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Feature Story
 Where are you spending your marketing dollars?
Tough times demand tight budgets. You expect every dollar of your marketing budget to perform – and those dollars have to buy you more than they did just last year. Do you buy low-cost technology like email and Facebook, or are you funding the tried and true of newspaper, radio and TV? What’s the right Marketing Mix?
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A panel of industry experts offers their philosophies on how to get the most bang for your buck in today’s**MORE**
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Drawing on their own experiences, our panel of green industry experts analyzes the pros and cons of each.
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Learn about the latest and greatest marketing tools, from websites and digital bulletins to Facebook and Twitter.
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Building relationships with consumers can build your business and make you a force in your community. See parts 1-3 click**MORE**
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Channel Surfing – Where To Spend Your Dollars?
Overwhelmed with too many choices? Newspaper ads still bring ‘em in for $1.49 six-packs, but the low cost-no cost of social media and email sure is tempting. This month we asked a mix of your peers, who put their hard-earned dollars on the line, and experts, who sing for their supper, where they see the best bang for your buck.
| STRATEGY: Skin in the game: Real-life marketing decisions from owners and managers like you. |
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Green industry marketing professionals talk about where they’re investing their dollars, and marketing service providers offer two exciting new digital**MORE**
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| STRATEGY: Too many choices? Practical advice for getting your marketing efforts noticed. |
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ANLA Management Clinic Speaker Anne Obarski shares practical, easy to implement ways to increase the impact of your marketing initiatives.
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| STRATEGY: They don’t call them independents for nothing! 5 garden retailers, 5 different answers, 5 successful marketing programs. |
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Ask five independent garden retailers the right way to spend your marketing budget and they will give you five different**MORE**
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Attention Shoppers – The Retail Consumer
 Your customers are barraged all day long by marketing messages. How do you carve out a moment of silence to make yourself heard? Social marketing is all the rage, but does it really drive sales? (Yes, no, maybe) Have newspaper ads and inserts gone the way of the dinosaur? Is there a right answer? (Hint: no, but here are some pretty good ones.)
| DIRECT MAIL: Christian Dulina discovers how to stand out (and make buck!) in your over-crowded mailbox. |
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A novel way to create repeat customers using "On Card," a credit card-like postcard. The promotion allows for direct customer**MORE**
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| CAUSE MARKETING: Michelle Pain discovers that pink is the new green(back). |
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Michelle Pain of Canada Nurseryland, Inc. shows how a pink theme can go a long way for a good cause.
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| SOCIAL MEDIA: This is not just your pimply teenager’s marketing channel anymore! |
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These landscape design/build and garden retail firms have incorporated social media into their marketing mix. Learn how they are using**MORE**
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| RADIO: ROFL! Baker’s Acres laughs all the way to the bank with their innovative radio campaign. |
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Central Ohio’s Baker’s Acres Greenhouse built a loyal following for their homespun, laugh-a-minute radio advertising campaign, helping them stand out**MORE**
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Online, Real Time, High Touch – The New Face of B2B
 It used to be so easy. You printed a catalog, hit a couple tradeshows and sat back while the sales rolled in. Okay, it was never actually that easy, but there weren’t so many choices! Mark Brinsky wants to have a relationship with his customers, not his computer, so why has he dropped Moon Nurseries’ popular catalog for a new website? How did Jon and Connie Reelhorn make a theme party a must attend (and most profitable) event at their wholesale yard? Read on
| WEBSITE: Mark Brinsky takes Moon Nurseries from print to profit! |
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Moon Nurseries replaced their print catalog with a brand new Web site. Mark Brinsky explains why, and what the benefits**MORE**
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| EVENT MARKETING: Business is one big, successful, sales-generating party at Belmont Nursery!
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Belmont Nursery hosts a themed customer appreciation event for their B2B customers each fall. It has been fun and has**MORE**
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Further Suggested Reading
 You always ignored this section in your textbooks, or at the end of serious business articles. But this is good stuff! Our industry’s trade press provides more great ideas, and further exploration of the what’s and how-to’s. Feature Webinar
September Webinar: Big Box Marketing for Independent Garden Centers
presented by Laurie Scullin, New Product Group
Special thanks to Laurie Scullin, with the New Product Group, who conducted the September webinar on Big Box Marketing for Independent Garden Centers.
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Laurie Scullin presents webinar on big box marketing for independent garden centers. Social Marketing, Consultant, Ideas, Marketing Mix
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ANLA Premier Partners
 Through their exceptional commitment to ANLA’s educational programming, two companies have become founding members of ANLA’s Premier Partner’s Circle. Novalis and AM Leonard believe that providing you access to education and knowledge, makes you a stronger company, a better customer and builds a solid future for our industry. ANLA encourages you to support those companies who underwrite your success. Take a moment to find out more about our Premier Partners.
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