Know-How Exchange : Advertising/PR

There was a nursary about 45 miles outside of Denver that had similar issues. Their ads would just address it up front "worth the drive". They had a strong niche they focused on, trees only. Another "out of the way" center had the biggest handing baskets on the planet. Driving for those was no problem.

I don't think your challenge is location. Focus on why its worth the drive. Remember most garden centers just stock plants. Anyone can bring in a bunch of plants. You have to focus on expertise. Having just moved with a ton of small projects in my head, there is a nursary I'm driving to for advice-- not just plants. I was told "word of mouth" they'll tell me what I should be planting now for the fall garden and spring start. I went to the big box and asked what zone I live in-- not only didn't they know the answer, they asked me to explain garden zones.

So focus on the value you add-- seminars in holiday plant decorating, fall gardening, jump start summer gardening, how to build a water garden, etc.

Diagnostics is another. I had a tree that had something going on I hadn't seen before. So I cut a branch off, put it in a plastic baggy, and they knew immediately my problem-- and sold me what I needed to fix it. I had to drive for the advice-- the stores closest to me wouldn't have a clue.

Since you say "once they try you they are hooked", think about a friends & family sale/open house.

Think about it this way-- if you were in the city, your challenge would be getting them to choose you vs a bunch of surrounding competitors. Think "why choose me"-- your niche, your differentiator. So you have the same issue no matter localle. But, turning a negative into a positive, once you get them there, they'll not go away empty handed. They'd feel disappointed to have driven a distance to come home empty handed.

A few questions first:

1. How far from the city are you?
2. Do you have a catalog? A website?
3. Do you work with landscapers/landscape architects?

The big question that you have to answer for people is: why SHOULD they make the drive?

Do you have any particular expertise or are you knowledgeable about local plants? If so, a call to a local television station would be a good idea. Most stations have morning segments where they visit local businesses, who share their expertise (or the business owner comes to the studio).

Considering the date, a seasonal pitch would work well. Something along the lines of what plants work well in the winter, what to do now for a great garden next spring, how to prepare your roses for winter or something like that. I'm sure you can come up with better ideas than mine.

One segment on TV can greatly raise your local status. Your standing as an expert will give people a reason to make the drive.

It's a relatively easy pitch to make. Just decide exactly what you think would interest the station's viewers and give them a call. Ask for the person who books their morning segments. If you don't get to talk with them directly, get their email address and send them the info. Open by telling them that you have an idea that their viewers might be interested in. Then tell them "I would like to show your viewers how to" followed by what you want to show. If your idea is good, you're in. If not, ask if there is something related that they think would be a better story. With a little tact, you should be able to get in. Work the seasonality angle - they should book you soon or the story will be outdated.

Good luck!

They are both a design and build firm AND a retail nursery, so they have a staff of landscape designers/architects...plus a retail operation.

I think the point the poster was making is-- just because you have an in staff designer-- doesn't mean you can't be working with others. Be a resource for them, bid on their projects -- you'll have them sending you projects on a regular basis. There are firms that only do design-- they provide no product-- and when the time comes for product to be purchased-- it might as well be from you.

This place sounds awesome! A 20-minute ride is totally doable, especially on a weekend.

If the grounds are that beautiful, I would think that a mailer with a fabulous photograph of the grounds, etc., would 'hook them' right away. (A picture/pictures is worth a thousand words)

Can you afford a direct mail campaign?

I can think of a million ways you could use that mailer to show AND tell residents, contractors, property managers, etc., that it's worth the trip.

Radio is good if they don't know you're even there, but in your case I think the visuals would be more compelling, because by looking at the 'product' you make that the hero, which is what good marketing is all about. :)

hope that helps.

Sue

If people are hooked after visiting, then use social media (testimonials, Yelp, etc.) to spread the "wow!" experience. You need to convey the reason that they need to not only drive 20 minutes, but pass many of the competitors for their business.