Page 4 - Super Floral > February 2017
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perspective

             thinking ahead                                                                    P.O. Box 4368
             to spring                                                                         Topeka, KS 66604
                                                                                               (800) 367-4708 n (785) 266-0888
   As I write this, it’s a frigid day in Kan-   conducted by the National Gardening            Fax: (785) 266-0333
sas, with temperatures hovering around          Market Research Company, reveals that          www.superfloral.com
zero, and snow and ice covering the             5 million of the 6 million new gardeners
landscape. The prospect of several more         last year were between the ages of 18          President/Publisher Travis Rigby
months of this has made my thoughts turn        and 34. These young people care deeply         Director of Finance Darin Osterhaus
to a more appealing subject — gardening.        about the environment and their world. To
                                                attract them, you’ll have to offer products    editorial
   You can be sure that many of your            that appeal to their unique needs and
gardening customers also are thinking           interests. Here are three ideas:               Editorial Director David Coake
ahead to spring, regardless of where you’re                                                    Staff Writer Fatima Oubaid
located. They’re excitedly planning their          1. Many of these new gardeners are          Contributing Writers Cindy McGowan
gardens and looking back at what worked         living in smaller spaces, with small, if any,
last year and what new items they want          yards. Create a display of products that let                               Cindy Hanauer
to try. These are the loyal customers who       them garden indoors, including the lights,                                 Matthew Kelly
camp out at your department in March            containers and soil, and include signage                                   Bill Schaffer, AIFD, AAF, PFCI
and April, asking when your garden prod-        that includes step-by-step instructions.                                   Kristine Kratt, AIFD, PFCI
ucts will arrive.                                                                                                          Michael Hooper
                                                   2. Many of these younger people are                                     Jon Bell
   It is important, of course, to provide       unfamiliar with gardening, but they are
the products and services that will keep        eager to learn. Team up with master gar-       design
these loyal customers coming back. But          deners in your area to offer workshops on
you also need to cultivate new custom-          specific garden topics. They’ll be particu-     Graphic Designer / Photographer Carrie Burgoon
ers — especially among the all-important        larly interested in learning about organic,    Floral Design Coordinator Lori McNorton
millennial generation. At more than 75          chemical-free gardening.
million members, this generation, born                                                         advertising
between 1977 and 1995 (according to                3. Subscription services like Blue
The Center for Generational Kinetics),          Apron are hot right now. Have you              Advertising Sales Director Lisa Strydom
has surpassed baby boomers in size, and         thought about creating your own subscrip-      Account Executive Teresa Salts
it’s crucial that you offer products that will  tion service? You could feature a special      Account Coordinator Ralph Granger
appeal to them.                                 product each month, and you’d have
                                                shoppers looking forward to the latest         circulation
   You’ll find several ideas to attract this     product in their in-boxes. It’s a great way
lucrative demographic in the Garden Me-         to keep shoppers coming back to your           Circulation Coordinator Brenda Wettengel
dia Group (GMG) “2017 Garden Trends             department.                                    Wholesale and Retail Florist Account Executive
Report: Grow 365” that we bring you
on Pages 20 and 21. We hope you study              These are just a few ideas for attracting                                     Mary Lou Clark
these trends and find applications for your      millennials to your floral department. I’d      Circulation / Book Sales Marty Bean
garden center business.                         love to hear your thoughts — please email
                                                me at dcoake@floristsreview.com. Mean-                                            Judy Bent
   The report points out that millennials       while, stay warm! sf                                                             Terry Snook
like to craft their own products and grow
their own foods. In fact, data from the         Reach Editorial Director David Coake at        technology
2016 “National Gardening Survey,”               dcoake@superfloral.com or (800) 367-4708.
                                                                                               Director of Technology Shawn Cusolito

                                                                                               editorial advisers

                                                                                               John Agnew, Whole Foods Market, Inc.
                                                                                               Bill Byland, N.G. Heimos Specialty Plants/

                                                                                                  Micky’s Minis Flora Express
                                                                                               Debora Coleman, Albertsons LLC
                                                                                               Kevin Coupe, MorningNewsBeat.com
                                                                                               Steve Daum, Floralife, Inc.
                                                                                               Debbie Loche, Roche Bros.
                                                                                               Ben Pauley, Passion Growers
                                                                                               Rita Peters, Hy-Vee, Inc.
                                                                                               Stan Pohmer, Pohmer Consulting Group
                                                                                               Cindy Rapshus, The Roy Houff Company

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                                                                                                sfrsub@superfloral.com for a quote
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