1 / 75

Welcome

Welcome. Rena Sumner – NLAE President. Top 3 Ideas to Support Your Members During Lean Times. Amanda Webb, Arizona Nursery Association Sandy Munley , Ohio Landscape Association Cassie Larson, CAE, Minnesota Nursery & Landscape Association. DEVELOPING CONNECTIONS THROUGH LLCs.

elaine
Download Presentation

Welcome

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Welcome Rena Sumner – NLAE President

  2. Top 3 Ideas to Support Your Members During Lean Times Amanda Webb, Arizona Nursery Association Sandy Munley, Ohio Landscape Association Cassie Larson, CAE, Minnesota Nursery & Landscape Association

  3. DEVELOPING CONNECTIONS THROUGH LLCs Amanda Webb Arizona Nursery Association

  4. Local Lunch Connections • 5 during Spring Season • 5 during Fall Season • Locations around the valley and in Tucson

  5. Attendance • On average 20 members at each lunch • Reached over 100 members personally 2x this year

  6. What Made LLCs Successful for Attendees? • ANA President attended each one – very personable and felt welcome • Convenient, interactive locations • “They stop for lunch anyway” • Not a “hard sell” or calling for $$$

  7. What was Successful for ANA? • Obtaining sponsors so only cost was ANA staff time and a couple hundred dollars/year • Board members made the calls to encourage attendance • Great opportunity for staff to get out and see members! • 10 minute presentation at the end of the lunch promoting ANA services and programs

  8. Questions? Comments? For more information: Amanda Webb awebb@azna.org

  9. Changing Educational Offerings To better suit members needs

  10. Changing Economy • End of 2008, we saw members’ sales begin to falter • Surveyed members to take the pulse and measure needs • Re-evaluated our trade show and canceled • Ramped up educational offerings

  11. What did our members want? • More technical training for employees • In-depth education with real take-aways • Turn new skills into dollar$

  12. How did we respond?

  13. We Added More Seminars • 2007 – 13 full days of education offered, including 2 at trade show • 2008 – 13 full days of education offered, including 2 at trade show • 2009 – 14 full days of education offered • 2010 – 21 full days by year end

  14. Focus on Technical Skills • Dry Stone Masonry Walls • Stone Clinic – Right Tools / Right Technique • Coloring and Perspective Drawing • Irrigation 101 • Landscape Design • Plant ID • And more…

  15. Continued Management Track • Professional Sales Training • Computer Estimating • Destination Company - Marketing and Business • Snow and Ice Management Clinic • Working Smarter Challenge

  16. Results • Added value to membership • Partnerships with supplier members and industry consultants • Revenue stream for association Win – Win – Win

  17. January 1, 2010 To: MNLA Business Members Fr: Van Cooley, MNLA President Re: $100 discount on an upcoming education program The MNLA Garden Center Committee (with support from USDA-RMA) and the Landscape Contractors Committee are offering programs this winter designed to position your company for greater sales success in 2010. Those programs are listed below and further described in The Scoop and on-line at www.MNLA.biz. Recognizing that many members will have their backs against the wall again during the coming year, the MNLA Board of Directors has decided to make an investment in members like you by making a program of your choice available for the incredible value of only $25. That’s $100 off the Feb. 22 or Feb. 23 programs. There is no catch – you just have to be a business member in good standing. I encourage you to take advantage of this one-time offer.

  18. Top 3 Grants & Crop Marketing Programs Your Peers Are Doing Cheryl Goar, CAE,Arizona Nursery Association Ann Bates, Idaho Nursery & Landscape Association Linda Reindl,Florida Nursery & Landscape Association

  19. SCBG 2010– Plant Something Campaign Cheryl Goar, CAE Arizona Nursery Association NLAE Webinar, October 20, 2010

  20. Our Brand Strategy Promise Personality Position

  21. Market Definition: Defining Our Hero • Agriculture • Retail nursery specialty plants, products and services • Organic exterior design • The natural investment that offers guaranteed growth. • INDUSTRY: • CATEGORY: • SPECIALTY: • #1 SPECIALTY:

  22. Financial Growth • Planting adds beauty and value to your home and neighborhood • Shade plants and trees help you save on energy costs

  23. Personal Growth • The exercise and healthy produce that comes from gardening • The mental relaxation of working outdoors • The sense of gratification through education and accomplishment • Creating recreational opportunities for your family

  24. Community Growth • Sharing your exterior design with your neighbors • Enhancing your sense-of-place by creating a more livable habitat • Creating a legacy that can outlast you

  25. Environmental Growth • “Greening” the environment • Creating homes for critters • Enhancing all your senses

  26. Opportunities • First Year: • 2% increase in overall industry sales • Increase individual transactions by $5 • Increase the awareness and appreciation of plants, flowers, trees and vegetables

  27. Market Overview • Marshaling the troops: Your target audiences • What do they want or need? • The villains: Competitor alternatives and deficits

  28. Target Audience: External • Primary • Single-Family Homeowners • Secondary • Home Owners Associations (HOAs) • Cities, municipalities, ADOT, Parks & Rec. • Community Organizations

  29. Target Audience: Internal • ANA Membership • Independent Garden Centers • Wholesale Growers/Nurseries • Mass Market Retailers • Partner Organizations • - Landscape contractors • - Landscape architects & designers

  30. Crafting your brand story For single-family homeowners...

  31. Need or Problem ... who are seeking to enrich the external aesthetic and monetary value of their home and their community.

  32. Primary Competition Unlike most discretionary home improvements that bring short-term financial benefits and only provide interior enhancements...

  33. Unique Buying Proposition ...exterior design brings intrinsic long-term value to your family, your home, your neighborhood and the environment that goes beyond monetary worth.

  34. Promise Personality Position

  35. Position: • The natural investment that offers guaranteed long-term growth, value and beauty.

  36. Promise: • Grow a richer world.

  37. Personality: Creative, outdoorsy, thoughtful, nurturing, visionary, optimistic, fun, energetic, sustainable, green, family-focused, community-oriented

  38. Promise Position Grow a richer world. • The natural investment that offers guaranteed long-term growth, value and beauty. Personality Creative, outdoorsy, thoughtful, nurturing, visionary, optimistic, fun, energetic, sustainable, green, family-focused, community-oriented

  39. Arizona Grown Landscape & Plant PromotionSCBG Grant #1 - $99,800 Promotion to the Public Education for Retail Nurseries Promotion of Environmental Benefit of Trees Hosting an Educational Forum for Municipal and other Gov’ts Outreach to other Agricultural Producers

  40. Print Brochures

  41. Print Ads

  42. #1- Promotion to the Public Hired advertising agency Developed Retail Promotion Kit which includes: Logo, Posters, Plant Stakes and Brochures Website is up and running with just a couple pages/links

  43. #2 – Education to Retailers Familiarize employees with AZ grown plants Promote the POP information and the website to these employees

  44. #3 - Environmental Benefit of Trees In the brochure One specific print ad – Shady Deal Will be incorporated into city and municipal training

  45. #4 - Educational Forum • Detailing the environmental benefits • Increasing the aesthetic qualities of the community • Review how to purchase healthy trees (i.e. more than just caliper size – tree spec education) • Plan to partner with AMWUA and AZ Community Tree Council

  46. #5 - Outreach to Growers • An important part of the Specialty Crop Program • Develop information to promote the commercial production of wholesale nursery crops. Disseminate to agriculturalists

  47. Arizona Grown Landscape & Plant PromotionSCBG Grant #2 - $94,500 Promotion to the Public Development of On-line Media Tool & Site

  48. #1 - Promotion to the public Will “fill-in” all the items which are more expensive than we planned. POP items for the retail nurseries (like the Plant Something - 6 ft stakes) More public events Work with cities to incorporate in libraries, on their websites, etc. Paid advertisements???

  49. #2 Development of On-line Media Plant Profiler as a Facebook application Plant your Stake on Google Maps Further development of pages on website

  50. Questions/Comments??? • Would like to eventually take at least regionally……. • Contact Cheryl Goar, CAE cgoar@azna.org

More Related