Saying one thing, doing another.
An interesting moment on Twitter today when a garden media personality got excited about seeing a certain plant brand in their local Lowe’s, and decided to Tweet their excitement. A couple of independent garden centers decided to Tweet their displeasure to the personality. You see, they also carry that particular brand of plants, and are not too happy about being left out of the marketing.
You will see more of this as smaller, locally owned garden centers realize that they have the ability to answer back. It’s also going to get a whole lot harder for “media” people and branding companies to claim they want to support independent, locally owned business all the while promoting the box stores instead.
We are already seeing ” Garden Media Personalities” that are bought and paid for by a chain store. Since doing this, nobody else is interested in dealing with them. When their contract with the chain is finished, they’ve esentially become “damaged goods with very little or no credibility.
Jack,
That’s what a lot of communicators are going to find out as it all shakes out. Choose carefully who you align yourself with. Do it out of conviction, not money.
Several points Trey -”answering back” is a good idea, we need more of that. But let’s put this in perspective as well. Jack Crawford says “nobody else is interested in dealing with them” – oh well, too bad. I can count on one hand the number of local small nurseries that have reached out to me over the years. They simply don’t factor into my work as a garden communicator. That may be different in other locations but the number of garden communicators being supported by local shops – by keeping them on the air, or in print in the local paper with their dollars is next to non-existent. Or if the advert dollars do go to the garden writer, it’s a seasonal thing – an in and out kind of ad campaiign and not one designed to keep the communicator going year round. And I no longer totally and unreservedly support the small guys either. I do find their hired teenage help is no better than the hired big box store help. The vast bulk of my purchases do go to a family owned operation but only because they have the best quality around (it’s a 40 mile drive) but of the local retailers, frankly the best plants are those in the chains (assuming you get them within a few days of them coming off the truck). Bottom line – in theory, I support local “growers” but when everybody is bringing in the same shrubs or perennials from the same large nurseries, there’s no plant advantage and when the price difference climbs over that 10% mark, (I try to support local when the price is within 10%) there’s no price advantage either. My income doesn’t come from local nurseries, never has. It comes from the national advertising systems and from the brands willing to advertise to support me. I note one local grower put ads on my websites with his name and telephone number (in big bold letters). The play there was to get local visitors to call rather than to click on the ad. I get paid on the click – not the call. I banned the ad from my ad-system as I saw it as a work-around to get customers without having to pay me for my ad. So – I’ll give the locals the support if they earn it – but most don’t earn it. And as for not being supported by the local guys -never was, and don’t expect it. So take that back to your small nursery groups Trey – you can take on the local garden communicators but you have to support them financially as a group (and I’m not talking about one-off relationships here) before you can expect them to fully return the favor.
I may not be a big fan of becoming a brand spokesman but it is one source of income that can’t be ignored. Want the local garden person to support your business – pay them the same kind of money and support them in the same kinds of way. This is a two way street.
Doug,
This is why I prefer to do my own media work. As a garden communicator you need to make money and the average small garden center can’t, or won’t pay what you need.
I have never understood why businesses hire garden communicators to get the word out. Why can’t they do their own communicating? That was the reason I started blogging.
As far as locally owned vs. box stores, I go where I can get what I want, at a price that’s reasonable. Maybe that’s a box store. Maybe not. All things being equal I spend my money at the independent, just because.
One reason I never jumped on the American Express Small Business Saturday was the assumption that you just “support local”, no matter what. Same with “cash mobs. “Gee, lets’ all get together, spend a bunch of money at some business, and likely never go back”. It’s a “feel good” movement for people to feel like they are supporting small business.
My feelings are build, or perform your trade to the best of your ability. Become known for your quality. Do your own marketing, all the while giving people the ability to spread your message. Do your own work!
What I don’t like are tweets, Facebook updates, etc. that are supposedly from the person who’s avatar you see, but are actually marketing people behind the scenes. Come on folks! I get tweets and updates from people far more well known than any of us in the garden center world, and they do their own work. That’s why I follow those people. I feel like I am getting an insight into their lives, not a prepared message.
Do great work. Post, Tweet, and update yourself. If what your doing is worthy, people will spread the word.