GCPS e-ZONE

	November 6, 2007 Riddle me this... Two bodies have I, though both joined in one; the longer I stand, the quicker I run. What am I? (Scroll down for the answer.) Trends: Marketing This just in... I receive no less than 25 e-mails daily, each alerting me to a new product or trend that will alter life as we know it — or, at least, that will make a garden center retailer more moolah, should he or she decide to market it. Prior to the advent of e-mail, I would get the same volume of regular mail, meaning that a lot of trees were sacrificed in the name of "getting the word out" — most, I would venture, in vain. Basically, I’m writing today to tell you that there are ways to and ways not to spread your message, especially if said message needs to come to-and-then-through someone in the press. Sadly, much of what I receive is virtually worthless — simply for being... well, virtually worthless. By this I mean that the 21st century marketing guru often uses 20th century methodology, and, as a result, the news gets lost as quickly as you can move an item to the little trash can icon that generally sits atop each e-mail toolbar. I can’t speak for all of the press, but I will anyway. The first rule of thumb I would offer is that you need to be online, and you needed to be there yesterday. In the past year, I’ve used maybe two items that arrived via the postal service, and that’s only because the product marketed really knocked my socks off. Most letters don’t even make it to my office; they’re tossed almost as quickly as they arrive. If you want your store’s wares or services noticed, send an e-mail about them, and be sure that your subject line contains something beneficial about the item. Next, be sure to attach a high-resolution image of the product or of the event, so I can see if it really is "all that" you said in the subject line and subsequent headline. Finally, describe the subject succinctly. What does it do? Why would a gardener want — or, better, need — it? How will it make life better? If you can’t come up with something to make a newspaper editor/garden writer/business press specialist want to feature the item, odds are good the end customer won’t to buy it. I once had a professor who preached the "telephone booth" rule. It was one of the lessons from college I still consider pertinent, ranking not-too-far behind the ultimate discovery that the real world I so longed to enter turned out to be considerably less enthralling than the collegiate setting I so longed to depart. Anyway, here’s the phone booth rule: You have a phone. You have some coins. You have three minutes to tell someone what you want to say. What’s your message? Of course, now, you don’t use a pay phone for anything; hey, you’ll be lucky to find one that works any more. But you get my drift. Now send me yours. For a look at a group that has the concept down, check out this Web site. I receive regular e-mails on all things marketing, and almost every item shows how to improve your communication skills. In essence, these guys make great use of their three minutes. What'll be hot for the holidays! Check our BLOG Puzzling pictures Tab A into Slot B... One of the pictures below is a puzzle. Choose the correct one, and put the product together again. Those who have accomplished said feat previously are often referred to as "gifted" (or "annoying," I can’t remember which). What'll be hot for the holidays! Check our BLOG Pick 'n Click May I take your order?... This list of links to suppliers can help you locate the garden/gift items you need or want — unless, of course, you have to special order them from the planet Zebulon, in which case, you’re up a galactic meteorite shower without a photon booster pack. Acorn Bird Products: Request info • Web site • 1-800-690-1826 ext. 21067 Allsop, Inc.: Request info • Web site • 1-800-690-1826 ext. 21051 Alpine Corporation: Request info • Web site • 1-800-690-1826 ext. 21038 Alpine Corporation: Request info • Web site • 1-800-690-1826 ext. 21048 Alpine Corporation: Request info • Web site • 1-800-690-1826 ext. 21040 Amturf Enterprises: Request info • Web site • 1-800-690-1826 ext. 21004 ANLA: Request info • Web site • 1-800-690-1826 ext. 21007 Bamboo Accents: Request info • Web site • 1-800-690-1826 ext. 21047 Benchmaster by Structural Plastics: Request info • Web site • 1-800-690-1826 ext. 21006 Benchmaster by Structural Plastics: Request info • Web site • 1-800-690-1826 ext. 21063 Braun Horticulture: Request info • Web site • 1-800-690-1826 ext. 21036 Carson Industries: Request info • Web site • 1-800-690-1826 ext. 21053 Charlie Cook Associates, Inc.: Request info • Web site • 1-800-690-1826 ext. 21011 Chas. C. Hart Company: Request info • Web site • 1-800-690-1826 ext. 21024 Clean Air Gardening: Request info • Web site • 1-800-690-1826 ext. 21033 Collier Metal Specialties, Inc.: Request info • Web site • 1-800-690-1826 ext. 21061 Crescent Trading Group, LLC: Request info • Web site • 1-800-690-1826 ext. 21001 Crescent Trading Group, LLC: Request info • Web site • 1-800-690-1826 ext. 21039 Custom Decor: Request info • Web site • 1-800-690-1826 ext. 21041 Danove Corporation: Request info • Web site • 1-800-690-1826 ext. 21064 Discount Pond Supplies, Inc.: Request info • Web site • 1-800-690-1826 ext. 21022 EasyPro Pond Products: Request info • Web site • 1-800-690-1826 ext. 21009 Exhart Company: Request info • Web site • 1-800-690-1826 ext. 21005 Fabriscape: Request info • Web site • 1-800-690-1826 ext. 21019 Gardenware: Request info • Web site • 1-800-690-1826 ext. 21010 Gardenware: Request info • Web site • 1-800-690-1826 ext. 21066 Gifts That Bloom: Request info • Web site • 1-800-690-1826 ext. 21042 Horticopia, Inc.: Request info • Web site • 1-800-690-1826 ext. 21028 Hydrofarm: Request info • Web site • 1-800-690-1826 ext. 21003 Inca Imports: Request info • Web site • 1-800-690-1826 ext. 21020 J. B. Designs, LLC: Request info • Web site • 1-800-690-1826 ext. 21065 Kay Berry: Request info • Web site • 1-800-690-1826 ext. 21046 Maine Bucket Company, Inc., The: Request info • Web site • 1-800-690-1826 ext. 21045 Michael Gordon LTD: Request info • Web site • 1-800-690-1826 ext. 21049 Norcross Safety Products: Request info • Web site • 1-800-690-1826 ext. 21016 Novelty Manufacturing Co.: Request info • Web site • 1-800-690-1826 ext. 21014 Novelty Manufacturing Co.: Request info • Web site • 1-800-690-1826 ext. 21068 Ohio Wholesale, Inc.: Request info • Web site • 1-800-690-1826 ext. 21044 Olds Seed Company: Request info • Web site • 1-800-690-1826 ext. 21013 Par A Sol: Request info • Web site • 1-800-690-1826 ext. 21043 Parker Davis Company, Inc.: Request info • Web site • 1-800-690-1826 ext. 21021 Plantid: Request info • Web site • 1-800-690-1826 ext. 21062 Poly-Tex, Inc.: Request info • Web site • 1-800-690-1826 ext. 21002 Punxsutawney Glass & Tile Co.: Request info • Web site • 1-800-690-1826 ext. 21032 Red Carpet Studios: Request info • Web site • 1-800-690-1826 ext. 21050 Retail Service Company: Request info • Web site • 1-800-690-1826 ext. 21030 Riverside Enterprises: Request info • Web site • 1-800-690-1826 ext. 21017 RSR/Echo Valley: Request info • Web site • 1-800-690-1826 ext. 21012 Ruibal’s Topiary Systems & Ironworks: Request info • Web site • 1-800-690-1826 ext. 21018 SATO Labeling Solutions America, Inc.: Request info • Web site • 1-800-690-1826 ext. 21029 SeedBallz: Request info • Web site • 1-800-690-1826 ext. 21015 Simpos Software: Request info • Web site • 1-800-690-1826 ext. 21008 Sunlight Supply, Inc.: Request info • Web site • 1-800-690-1826 ext. 21037 Thayer Birding Software: Request info • Web site • 1-800-690-1826 ext. 21026 Tula Hats: Request info • Web site • 1-800-690-1826 ext. 21060 Ver-Mac Industries: Request info • Web site • 1-800-690-1826 ext. 21034 Vitamin Institute: Request info • Web site • 1-800-690-1826 ext. 21031 Walter E. Clark & Son: Request info • Web site • 1-800-690-1826 ext. 21023 Western Nursery & Landscape Association: Request info • Web site • 1-800-690-1826 ext. 21035 What'll be hot for the holidays! Check our BLOG Oh, yeah, the riddle answer... An hourglass To SUBSCRIBE: http://www.greenbeam.com/email/email_form.html To UNSUBSCRIBE: Reply to this e-mail here. TO CONTACT EDITOR YALE YOUNGBLOOD: yyoungblood@branchsmith.com Reach the desktop of thousands of garden center professionals twice a month through the e-ZONE, contact Tiffany O'Kelley, tokelley@branchsmith.com, Ed Tavender, etavender@branchsmith.com, or Teresa Werner, twerner@branchsmith.com. (c) 2007 Branch-Smith Publishing. Before publishing or redistributing this information, visit http://www.greenbeam.com/copyright.html