Rambo’s Nursery LOCATION By Paul A. Thomas The University of Georgia Determining: Where You Are Now…. And What May Eat You Up In The Future!

Re-Assessing Your Location Am I Really in the Right Place …..or Should I Move?

What are you gaining? Who Is Your Customer? Is This A New Market? What’s Different? What’s The Goal? Marketing

Site Criteria Table FactorsGrade 1-10Weight 1-5 Points Traffic count: Cars or pedestrians Visibility access Proximity to competition Zoning Parking (include off-street parking) Condition of premises Proximity to customer generators Income level of neighborhood Population density Ethnic make-up of neighborhood Age factor Directional growth of area Area improving or deteriorating Crime/shoplifting rates Availability of qualified employees Labor rates of pay Supplier proximity Terms and rental rates Adequacy of utilities, gas, water Transportation accessibility Total Points

Potential Wholesale Potential Landscape Market Potential Retail Market

Location Affects Income Potential

Urban Sprawl – Are You Prepared? Your Greenhouse

New Greenhouse ! Know The Future!

What’s Your County’s Plan?

Huh? They Can’t Be Serious! Can They?

Passage of Referendum A 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. Taxation and Tax Status

THE STATE OF GEORGIA 1997 Georgia H.B Enacted 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.

Urban Sprawl Rate Atlanta expands outward at 4.5 Miles / Year!

Urban Sprawl Relocate Here ? Or Here?

Athens Income Three New Garden Centers Since 2001

Expanding Neighborhoods Landscape Installation! Landscape Renovation!

Housing Permits

Population Density Best For Retail?

Age Of Home Structures Landscape Renovation Mailings?

Ethnicity

Age Of Residents

Age Distribution Of Children

Skill Level

Years Of Education

Per Capita Income Upscale Garden Centers!

Political Bent!

Religious Bent

Unemployment Rate Last ten years

Labor Availability May Dictate Location You Are Here

Labor Force Trends

You want to be closer if: The more perishable your good are The more dependent you are on walk in sales How Close To An MSA Do You Want To Be?

Traffic Flow Analysis

Traffic Flow Document

[Your Company’s Name] Marketing Plan [By So and So….]

Market Summary Market: past, present, & future Review changes in market share, leadership, players, market shifts, costs, pricing, competition Early Adopters/ Pioneers Mass Market/ Followers End of Product Life Time Number of customers

Product Definition Describe product/service being marketed

Competition The competitive landscape The competitive landscape Provide an overview of product competitors, their strengths and weaknesses Provide an overview of product competitors, their strengths and weaknesses Position each competitor’s product against new product Position each competitor’s product against new product A B C D Performance Price

Competition Can You Compete? Are You Different? Market Saturated?

Commercial Greenhouses In Georgia

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

Map Out Your Market Share How much is sold in your area and how much of that is your sales? State Region County

Market Positioning Reduction in profit due to falling prices!

Communication Strategies Messaging by audience Messaging by audience Target consumer demographics Target consumer demographics

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

Launch Strategies Launch plan Launch plan If product is being announced If product is being announced Promotion budget Promotion budget Supply back up material with detailed budget information for review Supply back up material with detailed budget information for review JanFebMarAprMayJunJulySepOctNovDec Phase 1 Phase 2 Phase 3

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

Types of Promotion Advertising Advertising Publicity Publicity Sale Promotion Sale Promotion Personal Selling Personal Selling

Advertising Strategy & execution Strategy & execution Overview of strategy Overview of strategy Overview of media & timing Overview of media & timing Overview of ad spending Overview of ad spending

The Compelling “C’s” of Journalism Catastrophe Crisis Conflict Change Crime Corruption Color!

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

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

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

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

Where Are You In The Market Channel

Schedule 18-month schedule highlights 18-month schedule highlights Timing Timing Isolate timing dependencies critical to success Isolate timing dependencies critical to success JanFebMarAprMayJunJulySepOctNovDec Task 2 Task 3 Task 4 Task 1 Milestone

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

Wanna Be Different?

Goals of Niche Marketing Name recognition Increased repeat visits Increased profits Relief from general competition Restructured work load / schedule Personal interest

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

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.

Devise a Strategy 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? Planning is essential!

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

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

Crafting A Sale! Set the stage for the sale: Adapt images to store front signage Organize “interest centers.” Plan a sequence of experiences.

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.

Crafting A Sale! Establish or re-design store policy: Empower employees to act Phone presence / Customer greeting Reward enthusiasm Facilitate training

What to evaluate after 18 months. There’s more than just direct sales! Overall sales. Media coverage. New customer base. Repeat customers. Community Goodwill.

Evaluation: 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.

Evaluation: 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.

Evaluation: A.(4) Person knows, directs, recommends “it”*. B. (3) Person knows and directs one to “it”. C. (2) Person knows about “it”. D. (1) Person as heard about “it”. E. (0) Person had no idea “it” existed. * “it” refers to your business / theme event.

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