Calloway's Nursery Social Media Presentation presented by Kimberly Bird, VP Marketing at May 2010 National Hardware Show.

1. Marketing Plants and GardeningUsing Social Media as Part of a MIX Kimberly Bird VP, Retail Marketing Calloway’s Nursery, Inc.

2. Buy some product Put product in the stores Put product in the stores Promote the product Promote the product Inform the store teams Customers come to the stores Plan the customer experience Inform the store teams Buy and present product Refocusing an approach Culture shifts to focus on the customer throughout the business.

3. Traditional Organizational Structures Communications Worker Bees Customers

5. Extension

6. ArboretumsAdvertising Partners Management Media Contacts

7. Closing the E Gap Expectation Experience

8. Closing the E Gap Experience EQUALS or SURPASSES Expectation

12. Marketing Employees – plan for communications, surveys, training, internships, project teams collaboration

14. Packaging based on customer needs

15. Internal alignment to better leverage our position

16. Advertising - targeted and mass

17. Advertising co-op partnerships

18. Public relations – media kits, pitches, electronic

19. Build customer focused communities

20. Measuring and tracking

21. In-store presentation

23. Ongoing training – customer service product knowledge seasonal programs garden trends design receiver certification forklift driver certification

26. Experience Customers impressions of Calloway’s . . . It’s not just about the merchandise . . . It’s not just about the advertising . . . It’s not just about the in-store operations . . . It’s the customer experience. Delivering on the promise. Close the E Gap!

28. Sharing product information

29. More customer-focused product information

30. Increase lead times providing information – for training, marketing, special set up.

31. Linking store presentations, signage to themes that connect to customer needs or desires

32. Integrating products and product information into customer-driven garden information and promos that add value – for the customer

33. Product training

34. Event training

35. Store set up

37. Focus Customer Experience Plan

38. Understand Your Customer and Connect!

39. Where We Were – Where We’re Going For the customer:

40. Where We Were – Where We’re Going

42. Where product is easy to find

43. Garden needs are quickly met

44. Garden solutions are easy to find

45. Garden information is easy to understand

46. Premium quality product

47. Expert advice

48. Excellent service

50. Easy-to-Shop Floor Plans

52. Leverage what you’re already doing

53. Use a strategic approach

55. The Garden Club Hot Garden Club Only Specials Loyal Customer Club – Turn-key Cost-effective 114,000 Texas Garden Club members Powerful reach Extraordinary ROI

57. Soil Test program, Flower Power program and contest entries.

58. On-line via link on Web site and special jump page – mytexasgarden.com.

62. Monitoring and measuring tools are limited.

66. Respond to customers

67. Attract more followers, club members, store traffic

68. Engage existing customers and new audiences

69. Build customer, opinion leaders and media relationships

70. Tap into opinion lead’s ideas

71. Position your self as the expert

72. Build your brand

73. Research branding, product service ideas

74. Sale products and services

75. Build customer advocates

76. Get media coverage

78. 100 million Facebook users access via mobil devices (Feb. 10, 2010, Source Facebook.com)

80. Twitter

82. Linked In

84. Building a Following

86. Weekly vegetable garden segment

87. Weekly garden segment on ABC

88. Newsworthy example:

89. The Dino Tree

90. Weather stories

91. Flocked Trees

93. Micro-Communities

95. Secrets of Social Media Marketing (Gillen)

96. Twitter Free Social Networking for Business (Clark)

97. Twitter Revolution (Micek & Whitlock)

98. Twitter Power (Comm)

99. Social Media Marketing An Hour a Day (Evans)

100. Connect with me, Kimberly Bird, on LinkedIn http://www.linkedin.com/in/kimberlybird

101. References