Our last two blog posts discussed two of the three keys to marketing to Gen X and Gen Y buyers: emphasize end results and simplify the shopping experience. Today’s post deals with the third: build on small successes.
As Bruce Butterfield of the National Gardening Association pointed out at the recent Mailorder Gardening Association conference, gardening is one of the few areas in which neophytes risk failing very publicly. Fear of failure plus the daunting shopping process discussed in our last post intimidates many prospective new buyers. So how do you allay these fears?
- Easy projects, such as pre-planned container gardens, are a great place to start.
- Provide simple instructions, quick-start guides and FAQs specifically for beginners. Assume nothing: I’ve known new gardeners who didn’t realize they need to remove the plastic pots before putting plants in the ground.
- Highlight help. Encourage people to call or email with their questions. Consider offering a dedicated helpline for beginning gardeners so you’re more approachable. Offer webinars. Post lots of how-to videos on your site. Make it fast and easy for people to get their questions answered, and you’ll develop a loyal base of new customers.