6 Winter Nursery Marketing Ideas
By Amanda Gagnon January 19, 2010
Winter is here. All things green are hibernating and garden center sales are dipping as low as the temperature. No matter how many promotions are emailed, those seeds and spades just won’t move off the shelf.
Many businesses have off-seasons for their sales. There’s almost no reason to sell sometimes.
Don’t stop emailing, though! This isn’t an off-season for your campaign. Instead, it’s an opportunity to build respect and trust through relationship marketing.
Create value with your subscribers by sending them interesting content they can use now, nestled in their cozy houses while their garden waits for spring.
Cultivate Respect With These Content Ideas
What can you write about that your readers will give a green thumbs up? While you’re digging for ideas, you might want to try these:
What should your readers do to keep their gardens safe until springtime? They may not be aware of all the steps they should take, so let them know!
Research gardens like those at The Grow Spot. Present them to your readers as pure entertainment, or include ideas on replicating them at home.
Are economics affecting the gardening landscape? Is a new technique catching on? Give your readers the inside edge, and you’ll be one of the trends they follow.
Do you know any gardeners with years of experience and a following of their own? Ask them for an interview. Get the dirt on how they like to garden, and share their fresh perspective with your readers.
Keep your readers busy with wreaths in December and windowsill herb gardens. Include photos and instructions for a complete lesson.
Marie Ianotti, master gardener and author, presents important details to consider. Check them out, then create your own guide for your readers.
When early spring arrives and the rush for lilies and loam begins, your subscribers will be used to getting emails from you with content they appreciate.
So tell them what tools will be useful and what flowers will flourish. Link to products on your web site or provide your store address and hours to complete the sales.
Your readers will already respect what you have to say and expect your information to be helpful, so they’re likely to follow your suggestions.
Laying the groundwork now while the soil is frozen just might help your sales blossom when it thaws in the spring.
What’s Your Winter Strategy?
What content do you send during your business’ off-season? What kinds of emails earn your loyalty – and your purchasing power?