Kimberly Bird, VP Retail Marketing for Calloway's Nursery shared this Social Media presentation as part of a panel presentation in Chicago as part of the Aug. 2012 Independent Garden Center show.
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IGC social media panel presentation kim igc 2012
1. Marketing
Plants and Gardening
Using Social Media as
Part of a MIX
Kimberly Bird
VP, Retail Marketing
Calloway’sNurseryNursery, Inc.
Copyright 2012, Calloway's
2. Refocusing an approach
Culture shifts to focus on the customer throughout the business.
Plan the customer
Buy some product experience
Put product
Inform the store
in the stores
teams
Promote the
product
Inform the store
Buy and present
teams
in the stores
Promote the
Put product
product
Customers come product
to the stores
Copyright 2012, Calloway's Nursery
3. Traditional Organizational
Structures
Boss
Communications
Manager Manager
Supervisor Supervisor Suporvisor
Worker Bees
Customers
Copyright 2012, Calloway's Nursery
4. The Evolution of the Team
Real Estate
Professional
Services Universities
DFW
Product
Support Services
Vendors
Administration
Houston
Customer
Impacts Seed
Companies
Growers
Marketing
Community Advertising
Organizations Partners
• Master Gardeners
Management
• Extension
• Arboretums Media
Contacts
Copyright 2012, Calloway's Nursery
5. Closing the E Gap
Expectation
Expectation Experience
Experience
Copyright 2012, Calloway's Nursery
6. Closing the E Gap
Experience
EQUALS or SURPASSES
Expectation
Copyright 2012, Calloway's Nursery
7. Marketing
The players:
Customers have access to more information
than ever before to make buying decisions.
Businesses now must integrate all aspects of
the business using old and new
communications, advertising, promotional and
personal communications.
Copyright 2012, Calloway's Nursery
10. The Promise to Customers
Having a beautiful yard and gardens is fun
and easy.
Create your own haven - - Your outdoor
environment can be well designed and
thriving…we make it easier and enjoyable!
Calloway’s, an expert garden center that’s
novice friendly. Here everyone has a green
thumb and can achieve their very own
success in the garden.
Copyright 2012, Calloway's Nursery
11. Connect and Leverage
• Connect with customers on a deeper
level
• Leverage what you’re already doing
• Use a strategic approach
• Social Media let’s you take your
customer relationships to a deeper
level.
Copyright 2012, Calloway's Nursery
12. Know thy customer
Part of knowing your customers:
Most social media followers don’t
want a relationship – they want
deals.
A small percentage want a
relationship. They are “avid
gardeners” and “opinion leaders.”
Copyright 2012, Calloway's Nursery
14. Social Media
• Listen to customers
• Respond to customers
• Attract more followers, club members, store traffic
• Engage existing customers and new audiences
• Build customer, opinion leaders and media relationships
• Tap into opinion lead’s ideas
• Position your self as the expert
• Build your brand
• Research branding, product service ideas
• Sale products and services
• Build customer advocates
• Get media coverage
• Increase traffic to your Web site, social pages and store
Copyright 2012, Calloway's Nursery
20. You Tube
Feature gardening tip
videos, link to them from
emails, Web pages, and
social media posts.
Utilizing features from
press coverage and
segments we line up as
a condition of TV spot
placements and regular
quick updates done
internally by company
expert personalities.
Copyright 2012, Calloway's
Nursery
28. References
• Facebook Marketing (Holzner)
• Secrets of Social Media Marketing (Gillen)
• Twitter Free Social Networking for Business
(Clark)
• Twitter Revolution (Micek & Whitlock)
• Twitter Power (Comm)
• Social Media Marketing An Hour a Day
(Evans)
• Connect with me, Kimberly Bird, on LinkedIn
http://www.linkedin.com/in/kimberlybird
Copyright 2012, Calloway's
Nursery