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RE: Gardeners vs consumers


It is important, I feel, as garden writers to know that most people who garden don’t know nearly as much as ya’ll do!  The studies I have seen indicate that 69 – 75% of the people garden consider themselves “dabblers” – although they may spend as much as 4-6 hours a week gardening – their definition of gardening is different than a master gardener’s definition.  Jeff Ball coined a wonderful word some time ago – yardeners.  I think it is very apropos.  Ball Horticultural has done some in-depth research on who really gardens and Jeff Gibson, Ball’s marketing manager, will be speaking to this issue at GWAA in August.  The research shows they are both time and information strapped and want easy to understand plant information to be successful.  Rodale did a study many years ago.  I don’t have the figures but imagine an inverted pyramid and the top point were the master gardeners – they made up about 1% of gardening consumers.  The majority are beginner or intermediate gardeners.  The important thing for garden writers is to make sure you are speaking to your audience.

 

-----Original Message-----
From: GLORIA SCHECHTER [mailto:prettydirtyladies@prodigy.net]
Sent: Friday, April 12, 2002 6:38 PM
To: Gardenwriters@topica.com
Subject: [GWL]: Gardeners vs consumers

 

Are Doreen's Woman's Day readers and Donna's Grandiflora readers real gardeners or just garden consumers? I believe there is a huge market for both types of gardeners, judging from the percentage of my Garden Design & Maintenance clients who want to be hands-on when I am installing their designs and truly want to learn how to tend their own gardens afterwards.

I loudly applaud Grandiflora for their courage to print for those real gardeners who crave useful information. Congratulations, Donna!  

Would like to know if someone has done a study or comparison of these two garden markets. Suzi McCoy, any thoughts from Impact Marketing?

Doreen, thanks for tipping us off to the trend. There will certainly be something more rewarding coming your way.

 

Gloria Schechter Day

Pretty Dirty Ladies, Inc.

p*@prodigy.net

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