Episode 15: Zip Codes

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.

Episode 15 transcript

Episode 14: Dare You go Cashless?

Sweden has a mission to soon go cashless and so have some U.S. businesses. How about yours? Do you dare go cashless? In this week’s podcast, Bridget talks about the bold move one Michigan retailer is taking by going cashless. What are the pros and cons for both buyer and seller? Listen this week and find out.

Episode 14 transcript

Episode 13: Marketing Defined

With this new segment to the Marketing Munchies podcast series, Bridget will introduce some “marketing basics.” This first marketing basics podcast focuses on the definition of marketing.¬†All too often marketing gets confused with (only) advertising. In this week’s episode, Bridget will discuss the American Marketing Association’s definition of marketing and how many firms develop from a product perspective to a sales perspective and (finally) to a consumer-focused marketing perspective.

Episode 13 transcript

Episode 12 Boomer or Bust Part 2: Marketing Campaigns

This week, Bridget builds on the research findings from focus groups with Gen X and Gen Y and discusses four marketing campaigns that put those findings in action. The campaigns are (1) Helping Your Garden Grow: We Guarantee It! (2) Grow Up Gardening, (3) We LOVE Where You Live, Too! and (4) How Does Your Garden Grow? These free marketing campaigns can be adapted by most retail operations and can help you better connect with Gen X and Gen Y.

Episode 12 transcript

Episode 11: Boomer or Bust Part 1

Baby Boomers have been a key market segment for the Green Industry for decades. What do younger-aged potential customers think about horticulture, plants and gardening? This week, Bridget will discuss four key findings from online focus groups conducted a few years ago. Listen and learn a bit more about what the next generation of potential customers is thinking about our industry, both good and not-so-good. Next week, Bridget will discuss how to put these findings into action.

Episode 11 transcript

Episode 6: Dr. Ariana Torres on eCommerce

Dr. Ariana Torres (Purdue University) is back this week to continue her discussion with Bridget about the importance and effects that eCommerce is having on the horticulture industry. She and Bridget will talk about their upcoming research with Dr. Susan Barton (University of Delaware) on eCommerce and eMarketing.

Episode 6 transcript

Episode 4: Features and Benefits

What should you really be marketing this spring? Benefits, not features. Last week, Bridget and Charlie Hall discussed his article on plant benefits. This week, Bridget can help you turn product features into benefits. Features are attributes about the product (what color the flower is or how much nitrogen the fertilizer has in it). Benefits are what the product does for the buyer. In this episode of the Marketing Munchie podcast, Bridget will give you some insight about how to help you and your employees market benefits, not features.

Episode 4 Features and Benefits transcript