From the local botanical gardens' new medicinal section; two trends in one, according to 2012 marketing predictions.
End-of-year garden trend talk contains all the usual predictions about which plant colors will be most popular (black and amber), which edibles will leap to the fore (herbs), and what types of fountains consumers will prefer (smaller). There’s a stern bottom line to all this marketeering, however. Regardless of which products and practices are hot or not, the gardening industry’s numbers are down—as they have been for the last three years.
So it was refreshing to see an interesting and upbeat promotional idea from longtime garden writer C. L. Fornari, who proposes a new message to help get everyone gardening. The campaign is entitled “You Can Grow That!” The phrase is to be used as an answer to a whole range of questions, needs, and desires from outdoor color to fitness to stress management. It reminds me of the message behind Michele’s book, Growing the Good Life—that gardening can provide positive solutions to a whole range of basic needs.
Unlike most other garden promotions we’ve seen, You Can Grow That is not the focus of a multimillion dollar advertising operation. Rather, Fornari suggests that everybody who has skin in the gardening game—from the CEO to the home gardener—get behind this simple, optimistic phrase.
Will it work? I’m not sure, but I like it.