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.
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.
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.
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.