GROW! Marketing and Public Relations Tips

Trending Thursday: 'House of Bricks'

Posted by Samantha Arcieri on Thu, Mar 5, 2015 @ 9:00 AM

Everyone is talking about this weekend’s House of Cards binge - even the cast of Sesame Street. 

In a new clip titled “House of Bricks” a cruel politician named Frank Underwolf attempts to blow down the three little pigs’ houses and take over the strong “White Brick House.” 

This clip has everything, House of Cards references, basic math problems and even an appearance by the three little pigs. (And yes, Underwolf speaks directly in to the camera.)

The Sesame Street version of House of Cards demonstrates a valuable public relations lesson. Brands can reach more consumers when they cater their messages to appeal to target audiences. 

Continue reading to learn how garden brands can appeal to new consumers.

Garden Media Group, House of Bricks, Garden Trends

Repurposing Content

While the normal preschool crowd would never watch the House of Cards on Netflix, this parody clip works because the creators didn’t try to reinvent the wheel.

Garden brands take note. If a strategy works, use it. Repurposing content produced in-house is the best way to reach different demographics quickly. It also saves valuable time. 

Though public relations professionals know that one blanket marketing strategy never produces successful campaigns - every client does have varying goals and needs- repurposing content does prove useful when it comes to specific strategies.

Pitching different media outlets? Tailor each pitch to the reporter using the same general messaging.

Managing a blog? Create new content using different story angles inspired by older posts. All repurposed content should serve a purpose and offer a new, exciting spin.

Garden brands should only repurpose content made in-house or with permission. Plagiarizing destroys credibility and can ruin any professional relationship. The key to using repurposed content not made in-house is to ask for permission and attribute.  

Garden Media group, House of Bricks, Garden Trends

Target the Consumers

Garden brands should not attempt to appeal to different audiences without proper market research and a strategy. Before brands repurpose content to fit new consumers’ needs, they must first identify their main consumer group and loyal brand ambassadors.

Next, brands need to identify what the “ask” is of their new consumers. Why are they targeting this particular audience and how do they want them to promote their products?  

According to the 2015 Garden Trends Report, Millennials, Hispanics and young men are the top three new consumer groups in the garden industry.

“Hispanics are the largest minority in U.S. and the fastest growing segment,” the report noted. “Millennials are bigger than Baby Boomers, comprising an estimated 25 percent of the U.S. population.”

Additionally, the report finds that young men in the U.S. spend $100 more on garden products and plants compared to any other group.

For more information about the industry’s new consumers, download our 2015 Garden Trends Report. 

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Topics: audience, branding, Garden Media Group, garden industry public relations

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