Twelve Twelve Marketing Marketing

TipsTipsIn 30 In 30

MinutesMinutes

Tip #1…Tip #1…

““Unless you’re a great Unless you’re a great company, any company, any

advertising is a waste advertising is a waste of money.”of money.”

““79% of customers will commit to a 79% of customers will commit to a deeper relationship with a company deeper relationship with a company

or brand after a satisfying or brand after a satisfying experience”experience”

Chris Schaft, Advertising Age, 1/29/07Chris Schaft, Advertising Age, 1/29/07

Possible Client: “So what can you do for our Possible Client: “So what can you do for our garden center to make things better?”garden center to make things better?”

Answer: Answer: “Depends. Do we have a story to tell that “Depends. Do we have a story to tell that just needs a more effective way to tell it or just needs a more effective way to tell it or a place that needs to clean up the kitchen a place that needs to clean up the kitchen before sending invitations to the party.”before sending invitations to the party.”

Tip #2…Tip #2…

““What you say is What you say is more important than more important than

where you say it.”where you say it.”

The goal of marketing isn’t The goal of marketing isn’t name recognition,name recognition,

it’s customer engagement.it’s customer engagement.

G=EA G=EA > S=EE > M=EC > E=$> S=EE > M=EC > E=$

If…If…Gardening is an Emotional Activity andGardening is an Emotional Activity andShopping is an Emotional Experience Shopping is an Emotional Experience then…then…Marketing is the Emotional ConnectionMarketing is the Emotional Connectionbecause…because…Emotion equals MoneyEmotion equals Money

Tip #3…Tip #3…

““There’s only three There’s only three things you can talk things you can talk about… yourself, about… yourself,

your stuff or your your stuff or your customers. customers.

Guess which one matters Guess which one matters most?”most?”

The four most important words The four most important words in marketing…in marketing…

Tell me a story.Tell me a story.

Tip #4…Tip #4…

““If you make If you make advertising decisions advertising decisions based on your or your based on your or your

staff’s beliefs and staff’s beliefs and habits, it’s a bad habits, it’s a bad

marketing program.”marketing program.”

Tip #5…Tip #5…

““If you’re buying radio If you’re buying radio or TV time through a or TV time through a

local ad rep, the money local ad rep, the money you think you’re saving you think you’re saving

is costing you a is costing you a fortune.”fortune.”

Tip #6…Tip #6…““If your “loyalty” If your “loyalty”

program includes a program includes a customer rebate,customer rebate,

all you’re doing is all you’re doing is paying your best paying your best

customers to shop customers to shop

with you.”with you.”

Loyalty is more than Loyalty is more than rebates and plastic cards…rebates and plastic cards…

Individualized Individualized relationship based on relationship based on personal interestspersonal interests

A sense of communityA sense of community Evolving commitmentEvolving commitment Two way communicationTwo way communication

Tip #7…Tip #7…

““If your newspaper ad If your newspaper ad has more than two has more than two items, chances are items, chances are

that it’s a bad ad and that it’s a bad ad and larger than it needs to larger than it needs to

be.”be.”

Tip #8…Tip #8…

““Just because you can Just because you can doesn’t mean you doesn’t mean you

should.”should.”

Tip #9Tip #9

““If your advertising looks If your advertising looks or sounds like or sounds like

advertising, chances are advertising, chances are that it won’t work.”that it won’t work.”

Tip #10…Tip #10…

““Successful marketing Successful marketing is about your is about your

customer’s needs, not customer’s needs, not your need for your need for

attention.”attention.”

Tip #11…Tip #11…

““Marketing isn’t about Marketing isn’t about being cute, clever or being cute, clever or creative. It’s about creative. It’s about

clarity and consistency.”clarity and consistency.”

Tip #12…Tip #12…

““Great signage is Great signage is more valuable than more valuable than great marketing.”great marketing.”

Tip #13 – Tip #13 – Read These Read These

BooksBooks““Wizard of Ads” – Roy WilliamsWizard of Ads” – Roy Williams

““Jump Start Your Marketing Jump Start Your Marketing Brain” – Doug HallBrain” – Doug Hall

““The Lovemarks Effect” – Kevin The Lovemarks Effect” – Kevin RobertsRoberts

www.thegardencentergrowww.thegardencentergroup.comup.com

The Garden Center The Garden Center GroupGroup

3225 Sonia Trail3225 Sonia TrailEllicott City, MD 21043Ellicott City, MD 21043

410-313-8067410-313-8067