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.
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!
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.
Episode 29 transcript
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.