Returning as a guest on the show is Dr. Charlie Hall, Ellison Endowed Chair at Texas A&M University. Bridget and Charlie discuss the economic benefits of plants. From the value of an installed landscape to increasing occupancy rates, plants add tremendous economic benefits. Listen as Charlie and Bridget discuss the economic benefits of plants that every business should be communicating to its customers. Here is a link to the Hall and Dickson Green Industry Benefits article.
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.
A recent Harvard Business Review article highlighted the importance of curiosity in companies. This week, Bridget shares some key findings from the article. Curiosity helps build resilience in a company and gives employees the ability to see from different perspectives. Companies that have employees who ask good questions (and keep their eyes open for answers) make better decisions. Curious? Take a break and listen to the podcast.
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!
We all want people to read signs, but often they don’t. This week, Bridget shares five tips to making better signs. Price is an important component of the sign, but price shouldn’t be the headline. Bridget’s research shows that the side of the sign where price appears does matter. So, too, does the other information included on the sign. Benefits should be more prominent than features and having people on the sign also makes a difference.
Episode 29 transcript
Last week, Bridget talked about creating and refining your elevator speech. This week, she helps you understand how to use your elevator speech and then develop some good questions to start a conversation on the trade show floor. Marketing yourself means that you can be an interesting person by asking good questions and learning from the responses.
Marketing yourself is an important part of your career. In this week’s episode, Bridget talks about developing and delivering your elevator speech. Your elevator speech is a brief summary of who you are, what you are doing at work, and what you would like to do in the future. It can be stated in the time that you might ride up or down a few floors in an elevator. Listen this week to learn how to develop your elevator speech and why it’s so important as you market yourself.
A lot of consumer research, and some eye-tracking studies, have helped marketers understand how vertical merchandising works. Yet, in horticulture, most garden retailers merchandise plants horizontally. This week, Bridget reports on some more eye-tracking research she and her colleagues have conducted on horizontal merchandising and pricing. It is important what you put on the left side of the display compared to the right side. It makes a big difference about how fast people see plants on the left and which side they tend to buy from more often.
Bridget and her colleague Pat Huddleston traveled to the World Marketing Congress in Porto, Portugal, in late June to deliver presentations on some of their eye-tracking work. This week, Pat and Bridget discuss their findings on simple and complex merchandising displays. While simple displays (with only one plant genus or cultivar) may attract attention with big swaths of color, it is the complex displays that produce a higher likelihood to make a purchase. Listen this week as they discuss the pros and cons of simple and complex displays.