|
Exposing the Myth
Back in the day, when visiting another growing operation, you could always count on seeing a handful of particular items framed and hanging 0n the office walls:
a nursery license, photos of the wife and children, some older photos showing early stages of the nursery, and possibly a photo of Shug Jordan, Bear Bryant, Vince Dooley, Bobby Dodd, or Woody Hayes, depending on your collegiate affiliation. But the one thing that you would see with about as much certainty as the nursery license and the family, was a framed quote that stated the following:
"If people only knew how much work,
how much sweat,
how much water,
how much fertilizer,
how much risk, &
how much know-how
went into the production of these plants,
they would gladly pay a fair price."
Just for the record, I beg to differ. I did not agree with this thirty years ago and I most certainly do not agree with it now. If there is anyone out there who ever did or does now believe this, it is time you wake up and smell the baloney!
I wish it could be that simple but the plain, cruel fact is that the market does not work this way. And as we spiral more and more rapidly into the age of instant information (QR Codes) and price shopping on steroids (Bar Code Scanners), the real truth is that the retail customer could give a rat's behind who grew it, how hard you worked, how kind and generous you are to your employees, how many Little League teams you sponsored, or how much you gave at the blood drive last week.
The 2012 retail consumer is after only one thing and that is "bang for the buck" or put more simply: value. And the key is that the consumer's view of value is not based on ANYTHING the grower did on his end, but rather on EVERYTHING the consumer perceives that he will get out of the deal. This does not mean that you have to be the cheapest guy on the block, but for every dime that you are higher than your competition, there needs to be a clear justification for how this extra cost will benefit the buyer. And what about loyalty? That bus left the station a long time ago.
Light years ago in economic terms, H. L. Mencken was quoted as saying, "No one ever went broke by underestimating the intelligence of the American people." That was then; this is now. While this may hold true in some markets today, it certainly doesn't apply to the typical customer in the green industry. Our end consumers today are smart, well informed, and particularly in this economy, brutally callous about where and how they spend their money.
And by the way, if you still want to continue to cling to the old myth, please contact me; I don't have time to debate the subject but I do have a great deal for you on some beach front property in Arkansas.
|
|
Thought For The Day
People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction. - Brian Halligan (Co-Author Of Inbound Marketing)
|
|
Musical Message
 | |
What Kind of Fool - The Tams - HQ |
For anyone who still wants to cling to an old industry cliche', you might want to ask yourself this question, so wonderfully presented by the legendary Tams.
|
|
These Apples Are Flying Out The Door!
Don't Kick Yourself Later Because You Missed The Bus On This Deal.
Simply Book Your 2012 Order Now & Receive Your Brand New Apple iPad2 immediately!
How Does It Work?
* Your Account Must Be Current
* Meet Minimum Purchase
* Order Can Include ANY 4"
Groundcover Or Perennial In Stock
* Take Partial Delivery, Complete
Delivery, or Stagger Multiple
Deliveries To Fit Your Schedule
* Pay For Your Order Now. If
Your Order Is Greater Than
the Minimum, You Can Pay
Balance Later.
* No Other Discounts Apply.
* Offer Good Through
02.29.2012.
Get Started!
Choose Min. Order
_iPad2 16gb+WiFi $ 2,750
_iPad2 32gb+WiFi 3,100
_iPad2 64gb+WiFi 3,400
_iPad2 16gb+WiFi+3G 3,100
_iPad2 32gb+WiFi+3G 3,450
_iPad2 64gb+WiFi+3G 3,750
Choose Your Color
__ Black
__ White
Choose Your Provider
__ ATT
__ Verizon
Sign Me Up!
Just click here to email us your preferences. We will contact you to confirm, answer any questions, and iron out any details!
Bonus!!
SIGN UP BEFORE 2.15.2012 & ALSO Receive A FREE iPad2 case WITH KEYPAD!
|
|
Pretty in Pink
Please check out these colorful Dianthus Starter Plugs and see how they can put your bottom line in the Black!
|
|
Pup of the Week
Duncan is an 11 year old, 23 pound purebred Cairn Terrier. Sadly he has lost his home due to the allergies of a family member. He is very active, very spunky and loves to play. He also likes to just sit in the grass and enjoy the breeze; and, he loves to have his hair brushed! Duncan is a very sweet boy and likes to sit on your lap, cuddle at your feet and get tummy rubs. Duncan has been professionally trained - he knows how to walk well on leash and basic commands such as sit and down. He is a very smart dog and eager to learn and obey. Duncan will do best in a calm, adult environment - no children or other pets in the home and, ideally, in a quiet low traffic neighborhood because he can become agitated when he is out on a walk and sees another dog. Because of his extensive training, this tendency is quite manageable with an experienced dog handler. We will ONLY consider placing Duncan in a dog savvy home in the greater Los Angeles area.
Duncan does not attend our Sunday adoption events, but can be seen by private appointment when an application is submitted that seems a particularly good match.
INTERESTED IN ADOPTING?
|
|
Yours Truly |
 |
|
For better or for worse, I am responsible for all content herein. I welcome your comments and constructive criticism.
Bo Tidwell |
