To thrive in the present and grow in the future, garden brands need to market, target and build relationships. This is important to do with all customers, but particularly crucial in appealing to Millennials.
Millennials have a desire to create their own path, influencing how and why they opt for one garden brand over a competitor. Often called the "DIY generation", this growing consumer base's preferences will become increasingly important to your garden business.
Millennials are already extremely powerful - and their buying influence in the garden industry is only budding.
Continue reading to learn 5 tips and tricks to sell and market gardening to Millennials.
1. Individualize Merchandise
Carry as many colors, patterns and design variations of a product as possible.
Even better, take it to the next level, and give Millennials modular pieces that can shift with their ever-evolving lifestyle and mood.
- Help them maintain their unique style!
- Millennials constantly keep their eye out for fresh ideas to turn into their own.
2. Streamline Purchasing
Optimize your site to provide the best mobile experience possible. Everything desktop accessible should also be mobile accessible.
Then, add a one-click purchase feature like Amazon or another form of e-commerce.
- Millennials lead the way in mobile and smartphone use.
- 41% of Millennials have already made purchases with their smartphones - and that number will continue to grow. Millennials always have their phone on them, so they are constantly influenced by it. Plus, the simplicity of purchasing is just a click away.
3. Share Your Knowledge
Create your content marketing plan.
Find out what questions Millennials are asking about gardening and be the one to answer. Start a blog, teach simple tips in Instagram videos, and always answer all questions asked of your brand on social media.
- Millennials want to know more! Make simple tips and knowledge easily available.
- This highly educated generation is used to having information at their fingertips, making them big DIY-ers and internet learners.
- Millennials are just learning how to garden, so they're hungry for information. Establish your brand as a garden expert to become their trusted friend.
4. Rope in Mom & Dad
Host digital or in-person workshops geared towards parents and their 20 something Millennials.
Make it fun, practical and straight to the point. Also, market to parents to make sure when they recommend a garden brand, it’s yours.
- Catch parents’ attention.
- Millennials are more likely to live at home with their parents than previous generations.
- A slowed economy and changing relationship standards have contributed to this trend. Leverage this relationship to get Millennials in the garden.
5. Focus on Future
Tweak your Millennial messaging to focus on long-term goals and short-term incentives.
Answer these questions about your brand with Millennials in mind: “Why is this important to me right now?” and “How is this brand making the world a better place in the long-term?”
- Talk seriously about the future.
- Unlike past generations, having a trusted, long-term brand isn't enough to win over Millennials.
- This generation is interested in what you can offer now, and how you can make the future greener and cleaner.