Increase your CIQ (Customer Intelligence Quota)
BALL UNIVERSITY 2014 @ LSU HAMMOND
Bill Calkins, IGC Business Manager
The cold hard facts:Flower gardening is down 30%
Percent of households participating in the activity; NGA data 2011
It’s not all about lack of interest…
The new folks….How many people turn 35 each year?
Current Age
43 - 66
Current Age
32 - 42
Current Age
14 - 33
The total pool….# of people aged 35-55?
Average Age of Marriage
Buying a home soon? Not likely….
I’m laden with debtI’m underemployed
My parents take care of meGreat prices…no loans
A bit more doom and gloom….
Here comes ourfuture customer
Of people aged 35 – 55 (our core gardening demo):•In 2005, 25% are Gen X (the rest are boomers)•In 2010, 47% are Gen X (the rest are boomers)•In 2015, 75% are Gen X and Gen Y (split 50/50)
Gen Y’s share of theWorkforce:
2009 2014
25%
47%
What do we know about these ‘kids’?
• The generation of great multi-taskers. (it’s a myth)
• Information is everywhere. (they’re just super fast)
• Highly confident, upbeat and positive (despite the outlook)
• Yearn for the ‘meaning’ of it all (yet surprisingly uncommitted)
• Are ‘groupers’(txt enabled)
It’s an experience.
• They live for the experience• With friends.
The Gen Y target is far more likely to garden in their community then garden in their backyard.
Gardening is absent from the list for the Gen Y group (at least so far…)
GenerationY GenerationX Babyboomers
(born1978-1995) (born1965-1977) (born1946-1964)
1 Whirlpool bath 1 State-of-the-art kitchen 1 State-of-the-art kitchen
2 Swimming pool 2 Large walk-in closets 2 Large walk-in closets
3 Game/billiard room 2 Fireplace 3 Whirlpool bath
3 Large walk-in closets 4 Whirlpool bath 4 Fireplace
5 Fireplace 5 Swimming pool 5 Swimming pool
6 State-of-the-art kitchen 6Patios, porches and decks
6 Workshop/hobby studio
7 Sauna/steam room 7 Game/billiard room 7Patios, porches and decks
7 Gym/fitness room 8 Garden 7 Garden
9High-tech entertainment center
9 Gym/fitness room 9 Game/billiard room
10 Patios, porches and decks 10 Workshop/hobby studio 9High-tech entertainment center
Top dream-home amenities vary in importance by generation:
Rank Rank Rank
Source: MSN Real Estate, October 2011; GfP Roper study
Some things Gen Y told us about gardening…
I don’t know how
I don’t have time
I’m afraid I will fail –
and that’s a waste of money
Sure…it improves my home value,
but only if I am successful
..it’s just not part of their language
We must add value to our products and to gardening in general.
The primary motivation shifts with age….and experience
Generation X Generation Y Baby Boomers
Improves ValueIncreases Curb Appeal
RelaxingStress Reducing
Add beauty and richnessTo my life
This is even more pronounced when we talk to the ‘non gardening’ group….
13
Gardeners and non-gardeners seem to generally agree on the EXTRINISIC (aesthetic and functional) value of gardening around the home.
Non-Gardener
Gardener
14
Gardening attitudes (Gardeners vs. Non)But non-gardeners fail to see the INTRINSIC value of the activity.
Non-Gardener
Gardener
15
Gardening attitudes (Gardeners vs. Non)
Therefore, they over-value the investment in time and money.
Non-Gardener
Gardener
But it isn’t any good if you
don’t tell them what it ‘does’!!
It’s not just about color and decorating
The need for multi-function.
Current Solutions:The function of plants
Future Solutions:The function ‘double down’
ExerciseFamily
Outdoors
Environmental Together
FoodBorder
Shade
Privacy
Oxygen&
Focus on the practical• It’s all about the project
– What’s the color– What’s the texture– What’s the function?
Who is winning with this sort of messaging?
IndependentGarden Center
Purchase locations
Lowe’sHome DepotIGC
Lowe’sHome DepotIGC
Lowe’sHome DepotIGC
Think you have a winning message that is sure to break through???
All content created since the beginning of time until 2003
The amount of content created in just 48 hours
But the good news – YOU don’t have to do all of the work!
• Yelp, Like, Foursquare….share!• Shhhh……you have to listen….• Crispy, bite-sized nuggets• Be relevant.
The number of votes for Burpee Grow
Anywhere Tour stops!
1,000,000+1,000,000+
Summary:Messaging the added benefit
• The practical application of plants• The goodness of gardening• The information for success• The group experience
Type of Gardener – By Age
Q17. Which of the following best describes your gardening activities?
BASE: Gardeners
Casual vs. Enthusiastic
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CASUAL GARDENERAGE: Years of experience: Main Drivers: Three motivators:• • •
Garden by myselfDollars Spent:
ENTHUSIASTIC GARDENERAGE: Years of experience: Main Drivers: Three motivators:• • •
Gardening is a family activityDollars Spent:
Casual vs. Enthusiastic
28
CASUAL GARDENERAGE: ~42Years of experience: 5-10Main Drivers: ExtrinsicThree motivators:•Add beauty• Add curb appeal• Reflection of me
Garden by myselfDollars Spent: $88
ENTHUSIASTIC GARDENERAGE: ~50Years of experience: 10-20Main Drivers: IntrinsicThree motivators:• Relaxing; reduce stress• Connection to nature • Express my creativity
Gardening is a family activityDollars Spent: $118
YOUNG MEN IN THE DIRT
THE NUMBERS
•18-34 age group biggest increase in dollars spent over last year
•Young men spend $100 more than the average on L&G - $441 annually
•These young males prefer to shop at hardware stores - this is their comfort zone
• NGA 2013 Survey
YOUNG MALE LARGEST SPEND CATEGORIES:
Do you see the trend??
% increase over last year Group that spends most in this categoryFruit trees up 43%` Male 18-34 21% of total salesVegetable gardening up 9% Male 55 and over 20% of total sales (Male 18-
34 second with 14%)Growing berries up 42% Male 18-34 26% of total salesHerb gardening up 43% Male 18-34 23% of total sales
GARDENING IS NOT THE HOBBYTHE HOBBY COMES AFTER HARVEST
•Drink you yard• Fermentation Gardens - Grapes and
hops are COOL! They are into making their own wine and craft beer (pop-up hops class at your garden center??)
• Groothies - make green smoothies from your own harvest
• Mixology - Herbs for cocktails like mojitos (mixology cart program with recipe cards??)
So…it’s easy….
• Reach that younger generation– By adding value to the gardening experience– By talking about function and purpose– By providing community platforms– Through their digitally-enabled touchpoints
• Build success, build confidence– Brands with ‘meaning’; heritage– Consistency in your message
Conclusions• It’s only doom and gloom if you don’t re-invent
yourself• Metamorphosis for Gen Y (or die)
– Focus on function, purpose and experience– Provide information – digitally, socially
• Build confidence to build dollars
Bill CalkinsBall [email protected]