Industry Promotion Idea
Dear Colleagues,
We are all involved in the promotion of the great pastime of gardening and make a living from the endeavours of gardeners and consumers who buy plants. A possibly nutty, naive or optimistic idea came to me this week and instead of compiling a newsletter as I had intended I thought I would focus this January mail shot on this one idea, not much else is happening in plant retail sales right now in this part of the world so it's time to prepare rather than promote. Instead of burying this idea I thought I would use this opportunity to share it.
Maybe it has been done already, maybe it's a standard in some industries or maybe there isn't any appetite to try it. Many of us come up with seemingly Eureka ideas in the middle of the night but we don't act on the.jpg "magazines")
m or beat ourselves down thinking if I think or say this out loud others will laugh or simple smile understandingly. Now that we have many well proven commercial craziness in the world there are far better more infamously accomplished people to laugh at so it's safe to be a little bit risqué.
The idea I am trying to push is quite simple. Thursday I was sitting in the dentist's waiting room aware that she was having a problem with her current patient that meant my time for the chair was 15 minutes away. I started shuffling through the magazines to see if there was anything interesting. I realized there was no gardening magazine but there was a golf , fashion and tourism magazine (our competitors) and guess what? Some daffodils! When I got over the disappointment that such a simple thing such as a garden magazine was not available it occurred to me the reason there was no magazine there was that my dentist isn't a gardener. The tourism magazine actually helped relax me a bit. On the way home I thought someone better sort this out but I admit I had forgotten to mention it to my dentist or her receptionist when my turn came for the chair. As you all know professionals charge a professional fee and they are business people like us. I am sure when I go back with my idea it will not be taken as negative suggestion from one business person to another such quid pro quo is the lubrication of commercial life in small towns.
Based on this gap in reading material, I am making the following proposition to anyone with the same ‘vested
interest' in increasing awareness of gardening. This includes our service providers both personal and company suppliers. I am proposing we collect last years good condition gardening magazines and make some beneficial use of them instead of hoarding them. Why not distribute these magazines into as many hair dressers, doctors, chiropodists, dentists, nail bars, beauty salon waiting rooms as will be agreeable to accept them. It's a win, win situation. Maybe this has been done already but think of the cost of printing these publications, how fantastically crammed with pictures and information they can be and we just read them and stick them somewhere or dump them. We can surely make further positive promotion usage of garden magazines by increasing their circulation figures 5 or even 10 fold to many people who probably would not have been exposed to them already. You can pick up a 12 month old gardening magazine and its as valid as one printed yesterday. If in time this proves to be increasing awareness maybe industry organisations can even prepare custom made information publications for giving away in a similar manner.
To go one better we intend to slip the MyPlant leaflet into the ones we distribute as if it were originally part of the magazine. Ok it is a bit sneaky but its our business and we have to tell people about it and our budget isn't big because we are pressed on prices. You're welcome to download one of our leaflets also and pop one in your magazines . Ok nice try I guess!!
www.myplant.ie/downloads/brochure08.pdf
I see a lot of magazines collecting dust in this office so I am getting rid of them in this manner, recycling the well presented information as well as clearing up clutter. This can be do-it-yourself that doesn't require major industry conferences or meetings to get going its simple and up to each of us to find ways to promote our industry even if this isn't the idea for everyone.
I am not sure to what extent this particular idea will work towards increasing awareness of plants and gardening benefits but we here will be sure we worked the idea to find out. I don't see how it can hurt unless it increases the levels of paper cuts reported in doctors surgeries, now that could hurt but not much.
Maybe all of us in the industry need to be more inventive in times like this this idea above is no more than that, an idea, however we all keep depending on the weather a bit too much and we have no idea for changing that.. We can change attitude however.
Pat FitzGerald
MyPlant Team