Distinguishing Your Micro-Market
Posted by nextgenhorticulture
A couple of years ago I took a class called Field Cropping Systems for my major at Cornell University. We would talk about everything from planting to post-harvest. We would talk about how each growing region had a climate and in each tiny area that essentially could be limited to a single plant there was something called a microclimate. The same can be said of today’s marketplace. Even though there may be prevailing trends within the horticulture and agriculture industries, we have to realize that individual businesses are each affected and shaped by different microclimates within the market.
Now I’m just as guilty as the next person when it comes to talking about the green industry as one whole big jumbled mess, but on the other hand I’ll be the first person to tell you that just because something works for a garden center in Pennsylvania doesn’t mean it will work for a garden center in Washington State. As an industry we should share ideas and communicate with each other; we should decide which fronts that we need to tackle to move our entire industry forward, but in order to move forward as an individual business you really have to assess what works for you.
I have people ask me all the time, “How do I get involved with Social Media and be effective?” or “How do I cater to young people?” I can give them a few bits of advice on typical content, or point them in the direction of market research that myself or someone else has done regarding Generation Y, but I cannot emphasize enough that when laying out a marketing strategy the first step has to be identifying your true market.
The industry can tell you that gardening is most popular amongst married women aged 35-65 who lead active lifestyles blah blah blah blah. However as an individual business you must understand that these are averages on the industry as a whole and that your market may be completely different. For instance if you own a grower/retailer operation who sells to landscapers, and does 75% of its business with those landscapers, does it make sense for you to market to the “typical gardener”? No way!
One thing that small business owners often neglect to look at is who is coming into their business to purchase from them. Take a look around. Who’s shopping at your location? Who’s buying from you online? Who’s placing the orders for next spring? You can only really gain a sense of who you need to cater to by first gaining a sense of who is coming to your business. The answers to these questions may also work the opposite way. They may show you who is not coming to your business, and the demographics you need to cater to more. Either way the first step in establishing any marketing strategy, digital or traditional (print, radio, etc.), must be to analyze your micro-market. The industry can help you understand trends but when it comes down to your business, no one should know who your customers are better than you.
This is especially tricky when it comes to Social Media Marketing. Getting involved with Social Media can make your company globally known, but if you’re a local business that doesn’t ship or sell online, does it make sense to cater to these global demographics? As a business you have to understand that these global “likers” are good for business by generating popularity in the global high school that is the internet, but at the same time you have to know who your true customers are and that their needs must come first in order for your business to be profitable in the slightest.
Remember before you can create your content you have to know who you are creating it for. For if content is the key to marketing success your audience is the lock and in order for things to work out the key has to match the lock.
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