Rambo

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LOCATION LOCATION LOCATION
Determining Where You Are Now. And What May
Eat You Up In The Future!
By Paul A. Thomas The University of Georgia
Rambos Nursery
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Re-Assessing Your Location
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Marketing
What are you gaining? Who Is Your Customer? Is
This A New Market? Whats Different? Whats
The Goal?
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Potential Wholesale
Potential Landscape Market
Potential Retail Market
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Location Affects Income Potential
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Urban Sprawl Are You Prepared?
Your Greenhouse
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Know The Future!
New Greenhouse !
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Whats Your Countys Plan?
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Huh?
They Cant Be Serious! Can They?
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Taxation and Tax Status
Passage of Referendum A. - 1998 Ad-velorum tax
exclusion needed by farmers and established for
agricultural commodities (including greenhouse
and nursery operators) was questioned and
challenged by tax commissioners in several
Georgia counties. Referendum A was a pre-emptive
legislative effort to establish that nursery and
greenhouse inventory was not assessable under
ad-velorum taxation. This was a team effort
between many of Georgia's agricultural commodity
groups that would have been affected if standing
crops and livestock had become taxable.
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THE STATE OF GEORGIA 1997 Georgia H.B.
1350Enacted April 20, 1998 A BILL TO BE ENTITLED
AN ACT To amend Part 1 of Article 2 of Chapter 5
of Title 48 of the Official Code of Georgia
Annotated, relating to exemptions from ad valorem
taxation, so as to provide for an exemption for
certain livestock crops fruit or nut bearing
trees, bushes, or plants annual and perennial
plants Christmas trees and plants and trees
grown in nurseries for transplantation elsewhere
which are grown in this state and remain in the
hands of a family owned qualified farm products
producer to provide for conditions and
limitations to consolidate such provisions with
certain provisions regarding farm and harvested
agricultural products to repeal certain
provisions regarding production to provide for
applicability to provide for effective dates to
provide for a referendum, effective dates, and
automatic repeal to repeal conflicting laws and
for other purposes.
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Urban Sprawl Rate Atlanta expands outward at
4.5 Miles / Year!
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Urban Sprawl
Relocate Here ?
Or Here?
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Athens Income
Three New Garden Centers Since 2001
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Expanding Neighborhoods
Landscape Installation!
Landscape Renovation!
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Housing Permits
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Population Density
Best For Retail?
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Age Of Home Structures
Landscape Renovation Mailings?
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Ethnicity
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Age Of Residents
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Age Distribution Of Children
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Skill Level
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Years Of Education
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Per Capita Income
Upscale Garden Centers!
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Political Bent!
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Religious Bent
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Unemployment Rate
Last ten years
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Labor Availability May Dictate Location
You Are Here
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Labor Force Trends
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How Close To An MSA Do You Want To Be?
You want to be closer if The more perishable
your good are The more dependent you are on walk
in sales
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(No Transcript)
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Traffic Flow Analysis
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Traffic Flow Document
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Your Companys NameMarketing Plan

• By So and So.

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Market Summary

• Market past, present, future
• Review changes in market share, leadership,
  players, market shifts, costs, pricing,
  competition

Mass Market/Followers
Numberofcustomers
Early Adopters/ Pioneers
End of Product Life
Time
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Product Definition

• Describe product/service being marketed

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Competition

• The competitive landscape
• Provide an overview of product competitors, their
  strengths and weaknesses
• Position each competitors product against new
  product

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Competition
Can You Compete? Are You Different? Market
Saturated?
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Commercial Greenhouses In Georgia
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Positioning

• Positioning of product or service
• Statement that distinctly defines the product in
  its market and against its competition over time
• Consumer promise
• Statement summarizing the benefit of the product
  or service to the consumer

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Map Out Your Market Share
How much is sold in your area and how much of
that is your sales? State Region County
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Market Positioning
Reduction in profit due to falling prices!
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Communication Strategies

• Messaging by audience
• Target consumer demographics

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Packaging Fulfillment

• Product packaging
• Discuss form-factor, pricing, look, strategy
• Discuss fulfillment issues for items not shipped
  directly with product
• COGs
• Summarize Cost of Goods and high-level Bill of
  Materials

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Launch Strategies

• Launch plan
• If product is being announced
• Promotion budget
• Supply back up material with detailed budget
  information for review

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Public Relations

• Strategy execution
• PR strategies
• PR plan highlights
• Have backup PR plan including editorial
  calendars, speaking engagements, conference
  schedules, etc.

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Types of Promotion

• Advertising
• Publicity
• Sale Promotion
• Personal Selling

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Advertising

• Strategy execution
• Overview of strategy
• Overview of media timing
• Overview of ad spending

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The Compelling Cs of Journalism
Catastrophe Crisis Conflict Change
Crime Corruption Color!

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Media Types

• Print Media
• Newspapers
• Magazines
• Direct Mail
• Billboards
• Directory Advertising
• Transit Advertising

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Other Promotion

• Direct marketing
• Overview of strategy, vehicles timing
• Overview of response targets, goals budget
• Third-party marketing
• Co-marketing arrangements with other companies
• Marketing programs
• Other promotional programs

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Pricing

• Pricing
• Summarize specific pricing or pricing strategies
• Compare to similar products
• Policies
• Summarize policy relevant to understanding key
  pricing issues

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Distribution

• Distribution strategy
• Channels of distribution
• Summarize channels of distribution
• Distribution by channel
• Show plan of what percent share of distribution
  will be contributed by each channel -- a pie
  chart might be helpful

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Where Are You In The Market Channel
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Schedule

• 18-month schedule highlights
• Timing
• Isolate timing dependencies critical to success

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Vertical Markets/Segments

• Vertical market opportunities
• Discuss specific market segment opportunities
• Address distribution strategies for those markets
  or segments
• Address use of third-party partner role in
  distribution to vertical markets

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Wanna Be Different?
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Goals of Niche Marketing

Name recognition Increased repeat
visits Increased profits Relief from general
competition Restructured work load /
schedule Personal interest
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Premises
You are willing to be different You need to be
personally interested You must evaluate
frequently You must actively market and
promote It takes a long-term commitment Theme
gardening is cyclical

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Options For Difference?
Product Line Focused, not diverse! Produce
Style Unique, rare? Service Fast, reliable,
on time? Product Quality Best? Second best?
Easy of Purchase Drive up, mail
order. Knowledge Ability to assist,
facilitate. Personality Friendship, trust,
humor.

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Devise a Strategy
Planning is essential!

List Your goals Develop
Opportunities Plan Tasks and
procedures List Obstacles and
solutions Develop Detailed time-lines
Develop Advertising / marketing
options Ask Why would anyone shop
here?
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Venues For Theme Garden Marketing
Trade Shows Philadelphia Show Radio/ TV/
Newspapers Interviews / Stories Classified
Ads Weekly / Monthly Local Events
Art Festivals Flea Markets May
August Organizations Garden Clubs

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Crafting A Sale!

Example Customer wants butterflies, but has too
much shade. Solution Butterfly garden for shade
bundle. Example Customer thinks they have a
brown thumb. Solution Butterfly Garden with step
by step design. ovide layers of involvement and
education Example Customer base has beginners,
advanced and fanatics! Solution Butterfly
gardens for beginners
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Crafting A Sale!
Set the stage for the sale Adapt
images to store front signage Organize
interest centers. Plan a sequence of
experiences.

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Crafting A Sale!
Steps to closing a sale Get
Attention Unusual advertising! Spark Interest
Live, how to demonstration. Develop Desire
Demo butterfly garden. Facilitate Action
Bundled plants for sale.

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Crafting A Sale!

Establish or re-design store policy Empower
employees to act Phone presence / Customer
greeting Reward enthusiasm Facilitate
training
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What to evaluate after 18 months. Theres more
than just direct sales!

Overall sales. Media coverage. New customer
base. Repeat customers. Community Goodwill.
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Evaluation
Changing Horses
Start tracking inquiries. Phase in a test event,
seminar or demonstration. Have a garden club
focus group and then track actual sales from
that group! Search for similar theme on the
internet. Poll employees for interest /
support.

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Evaluation

The Morning After
Follow up assessments Listen to customers
questions. Evaluate sales records weekly.
Monitor attendance at similar events. Use
coupons to gauge impact of ads. Monitor your own
enthusiasm.
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Evaluation
The 7-11 Test

• (4) Person knows, directs, recommends it.
• (3) Person knows and directs one to it.
• (2) Person knows about it.
• (1) Person as heard about it.
• (0) Person had no idea it existed.
• it refers to your business / theme event.

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Keep pushing the snowball !

Have new theme ideas in pocket. Continue to
listen to customers. Evaluate sales monthly by
theme. Reward employee with new ideas.
Not recommended in Georgia!