1. Twelve Marketing Tips In 30 Minutes

2. Tip #1… “Unless you’re a great company, any advertising is a waste of money.”

3. “79% of customers will commit to a deeper relationship with a company or brand after a satisfying experience” Chris Schaft, Advertising Age, 1/29/07

4. Possible Client: “So what can you do for our garden center to make things better?” Answer: “Depends. Do we have a story to tell that just needs a more effective way to tell it or a place that needs to clean up the kitchen before sending invitations to the party.”

5. Tip #2… “What you say is more important than where you say it.”

6. The goal of marketing isn’t name recognition, it’s customer engagement.

7. G=EA > S=EE > M=EC > E=$ If… Gardening is an Emotional Activity and Shopping is an Emotional Experience then… Marketing is the Emotional Connection because… Emotion equals Money

8. Tip #3… “There’s only three things you can talk about… yourself, your stuff or your customers. Guess which one matters most?”

9. The four most important words in marketing… Tell me a story.

10. Tip #4… “If you make advertising decisions based on your or your staff’s beliefs and habits, it’s a bad marketing program.”

11. Tip #5… “If you’re buying radio or TV time through a local ad rep, the money you think you’re saving is costing you a fortune.”

12. Tip #6… “If your “loyalty” program includes a customer rebate, all you’re doing is paying your best customers to shop with you.”

13. Loyalty is more than rebates and plastic cards… Individualized relationship based on personal interests Individualized relationship based on personal interests A sense of community A sense of community Evolving commitment Evolving commitment Two way communication Two way communication

14. Tip #7… “If your newspaper ad has more than two items, chances are that it’s a bad ad and larger than it needs to be.”

16. Tip #8… “Just because you can doesn’t mean you should.”

17. Tip #9 “If your advertising looks or sounds like advertising, chances are that it won’t work.”

18. Tip #10… “Successful marketing is about your customer’s needs, not your need for attention.”

19. Tip #11… “Marketing isn’t about being cute, clever or creative. It’s about clarity and consistency.”

20. Tip #12… “Great signage is more valuable than great marketing.”

24. Tip #13 – Read These Books “Wizard of Ads” – Roy Williams “Jump Start Your Marketing Brain” – Doug Hall “The Lovemarks Effect” – Kevin Roberts

25. www.thegardencentergroup.com The Garden Center Group 3225 Sonia Trail Ellicott City, MD 21043 410-313-8067