Not So Secret Way To
Attract and Retain Customers
Every major horticultural tradeshow and conference devotes education time to "marketing." Every seminar discusses social media, building customer relationships, and improving communication. Newsletters are included as a way to do all three. HOWEVER, for a variety of reasons, most retail garden centers do not send out a newsletter. When an e-mail list is used, it is usually to tell customers about a sale. In other words, the communication is all about the garden center with very little emphasis on the relationship.
Yes, newsletters are a lot of work and take time to be effective. But...there are good reasons to invest that time.
Top Marketers Agree On Newsletters
- Dan Kennedy ("The Millionaire Maker") has this to say about customer newsletters, “My single biggest recommendation is the use of a monthly customer newsletter. Nothing, and I mean nothing, maintains your fence better.”
- Bill Glazer ("Outrageous Advertising Entrepreneur") says, "Who should be sending out newsletters to their customers, clients, patients, and prospects? The answer is everybody!! That’s right; there is not a business on the planet that couldn’t benefit BIG TIME with a monthly company newsletter. There is no better way to develop a relationship with people than sending out a properly written newsletter..."
What Can A Newsletter Do For Your Company?
Newsletters, whether sent in the mail or as an e-mail, are versatile and informative. They provide education to your both your newer gardener and to your gardening experts, no matter their age or backgrounds. Communication with your customers shows you care, thus building stronger relationships.
- Newsletters help retain customers
- Newsletters help you get new customers
- Newsletters build credibility and reputation
- Newsletters differentiate your garden center/botanical garden/arboretum
- Newsletter content can be re-purposed
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