Last week, Garden Media saw Martha Stewart speak at IGC East. During her talk, she stressed the importance of individuality and pushed for garden centers to appeal to the industry’s new consumers: millenials.
We touched on some things you didn't know about Martha in Part I of this series.
Continue reading for Pat II and to learn more about Martha Stewart’s talk at IGC East.
She knows Millennials are the new face of gardening.
Millennials – consumers ages 18-34 – are the new consumers when it comes to gardening.
Martha said independent garden centers need to bluntly advertise to this group and conform their marketing strategies to fit their needs. Adding that since Millennials are also having children, they are looking for ways to enrich their children’s’ lives. And that many are looking to nature to do it.
Companies like Costa Farms are working hard to appeal to the new consumer through programs like the O2 For You Campaign.
She wants a tree for her birthday.
Martha loves trees and said that she asks for one during the holidays and on her birthday every year. She said people need to care for trees like they care for pets. They are the reason we breathe fresh air, after all.
She seeks variety.
Martha stresseed that consumers want the unusual, and that especially rings true for the garden industry. She said a garden center that is always changing is a garden center worth visiting, adding that the ideal center offers new products on a regular basis.
She knows how to keep it fresh.
Last, but certainly not least, Martha knows that success and social media go hand-in-hand. Since everyone is plugged in these days, it’s important for brands to put original content online. It’s the easiest way to gain brand recognition and directly interact with consumers. Martha Stewart Living has a blog that is updated almost every day.
Apart from blogging, brands must interact with consumers on other social channels like Instagram, Twitter, Pinterest and even Snapchat if they want to say ahead of the game.