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Website Security Lessons Learned the Hard Way

At the recent Mailorder Gardening Association conference, a representative from Johnny’s Selected Seeds, a well known and respected cataloger, shared their experience with a security breach and the steps they’ve taken to make sure it never happens again. It was chilling to learn how a company can be doing all the right things and still be compromised.

Brandi Moore of Ounce Labs, formerly of the AOL Operations Security Department, offered attendees advice on how to protect themselves from the same fate. Two takeaways:

1) Review the information available at the PCI Security Standards Council web site.

2) Make education of your employees a top priority. In the case of Johnny’s, the hacker used a valid user name and password to access credit card records. It’s believed that an employee unwittingly fell for a phishing scheme that allowed this to occur. According to Ms. Moore, well-meaning employees who fall for such tricks are the most common cause of security breaches.

Pet Peeves of Garden Catalog Customers

The Summer 2008 Mailorder Gardening Conference included an informative customer panel moderated by Kip Creel of Standpoint Marketing. The panel included 10 people from member companies’ house lists, and represented a wide range of gardening interests and expertise. Almost without exception, they expressed the same pet peeves with many garden catalogs.

“Show us what the plant looks like!” they cried. “Not just the bloom that appears for one week a year. We want to know what the whole plant will look like for the other 51 weeks of the year.”

They were even more adamant on the subject of shipping fees. All panelists said they looked at the total cost before deciding whether to order or where to order from. Burying shipping rates on the final page of checkout was considered an annoyance at best, and an attempt to obfuscate at worst.

What surprised me was the lack of weight the panelists gave to a strong guarantee. Personally, I consider guarantees a big plus for mail order nurseries. To our panelists, it was a small consideration when deciding where to buy.

How Consumers Read Catalogs

The recent Mailorder Gardening Association conference included an informative critique of several member catalogs by a panel of experts. Panelist George Hague of J. Schmid & Associates reminded us of the order in which readers view catalog elements. They are: 1. Images. These do the heavy lifting, so make sure yours are as clear and […]

New Opportunities for Garden Marketers?

At a recent Mailorder Gardening Association conference, Kip Creel of Standpoint Marketing Research offered some interesting facts on garden centers that point to opportunities for direct marketers.

Kip, who specializes in researching home and garden industry trends, reported the following:

* 60% of the profit at the typical independent garden center comes from annuals.

* Consumers expect variety at independent garden centers, but it’s tough for the nurseries to deliver variety profitably.

* Consumers perceive garden centers as being high on expertise and low on convenience.

* Only a tiny percentage of independent garden centers have annual sales of more than $1 million.

* Garden centers would like to do more ecommerce, but that’s not their area of expertise.

Put these facts together, and it points towards opportunities for online nurseries to cooperate with independent garden centers, offering them the variety and convenience that they’re lacking.

The Three Types of Business Buyers

An article I read recently in Target Marketing reminded me of a lesson I learned from a business coach many years ago. The topic: the three types of buyers you’ll encounter when selling business-to-business products or services. Since each one is motivated by different types of appeals, it’s important to know how to sell to each one of them. The buyer types are…

The Importance of a Consistent Mailing Schedule for Enewsletters

Considering that we specialize in the gardening and outdoor living market, most of our clients face significant issues with seasonality. Consequently, some of them for whom we publish an enewsletter think we should only mail “in season.” That’s a mistake for two reasons…

More Than One Way to Measure Success

I’m a stickler for tracking results. But sometimes I have to remind both myself and my clients that making sales isn’t always the only yardstick by which to measure success…

Generating Content For Blogs and Enewsletters

I often speak with clients and prospects who are interested in starting a blog or an enewsletter, but are concerned they’ll run out of ideas. I worried about that before I started mine too, but it was a needless worry. Here’s are some good sources of ideas…

Forge Customer Relationships With Event-Triggered Emails

Good marketers take every opportunity to forge stronger relationships with customers. An ideal way to do so is with event-triggered emails (also known as autoresponders). As the name suggests, an event-triggered email is one that’s sent automatically when certain conditions are met…

Brent & Becky’s Bulbs Launches Podcast

Congratulations to client Brent & Becky’s Bulbs on the recent launch of their new podcast. (Full disclosure: we had nothing to do with their podcast except cheering them on.) In the style of a call-in/talk radio show, the weekly 20 to 30 minute podcast offers a wealth of tips on beautifying your garden with bulbs…

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Val Gosset
Evergreen Marketing
60 Treeland Road
Shelton, CT 06484
Phone: 203-513-8911
Val@GrowWithEvergreen.com

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