW. Again, I allow comments and if you find a problem, and have the time, drop me a note. I appreciate it.

Here are some interesting comments from Sid Raisch, president of Horticultural Advantage. He list’s six defining encounters during these defining times. The one that stood out for me is number 4, “Encounter suppliers”. Sid say’s, “On some level we are what we sell and must vigorously fight commoditization. Is it time to develop a new level of distribution partnership? Some smart breeders, young plant producers, and manufacturers should be creating more controlled distribution to protect their new products (and most deserving resellers) from becoming commodities.”

Visiting Home Depot the other day I say row upon row of clipped rosemary being sold for prices that an independent can’t possibly match. Will they sell them all?  Who cares? They will just return them to the supplier and pay nothing! Who is growing these plants? That’s what happened to the 15 gallon tree market in our area. Redwoods, Birch, Flowering Plums, etc. are now commodities being sold for $29.99 ea.

Who is to blame? I don’t know if anyone is to blame. As a grower, in the past I would have been thrilled to get a account with Home Depot. Not any more.  I think these days partnering with the chains is going to be a loosing proposition, in the long run. They are constantly working the grower for lower prices, not paying until it sells at the cash register, and other practices that will continue to push profits down.

There seem to be two horticultural industries developing.  One side supplying the chains and boxes, the other the independents. I agree with Sid that we as independents need to partner with growers who want to work with us to preserve our distribution line. We as independents should refuse to buy from suppliers who charge one price to the chains, and one to the independents. We should be partnering with growers who don’t fall for the pay by scan scam. I realize in some areas that these growers are the only game in town. As an independent you might be stuck using these growers. In the future that has to change!

It use to be fashionable in our trade to say that Home Depot, while undercutting the local independent at every corner, was at least exposing people to gardening. Once people we’re exposed to the fun of gardening at the box stores they would head over to the independents as their interest in gardening increased. I wonder if that’s still true?

No doubt we are in a defining time! The key is Sid’s defining encounter #3, “Encounter the customer as a person, not just as a consumer.” This is what will differentiate the independent from the box store. Box stores treat you as a consumer. Independents can treat the customer as a friend. We need to work with our customers. We need to find out more about their wants and needs. The best way to do that is truly get to know who it is walking into the store. Home Depot is trying. They jump out of all the corners now, asking if you are finding everything o.k. There must of been some memos sent down telling everyone to start paying attention. Something to do with falling stock prices.

The seeds of change are happening as we speak. I have noticed more and more blog posts from garden blogger’s talking about this very issue. Who are garden blogger’s? A very small, but very influential group of people. I have always thought that the internet, and it’s ability to put like minded people together, would work better for the small business than the larger corporations. While garden bloggers are a small percentage of people who garden, they are very influential. As more and more people become internet savvy they will be exposed to these “experts” who are generally singing the prasies of worthy independents, or at least having an honest discussion about us. Let the chains spend all their money on large ad campaigns designed for the masses. It’s through the internet, and other community building areas that we will see the fruit of our efforts realized.

I got an invitation to join another professional forum today. They are great people. I want to be a part of this exciting group, yet I don’t think I am going to join. Well maybe I should join, but just stand over here in the corner, where no one will notice me. Why do that? If I am not going to be an active member, why join?

The horticulture industry has discovered the power of the internet to connect people.  The problem is, do we need more sites to be connected than we already have. I have accounts at Facebook, LinkedIn, Myspace, Twitter, Society for Word of Mouth, TBD, Tribes, Blotanical, etc… How can I keep up with all this? Sure it’s o.k. to start a new social or business site. It’s just going to be harder and harder to get people to join if they don’t see a real value. Joining to join is going to be looked at the same way as someone at a party that tries to hold a conversation with you, all the while scanning the room for the next conversation to jump into.

We have reached the point of over saturation. I have three blogs, a web page, LinkedIn group, and e-news that I am responsible for. That’s enough to keep me busy. In addition I receive unsolicited e-mail from well meaning people who think I might enjoy their offering, whether its a new plant, fertilizer, or garden art. We have talked about this before. What I don’t want to be is a social butterfly flitting from from place to another, yet never really getting involved.

It’s time to simplify. Everywhere you look people are making decisions about what’s really important in life. Whether it’s money orientated, or just a feeling of be overwhelmed, there is a huge desire to carve out a more simple lifestyle(huge implications for the garden center business!). I need to do that with my online presence. Today is my day off, (from the nursery). I am going to close down a number of the accounts. It will be a bit weird to leave these places, though I think it will be like cleaning out the garage. You just have to bit the bullet and launch the stuff that clutters your life.

There is another problem with having too many accounts. How do you reach me? Is it through this blog, e-mail, Facebook, LinkedIn, etc. Which one is the real me? Gee, I wrote him at Facebook a week ago and he hasn’t answered. It’s not that I don’t care, it’s just I didn’t notice that closed envelope at the top of the page. So, in the upcoming week if you notice my Facebook, Myspace, or SWOM accounts closed, it’s not that I’m  climbing into a hole and hiding out. I’m just simplifying my online life. Many others will be doing this soon, and it has implications for all of us who are marketers. How important are you in your customers life? Were going to find out.

To reach me you can leave a comment here at this blog, e-mail me at trey@thegoldengecko.com, call 530.333.2394, or e-mail me through my LinkedIn account.  I want to hear from you! This will make it easier.

Amy at Garden Rant has put up a poll called, “Gardening without Shopping”. She say’s, “I miss it, buying stuff.  New stuff inspires me to do cool things in the garden.  But even a truckload of mulch is a luxury I’m doing without right now. What about you?” Head over and take the poll.

One thing Amy and the others at Garden Rant have done over the years is promote shopping at the garden center. To hear that she will not be spending as much this season is not a good sign for her local garden centers. Multiply her feeling across the country and you can get an idea what we are up against this year and next.

So you find yourself in a business where the product you sell is looked at by many as a luxury. Something that can be curtailed for more important things, like that morning cappuccino. That’s the crux of the problem for our industry. It’s no longer looked upon by the vast majority of people as a necessity.

The way I see it, identifying the people like Amy, who really want to shop at the garden center is now our priority. Once you know who these people are you can focus your energy on them, rather than trying to reach a larger market. Specials, free workshops, direct e-mail news, and acknowledgment of how important they are to our business is what’s called for.

You have to reach your taget market, which in our case is very small, but loyal. If we don’t remind them of us, and the importance of the garden in these times, they just might not think of us. There is just so much to think about. We had a tin art workshop over the weekend that was well attended. People looking for something fun to do, in a refreshing environment. Didn’t make a lot of money that day, but we had the parking lot full and anytime you can get people into the store it’s a good thing.

If you in a garden business what’s it going to take to get them into your store this season?  If you a gardener what’s it going to take to get you into the garden center this season?

We have been working our tales off the last few weeks. Getting Monica’s Day Care up and running involves installing another bathroom in the building, fencing, playground, etc. Meanwhile we decided to move our event tent so that it fits right up next to the store. I just increased the store space by 100%. All the while the leaves are falling off our trees leaving huge piles to deal with. Oh, and there are customers that need help, too. So much to do, little time to think about the economy. That’s the way I like it. What can I do about the economy anyway? Nothing.

The fact of the matter is, all times are challenging for the small business owner. Even when the economy is firing on all cylinders we have our share of challenges. Big box competition, declining interest in gardening, vendors going out of business, etc.  Recession? Get in line. One of the benefits of being a small garden center is we can change on a dime. Where as larger companies have to go through a series of procedures just to change focus, we can do it now.

Here is what we have done. We have no staff to cut. The couple of people that work for us in the spring and summer are off for the winter. Being in the foothills and mountains winter gardening drops off more than in the valley. Monica and I can handle the business for now. We are staying stocked with seasonal items through some generous spring dating we receive from key suppliers. Buy now, pay in April. Our foray into Hydroponics, and indoor gardening is starting to pay off with people coming in to get started with gardening in the winter. We have increased our advertising via e-news from twice a week to every week! I figured out how to put the e-news together myself so I don’t need the help of my webmaster. Savings in the thousands of dollars a year! When is the last time you heard of increasing advertising while decreasing the cost? We started staying open 7 days a week this last spring. We use to close on Mondays. Moving the event tent next to the store will provide more indoor space for winter shopping. We are starting a new business, “Miss Monica’s Preschool and Daycare” in front of the garden center. This will provide a more steady income during the year, to balance the seasonal ups and downs of the garden center business.

We have heard about some other garden center businesses  in our general area that are reducing their hours of operations. One is reducing the open hours while another is closing down one or two extra days a week. This is not good. We decided to expanded our hours of operation. Some of these businesses are reducing spending on advertising. We have doubled our advertising while cutting costs. I am concerned that these businesses are hunkering down when they should be looking for new avenues of revenue, like our hydroponics or Miss Monica’s Daycare.

The natural response for all of us when times are tough is to hunker down until the storm blows over. You have to fight that feeling and redouble your efforts to become innovative when everyone else is running scared.  It’s not easy. If the economists are right and the recession lasts for a couple years, you can’t wait out the storm. You have to sail right into it, and deal with it. Besides, that’s where the action is. It’s counter intuitive, but that’s why so many never take the first step.

My feeling is that over the next year or so we are going to see a lot of changes in the garden center business. More than we have imagined! Lot’s of closings, reorganizations, layoffs, etc. It is not going to be pretty. Never the less, I am reminded that it’s during these tough economic times that ideas emerge that will transform our industry. You either innovate, or go out of business. Tough times force decisions that we might have been able to put off for later.

Later is here!

Are your celebrating, or licking your wounds this morning? The election of our new president certainly proves the point that change is here. Change is neither good or bad. It’s just change. As a business owner we look for some constants to base our decisions on. “People will always garden”, or “there will always be a place for independent garden centers” are two ideas that we have based our decisions on. Now its seems that those constants may not be so constant. Who know what’s going to happen tomorrow?

This is our chance to embrace change for the better. It’s also a chance for us to provide a sense of place or “roots”. Most people find change frightening. Those of us who embrace change are frightened at times, too. Our garden centers can be a place where people can get back in touch with the “constants” that are so important.

It’s the little things that count. Listening to the customer. Carrying out the soil to the car. Noticing the new hair cut of one of your customers. Asking how someones parents are doing. Returning phone calls or e-mails. All these things are small, but add up to a better place to shop and connect. I am amazed how many business start up only to fail. We have a drive through coffee shop near here that has been through three or more owners over the last year or two. What’s up? The last owner put up a sign that said, “closed due to the economy”. Really, or was it the little things? Like not opening before 6:00 am to get the commuter traffic, or the coffee just wasn’t that good, or the entrance is poorly designed. Not the BIG thing, the economy, but the little things. Maybe the new owners will improve on that, although the sign in the window did say, “open Nov.1st” and it’s not open yet! Little sign, big promise, no action.

Our customers and neighbors will remember how we acted during tough times. That’s the measure of a person, and business. Not just smiles and friendly service when times are good, but smiles and friendly service when the economic times are bad. Our customers don’t come to our store to hear our laundry list of complaints. They come to have their spirits lifted, and to embrace the outside world where some things are constant. They are counting on a smile, a positive word, friendly advice, and a “yes you can” attitude. Sure, they want quality plants at a fair price, but that’s not enough for the independent garden center.  You can just about get that at the box stores, decent quality at a low price. Our survival as independents depends on the little things, done over and over again.

Smile, have a “yes we can” attitude, and do what you say you will do. Repeat as often as necessary.

I like this post from Tom Peters blog. Its about the election and community spirit. It’s not about a particular party or candidate, but rather a call to arms for more community involvement. One thing we have learned during this election cycle is the power of the internet to connect like minded people. Whether you candidate wins or looses the results are clear, TV is the big looser and the internet the big winner. TV addresses the masses, while the internet addresses the the many different “tribes” that exist. Combine enough of theses different tribes with like minded goals and your candidate wins!

The same is true with our businesses. Find and connect your “tribe” and they will help build your business. It goes both ways of course. You have to give your tribe something to believe in, and it may be more than just building your business. How are you truly benefiting your community?  You might say that just being in the nursery business, and providing plants that make our world a better place is enough. It’s not enough!

We need to make our garden centers a center of community activity. I, like a lot of you don’t like to mix politics and business together.  We provide a place for everyone who wants to garden. Community activity does not have to be about one party or another. Rather it’s about providing a space for community activity, like our picnic area. It might be about trying to get two new stop signs put in at Marshall and Black Oak Mine Road. People drive too fast there and have crashed into our fence before. Sure it will keep people from ruining our fence, but it will also prevent accidents, and maybe save a life.

I hear from all sorts of business people who lament the current state of affairs. Customers that ask questions and then head to Home Depot to buy supplies. Customers that open packages, use products, then return them. The complaining that I hear from business owners about the community indicates a disconnect. How can we complain about our customers going elsewhere? What have we done to connect with them? What have we done to make ourselves indispensable in their lives?  How can we connect so they will tell their friend about us? I love it when someone forwards our e-news to a friend. People will tend to listen to a friend, and we couldn’t ask for a better advertisement for our business.

This is one of the reasons why Monica and I are opening our daycare and preschool. One reason is an attempt to have steady income flow year round, taking the pressure off the garden center in the winter. Another reason is the community has indicated another preschool is needed. We have been hearing from all sorts of people who are quite excited about this new venture. How did they find out what we’re up to? Word of mouth! They are excited and so are we. I may even start calling the garden center “the nursery behind the nursery”.

Once we have opened “Miss Monica’s” Daycare nursery we will become even more of a center of community activity. Young families counting on our child care services to give them the opportunity to work where and when they want. People looking to us for their gardening and outside living needs. People using our picnic area for events. What we can do for the community, while still making a profit is exciting for us. We are business people, looking to make a profit. We are also community members working to make a difference in our community.

I think the future for the small independent garden center is quite bright! Use the power of the internet to help connect the people who also want to make a difference in your community.  It’s time to speak up, and let people know what it is that you would like to accomplish.  We need  to be about more than just selling plants! Start building your community today.