GROW! Marketing and Public Relations Tips

Trending Thursday: Marketing Digital Gardening as a 2014 Garden Trend

Posted by Emma Fitzpatrick on Thu, May 8, 2014 @ 9:00 AM

In the gardening world, it will soon be out with the old and in with the new.

The way we learn, talk and execute gardening is all going to change in the next few years. Wondering what's driving this shift in how we learn about gardening?

Some 24% of the current population are millenials. Yes, we're talking about the tech-savvy, impatient, coddled, creative 18-36 year olds.

Below is a snap-shot of who the millenials are, why they're driving the finger-tip gardening trend, and a few tips on how your garden business can make this trend work for you.

Who are the Millenials?

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By 2018, millennials will have more spending power than any other living generation. But, for now, they have over 500 million dollars of buying influence. 

  • Tech-Savvy: Millenials grew up digital, so they when they've got a question or need to know more, they're using Google and social media. 41% of millennials have already made purchases with their smartphones--and that number will keep rising.

  • Experience Driven: Millenials aren't driven by luxury items. Instead, they crave experiences that are socially share-worthy. When marketing, focus on the experience of your gardening product. 

  • DIY-ers: Presently, millenials are the most educated generation in American history. Over 63% have a Bachelor’s Degree. Since they're used to learning and having information at their fingertips, they are big DIY-ers, especially in the home and garden industry. That's why Pinterest is so popular!

  • Social Sharers: 63% of millenials stay updated on brands through social networks. And 43% have liked more than 20 brands on Facebook. When millenials have a question about your brand or are looking for feedback about your product, they're turning to their ever-larger social community. So, your gardening brand has to be there.

Millenials are Driving the Fingertip Garden Trend.

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Millenials, for the most part, are just finding an interest in the garden. They're looking to grow their own food and decorate their space with flowers and plants.

But, millenials are still learning how to garden. And, to them, it's only natural that they'll gravitate towards technology to make the experience easier.

1. Mobile Mayhem

Photo Credit: Suntory Flowers

83% of millenials sleep with their phones. It's always with them.

First thing's first: make sure your site is mobile-optimized to create the best user experience possible.

Then, take it to the next level with an app. Brainstorm what mobile app would complement your gardening product or service.

Perhaps it's a design app like Suntory's Virtual Container Designer, which makes creating and “test driving” container combos a snap - before the purchase. Or, maybe it's a specific "how-to" guide for plant care with built in reminders about when to water or fertilize.

Whatever the app is, take charge, and get creating to hook and inspire millenials now.

2. Digital Does Easy

Photo Credit: Modern Sprout

Most millenials cannot even remember a world without technology. So, when entering into a new industry (like gardening), they want to make their chance for success as great as possible by leaning on their digital background.

Products like counter-top hydroponic growing systems are a big hit with millenials.

They want their gardening products to be integrated with, not separate from, technology.

Grab your A-team and get brainstorming about how your gardening business can integrate technology into the experience you provide.

3. Lend a Helping Hand

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Photo Credit: Longfield Gardens

In 2012, the 3 sources for gardening advice that grew were all digital: YouTube, Twitter, and gardening websites.

Millenials are just learning how to garden, so now's the time to establish yourself as the gardening expert.

Get your content marketing plan in line, and answer the questions millenials are asking about gardening now.

See What Other Garden Trends will be Dominating 2014 with our Whitepaper Below!

2014 Garden Trends Report Whitepaper

Topics: lawn and garden public relations, garden marketing, Trending Thursday, Garden Media Group, Garden Trends, marketing

2024-Trends-Report-FRONT copy


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