Too many choices? Sometimes we can overwhelm customers with too many choices. This week, Bridget and guest host Dr. Trey Malone (Michigan State Agriculture, Food, and Resource Economics Dept.) discuss choice overload. When do we risk putting too many choices in front of customers? How do we know when enough is enough?
This week, Bridget’s guest is Dr. Trey Malone (Assistant Professor, Agriculture, Food, and Resource Economics at Michigan State). Trey and Bridget talk about the differences between consumer preferences (I like pink petunias) versus perceptions (petunias require a lot more water than succulents). Which can marketers influence more easily? Which influences purchases more? Listen and learn how you can use consumer preferences and perceptions to encourage purchases.
This week, Dr. Behe’s guest is Dr. Alicia Rihn from the University of Florida. They talk about another recent study about pollinators and locally-produced plants. How do consumers view the pollinator properties of landscape plants and fruit trees? Having a sign saying the plants were “pollinator friendly” improved their likelihood of purchasing the plant and many who looked at the sign for a few seconds were willing to pay up to a 12% premium. If plants have a food source for pollinators, that is helpful information which may persuade some consumers to buy. The local marketing campaign “Fresh From Florida” didn’t get as much visual attention, but still had consumers willing to pay a premium for those plants, even if that was slightly less than what they were willing to pay for pollinator friendly plants.
Putting into practice some research from the NY Times best-selling book Nudge: Improving Decisions about Health, Wealth, and Happiness by Thaler and Sunstein, Bridget talks about three ways to nudge consumers to better choices. You can influence choice in many ways, but Bridget discusses how identifying items as popular, promoting the use of social media, and encouraging online reviews are three ways you can nudge your customers into making better plant choices. Just by saying the book is a NY Times best-seller can help Thaler and Sunstein sell more books!
Little has been published about the importance of landscaping from the consumer perspective. This week, Bridget’s guest is Mel Knuth from Texas A&M University. They discuss her fourth paper in the water conservation series but this one takes a bit of a turn. Using some questions adapted from an Australian study, Bridget and Mel talk about how people active in their landscape are much better customers compared to those who feel landscaping is an obligation to meet the expectations of others.
In this week’s podcast, Bridget has returning guest Melinda Knuth of Texas A&M University. Bridget and Mel talk about their third paper in the water conservation series about how individuals who are active water conservationists are also the same individuals who get a lot of enjoyment (and buy more) plants. Both active and inactive water conservationists are involved in plant purchases, but the active ones more so that the inactive ones.
This week, Bridget continues her discussion with Melinda Knuth, doctoral student at Texas A&M University, about consumer perceptions of the water source for growing plants as well as landscape water use. Bridget and Mel share their findings about what a national sample of U.S. consumers thinks about water, plants, and the landscape. Water source and use were more important in this study than price. Listen to understand more about consumer perceptions of this increasingly important topic: water.
Drought can be devastating for plants. The impact can also be felt by plant producers and retailers. This week, Bridget’s guest is Melinda Knuth, a doctoral student at Texas A&M University, who has worked with Bridget and and some other researchers on a USDA Specialty Crop Research Grant for the past two years. In this first podcast reporting research results, Melinda and Bridget talk about the consumers who were in drought and did (or didn’t) notice it. Mel and Bridget discuss their perceptions of plants and water use.
Several marketing books have captivated Bridget and changed her marketing perspective. This week, Bridget discusses The Experience Economy by Joseph Pine and James Gilmore. The book sets forth some great marketing paradigms for the 21st century. Many firms can operationalize what Pine and Gilmore set forth about experience realms (education, aesthetic, entertainment, and escapist) to capitalize on the profitability of experiences. Bridget’s synopsis of the book may just help you add it to your reading list.
You can learn a lot from a Zip Code! In today’s busy society, it is becoming increasingly difficult to get people to complete surveys so that businesses can better understand them. Asking for a Zip Code at check-out provide the business with some great information that can be obtained for free at American Fact Finder (link). In this week’s episode, Bridget will discuss the importance and value of collecting Zip Code information and what you can do with it to boost your marketing strategy.