Summit on national marketing charts progress, but there’s a long way to go

ST. PAUL, Minn. -- The first National Green Industry Summit disbanded Thursday with most participants agreeing that more dialogue is needed and with leaders promising to reconvene the group within six months.

The two-day summit was the first attempt in more than a decade to forge a national marketing program for the horticulture industry. Mandatory check-off programs like “Got milk?” and “Pork, the other white meat,” along with voluntary programs like the National Rifle Association’s safe-gun storage campaign, were held up as examples. See yesterday’s Open Register entry to learn some more basics.

Three different approaches to industry promotion were vocalized at the summit:

• Big-picture program with a long-term impact on the state of the world. Example: touting horticulture as the smart solution to global climate change.
• Defensive message. Example: when local and provincial governments in Canada began outlawing pesticides intended for “cosmetic” purposes, the green industry was caught unaware and was forced to play catch-up with public relations programs to explain its view.
• Program aimed at driving immediate sales in a short period of time.

Summit participants were undecided about which of these approaches to pursue. They are, after all, three very different goals that would require very different tactics.

In the end, the group agreed to hire a professional facilitator who can guide participants through the process of writing a mission statement and then lead the group toward selecting a program message everyone can get behind.

It was not determined how startup money to hire the facilitator would be raised. As Montana wholesale nurseryman John Lawyer said: “We have to raise the money so we can afford to raise the money.”

-- Kevin

Comments

[Steve Cissel]

Kevin,

Thanks for being there !

As much as the event was frustrating (here we go again), it was equally encouraging for the fact that we are sitting down again to talk through the opportunities.

There is a lot of work to be done, but there are elements in place today that were not in place in the previous 130 years of trying.

We have some 'territorial' issues and fragmentation issues to work through, but I am sure we can overcome those.

A thanks to all who attended.

A thanks to Bailey Nurseries for hosting the event.

And a thanks to Dale Siems for pulling the right strings to get us all there.

Our brightest days are ahead.

Steve Cissel

[trey]

I am afraid I don't hold out much hope for a national gardening campaign. It's not the way to go anyway. The industry is really to fragmented with various business types all vying for the same dollar.

Better to keep it local and viral. People are seeming to discover the benefits of vegetable gardening this year without a national ad campaign.

[Steve Cissel]

Trey,

The initiative is much broader than a 'gardening' campaign.

For the record, I am for a campaign.

We are the original 'green', environmentally friendly industry. But our industry isn't talking about effectively.

Truth is, the oil companies are talking about it more effectively than we are.

Our opportunity is now.

The thinking behind the group that met is to come up with a message that addresses the 'lifestyle', the 'way of life', the 'oxygen producing', the 'health benefits' messages of our products and services, and do it in a way that each individual fragment can benefit.

Steve

[Steve Cissel]

Hey ya'll,

Check out this link for a flavor of some 'forward thinking' regarding our industry message.

http://www.lgrmag.com/Bigfoot-article9313

Steve

[Jeff]

As a consumer, I wouldn't want to see a generic "Got Green?" campaign. Yes, I've got milk. So what?

What I would be interested in is an education campaign. For example, "it's easy to compost, here's how you do it and what the benefits are."

Or, "Eating Locally: Better for You, Better for the Environment" Educate people about seasonality of fruits and veg and the ease of growing your own. A lot of people (Generations X and Y) have never had a garden and don't know where to begin. Show them.

Each season, show us the new plants that have been introduced to the market. I'm sure the patent holders would underwrite a campaign in a second.

Of the three options listed above, I would start with the third. Encourage local nurseries to cultivate relationships with me. Encourage them to update their years-old websites with coupons, events (workshops) listings, tips, etc. Keep it fresh! What new plants are in this week? Which ones are good for shady/sunny spots? With gas prices, I'm less inclined to visit several nurseries over the weekend. If you have what I want, I'll pick you. Et cetera.

"Being Green Starts at Home" would be good way to address a campaign.

[Steve Cissel]

Jeff,

Your thinking is right-on-the-money.

The trick for us (the green industry) is to get that message out in a way that is emotional (just as it is for you) and do it in a way that touches on all of the products and services within our industry.

Thanks for the GREAT input.

Steve Cissel

[Alex Pearl]

America in Bloom is gaining initative as a program that is reaching out to millions of individuals in cities across America as to the importance of plants in our everyday lives. Quietly AIB touches a broad arena of applications for the green industry. Too easily the green industry is fragmented into its own narrow view. With little effort the industries can broaden their perspective and widen their market potential.