Do you really know who your market is? Or do you just assume that it’s primarily women, 45 years old and up, who own their own home and are knowledgeable gardeners who garden for the pure enjoyment of it?
Many gardening companies are finding that they’re attracting a new market of younger buyers, who don’t view gardening as a hobby and have limited knowledge of how to do it. We’ve been busy revising many of our clients’ catalogs, websites, and instructions to serve this market better.
If you aren’t sure whether your market is changing, it may pay to find out. Surveys are perhaps the best way to do so, as you can gather both demographic and psychographic data, and segment your list for future marketing efforts.
And if your market isn’t shifting, that may be cause for concern. Revamping your marketing strategy may be necessary if you want your company to remain viable for a long time to come.