Calloway's Nursery Social Media

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

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Calloway's Nursery Social Media

  1. 1. Marketing Plants and GardeningUsing Social Media as Part of a MIX<br />Kimberly Bird<br />VP, Retail Marketing<br />Calloway’s Nursery, Inc.<br />
  2. 2. Buy some product<br />Put product <br />in the stores<br />Put product <br />in the stores<br />Promote the product<br />Promote the product<br />Inform the store teams<br />Customers come to the stores<br />Plan the customer experience<br />Inform the store teams<br />Buy and present product<br />Refocusing an approach<br />Culture shifts to focus on the customer throughout the business.<br />
  3. 3. Traditional Organizational Structures<br />Communications<br />Worker Bees<br />Customers<br />
  4. 4. The Evolution of the Team<br />Real Estate<br />Professional Services<br />Universities<br />Operations/<br />Customer Service<br />DFW<br />Merchandising<br />Product Vendors<br />Houston<br />Customer <br />Impacts<br />Support Services<br />Seed Companies<br />Administration<br />Growers<br />Marketing<br />Community Organizations<br /><ul><li> Master Gardeners
  5. 5. Extension
  6. 6. Arboretums</li></ul>Advertising Partners<br />Management<br />Media Contacts<br />
  7. 7. Closing the E Gap<br />Expectation<br />Experience<br />
  8. 8. Closing the E Gap<br />Experience<br />EQUALS or SURPASSES<br />Expectation<br />
  9. 9. Marketing<br /><ul><li>Relationships -</li></ul>Customers – in-store visits, traditional advertising, in-store interactions, communities, creating communities and managing customer relationships<br />
  10. 10. Marketing<br /><ul><li>Relationships -</li></ul>Customers – panels, surveys, events, clinics, speakers, garden club membership <br />
  11. 11. Marketing<br /><ul><li>Relationships -</li></ul>Customers<br />
  12. 12. Marketing<br />Employees – plan for communications, surveys, training, internships, project teams <br />collaboration<br />
  13. 13. Marketing<br />Target, refine and improve execution <br /><ul><li> Positioning based on customer needs
  14. 14. Packaging based on customer needs
  15. 15. Internal alignment to better leverage our position
  16. 16. Advertising - targeted and mass
  17. 17. Advertising co-op partnerships
  18. 18. Public relations – media kits, pitches, electronic
  19. 19. Build customer focused communities
  20. 20. Measuring and tracking
  21. 21. In-store presentation
  22. 22. Sales and service training</li></li></ul><li>Operations/Customer Service<br /><ul><li>Training for all employees prior to new store openings
  23. 23. Ongoing training – </li></ul>customer service<br />product knowledge<br />seasonal programs<br />garden trends <br />design <br />receiver certification   <br />forklift driver certification<br />
  24. 24. Operations/Customer Service<br /><ul><li>Store management development
  25. 25. Nursery certification program – </li></ul>1 of 4 team members is certified   <br /><ul><li>Feedback - customer panels and employee surveys</li></ul>Spring 08 Customer Panel<br />
  26. 26. Experience<br />Customers impressions of Calloway’s . . . <br />It’s not just about the merchandise . . . <br />It’s not just about the advertising . . .<br />It’s not just about the in-store operations . . .<br />It’s the customer experience.<br />Delivering on the promise.<br />Close the E Gap!<br />
  27. 27. The Refining Interactions<br />Getting Urban Dwellers To Fall In Love with Nature<br />Collaborative Integrated Planning<br />FIT<br />Operations/<br />Customer Service<br />FIT<br />Merchandising<br />Marketing<br /><ul><li>Buying to a theme or company-wide customer-centered objective
  28. 28. Sharing product information
  29. 29. More customer-focused product information
  30. 30. Increase lead times providing information – for training, marketing, special set up.
  31. 31. Linking store presentations, signage to themes that connect to customer needs or desires
  32. 32. Integrating products and product information into customer-driven garden information and promos that add value – for the customer
  33. 33. Product training
  34. 34. Event training
  35. 35. Store set up
  36. 36. Customer service training</li></li></ul><li>Trajectory<br />Customer Experience<br />Plan<br />
  37. 37. Focus<br />Customer Experience<br />Plan<br />
  38. 38. Understand Your Customer and Connect!<br />
  39. 39. Where We Were – Where We’re Going<br />For the customer:<br />
  40. 40. Where We Were – Where We’re Going<br />
  41. 41. The Vision of Our Customer’s Experience<br />The customer shopping experience at our stores provides customers with:<br /><ul><li>An enjoyable shopping experience
  42. 42. Where product is easy to find
  43. 43. Garden needs are quickly met
  44. 44. Garden solutions are easy to find
  45. 45. Garden information is easy to understand
  46. 46. Premium quality product
  47. 47. Expert advice
  48. 48. Excellent service
  49. 49. Customers can stay a while or buzz through - - but they always see something new that they’ll want to tell a friend about</li></li></ul><li>The Promise to Customers<br />Having a beautiful yard and gardens is fun and easy.<br />Create your own haven - - Your outdoor environment can be well designed and thriving…we make it easier and enjoyable!<br />At Calloway’s everyone has a green thumb and can achieve their very own success in the garden.<br />
  50. 50. Easy-to-Shop Floor Plans<br />
  51. 51. Connect and Leverage<br /><ul><li>Connect with customers on a deeper level
  52. 52. Leverage what you’re already doing
  53. 53. Use a strategic approach
  54. 54. Social Media let’s you take your customer relationships to a deeper level.</li></li></ul><li>The Garden Club<br />LCC – Loyal Customer Club<br />Sign-up at mytexasgarden.com<br />Garden Club Newsletter<br />Garden Club Welcome E-mail<br />
  55. 55. The Garden Club<br />Hot Garden Club Only Specials<br />Loyal Customer Club –<br />Turn-key<br />Cost-effective<br />114,000 Texas Garden Club members<br />Powerful reach<br />Extraordinary ROI<br />
  56. 56. Embracing Technology<br />Collecting Customer Data<br /><ul><li>Collection boxes and forms in store – provided by LCC.
  57. 57. Soil Test program, Flower Power program and contest entries.
  58. 58. On-line via link on Web </li></ul>site and special jump page – mytexasgarden.com.<br />
  59. 59. Embracing Technology<br />Loyalty Programs<br /><ul><li>Flower Power Card
  60. 60. Customers sign up, we punch the card with each purchase, customers earn a free flat of flowers. Low tech but popular with customers.</li></li></ul><li>Embracing Technology<br />Loyalty Programs<br /><ul><li>Causes some customer and employee complaints. Hoping once we can integrate the customer data into the POS system we can set up a bonus program for customers that would have broader appeal and can be more efficiently administered.</li></li></ul><li>The Garden Club<br />Hot Garden Club Only Specials<br />Drive sales mid-week or during challenging weather<br />
  61. 61. Email<br />LCC – Loyal Customer Club<br /><ul><li>A turn-key solution – we send articles and photos, they layout it out and provide a proof.
  62. 62. Monitoring and measuring tools are limited.
  63. 63. Extremely competitive in terms of value – service, high-impact, low-labor, low-cost solution.</li></li></ul><li>MyTexasGarden<br />
  64. 64. Embracing Technology<br />New Technologies<br /><ul><li>Web page</li></ul>Currently pretty but stagnant. A complete overhaul is needed. New branded design completed. 2009 plan create site map and populate a site with fresh, interactive and compelling information that drives customers into stores.<br />
  65. 65. Social Media<br /><ul><li>Listen to customers
  66. 66. Respond to customers
  67. 67. Attract more followers, club members, store traffic
  68. 68. Engage existing customers and new audiences
  69. 69. Build customer, opinion leaders and media relationships
  70. 70. Tap into opinion lead’s ideas
  71. 71. Position your self as the expert
  72. 72. Build your brand
  73. 73. Research branding, product service ideas
  74. 74. Sale products and services
  75. 75. Build customer advocates
  76. 76. Get media coverage
  77. 77. Increase traffic to your Web site, social pages and store</li></li></ul><li>Social Media Explosion<br />What’s the big deal?<br />Facebook:<br /><ul><li>350 million Facebook users (Feb. 2010, Source Garden Media Group)
  78. 78. 100 million Facebook users access via mobil devices (Feb. 10, 2010, Source Facebook.com)
  79. 79. According to the Facebook Global Monitor FB reaches 10 percent of the population in 26 countries.</li></li></ul><li>Facebook<br />
  80. 80. Twitter<br />
  81. 81. You Tube<br />New Technologies<br /><ul><li>youtube.com channel</li></ul>Featuring gardening tip videos linking to them from E-Notes. 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.<br />
  82. 82. Linked In<br />
  83. 83. My Space<br />New Technologies<br /><ul><li>myspace.com pages</li></ul>One main page to share updates and clinic information, one page for the Plant Master’s blog and a Perennial Swap page.<br />
  84. 84. Building a Following<br />
  85. 85. Media Relationships<br /><ul><li>Main point of contact for expert interviews
  86. 86. Weekly vegetable garden segment
  87. 87. Weekly garden segment on ABC
  88. 88. Newsworthy example:
  89. 89. The Dino Tree
  90. 90. Weather stories
  91. 91. Flocked Trees
  92. 92. Vegetable Gardening</li></li></ul><li>Word of Mouth<br />
  93. 93. Micro-Communities<br />
  94. 94. References<br /><ul><li>Facebook Marketing (Holzner)
  95. 95. Secrets of Social Media Marketing (Gillen)
  96. 96. Twitter Free Social Networking for Business (Clark)
  97. 97. Twitter Revolution (Micek & Whitlock)
  98. 98. Twitter Power (Comm)
  99. 99. Social Media Marketing An Hour a Day (Evans)
  100. 100. Connect with me, Kimberly Bird, on LinkedIn</li></ul> http://www.linkedin.com/in/kimberlybird<br />
  101. 101. References<br />

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