Page 9 - Griffin Gazette Spring 2016

By Beth Engle, Assistant Product Business
Manager, Perennials
The idea of ‘horticulture entertainment’ is trending among I’m confident that the usage of those coupons was close
retail garden centers, and why not? Public gardens
have been doing it for years! Offering special programs
to draw people through the doors not only encourages
and inspires attendees; it gives them reasons to keep
coming back. Statistics indicate that such events offer
the single biggest return on investment for garden
centers nationwide.
Of course, this is only a sound strategy if you have the
resources to host and conduct these types of events.
Many retailers rely on their own staffs to put on events,
sometimes at the expense of other work. This is
understandable, and even essential, as the event will take aspects of your product offering.
place on your premises. But, what if you could get an
assist – and a side of plant-geek know-how – by enlisting
the help of local or regional plant societies?
Many plant societies are, sadly, in decline today due to
lack of support and waning membership. However, what
they lack in headcount, they often more than make up
for with passion and enthusiasm. Can you think of any
plant lovers more dedicated than those who belong to
your local garden club, orchid society or bonsai group?
These folks not only know their subject thoroughly, but
they often have plant interests that go far beyond the
focus of their society. What a wonderful resource for you
and your customers!
A society-led program affords the opportunity to
draw customers with plants, sure, but that’s only the
beginning. Can you imagine talking about bonsai and not
discussing the pots needed to grow them, with examples
demonstrating their proper use? Or the specific needs for
different type of orchids, including pots, slabs on which
to mount orchids, chemicals to treat pests, even the bark
mixes and/or sphagnum in which (or on which) to grow
the plants.
Partnering with garden clubs and plant societies can be
a win/win. You can become the go-to source for your
customers’ speciality plant and peripheral needs. A retail
Society Name
The African Violet Society of America www.avsa.org
American Bonsai Society
The American Daffodil Society
American Dahlia Society
The Gesneriad Society
American Hemerocallis Society
The Herb Society of America
American Hosta Society
American Orchid Society
American Rose Society
Arbor Day Foundation
National Audubon Society
Perennial Plant Association
garden operation here in the Chicago area invited the
local garden club to help out at one of their events, and
rewarded every volunteer with a 10 percent-off coupon.
to 100 percent—I know I didn’t miss a beat in using it!
Without it, I might not have bought any plants that day;
the coupon was just the right incentive, at the right time,
for me to open my wallet. Society members may also be
a source for your future part-time or full-time employees.
On the flip side, many societies would jump at the chance
to share their love of plants, raise awareness for their
organization and potentially recruit new members!
Don’t forget about possibilities beyond plants, too. Other
organizations and local botanic gardens may be good
sources for programs around birding, trees or other
What about offering space to your local plant society
during a slow weekend for their next meeting or event? I
know of a couple of orchid societies who’ve partnered up
with a local retail greenhouse to hold their shows.
By the same token, if you’re not working with your local
botanic gardens, are you missing out on getting more
outreach? Perhaps you could provide plant material at
low or no cost for some of their classes in exchange for
your promotional materials being handed out, supporting
your products, services and/or events!
Are you ready to reach out, but not sure where to start?
We’ve compiled a list of some national organizations here;
many will direct you to their local or regional chapters
and, in some cases, offer a list of speakers who may
be interested and available to present at an event you’d
like to hold, speaking on a subject about which they’re
passionate. Many speakers are capable of addressing a
wide range of skill and experience levels, from beginner
to advanced.
To spark the interest and inspiration that drives traffic to
your store, partnership is the name of the game! When
like-minded plant lovers and outdoor enthusiasts come
together, the results can be positively infectious.
Website
www.absbonsai.org
www.daffodilusa.org
www.dahlia.org
www.gesneriadsociety.org
www.daylilies.org
www.herbsociety.org
www.americanhostasociety.org
www.aos.org
www.rose.org
www.arborday.org
www.audubon.org
www.perennialplant.org
Griffin Gazette Spring 2016 9