In the lead up to Christmas , Robin McLay from Brookfield Gardens divvy up her top tips for seasonal marketing , and selling in general .
Together with husband Scott , Robin McLay possess and operate Brookfield Gardens in Brisbane , Queensland . Whilst remain first and foremost a retail nursery sell plants , Robin explain that recent rebranding of the business has get a line a name variety to better meditate that Brookfield Gardens has become a destination .
During this experience , Robin learnt a thing or two about how to commercialise a retail nursery more in effect . Although busy with her own Christmas planning , Robin found time to share her seasonal merchandising tips .
“ We roll in the hay it is authoritative to give our appendage benefits such as workshops and special outcome . At our Bubbles on the Lawn event , we are allow our members with Champagne-Ardenne , drink , free gifts , special price and demonstrations . We are also pass them priority admission to the pick of the crop ; our Norfolk Pines and Daintree Christmas tree that were homegrown at Greenglades , our unexampled production glasshouse , ” says Robin .
2 . Understand your audienceRobin is prompt to accentuate that no matter what the time of year , you need to see your target audience / s and what is potential to draw them into your store .
“ Seasonal marketing is important . However , I feel our veritable electronic messaging and selecting our identity is just as important , ” Robin explains , “ We aim our customers through our on-line platform . We have our Greenhouse customer who are mostly millennials . We have our unfeigned Gardeners who we target through our Garden Club offers . We also have our Gift Shop client , who are comprised mainly of 35 to 40 - class - olds . Each group is very different . When we get through out to them via Instagram , we must be mindful that we are give the correct form of entropy to each mathematical group , ” says Robin .
3 . Get savvy with your digital marketing“All retail patronage needs to have a professional and secure tocopherol - commerce presence , ” advises Robin .
“ Leading up to Christmas , we focalize on digital marketing and increase our activations on all levels . There is a fine business between bombard customer and subtly reminding customer what Brookfield Gardens offers , ” Robin say , “ All our image on social medium ruminate our professional and unique displays . Every image tell a story of new arrivals and the in vogue trends . We continually remind and extend capital delivery to our garden social club member . There is a strong Christmas focus in our merchandise show : our Daintree Christmas trees , peck of colorful poinsettias , plus more . client can now buy online via Instagram that click through to our web site and they can click and collect . We be after to further develop our eCommerce presence further next twelvemonth . ”
4 . look for the advice of a marketing professionalYour experient horticultural staff are expert in plant life culture and criminal maintenance . However , they may not be suitably qualified to serve you commercialise your business enterprise in effect .
If you have not already , now may be the time to betroth a marketing pro to help you out . Robin mouth highly of her own staff : “ We have a grand squad of staff with great science sets including selling and merchandising . ”
5 . continue true to your business ’ heart valuesWhatever the limited juncture your business is seeking to take advantage on , Robin reminds business to stay true to who they are to ensure they profit in the long term .
“ You know the product that is amount in well in advance . You know how you are locomote to habituate that product to market it to customers . It must fit in with and reflect who you are . I do not consider you may startle around and be a different product . you may not commercialize yourself differently because you send unlike messages . You have got to have that constant , uniform message . When mass cogitate Brookfield Gardens , they get laid what they are kick the bucket to get when they get there , irrespective of the time of year , ” say Robin .
6 . Make a New Year ’s Resolution ( and a marketing plan!)“Marketing is more than a time of year ; it is every calendar week , every daylight . We will sit down at the beginning of the yr and we will map out our marketing plan for the next twelve calendar month , ” says Robin .
“ The marketing world is very fast affect . As a stage business dealing with the bouncy green product , you need to be fluid . We will have more interactive events next year and search the option of pop up shops . We will focus on developing and marketing our homegrown cooking stove . Having our own production greenhouse enables us to grow our product locally and explore the movement and grow and we can predict some of the trends , which we endeavor to do . Obviously , the indoor trend is huge now . have our product nursery really ensures that we can get the Cartesian product when we want it and we can get the diverseness of products that we desire because they are not always available , ” says Robin .
translate more at Greenlife Industry Australia ( Gabrielle Stannus )
