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Marketing gardening to Millennials?


June 29, 2014
By Canadian Garden Centre & Nursery

June 30, 2014, Philadelphia — From garden business owners to green marketing professionals, the industry recognizes the importance of marketing to Millennials, but how can retailers reach this powerful up-and-coming demographic?

Garden Media Group, a public relations firm specializing in the lawn and garden industry, has released a free e-book to help garden retailers create meaningful connections with the Millennial audience.

"We're sharing what we've learned about who Millennials are, marketing tips and tricks that resonate with them, and what they want in the garden," said Susan McCoy, president of Garden Media Group.

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Millennials, who have grown up as digital natives, connect with companies, make purchases and share brand endorsements in a drastically different way from previous generations. And, although this demographic's buying power topped $200 billion in 2013, Milliennials have not yet reached their peak spending power. That milestone will come later, once Millennials have climbed the business ladder and settled into their adult lives.

"Garden brands need to be marketing, targeting and building relationships with all generations, but especially Millennials, due to the size, impact and potential spending power of this growing generation," said McCoy.

With Millennials spending an average of 18 hours a day engaging with media, there are even more touch points for garden businesses to communicate with them.

"There is always an opportunity to connect to Millennials. But garden businesses need to be creative in their messaging," said Katie Dubow, creative director at Garden Media Group. "Mobile access is key – and short, entertaining video snippets will capture the attention of this generation."

The How to Market Gardening to Millennials e-book is available as a free download from Garden Media Group.


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