Many independent garden centers have adopted "Buy Local" as a branding strategy. Trey Pitsenberger, owner of The Golden Gecko Garden in Garden Valley, Calif., has turned the practice into a virtual science and has become a model for smaller retailers in the process.
"We have partnered with Lotus Valley Natives, a small wholesale grower of Northern California natives," Pitsenberger said. "We gave them an area to display their plants, complete with a sandwich board with their name on it. What I like is it sends the signal that we are supporting a local business. That may be the future for smaller garden centers who want something different than the national brands found in box stores. If local is in, then let's advertise it."
Pitsenberger even wonders if a branding counterculture could be the next big thing. "It may become fashionable to sport local, micro-brands on t-shirts, signage, etc., as a counter to all the national-brand advertising." he said. "That might be the way for smaller nurseries to stand out. Yes, go ahead and brand, but keep it local -- as much as possible."
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