This year, as the winter months give way to spring blooms (finally!), you might notice something different about the customers your garden business serves --and it may surprise you!
Men, specifically those between the ages of 18-34, are emerging as a new target market in the gardening industry.
In fact, one study in 2013 found men in this demographic spend $100 more than the average gardener on lawn and garden supplies. In the upcoming months, as men become more invested in their gardens, your marketing materials need to reflect this growing trend.
Read on to learn simple, yet powerful ways your garden business can expand their reach to men this season.
Why Men are Getting Down & Dirty in 2014
Photo Courtesy of Holistic Moms
One reason men are becoming more interested in the garden is because there are more stay at home dads. According to the US Census Bureau, 1/3 of fathers with working wives regularly take care of their children -- an increase of 26% since 2002!
With more parental responsibility, men want to find more outdoor activities to do with their children. And what better way to spend time together than getting dirty! Young dads see the garden as a place to bond with their kids.
Another driving force behind men in the garden is the rise of home-brewing and wine making. The craft-beer industry is booming, and growing ingredients like hops and grapes allow men to take home brewing to a whole new level-- and taste.
What do Men Want?
Reaching young men in the garden is easy--if you use these simple, green marketing tips:
Men see themselves as masters of the grill. Capitalize on that! As a garden business, you can provide men with a wide variety of vegetable seeds or starts to grill and herbs to spice up other dishes. Then, take it to the next level by offering recipes and marinades to try this season. Offering both garden plants and info allows your green consumer to see you as the expert on all fronts.
Focus on providing young men with a user-friendly shopping experience. Take it from me, men love to experiment and learn by doing, so consider giving your garden business a makeover. Specifically, ensure products in store and online are organized and labeled clearly. You want to create an environment that allows products, services, and advice to be easily discovered by young men.
Pitch and promote gardening as a family activity. You, as a garden business, already know that the process is just as important as the result. Young men will respond to this kind of marketing because it will be an opportunity for them to grow both a garden and a family. Offer family-workshops, or organize a community improvement project that families as a whole can participate in. Even sponsoring a similar event will put your company in a positive light.