- 25 September 2012
As you all know, John Stanley will be in Ireland for a garden centre workshop this week. I was lucky enough to get a preview of his current thinking at GLEE last Tuesday & I can highly recommend him to anyone considering attending. I'm sure he'll expand on these themes on Wednesday but to whet your appetite, here's a taster;
The consumer wants weekday convenience & weekend experience - John tells us how garden centres can deliver this. Consumers open 97% of texts, but only 26% of emails - where are you focusing your marketing strategy? Are your emails exciting enough to entice customers to open them?
Power Mums & Baby boomers are buying - How do we speak their language?
87% of new business comes from referrals, but 39% of referrals come from people you've never done business with - what message are you currently sending to them?
We must out teach rather than outsell our competition - what does this mean & how do we do it?
You need to have 1,000 Facebook fans by January to stay in business
Are you part of your local business community Christmas Shopping Crawl?
Customers don't want to be sold anything any more - develop day makers
Retail is going to change more in the next 5 years than in the last 100 - are you ready?
What really came through from John's talk was that as independent retailers we have to be different & unique. We must stand out from the crowd or we won't survive.
I know that for many garden centres at the moment it's really hard to justify spending money on anything other than survival, but I think John could actually be part of your survival package. I left his 1 hour talk buzzing with new ideas, uplifted and challenged to be more creative & inspirational in all areas of business. I challenge anyone not to take something from this day. Of course, we'll have to interpret his ideas & make them our own, but with so many businesses not knowing which way to turn at the moment, John's talk on Wednesday will certainly challenge you to think outside the confines of our current thinking & focus on moving forward with a positive, strategic plan.
GCAI & REI members can attend for a fee of €150
Please contact GCAI or REI to discuss rates for non GCAI/REI members
Venue: Blanchardstown Crowne Plaza, directions available
Date: Wednesday, 26th September 2012
Bookings through REI firstname.lastname@example.org
Source: HortiTrends News Room