The goal of communication is to create a simple, well-put-together distinguishable image, a brand. Become aware of strategies that ensure your success as a Green Industry professional. Identify strategies that Assess, Brand and Communicate you (and your company) in the Industry. Not just the mechanics of communications but what is and is not working in your niche.
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By Sylvia Hoehns Wright
Dec 19, 2010
"Today's Garden Center Column " To create awareness of this book and its topic, an online monthly column is published with Today's Garden Center magazine. For details, see link http://www.todaysgardencenter.com/magazine/?storyid=1971 “For the ‘original GREEN industry’ it’s more important now than ever before to communicate effectively with our ever-changing end consumer - outdoor decorators and home gardeners. Staying relevant to emerging generations of customers will be one of our biggest tasks over the next decade and communication is the key. Ideas abound in ABCs of Green Industry Communications as Sylvia Wright profiles some of the best marketers and communicators in the business, bringing fresh takes and new approaches to attracting and engaging customers.” – Bill Calkins, business manager at Ball Horticultural Company in West Chicago, Illinois. “The green industry does so much good for our communities and our world ... and we should be shouting that to the rooftops.... More > But we hide out light under a bushel. Why? Mostly because too many growers and retailers simply don’t know how to go about promoting their businesses, or don’t know how important it is. They’re plant people, not marketers. Some lack even the most basic of marketing tools: a logo, business cards, letterhead, a Web site .... And in today’s competitive business environment, that’s unacceptable. That’s why it’s great that they now have this ‘instruction manual’ to guide them through the basics of public relations and marketing”. - Chris Beytes, editor & Publisher, GrowerTalks and Green Profit magazines “As a former educator, I’ve observed as Wright emphasizes, an image – brand must be relevant, avoid loss of market share through attrition, while placing emphasis on eco, greening, aspects of the product or service provided." - Leonard O. Morrow, PhD, retired botanist and horticulturist< Less
