June 2, 2020  
 
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Marketing a Horticultural Plants Business

Marketing a horticultural plants business can be a daunting task for new entrepreneurs. But with consumer demand on the rise, marketing skills are becoming increasingly important for horticultural plants business owners and managers.

A high-quality marketing plan connects your company to your customers. Without it, you'll quickly find your horticultural plants business stuck in limbo.

Winning strategies combine common sense marketing with the constantly evolving demands of the marketplace.

Public Relations Strategies

If marketing is a stock car racing full throttle toward a consumer audience, PR is a vintage Cadillac teasing consumers and inviting them to take a closer look. For example, if you buy a premium mailing list and use it to conduct a direct mail campaign, that's marketing. On the other hand, if the Sunday paper runs a story about your horticultural plants business, that's PR. The art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.

When It's Time to Rebrand

There are many reasons why it might be time to begin a rebranding initiative - but a lack of alternative tactics is not one of them. The most successful rebranding initiatives are the culmination of a deliberate process. For a horticultural plants business, owners are often inspired to rebrand after analysis has demonstrated that the current brand is losing its impact in the marketplace. Unless you are confident that you possess the skills necessary to rebrand your business, we advise consulting with a professional marketing firm before you introduce a new brand to your customers.

Broadcast Advertising

Broadcast advertising has clearly taken some hits over the past couple of decades. The number of consumers who tune-in to local TV and radio has plummeted, and the industry has struggled to regain its footing. But broadcast advertising hasn't disappeared entirely and horticultural plants businesses are leveraging broadcast media to perform specific aspects of their marketing strategies. Best practices for the use of broadcast advertising require businesses to evaluate their target audience's listening or viewing patterns and then tailor their media purchases to specific media outlets rather than blanketing the geography with brand messaging. When marketing horticultural plants businesses, the target audience is almost always local or regional. For broader reach, you'll likely need to look beyond broadcast venues and explore other online and offline marketing vehicles.

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Conversation Board

Still have questions about marketing a horticultural plants business? No problem! We always welcome feedback and we'll do our best to respond to inquiries about how you can improve your company's marketing.


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