Throughout the 2024 financial year we’ve been exploring strategies that independent garden centres can use to increase sales.

Last month Hilton & Tracy discussed the power of using internal marketing to increase your average sale, and spark interest from those customers who have shopped with you previously. This month we’re talking with Tim about attracting new customers through simple and affordable external marketing techniques.

So, join Hilton & Tim as they discuss the top 6 simple and affordable techniques that they have seen deliver results with the clients they work with.

When we speak about marketing we like to break it into two different categories, internal and external marketing. We spoke about internal marketing last month, but in summary it is attracting the attention of those who are currently your active customers. Today we are going to discuss the second category, external marketing. External marketing is attracting the attention of those who are not yet your customers. This is generally the harder of the two to generate sales from.

When looking at external marketing you need to think about who you want to attract, do you want to attract the customers who are currently in your store, or do you want to attract the attention of those who will be shopping with you in the next five years. Over the last 5 years the spending power has changed from the baby boomer generation to generation x, this means you may need to change the way you communicate and interact with your customers.

Each generation can be very different in how they communicate, how they are inspired, and how they like to be sold to. Although communication may be different, the basic principle of external marketing is the same. Today, Hilton & Tim are going to be discussing simple external marketing tools you can use, no matter what generation you are trying to appeal to.

One of the greatest strengths of a bricks and mortar store is the idea of roadside appeal. As a business that operates not only in the digital space you have the incredibly affordable tool of roadside appeal. This can include the colour of your building, the main business, and the seasonal signage you use to promote your business.

Your main sign – having a main sign that looks fresh and is telling the message of your business is a great way to attract new businesses. If your main sign is faded, the paint is cracking and hasn’t been updated in several years what message is that sharing with your customers, it’s sending the message of an old and tired business. But if you have a fresh-looking sign that is in great condition it shows that you’re a business that is a fresh and up to date business.

Fence & Pole Banners – although these may not be your main sign, these should complement your business with their messaging. It’s important to keep these signs as simple as possible while sharing a single message such as, plants, or cafe. Putting these signs in a row can create a great eye-catching effect. Like your main sign, it’s important to replace these signs when they begin to look faded or worn. When updating these signs, this is the opportunity to go for a modern to look. Replacing these banners with a fresh design will draw much more attention to your business.

Roadside Appeal – besides your signage there are so many other things that you can do that shout the life and freshness which your business sells. Bay Road Nursery in Melbourne’s Bayside fills the front of their business with eye-catching colour every morning. You cannot drive past this business without seeing the business and being drawn in. Although this is only one example, your building colour, your garden, or your fence line are all resources you can use to attract new customers. Change is the key to keep

Back when Hilton & Tracy owned garden centres, doing a catalogue was one of the most affordable and easiest ways to attract new customers into your business. Especially by being a part of a buying group such as Plants Plus as the product selection and construction of the catalogue was done for you. Now technology has advanced catalogues have gone digital. This has drastically decreased the cost and headaches that previously were associated with catalogues. 
 
With the audience targeting options available online with Google ads and Meta Business Suite you can release a digital catalogue for a fraction of the cost, and if a product doesn’t arrive in time or the weather isn’t right. You can simply delay the catalogue to when it is right to release. This is a way to ensure that you get the best bang for your buck and attract new customers to come into your store. 

Depending on who you listen to, social media is the best thing that has happened in the world of digital marketing. Never before have you been given a platform where you can directly communicate with your customers, showing the products, inspiration and knowledge that can be found in your business. Although the days of free social media are gone, paid social media is still a fantastic way to promote your business to those who haven’t heard of you. When promoting your business, it is important to select an audience that relates to your business. We will do a blog on selecting the right audience in the future. Be sure to join our newsletter so you’re informed when it is released. 

Video marketing is the fastest growing form of digital marketing over the last few years. According to Social Pilot 82% of website traffic in 2024 is video. Viewers of your videos are 95% more likely to remember your content rather than a text or image-based post. There are two main forms of videos that people consume online.

Short form videos – such as TikTok’s, YouTube Shorts, or Instagram Reels, these are 3 – 60 seconds long and are usually in a vertical format. Although these videos tend to get the higher views, they also are the lowest media type.

Long form – These are videos which are 60 or longer and are usually filmed in landscape. Although the views and retention in these videos are longer, they are more likely to convert to sales.

By using both forms of video you can engage customers and show the inspiration and knowledge that can be found within your business. When creating films for our garden centres we usually break them into two categories. Brand films and how to videos.

Long form – These are videos which are 60 or longer and are usually filmed in landscape. Although the views and retention in these videos are longer, they are more likely to convert to sales.

By using both forms of video you can engage customers and show the inspiration and knowledge that can be found within your business. When creating films for our garden centres we usually break them into two categories. Brand films and how to videos.

Brand films – these are the cinematic experience of your garden centre. Showing the beauty, inspiration and wonder that can be found within your business. Think of these videos as the modern-day television commercial. A beautiful film that doesn’t push sales but rather shows the story and personality of your business. Highlighting the points of difference that sets you apart.

How to videos – these are the videos that highlight the knowledge of your team. These are usually shorter videos that answer the common questions your customers ask. One of the greatest parts of how-to videos is that they can be recycled, the information doesn’t change so videos can be used time and time again to promote your business.

When these videos are used and boosted on platforms such as Facebook, Instagram, YouTube, and Google you’re able to reach customers who may be asking the questions you have answers to. YouTube is also the second biggest search engine in the world, and with video being used more and more it will continue to grow. The beauty of this is your videos can have an unlimited lifespan. Traditionally on social media platforms your videos only have an organic lifespan of a few days, where on YouTube you can be promoted for years to come.

There is our 4 top external marketing tools a garden centre can use to attract new customers to your business. We will continue to expand on these tools and get more depth in future posts. Be sure to stay up to date with tips on how to see your business grow by joining our newsletter here.