GROWER BENEFITS RETAIL GROWERS WHOLESALE GROWERS ...

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GROWER BENEFITS RETAIL GROWERS WHOLESALE GROWERS ...

GROWER BENEFITS

RETAIL GROWERS

WHOLESALE GROWERS

New World For Retail Growers

EZ GRO

LoGro

RETAIL GROWERS

HiGro

ANNUAL PLUGS & SEEDS

NNUAL CUTTINGS & LINERS

Profit With Garden Leaders

PERENNIALS & BARE ROOT

VEGETABLES & HERBS


RETAIL GROWERS

garden leaders fill

TOUGH TIMES CHECKLIST

COVER THE BASICS FIRST

Begin your checklist with fundamentals. Start the checklist with

some obvious but basic factors that must be addressed to maximize

opportunity in a tight economy

SUPERIOR SERVICE AND ORGANIZATION

Customers want their money’s worth and that includes knowledgeable,

helpful service. Train to insure friendliness, smiles and

courtesy. Employees need to have product knowledge and know

where everything is located. Employees should make sure your

product presentation is fresh and organized every day before

you open for business. Anticipate what customers want. Many

consumers shop with you and avoid mass merchants because

they want better service, selection and quality.

MAXIMIZE PLANT QUALITY

Since your prices will most likely exceed the discount store you

must offer superior quality plants. The certain way to do that

is by offering Garden Leaders. Over time you have developed

habits to buy the same old varieties, but only Garden Leaders

are constantly tested to insure matchless home garden performance.

Tough times warrant you to rethink your variety offering

and bank on Garden Leaders. Times like these call for picking

the winners!

Retail Growers 30


etail grower needs

FOR RETAIL GROWERS

OFFER BRAND VALUE

It is well documented that brands connote higher value. Garden

Leaders cost you no more than weaker commodity varieties so you

have the advantage of presenting an unrivaled brand at no extra

cost to you and a BIG advantage to your customers. You are better

off selling a brand variety. There are other very good brands as

well, but they will cost you more and they have no advantage in

garden performance.

DIFFERENTIATE YOURSELF

Consumers are smart cookies. They recognize it quickly if you present

ME-TOO varieties which have much less value. There are many ways

to differentiate your business…Tough times call for being unique, different

and honest and offering a clear alternative to your competition.

The smartest way to offer a contrasting presentation is with Garden

Leaders. It’s a WIN-WIN for both you and your customers.

DON’T GET CAUGHT WITH YOUR PLANTS DOWN

Have enough product to sell and make a profit. Some retail growers

are cutting back so far that it will be impossible to turn a profit. You

have a lot of year round overhead and costs that require sales and cash

flow. You can’t afford to get caught with your “PLANTS DOWN”!

You need to have enough plants to sell to produce profit. The only

way to come out ahead is to build a profit plan and sell enough. While

Garden Leaders make it possible to sell at a premium we think you

need to build your traffic to make you come out ahead.

Retail Growers 31


uild your

CHECKLIST FOR INCREASING

PLAN

Since customer store visits are down you need to try to maintain or increase your customer

counts. You need to reach out to potential consumers and entice them to visit your retail location.

Focus your communication efforts on women gardeners. Plan your promotions six months or

a year in advance. Plan ahead to get ideas at trade shows. Consider additional sales avenues

like fund raisers to schools, youth organizations and church groups. As landscaping continues

to expand consider sales of Garden Leaders to landscapers.

DIRECT MAIL & E-MAIL

If you have been collecting customer names and contact information then plan a mailing or two. Direct mail and

E-mail is the most efficient way to communicate if your list is accurate and current. Communicate your exciting

promotions and features. Include a coupon for one of your featured product lines. The coupon could be “?$ off

with a total purchase of ?$”. Or offer a free gift with a purchase.

ADVERTISE

While advertising can be expensive it can also payout nicely. Choose low cost advertising

media like local newspapers and radio. The goal is to reach women and gardeners. In poor

economic times you should make every effort to sell Garden Leader vegetable plants by

communicating to the unemployed and large families.

PROMOTE

Build promotions to build customer interest and excitement. Your promotions can be

simple and inexpensive…

• Gift with purchase: try gifts like a free garden tool, umbrella, or garden gloves with

purchase. At Mothers Day offer a free card with purchase.

• Appeal to customer needs: Promotions can be tied to individual brand lines like Garden

Leader EZ Grow crops and varieties for consumers who want guaranteed success with

minimal work.

Retail Growers 32


store traffic

CUSTOMER COUNT

• Coupons: Coupons can also be effective….either in the mail or in store coupons that you

give away when the customer comes in. Retail growers have also had great success with

rainy day coupons.

• Free tickets: If you donate to local sports teams get some free tickets and promote your

giveaway

• Promote to kids: Sell Garden Leader Monster vegetables and offer a prize or plaque to the

youngster who grows the biggest in each crop.

• Picture contest: Offer a prize to the family who brings in the best picture of their flower or

vegetable garden.

FEATURE WHATS HOT FOR CUSTOMERS

You have to get attention! Garden Leaders have more features than a film festival. Here are

ideas to feature Garden Leaders to your customers:

• BETTER VALUE: Feature garden tested and the Garden Leader money back guarantee

• VEGETABLES: Feature Garden Leader Tasty vegetable varieties….best garden flavor

• PATIO VEGETABLES: Garden Leader Tasty patio vegetables have better taste, normal size

fruit on genetically dwarf plants bred to perform in containers.

• ORGANIC VEGETABLES: The Grimes Grower Handbook offers a complete selection

• HEIRLOOM VEGETABLES: The Grimes Handbook offers an excellent selection of the

best sellers

• MINIMUM WORK & EASY TO GROW: The Garden Leader EZ Gro series includes great

growing minimum maintenance varieties that consumers can plant and virtually ignore.

• NEW: You can become the leader in offering new varieties. New varieties always create

excitement. Feature the newest Garden Leader varieties …..there are many every year.

• UNIQUE AND DIFFERENT: Feature plants that customers won’t find anywhere else. Garden

Leaders include some of the most unusual genetics offered on the market. Unique plants usually

sell at a premium price. As discounters cut back on the selection they offer it provides an

opportunity for you to build traffic by featuring a “Strange and unusual” plants department.

• COMING SOON: Be just like the movies…..show pictures of whats coming and promise to

have them first.

GARDEN LEADERS

G UA RAN

E E D

T

Retail Growers 33


displays

INCREASE THE AVERAGE

VALUE IS IN

Your customers will spend more if they believe that you offer strong

value. Feature products like Garden Leaders so that the consumer

knows that she is getting her money’s worth. Use the Garden Leader

guarantee cards to give assurance to your customers.

SET UP SMART

Put your higher margins up front so that customers see and choose them

first. When you set up display new and unique varieties where they will be

seen first……and charge a little more for them. Progressively display lower

margin items further in the back in lower traffic areas.

BUILD DISPLAYS

Yes, displays increase sales. They are worth the extra work. Did

you know that displays influence seventy five percent of consumers?

Use them to decorate and maximize attention to your highest margin

products. When women shop they want to be inspired and tempted.

They also want solutions to their decorating requirements. Add your

own creativity to display building. You can accomplish this with

pre-packaged gift and plant combinations. Displays must be kept fresh

and organized to maximize sales. They need to be changed monthly to

maximize impact and sales revenue.

Retail Growers 34

MERCHANDISING IS A MUST

All better brands and varieties offer merchandising beginning with

tags and extending through signs, bench tape, decorative packaging

and banners. Tags and labels are like having extra sales people because


increase sales

SALE PER CUSTOMER VISIT

they directly impact plant purchases. Garden Leaders offer all

of these in an effort to support retail growers. All of the work

has been done for you and the prices are extremely reasonable.

In this case it doesn’t cost a lot to go first class. One effective

way to differentiate your business is to put up merchandising

banners at the entrance to your business. These banners are

always colorful and inviting. They are usually weatherproof

so they can be used for several years. They will also serve

to excite customers on their way in and give them ideas on

what to buy.

RETAIL READY ADD ONS

Retailers have many options to increase their sales by offering

pre-packaged products that customers should buy from you instead

of from somewhere else. For the most part these are impulse sale

products so the sales are generally not planned. Here is a list of

products that should be included in this category: plant food, growing

media, bulbs and bare root, seed packets, ceramic pots/containers,

gardening tools, gloves, miniature plants for indoors and anything that

is related to gardening.

GET ‘EM BACK

Your objective should be to have your customers come back again

and again, this year and next. Offer them superior quality and genetics

like Garden Leaders. All customers need to be given a positive

buying experience. And make sure that they have an “experience”

that they remember and enjoy. Precipitate a return shopping trip by

giving them a coupon good on their next purchase because gardeners

never have enough plants.

Retail Growers 35


Retail Growers 36

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