" During the Covid-19 pandemic , many unseasoned multitude took up the hobby of gardening , boosting the garden industriousness . How unlike was the situation after the pandemic with garden centers struggling to charter a novel generation of consumer . enquiry has show that many millennials are deterred by a fear of not being able to properly wish for plants , and the cost associated with failure . For these reasons , a turgid part of the root lies in cultivate and pep up this group of nurseryman , " say Jeff O’Brien of Brands in Blooms . Brands in Bloom is a Canadian - base marketing troupe that is on a foreign mission to help garden centers pull and retain horrific , reluctant and even casual gardeners back into the garden heart .
From thesis to marketing consulting companyIn April 2024 , Jeff O’Brien and Jon Morisson set up their Brands in Blooms business . They were motivated by the finding ofJeff ’s thesison consumer buying behavior in retail garden center in North America . The main termination of his research is that current marketing techniques do n’t finagle to progress combine with young consumer .
" After seven years work for Van Belle Nursery and Bloomin ' Easy , I ’ve seen firsthand how crucial it is for garden center to colligate with the next propagation of gardeners , and that was the reason that I recently did my MBA dissertation on this matter . We offer garden centre of attention a complete package : selling consulting , modern website aim , and societal media management so that their marketing vibrate with young gardeners , " enjoin Jeff .
latterly , the company built out their board of directors to admit circuit board member from the garden snapper industriousness and consumer influencers . The expanded board consists of extremity such as Peter Mezzit , the owner and President of the Weston Nurseries , Brie Arthur , author and horticulturist , and Brett Mahoney , third contemporaries at Mahoney ’s Garden Center .
A focal point on lifestyleAccording to Jeff , garden industry marketing needs to pitch towards a focus on lifestyle , tell : " When I was turn over into this issue of attracting young garden centers . I started to research companionship that are great at merchandising , and I saw that most if not all globally successful brands grocery store to lifestyles . And I thought that the gardening industry should do this too . So far the gardening manufacture has n’t made modus vivendi class changes that are about the consumer . "
We found that young gardeners are concerned in industrial plant and appear online for works - care info . However , many garden center ' websites and societal medium do n’t adequately educate and enliven them . To let the younger genesis sense comfortable with buying a plant life , the garden center , the website , societal medium , and in - stock layout must be built on consumer lifestyles and want . They should unconditionally educate the consumer in a way that is adapt to their demographic . Moreover , the online and storage experience should really match . All of this means that garden centers should know their target audience very well , and they have to trial , " Jeff further explain .
Providing toolsJeff believes that reach issue generations not only keeps garden centers thrive , but also drives more gross sales for greenhouses and nursery . " Garden centers are on the front lines to ensure people buy your plants for days to number . " To help garden centers with making a marketing program , Brands in Blooms is launching theNext Gen Insights Course . " This course is explicitly designed to allow for garden centers with actionable sixth sense and strategies to help oneself them ride out ahead of the curvature . "
The 7 - week path will discuss the topics of consumer research , storytelling in selling , website design essentials , subject marketing strategy in - store layout optimization , as well as sales and upselling technique .
inquiry and business deal showsJeff submit that for Brands in Blooms this course is just the beginning . " We are partnering with local associations and diligence experts that can help garden centers thrive by captivating the heads and heart of the next generation of gardeners . "
Brands in Blooms will be engaged with carry on new studies about marketing and pull the younger generations . They also attend trade shows include this twelvemonth ’s Farwest Show to speak about sinewy storytelling and how to attract the fearful and reluctant gardeners back into the garden shopping mall . " We are always looking for ways to connect with all variety of manufacture better half to feel ways to improve merchandising so that the green sector becomes more resilient in the future , " Jeff concludes .
For more info : Jeff O’BrienBrands in BloomEmail:[email protected]www.brandsinblooms.com
