Green Profit on Retailing Book

	Contributing Authors	vii
	Introduction	viii
Chapter 1	Customer Service
	Are You Preparing for More Diverse Customers?	1
	Eight Things Consumers Don't Know about Flowers and Plants	2
	Guarantees, Knowledgeable Staff Attract Customers	5
	Retail Service from the Customer's Perspective	6
	Edutainment	7
	Consumers Want Value	9
	What Women Shoppers Want--and Don't Want	10
	It's a Guy Thing Too	11
	Mature Customers Want What All Customers Want	12
	Who Buys Bedding Plants, Where, and Why?	13
Chapter 2	Marketing 101
	Planning for Success	15
	Five Steps to Success	20
	Where to Advertise, How Much to Spend	20
	Budgeting for Your Marketing Plan	25
	Practical Ideas to Lure Customers	26
	Follow the Funnel	32
	How to Know Your Marketing Plan Worked	33
	Keep Your Eye on ROI	37
	Keep Your Advertising Legal	38
Chapter 3	To Marketing We Will Go: Marketing & Promotions
	Warm and Fuzzy Feeling	41
	Wild and Crazy Promotions	43
	Garden Center Festivals: Worth All That Work	45
	ABCs of Festival Success	48
	Stick-to-it-iveness	49
	Focus Your Promotion	50
	TV: Are You Where Your Customers Are?	54
	How Important Are Brands? Very!	54
	Why National Brands Bring Top Dollar	55
	Marketing versus Selling	56
	To Sell, You Must Tell	57
	Perennial Retailers Are "Selling a Promise"	59
Chapter 4	The Internet: Out of Site!
	Making Money on the Internet: Tips for Successful Web Profits	61
	How to Search the Web	65
	Knowing Online Lingo Keeps Customers Happy	66
	Customer Newsletters: Next Killer App?	69
Chapter 5	Nothing but the Plants
	Long-Lasting Bromeliads	73
	Choosing the Perfect Pot Mum	75
	Cyclamen: Elegance in a Pot	76
	Impatiens versus Impatiens	77
	Bring the Outdoors in with Ivy	79
	Orchids: Easy Color for Any Gardener	80
	Dish Gardens: Not Just for Florists	82
	Nursery Stock Comes of Age	83
	Rootstocks: The Core of Apple Success	87
	Viburnums: Endless Variety	88
Chapter 6	Feed Me, Seymour: Plant Care & Handling
	Fertilizers: Food for Plants	91
	There's More Than One Way to Water--Which One Is Right for You?	93
	Reducing Nursery Stock Replacements	95
	Dispelling Vase Life Myths	96
Chapter 7	Retail Management
	What Makes a Garden Center Great?	99
	Keeping Ahead of the Hyper-Competition	100
	Do You Have Green Profit in Mind When You Buy?	104
	How Five Top Garden Centers Beat the Mass Market	105
	Seattle Retailers Contend with New Competitors and Established Leaders	114
	Raleigh Independents Stand Strong	116
	Success Secrets from England's Retailer of the Year	119
	Give Me New and Fresh, or Give Me Calyx and Corolla	123
	Old Flowers: Know When to Dump Them	125
Chapter 8	For the Birds
	Inviting the Birds Home	129
	Birding Hobby Isn't Chicken Feed	131
	Serving Your Birding Customers	132
	Bird Is the Word	133
	Wildlife-Attracting Plants That Fly off the Shelf	133
	Birdbath & Beyond	135
Chapter 9	On Golden Ponds
	Selling More Water Gardens	137
	Demonstration Ponds Inspire Ideas All Year	139
	In Water Gardening, Knowledge Sells	140
	Water Gardening Essentials: What Customers Should Know before They Buy	141
	Plants for Perfect Ponds	142
	Lowdown on Pond Liners	144
Chapter 10	Merchandising & Display: The Look That Sells
	Dressing up at Retail	147
	Julie's Merchandising Tips	149
	Ten Profitable Guidelines for Bedding Plants	150
	How to Offer the Perfect Pot Plant	152
	One Dozen Ways to Make Your Customers Impulsive	152
	POP: Placement Is Key to Success	154
	Ten Commandments of Effective POP Signage	155
	What Color Are Your Sales?	156
	Sell More Nursery Stock!	158
	Merchandising Your Cooler	159
	Add European Flair to Your Cut Flower Displays	161
	Cutting Gardens: A Different Way to Display and Sell	162
	Doubling Sales, by the Numbers	164
	From Clothing to Calendulas	165
Chapter 11	To Everything a Season
	Holiday Horticulture	167
	Festive Flowers for Jewish Holidays	168
	Valentine's Day
	Valentine's Day Cut Flower Success	170
	Take Valentine's Merchandising to Heart	171
	Reaching the Hearts of Teens	174
	Mother's Day
	Making the Most of Mother's Day	175
	Fall & Halloween
	Beyond Mums: Fall Merchandising Tips	177
	The Ultimate Pansy Sale	180
	Fall--It's Not Just for Pansies Anymore	182
	Keeping the Fun in Fall Cut Flowers	186
	Take the Hollow out of Halloween	187
	Christmas
	The Scents of Winter	188
	Price Isn't Everything	189
	Will Consumers Pay More for Premium Poinsettias?	191
	The Value-Price Equation	192
	Poinsettias: Order Early and Often	195
	Don't Get Trimmed on Your Christmas Tree Order	196
	Christmas Tree Care: Freshness Guarantee	197
	Elevate Your Christmas Tree Sales	198
	Christmas Tree Sales Strategies	199
Chapter 12	Once and Future Trends
	Tracking Trends in the Popular Press	201
	Capitalize on Past and Current Trends	204
	Sell More Flowers by Tracking Color Trends	206
	Can You Trust Color Trends?	207
	Gardens Get Bold: Seven Trends for the Decade	208
	Sunflowers Are a Tradition, Not a Trend	209
	Potted Plant Trend Watch	210
	Pot Plants with Pizzazz: Mini Ficus	213
	A Cut Above	214
	Index	219