GROW! Marketing and Public Relations Tips

Trending Thursday: Marketing to DIY Gardeners

Posted by Meg McGrory on Thu, Dec 5, 2013 @ 9:00 AM

From organic produce to reusable grocery bags, concern for the environment is having a BIG impact on countless aspects of life. 

Due to this eco-friendly emphasis, an interest in eating healthier, and efforts to reduce wasteful spending, the gardening world is getting a face lift!

The lawn and garden industry has become the third most profitable market, bringing in around $58 billion annually.  But it’s not stopping there! 

Garden Media predicts that this number will continue to steadily increase on a global scale.

One big reason gardening will continue to grow is due to the growing number of DIY gardeners. Below Garden Media dishes on how the DIY gardening trend will keep growing in 2014--and how your garden business can capitalize.

DIY Gardening Keeps Growing

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According to the 2013 National Gardening Survey, the number of DIY gardeners is growing. 

In the report, there are over 85 million DIY gardeners, up 3% from 2011. 

The buy local, live local movement has been gaining momentum for years, and now, it's elevated to the next level: harnessing the power of your own backyard. 

Why buy your bouquet of flowers or your cabbage from the supermarket when you can grow them yourself?  Cutting out the middle man is a great way to reduce costs while maintaining the luxury of fresh cut flowers or healthy veggies.

The low cost of the DIY movement allows consumers to feel better about their spending. Plus, the option to grow their own lets them feel better about their impact on the environment.  DIY gardening is a win-win.

DIY Edible Gardeners

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Those who grow their own food feel as though they're growing better tasting, highly quality food-packed with more nutrients.

This growing demographic, interested in their food and where it comes from, is cause enough for DIY food gardeners to overtake DIY flower gardeners in spending power this year. 

Edible gardening has increased for the sixth year in a row and shows no signs of slowing down. 

Spending time in the garden is a great way to reduce stress and get exercise. Plus, growing edibles is an easy way to get the kids involved and teach them where their food comes from. No, french fries do not come from McDonald's! 

DIY gardening, whether its food or flowers, also helps reduce your carbon footprint. Rather than relying on trucks or trains, take a walk out back and pick tonight’s dinner.

Marketing to DIY Gardeners

DIY gardeners love the process of tackling a project all on their own--from start to finish. 

1. Help Them Grow

This is where your garden business comes in. DIY gardeners are notorious for Googling and reading up on every step of the process.

Update your garden business blog with lots and lots of DIY gardening projects and tips for success to win the heart and trust of your DIY audience.

2. Create and Sell DIY Kits

Apprehensive DIY gardeners are open to the world of DIY, but can often be intimidated. To help make the initial project easier, begin to market and sell DIY versions of your products in 2014.

These DIY products should have everything they need to start--plus, detailed instructions and a 24/7 help line!

3. Promote the Connection

DIY gardeners feel a close connection to the earth and soil they're sowing, but they also want to connect to other passionate DIY gardeners.

Hold local events centered on hot topics. DIY gardeners will jump at the chance to connect and learn with fellow gardeners.

If you're an e-commerce site, hold online events instead! Google+ Hangouts are a great way to walk through a demonstration and create an online community of passionate gardeners. Twitter chats and AMA (Ask Me Anything) sessions on Reddit are another way to create virtual communities of DIY gardeners.

Stay Atop of the 2014 Garden Trends by Downloading the Full Report Below! 

2014 Garden Trends Report CTA

Topics: Trending Thursday, gardening, garden business, Garden Media Group, Garden Trends



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