Intelligent Market ResearchBy Angela Wenn on Fri, 05/18/2012 - 10:05
In order to recommend intelligent strategies for client marketing campaigns we periodically visit client competitors to give us an idea of what products and offers are working within the industry.
On one such mission to some garden centres it was amazing to see the amount of businesses that advertise offers in the local media but then don’t back this up with a visual representation and point of sale in store in order to capitalise on the media expenditure.
This really highlights the benefits of having a regionalised media agency that integrates all elements of your marketing strategy. We simply have to make life as easy as possible for consumers, find what they want and of course what we want to sell to them by picking up add on sales that they perhaps didn’t go in store for in the first place.
I find myself becoming a bit of a critic when I am out shopping! I continuously wonder if staff I encounter even realise there is a recession on and how lucky they are to have their jobs! This may seem terribly cynical but I think people should be working smarter AND harder when it comes to looking after customers.
I found that visiting other garden centres highlights how people genuinely 'fall in love' with gardening, the hints and tips that even the worst of gardeners - like me - can pick up are amazing.
The tranquillity and relaxed nature of garden centres I experienced was very calming, picking up hints ad tips like checking the type of soil used for potting was useful (as there are just some plants and herbs that I just can’t seem to keep alive).
It feels like a relaxed education, something that you would never get when buying gardening products from a supermarket. The beauty of seeing colours and textures in all shapes and forms is amazing.
Perusing the 'grow your own' section was very inspiring, touching the leaves that leave residue of sage, lemons and pepper on your hands is really great. I love cooking, so the sense of satisfaction and pleasure you get from 'seed to plate' is worth giving it a try - even if it is a small herb garden on the decking, at least you get a chance to get outdoors and get others involved!
Most of the staff we spoke to were very informed about the products they offer, but the difference in the level of service offered was clear when we spoke to those that were keen gardeners themselves. When we are working in an age where online sales soar and the distance between retailer and consumer is becoming greater, is it not important to ensure that all staff are genuinely enthused and knowledgeable about the variety of products on sale?
Working in media every day I see the cost of what it takes for a business to attract new people (and retain old customers) through the front door, I find it surprising that staff are happy to walk past without so much of a smile. It’s so refreshing to talk to people that are excited about what they do and how they communicate this. Why is this important to marketing? Well simply, if we make people love what we do when they have taken the time to come in store, then retaining their business and loyalty is easier!