trends & plants that go with them! -...
TRANSCRIPT
Trends & Plants that go with them!
Why Us?Created and developed the
GrowIt! App
Work out of the #1 Ranked
Tech Incubator in the U.S.
(1871)
Landscapes and landscapers
changing rapidly!
Mason Day
Marketing Director
500,000 consumer to date.
Grew up on a produce
farm and garden center in
Michigan
Seth Reed
Business Development
Director
Recruit IGC’s and Botanical
Gardens
Worked at an IGC in high
school, LS firm in college and
have been in the industry
ever since
Jeff Gibson
Landscape Biz Manager
Landscape contractors,
Landscape architects,
Growers and Nurseries
Old Guy!...
Top Consumer Trends effecting Plant Sales
Life On-Line
New Technology
Staying on the cutting edge
Online sales
Retail data analysis
Services
Pinterest is changing gardening &
Landscaping!
WebTrack is changing how our
customers order
Houzz
GrowIt!
Average Person 2 hours / day… 15%
4+ Billion video views each day
1.3+ Billion mobile users
1 Billion+ active users
300+ Million users
Ads Program going global!
465+ Million Users
110+ Million users
71% Female
Avg. pin generates 6 Website visits
Niche Sites GrowIt!, Houzz, Etsy, Angies List…
All dedicated to specific purposes
“‘Zon’d”Amazon grabs 44% of U.S. e-commerce sales in 2017
One Click Retail
4% of the country’s total retail sales for the year —
approximately $200 billionAmazon Year in Review: The 5 Biggest Trends of 2017
Most sales 2017
Consumer electronics $8 billion.
Home & kitchen, publishing divisions $5.5 billion and $5 billion
Sports & outdoors $4 billion in sales.
“‘Zon’d”Today, over 50% of product searches begin on Amazon
Only Amazon
can convert
Click-throughs to sales
“‘Zon’d”
“Ultimately, success – for both Amazon and for
brands that sell through the platform –
comes down to knowing your audience”
Spencer Millerberg, CEO, One Click Retail.
Wheres the growth
National Gardening Association 2017 National Gardening Survey
Where they buy?
National Gardening Association 2017 National Gardening Survey
Households participating
National Gardening Association 2017 National Gardening Survey
Household participation
Compound Annual Growth Rate Top 5
1. Food Preservation
2. Landscape
3. Garden Info
4. Power Equipment
5. Soil amendments
Gardening Consumers
Casual Gardener
32%
Reluctant
Gardener
19%
None of the
Above
22%
Just-Cut-the-
Grass
18%
Garden
Enthusiast 7%
Master Gardener
2%
Source: National Gardening Association;
"What Gardeners Think; 2009.
U.S. Gardeners
9% “Gardening Consumers”
experienced
Meaning
less than 9% of potential customers
know…
1 out of 6
Hosta, Daylily, Peony
People aren’t looking for Hemerocallis fulva ‘Tigress Eyelashes’
More LikeSomething Orange that I won’t have to
buy next year.
Out of 36,000 plants identified on GrowIt! in
2017...
Changing Customers
Plant CASUALIST
AGE: 24-36
Years of experience: 2-7
Main Drivers: Function
• Can I eat it?
• Does it spruce up this room?
• Reflection of my individuality
Most of my plants are in containers
and I love houseplants.
Experienced GARDENER
AGE: 50+
Years of experience: 15+
Main Drivers: Hobby/Beauty
• Relaxing/reduce stress
• Keeping up with my friends
• I “collect those”
I’ve got the best Azaleas on the
block. My flower beds are gorgeous.
Millenials vs. Boomers
Finding Plants
Millennials Boomers
The New ShoppersMillennials now, but quickly becoming ALL Generations.
Everyone wants to act younger.
It’s becoming less about when you were born, and more about the technology
that you’ve become accustomed or adapted to.
Diversity – It’s a global society.
Want to make a difference,
Or at least feel like I am.
We trust our peers more than anyone.
Which is why we share almost anything online.
Make it convenient for me to buy from you… even if it costs more.
Can I buy a subscription? Can you deliver?
Here’s the thing: we crave personalization.
Talk to ME, challenge ME, and be honest with ME.
The new “normal”
• 5 million of the 6 million new HH, 18-34 year olds
• There are more 18-34 year olds than boomers
• This generation has more of a connection to the
earth, the environment, FOOD GARDENING
• Food gardening, 3.6billion. Bigger than flowers
• Under 35’s spent 2x the amount on berries and
herbs
The Shopper Retailers Want is 26 Years Old
Wall Street Journal, 10/10/17
New Shoppers
FOUR generations shopping today!
Guys in the garden
Families shopping
Lack of gardening background - need help
Best choices – curated by experts
Research before purchase - it’s easy
Top 5
1. Food Preservation
2. Landscape
3. Garden Info4. Power Equipment
5. Soil amendments
Can they find you?
Purchase locations
Lowe’sHome DepotIGC
Lowe’sHome DepotIGC
Lowe’sHome DepotIGC
50,000 people searched
local places to buy plants
last growing season on
GrowIt! alone.
TIPS FOR
CONNECTING
APPS! - the great divide…
TARGETING – paid marketing is up
VISUAL CONTENT + VIDEO – grab attention
CHAT APPS – more users than the top 4
500,000 usersAll Interested in Plants
GOAL: LEARN TO SELL ONLINE
SOMETHING… ANYTHING!
PRODUCTS OR SERVICES
SELL THROUGH FACEBOOK
SELL THROUGH LOCAL SITES
IN-STORE PICKUP IS MARKETING!
E-commerce, Delivery and You
Inventory, Inventory, Inventory!
Knowing What You Have
=
Knowing What You Can Sell
2018 Realities
More Ratings – easy systems + trusting consumers
Social in the office – as millennials take charge
News (Fake News!) – FaceBook users make hard choices
New ways to communicate – concise + nonverbal
Storytelling! – Instagram Stories, FB Memories, Iphone
slide shows
Virtual Reality (of course…) – FB Oculus; Google; HTC
All of this can be used to inspire trust!
They love “us”!
THE NEW SHOPPERSHouse Jungles
Urban Wilding
Urban Rainforests
OR…
JUNGALOWS!
Going indoors!
Houseplants are back!
Top 5 plants added by
millennials.
The 70s have returned
(Macramé)
Adding “Interior Plantscaping”
to your repertoire
Fill the Need - Plants
Echeveria
#1 Plant Added by Millennials
on GrowIt!
Princess Deep Blue Exacum
Fill the Need - Plants
Joker Ornamental Pepper Pitcher Plants
In with the New
Succulents
#1 Searched Term on GrowIt!
Pineapple
#2 Searched Term on GrowIt!
Always Classic!
Roses Hydrangeas
Top 5 Searched
Term
on GrowIt
Top 5 Searched
Term
on GrowIt
New Takes on the ClassicsRose Variety Hydrangea variety
Landscape Trends
Trusted Partner
Go Mobile
Get into the Pot!
Function Junction
Trusted Partner
M. Erbs Fine Gardens
Denville, N.J.
Your Team = Their Team
Houzz
Testimonials
Trusted Resource – Why?
Launched Q&A Feature Spring 2017
12,000 Questions, 32,000 Answers
25% “How do I take care of _____?”
17% “What’s wrong with _____?
16% “Is this a weed?”
Garden Centers and Landscape
Professionals have the info!
Crowdsourcing - Information
If you don’t have the
answer, someone else
does.
Your Staff – They all can
be experts.
They just have to know
where to look!
Packages
Live Chat
Plants can be Packaged Too!
Value Package
Bonanza Yellow Marigold
Trendy Package
Twisted Yellow Celosia
Plants Are Packages Too!
Premium Package Echinacea Sombrero Lemon Yellow
Helps people understand a
price point.
Drives a psychological value
add for mid-tier.
Consumers DON’T understand:
Difference between Marigold and
Echinacea
Consumers DO understand:
Difference in packaged value
Get Into the Pot!
Get Into the Pot!
Housing demographics = smaller yards, less
lawn, more patio/deck
Consider offering a
“subscription” container service
Small-Space Cityscaping
Young, Inspired, trendy
Containers, and roof top gardening
Unusual, durable, long-lasting plants
Michelle
Food gardening
and millenials
89% growth in 5
years!
Get Into the Pot!
Planning it out
• Over 2000 projects on GrowIt! with “Patio”
or “Container” in the project title.
• Over 25% of the last 25,000 photos are
outdoor plants in containers.
• Another ~10% - Specifically indoor
containers.
Small Spaces, Big Options
Edibles
Tidy Rose Tomato
Edibles!
Bushel and Berry
“Blueberry Glaze”
Tomatoes a Top 5 Searched
Plant on GrowIt!
Overall not just in VeggiesBerries are an
EXPLODING category.
Small Spaces, Big Options
Décor
Summer Romance
Merlot Dipladenia
Décor
Petunia Night Sky
Great match forColor of the Year
Ultraviolet
“Subscription Services”
“Subscription Services”
“Subscription Services”
“Subscription Services”
Spring Summer
“Subscription Services”
Fall Why?
• Recurring Revenue
• Value Added
• Product Positioning
• People are accustomed
to purchasing this way.
• Idea – Expiration Dates
Purple, Green, Blue
Lasts longer in a
container
Pre-mixed in the
seed to growers!
60-80 days to
harvest
Simply Salad Kale Mix
No seed set!
Won’t get leggy
28 days to harvest
AAS winner
Dolce Fresca Sweet Italian Basil
Little Napoli F1 Roma Paste Tomato
Roma tomato for the
patio!
That’s Amore!
Function Junction
New gardeners = new take on what
plants do
Emphasize functional aspect
(best examples; pollinators, wildlife
gardening)
Institutional Inspirations
New thinking about landscapes
Natives, Perennials with “natural” look
Has a budget and knows how to
spend it!
Lauren
All Natural landscaping
Institutional
Municipal
Commercial
Functional Aspects
• Produce oxygen
• Sequester carbon
• Windbreaks
• Noise, air, water, light pollution
• Water runoff & erosion control
• Water and soil remediation
Function Junction
*NEW* Does it smell good?
Lavender consistently a Top 10 plant
In containers and in the ground
Multipurpose
Stats to Match
Top 2 Hashtags on
GrowIt! for 2017
#polliNATION
Million Pollinator
Garden Challenge
#Garden4Wildlife
National Wildlife
Federation
Thousands of people
already having the
conversation about
using better
environmental practices
in their landscapes.
IGC Retail Support
Flourish! – Bringing New Life to Your Garden Center
Print piece
Facebook - FlourishIGCs
Twitter - @BillCalkins
PEOPLE + PLANTS
Don’t try to sell them a sea of green…
Bill Calkins
@BillCalkins
IGC Retail Support
Downloadable Bench Cards!
Tons of traffic
Great for growers, too
Now in two sizes
Linked to WebTrack Catalog
Product Search!
Retail Support at BallSeed.com
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