Who is Garden Media Group & What Can They Do For Us?


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Who is Garden Media Group & What Can They Do For Us?

  1. 1. 1 Promoting only the Best a division of IMPACT Marketing & PR, Inc.
  2. 2. 2 Your Reputation Is Our Mission
  3. 3. 3 Well known in industry circles, GMG offers a fresh, stylish approach. Our annual GMG Garden Trends Report© is one of the most published garden studies in trade and consumer news. GMG Is One of the Top Green PR Firms The Garden Media Group, named one of the top 10 PR agencies in Philadelphia. During the past 21 years, GMG has promoted plants and products to the outdoor living, gardening and green industries. We create campaigns that make an impact on both the local and national levels such as National Gardening Month. Our connections and creativity fast track your products into the hands of major media, and they, in turn, recommend your plants or products to your customers.
  4. 4. 4 From trade publications to consumer media, our clients appear in the most widely recognized publications and are seen or heard on major network and local broadcast outlets. From Good Morning America to Philadelphia’s NBC The 10! Show to the CBS Early Show, our clients get introduced to millions. We Know Gardening & How To Pull In Customers! The Garden Media Group has an impressive track record of igniting consumer buzz and generating millions of dollars of national and regional publicity for clients. The results are evident. Our digital and social media campaigns result in hits on thousands of Internet sites such as Yahoo!, DIYnetwork.com, GardenRant, and About.com.
  5. 5. 5 Our Connections
  6. 6. 6 Media Buzz “The Garden Media Group is professional, creative, responsive and fun to work with. We call on them often and value their relationship.” Doug Jimerson, Garden Editor-in-Chief Better Homes & Gardens “We love working with the Garden Media Group so much we recommend them to other companies. They are the best.” Gene Bussell, Garden Editor Southern Living “I have found IMPACT to be consistently responsive and efficient over many years. I know when I call I will be put in touch with knowledgeable sources.” Adrian Higgins, Home Editor The Washington Post “GMG is the best in the business. I can count on them for fast delivery of great information and connections to interesting and timely interviews.” Dean Fosdick Associated Press “Thanks to you all for everything you do to make being a garden editor such a pleasure. Ethne Clarke, Editor-in-Chief Organic Gardening
  7. 7. 7 What We Do
  8. 8. 8 GMG Menu of Services 1. Strategic Development, Branding & Positioning 2. Creative Development 3. Media & Product Placement 4. Trend Spotting 5. Traditional Media Relations 6. Digital Media 7. Micro-Marketing 8. Trade PR 9. Seeding the Market 10. Research & Surveys
  9. 9. 9 GMG Menu of Services Strategic Development • Develop strategies that create, enhance and protect your brand identity. • Work within your budget. • Drive customers to ask for your products by name.
  10. 10. 10 GMG Menu of Services Creative Development • Translate brand strategies into creative formats. • Knowledgeable about where to target your message. • Diverse repertoire in which to create single ads to multi-media campaigns.
  11. 11. 11 The Knock Out® Rose Campaign 2002 to 2009 Positioning: The Rose anyone can grow anywhere in the country Knock Out® is now the standard for landscape shrub roses. It’s one of the most popular woody plants on the market, breaking all records for any single rose plant sold. Total Media Placements: 4,189 Total Circulation: 512 Million Total Ad Value: $12 Million GMG Menu of Services Branding Case Study
  12. 12. 12 GMG Menu of Services Media and Product Placement Joe Lamp’l, a GMG media friend, talks about our client on the Today show two weeks after the client signs with GMG • Your product gets noticed. • Increased ad exposure through various approaches. • We create timely & compelling garden stories that are used.
  13. 13. 13 GMG Menu of Services Trend Setting • Our annual “GMG Garden Trends Report” is one of the most published garden studies in the industry. • It defines trends and creates ‘buzz’ capitalizing on a sense of “urgency.” • Your products and services become a “must- have !”
  14. 14. 14 Good Morning America May 2008 GMG Menu of Services Traditional Media • Position your company in the forefront so editors recommend your products. • Introduce you to key media players. • Create newsworthy events that attracts news coverage. • Plan, coach and conduct spokesperson tours.
  15. 15. 15 GMG Menu of Services Social Media • Create & manage presence on Facebook, Twitter, YouTube, Google groups, etc • Produce and distribute video news and how to shorts • Distribute online content. • Host virtual press conferences. • Connect with top garden bloggers and tweeters. • Ignite online reviews, information exchange & success stories.
  16. 16. 16 Local buzz GMG Menu of Services Regional Micro-Marketing • Secure media placement in specific metropolitan markets. • Strengthen local relationships and drive sales through media tours. • Get the buzz out with garden center customer events, presentations and workshops.
  17. 17. 17 GMG Menu of Services Trade PR • Make your company the go-to expert in your field. • Research and ‘ghost’ write by-line articles for clients featuring products. • Distribute new product blurbs. Cover Story June 2009
  18. 18. 18 GMG Menu of Services Seeding the Market • Create press kits that get the media’s attention. • Put your products into the hands of key garden influencers by sending samples to a select few. • Reinforce positive feedback to ensure future placement.
  19. 19. 19 • Analyze results from 8,000+ trend spotters. • Keep on top of emerging consumer trends. • Study trade surveys. • Read association reports. • Attend symposiums and workshops. • Conduct focus groups and on line surveys of media and consumers. GMG Menu of Services Research
  20. 20. 20 The Results
  21. 21. 21 Objective: Build awareness of all products from the Liquid Fence Company. Results: Media exposure increased in all outlets. Total Reach 2009: 187 million Total Ad Value 2009: $413,000 The Martha Show Interview & Product Give Away 2 million fans
  22. 22. 22 Objective: Promote exclusive distribution of Suntory’s Sun Parasol Mandevilla to consumers. Results: Customer doubled their commitment for plant production with Costa for next season. BH&G 7.6 million readers Total Reach 2009 to date: 78 million Total Ad Value 2009 to date: $1.9 million
  23. 23. 23 Objective: Promote Campania International’s line of new garden containers, urns, statuary, fountains and birdbaths. Results: Exposure tripled in 2005 to 2006 numbers. The exposure hasn’t stopped. Cover of BH&G 7.6 million readers Total Reach 2009 to date: 65 million Total Ad Value 2009 to date: $2.7 million
  24. 24. 24 1.2 million readers Ad value: $330,000 Objective: Introduce Urban Outfitters’ latest brand, terrain at Styer’s, as the newest in garden center concepts. Results: National, regional and local coverage within months of signing with Garden Media Group. Total Reach 2009 to date: 42 million Total Ad Value 2009 to date: $1.6 million
  25. 25. 25 Objective: Leverage relationship with National Wildlife Foundation, introduce brand to consumers, and build awareness with trade. Results: Natives are hot. Micro- marketing big success. Trade coverage excellent. Two new nurseries have come on board. Blog Talk Radio Interview 2 million fans Total Reach 2009 to date: 26 million Total Ad Value 2009 to date: $787,000
  26. 26. 26 Objective: Build awareness of new plants with trade. Results: Demand far exceeded expectations. Could have tripled production of new plants. 15,243 readers Ad value: $2,838.75 Total Reach 2009 to date: 24 million Total Ad Value 2009 to date: $748,000
  27. 27. 27 Our Clients
  28. 28. 28 Sampling of Past & Present Clients QuickTime™ and a decompressor are needed to see this picture.
  29. 29. 29 "Since our relationship with IMPACT Marketing began in 1995, our brand recognition has soared. Their creative and enthusiastic approach has given us a national presence and impact well beyond our expectations." Steve Hutton President, The Conard-Pyle Co. “It has been great for Briggs. I am simply delighted with the work Garden Media Group has done for us -- the ads, the placements, the emails...it's more than I expected. You and your team have done an excellent job promoting Briggs and our products and you should be proud.” Dave Jarzynka President & CEO, Briggs Nursery “Enthusiastic, creative and well respected in the industry, IMPACT is a real marketing partner. They work relentlessly to help drive our brand to the next level, giving us national media exposure and dramatically increasing our name recognition and our sales.” Glenn Appel CEO, Campania International “From PR to advertising, the Garden Media Group serves our marketing needs efficiently, effectively and with style. They are reaching our customers and making a name for us.” Joseph Cilio President, Alfresco Home Client Feedback
  30. 30. 30 Steve Hutton President & CEO THE CONARD-PYLE CO. 610-869-8011 sbhutton@conard-pyle.com Client since 1995 Marta Maria Garcia Marketing Manager COSTA FARMS 305.247.5135 x-133 mmgarcia@costafarms.com Client since 2007 Dave Jarzynka President & CEO BRIGGS NURSERY 610-731-0440 djarzynka@briggsnursery.com Client since 2008 Mark Highland President THE ORGANIC MECHANICS SOIL COMPANY 484-557-2961 mark@organicmechanicsoil.com Client since 2006 Client References Please feel free to call any of our clients you may know or any of the following: Glenn Appel, CEO Peter Cilio, Vice President CAMPANIA INTERNATIONAL 215-541-4627 ga@campaniainternational.com pcc@campaniainternational.com Client since 1999 Jeff Gibson BALL HORTICULTURE 630-588-3468 jgibson@ballhort.com Client from 2001-2007 Steve Castorani President, NORTH CREEK NURSERIES American Beauties Native Plants 610-255-0100 steve@northcreeknurseries.com Client since 2008 Denise Calabrese Executive Director ASSOCIATION OF PROFESSIONAL LANDSCAPE DESIGNERS 717-238-9780 info@apld.org Client since 2008
  31. 31. 31 Doug Jimerson Editor in Chief Garden & Outdoor Living Group Better Homes & Gardens 515-284-2510 Madaline Sparks Garden Writer Real Simple 212-522-0979 Gene Bussell Garden Editor Southern Living 205-445-6352 Rebecca Kolls Seasons Magazines & Garden TV Host 715-381-0022 Media References Dean Fosdick Syndicated Writer Associated Press 540-335-2656 Mariana Greene Home & Garden Editor Dallas Morning News 214-977-8407 Adrian Higgins Garden Editor Washington Post 202-334-4467 Joe Lamp’l Author & Garden TV Host 770-973-7728
  32. 32. 32 520 W. State Street Kennett Square, PA 19348 Ph. 610-444-3040 Fax: 610-444-3043 buzz@gardenmediagroup.com www.gardenmediagroup.com a division of IMPACT Marketing & PR, Inc.