In the ongoing discussion of how to market to younger audiences, the February issue of Garden Center magazine includes a fascinating article by Leslie Finical Halleck of Halleck Horticultural.
Based on her informal research, Ms. Halleck concluded that the term garden center doesn’t mean an independent store that sells plants to the under-35-year-old. To them, a garden center is a section of Lowe’s or Home Depot.
The term nursery doesn’t clarify things. That’s a school where you take a young child, as far they’re concerned.
The article – which you can read on page 24 of the digital edition – includes some alternatives that Ms. Halleck suggests will resonate better with younger audiences.
Even if you don’t own a garden center, the article serves as yet another reminder to be mindful of all the terminology you use in your marketing. It reminds me of similar reports I’ve heard – such as newbie gardeners not knowing, or caring about, the difference between annuals and perennials … or “growing zones” being a meaningless term to most Millennials.
If you really want to market to younger audiences, regularly solicit their input. If you don’t, chances are that words you consider self-explanatory merely befuddle, rather than educate and sell.
