While the Green Industry as a whole is recognized to fail as effective marketers, the lack of advertising, marketing and/or public relations is most certainly not the only culprit in this situation. So, as Hendrickson emphasizes, a recovery strategy is to identify and implement ‘hooks’ that attract American public interest.
As an eco-advocate, communications specialist and person
committed to ‘digging in the dirt’ annually I evaluate home and garden media
trends. As a result of research, let me share a few observations. First, the
‘G’ has not disappeared from all regional HGTV. A highlight of my annual Nags
Head North Carolina vacation is during the blistering heat of mid-afternoon, I
curl up with an ice tea and watch the regional horticulture and garden
programming which is sponsored by North Carolina’s state universities. On the
other hand, although my home state of Virginia boasts two such schools, my
area’s HGTV does not offer similar programming. So, a question is what enables
successful HGTV in some versus other regions?
And a third equally important question is there appears to
be a disappearing ‘G’ in home and garden show participation. In fact, I noticed
a significant absence of Industry presence in one of central Virginia’s main
spring events, the MAC Home & Garden Show. Yet, again on the other hand, a
focus on gardening appears to not only survive but thrive in the Philadelphia
Flower Show. So, another question is what makes this style show work for some
regions and not for others?
To answer these questions, for 2016, I’ve issued a challenge
to all - Industry, communities, homeowners and consumers alike - to get real –
become people who CARE, have a perspective of eco conservation, accountability,
recovery and efficiency. In fact, through columns, blogs and/or media releases
during the months of November and December challenged all to focus on the
concept of eco-thankfulness and gift-giving, enabling the green of America’s landscape. During January
and February, I shared landscape gardening tips and strategies which appear to
work-well; and, in March as ‘women in history’ month, issued a challenge to all
to identify and celebrate the impact of their community eco-women. Why?
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