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10 Ways Garden Centres Are Optimizing Their Marketing to Reach the Right Customers

Garden centres are a unique retail category. With their heavy focus on plants and gardening supplies, they aren’t like most other shopping centers. Rather than marketing towards consumers directly browsing for plants, garden centres instead tend to market towards business customers that reach a larger audience, like home gardeners and professional landscapers. These large businesses use local garden centres as suppliers for their home or business gardens. This presents an interesting challenge for marketing at a garden centre. How do marketers reach the right audience? Is it possible to create marketing materials that reach the right kind of customer? Here are 10 ways garden centres are optimizing their marketing to reach the right customers.



Use rich media ad formats

Ads are marketing materials created to drive online customers to your website. In the online realm, ads can take many different forms, from traditional banner ads to video ads. Depending on the tool used to create the ad, different formats may have unique advantages. Banners and rich media formats, like video, can be used to drive foot traffic to your store. While these ads don’t necessarily convince customers to purchase right then and there, they can drive customers to your site for future purchases. Banners are still a popular marketing media for garden centres. However, rich media formats may be more effective for your audience. Rich media formats like video encourage higher engagement from your potential customers than more traditional formats like banners. Video ads are more likely to get clicked than other formats, leading customers to your store.


Become a destination for home gardening content

Garden centres are a great destination for information about gardening. By producing content to support your products and services, you can attract customers to your site with valuable information. Ebooks, blog posts, videos, and webinars are all great formats to use to build your home gardening content. You can tie these pieces to seasonal issues and products, giving customers a reason to visit your site. Ebooks are a great way to quickly produce content that can help inform customers about gardening and your product offerings. Blog posts, videos, and webinars are all great ways to share your knowledge. You can use these types of content to build brand authority and pull customers to your site. Garden Centre Marketing


Create geo-targeted ads

When creating ads to reach potential customers, geo-targeting can help you focus your ad to reach people in your local area. This can be especially helpful for garden centres looking to locate customers in their surrounding area. Garden centres rely on a steady supply of customers looking to purchase plants and gardening supplies. By geo-targeting your ads to consumers in your local area, you can reach the people who need and use your products most. By focusing your ads to consumers in your local area, you can ensure that the people seeing your ads are potential customers who are likely to make purchases from your store. When creating geo-targeted ads, you should be sure to include the name of your store. Consumers in your local area may be searching for gardening products, but not necessarily for the brand names of the gardening supplies they need. By including the name of your store, you can help drive customers to your site.


Leverage social media exclusives

Marketing on social media platforms like Facebook and Instagram can be a great way to reach potential customers. With social media platforms, you can reach customers both online and through mobile marketing channels. Despite being a great platform for advertising, many marketers still struggle to get results from social media. If you aren’t seeing the results you’re hoping for, you may need to adjust your approach. By creating social media exclusives, you can encourage customers to engage with your ads and potentially click through to your website. Social media exclusives drive customers to engage with your ads. For example, you can offer a free download or gardening tips as part of your advertising. By encouraging engagement with your ads, you increase the chances of driving customers to click through to your website.


Maintain a blog and email newsletter strategy

Blogs and email newsletters are two of the most popular home gardening content strategies. Both content types can help you reach potential customers by providing useful information and discounts. Blogs and email newsletters are effective home gardening content strategies because they can provide customers with a steady stream of helpful information. By producing regular content, you can help drive customers to your site and provide them with valuable information over time. By including links to your store, you can drive potential customers to your store.


Offer seasonal promotions with high ROI

Marketing materials can drive customers to your store and encourage them to make purchases. However, you can also use marketing materials to target customers that have already purchased from your store. By creating seasonal promotions and offering special deals for certain plants, you can encourage customers to make additional purchases. By creating promotions with a high ROI (return on investment), you can help drive customers back to your store. By offering promotions on products that have already been purchased by customers, you can reach people who have already shown interest in your products.


Partner with other brands to reach new audiences

Partnering with other brands can be a great way to reach a new audience and extend your reach. Partnering with another gardening brand or non-profits in your community can help you reach consumers who may not normally be in your target audience. By partnering with another garden centre, you can create joint gardening content and offer special deals. You can also partner with non-profits in your community to reach consumers who may be more interested in supporting local causes. By partnering with other brands, you can help drive consumers to your site and offer them with special deals and content.


Bottom line

Garden centres are a unique retail category. Their heavy focus on plants and gardening supplies makes them a different kind of shopping center. Marketing towards business customers, garden centres rely on word of mouth, but they can also use marketing strategies to boost their reach. By optimizing your marketing strategies, you can reach the right customers and drive them to your store. From rich media ad formats to offering seasonal promotions, there are many ways to optimize your garden centre marketing.

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