Page 212 - AmericasMart: Market Magazine July 2017

FRIENDSHIP FERTILIZER
When it comes to casual furniture
to furnish their outdoor living areas, millennials are looking to create social spaces where they can entertain. “They are focused on outdoor spaces because it’s all about being outside and creating a since of community,” says Sanders. Lots of seating encourages conversation and, of course, perfect Instagram moments.
BACK TO NURSERY SCHOOL
Despite it being the source for garden items that give back, the perfect conversation sofa and heirloom blueberries, millennials might not turn to their local garden center for products at all. “They will always choose experiences over owning things,” says Nash.
She recommends hosting events that teach them how to garden, with a truly millennial flair. “Try a container
gardening night and serve craft beer. Have food trucks. Make it fun.” Tap into the knowledge of your staff to create events and classes that give millennials experiences they will not find elsewhere.
CULTIVATION METHODS
So how do you reach this experience- hungry generation? No surprise, the answer is online.
Millennials are interested in knowledge.
If your staff is like most garden centers, you have plenty of it to go around. With
a combination of your website and your social media channels, you can share this expertise to reach your target market.
“Millennials trust organic storytelling versus traditional marketing,” says Sanders.
Use your website to tell the story of your garden center, from information about the people and products you work with to
AmericasMart.com
updates about the last frost of the season and when to prune, to how people in your community are using your products in their own gardens. Use your social media channels to share updates to your page and a behind-the-scenes look at what is going on around the shop.
As the millennial generation ages, experts believe they will increasingly explore gardening and outdoor living. “They see gardening as an entire lifestyle,” says Nash
“So, gardening is one aspect of living the good life.”
For more information:
Mat Sanders - Consort, consort-design.com; and Dee Nash, Author of The 20/30 Something Garden Guide and Red Dirt Ramblings, deenash.com
Images courtesy of: Burgon and Ball,
Pottery Patch, Pottery Pots and Lloyd Flanders
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