Last week we looked at 3 ways growers can collaborate with artists to engage with customers. Today, we’re stepping it up a notch to discuss how and why you should partner with other industries. When growers step out of their ritual, they’ll find eager customers who want to learn more about gardening.
Double Your Exposure
Whether or not either party uses social media, email marketing or any other form of marketing, both parties have separate customer bases. If a grower is providing plants for a fashion show, the fashion brand draws attention to the grower as much as the grower enhances the clothing. Word of mouth is a powerful tool.
When the parties involved do incorporate marketing practices into their routine, even more magic can happen. Cross promotion can happen at every stage. From prep to post-event, tagging each other in images and referring to each others’ websites will send over new customers. This also creates hype around your collaboration.
There are a couple of great examples. First, restaurants are incorporating plants and produce into their branding. Also, here is an example of floral landscapes on a runway and in fashion photoshoots.
Partner For Mutual Advertising Opportunities
If both parties are capable and interested, being clear with name dropping and product placement further enhances the partnership. If you are creating a flower wall for a local coffee shop, ask to incorporate your company’s logo into the design. Ideally this wouldn’t be a prominent feature, but even adding a pot with your label allows customers to follow up with their curiosity. They see a beautiful flower and now they know where to buy it.
This works both ways. As you build the wall, promote a sneak peek with a branded cup of their coffee. Make a mutually beneficial connection and go out of your way to send your clients over. Not only will you be sending your clients over to their location for a tasty cup of coffee, but you’ll be providing them with a selfie opportunity. When they take a picture of themselves in front of your flower wall, share it! Show your customers you appreciate their enthusiasm! This exposure will multiply and draw attention from people outside of your network.
Inspire & Enjoy
It’s most important for you and your partner to enjoy the collaboration. The more fun and unique the project, the more it will inspire people. In an industry that is struggling to connect with young people, this inspiration is important to building a life long relationship.
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