VOL. 16/NO. 3
Fall 2015
Monitoring Irrigation Can Improve Efficiency and Your Bottom Line
Moss in Turfs and the Landscape Plus, Your Sneak Preview of the
Tennessee Green Industry Expo, September 17–18, 2015
VOL. 16/NO. 3 •
In The Nursery Monitoring Irrigation Can Improve Efficiency and Your Bottom Line
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In The Landscape Moss in Turfs and the Landscape… Why? What to Do?
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Fall 2015
Eye on Business Mixing Up Your Marketing — Tactics and Strategies
18
more features Green Gatherings Here’s Your Sneak Preview of the Tennessee Green Industry Expo, September 17–18, 2015, Nashville, TN............................................................................8
Departments From the President, Jeff Harrell.......................................................................................6 Calendar of Events...........................................................................................................26 TNLA New Members.......................................................................................................26 Index of Advertisers.........................................................................................................26
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The Tennessee Nursery and Landscape Association serves its members in the industry through education, promotion and representation. The statements and opinions expressed herein are those of the individual authors and do not necessarily represent the views of the association, its staff, or its board of directors, Tennessee GreenTimes, or its editors. Likewise, the appearance of advertisers, or their identification as Tennessee Nursery and Landscape Association members, does not constitute an endorsement of the products or services featured in this, past or subsequent issues of this quarterly publication. Copyright ©2015 by the Tennessee Nursery and Landscape Association. Tennessee GreenTimes is published quarterly. Subscriptions are complimentary to members of the Tennessee Nursery and Landscape Association Third-class postage is paid at Nashville, TN. Printed in the U.S.A. Reprints and Submissions: Tennessee Green Times allows reprinting of material. Permission requests should be directed to the Tennessee Nursery and Landscape Association. We are not responsible for unsolicited freelance manuscripts and photographs. Contact the managing editor for contribution information. Advertising: For display and classified advertising rates and insertions, please contact Leading Edge Communications, LLC, 206 Bridge Street, Franklin, TN 37064, (615) 790-3718, Fax (615) 794-4524.
From the President Jeff Harrell
Continuing
Success TNLA Would like to
Thank
the following companies for being
Membership Sponsors Gold Membership Sponsors Barky Beaver Mulch & Soil Mix, Inc. Hale & Hines Nursery Co. Nashville Landscape Systems, Inc. Putnals Premium Pine Straw Randall Walker Farms Samara Farms Swafford Nursery, Inc. Tennessee 811
Silver Membership Sponsors Allen Landscape Management Common Grounds
It’s
amazing how time flies! Summer is rapidly coming to a close, and before we know it, we will be preparing for brutal winter months. Summer 2015 brought extreme temperatures, but we were fortunate that it also brought a fair amount of rain. I would say that it has been a successful growing season. As we approach fall, orders are continuing to come in daily, and sales continue to climb. In the last issue of GreenTimes, we had just hosted the 2015 HRI/TNLA Classic Golf Tournament. The tournament was a success, in that we were able to raise $8,000 to benefit HRI in their ongoing efforts to assist us in this industry. It is my belief that we will only continue to benefit by supporting mutual efforts between the nursery industry and HRI. Please look for this tradition to continue, and we hope to make it bigger and better in 2016. TNLA and MTNA are working hard, as we continue to plan the Tennessee Green Industry Expo. Once again, the TNGIE will be held at the Music City Center in downtown Nashville on September 17–18. This great location is surrounded by lots of activities for you and your guests. The show will be an excellent place to network with fellow members of this industry and to see quality plant material, equipment and supplies. We will also offer educational sessions. Please join us as an exhibitor or an attendee, come and support these two organizations, and enjoy all that Nashville has to offer. Almost every successful person begins with two beliefs: the future can be better than the present, and I have the power to make it so. Your participation and attendance is that power, the power needed to make this trade show a success. A successful trade show will be a great benefit to both TNLA and MTNA. I look forward to having the opportunity to talk with each of you at the TNGIE. We are glad to see more and more new members coming forward to serve the TNLA board of directors. We look at nominations as a positive expression of interest in industry and organization. We hope each new member will bring new ideas and insight on ways to expand our membership and strengthen our organization. Please don’t hesitate to reach out to any member of our board or me with thoughts, suggestions or concerns. Thank you for supporting your industry. You are a valuable resource, we gladly invite you to share in our endeavors and successes. Carlos Castaneda says it best, “We either make ourselves miserable, or we make ourselves strong… The amount of work is the same.” Here’s to a prosperous fall!
Evergreen of Johnson City Freedom Tree Farms Warren County Nursery
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tennessee greentimes Fall 2015
Jeff Harrell 2015 TNLA President
The Tennessee Greentimes is the official publication of The Tennessee Nursery & Landscape Association, Inc. 115 Lyon Street McMinnville, Tennessee 37110 (931) 473-3951 Fax (931) 473-5883 www.tnla.com Email: mail@tnla.com Published by Leading Edge Communications, LLC 206 Bridge Street Franklin, Tennessee 37064 (615) 790-3718 Fax (615) 794-4524 Email: info@leadingedge communications.com Editors Dr. Bill Klingeman Dr. Amy Fulcher Associate Editors Dr. Donna Fare Dr. Nick Gawel Dr. Frank Hale Mr. Gray Haun Dr. John Sorochan TNLA Officers President Jeff Harrell Tennessee Valley Nursery 1st Vice President Kim Holden Holden Nursery 2nd Vice President Josh Woodlee David’s Nursery 3rd Vice President Justin Stelter Justin Stelter Landscape Gardening Secretary-Treasurer James Hines Hale & Hines Nursery, Inc. Associate Director Bob Elliott Ewing Irrigation Ex-Officio Matt Dawson Samara Farms Executive Director Louree Walker
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Upcoming Event
Don’t Miss the
Tennessee Green Industry Expo The Music City Center Nashville, TN
September 17-18, 2015
The
Tennessee Nursery & Landscape Association and the Middle Tennessee Nursery Association are excited to be partners again in the Tennessee Green Industry Expo! The two associations are pooling resources and combining forces to hold a joint event that promises to be the state’s premier nursery and landscape get-together. The Expo — packed with exhibitor displays, products and equipment — will be held on Thursday, September 17, from 9 a.m. to 5 p.m., and Friday, September 18, from 10 a.m. to 2 p.m. Additionally, several educational sessions will be held for attendees on Thursday. See program details. Easily accessible and affordable, the Tennessee Green Industry Expo is a great alternative to traveling the country searching for the products you need to make your business successful and increase your bottom line! Located within a day’s drive of more than half of the nation’s population, the Tennessee Green Industry Expo connects you with the industry’s top producers of plants and related products. TNLA and MTNA look forward to seeing you here!
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Tradeshow Hours Thursday, September 17 9:00 a.m. – 5:00 p.m.
Friday, September 18 10:00 a.m. – 2:00 p.m.
Expo Host Hotel Be sure to make your reservations at this year’s host hotel — the Hampton Inn & Suites — early. Rooms will sell out quickly! To make your reservation, visit www.hamptondowntownnashville.com, and use group code LAN. Hampton Inn & Suites 310 4th Avenue South 800-426-7866 • Rate: $199 for single/double, by Saturday, August 15. • Free hot breakfast. • Free Wi-Fi. • Parking is $20 per night. However, the Music City Center has 1,800 parking spaces, and parking is $18 per day. For additional hotel information, visit http://www.tngie.com/ hotel-information/.
Expo Education Program Thursday, September 17 7:00 a.m. – 5:00 p.m. Registration open in front of Exhibit Hall D.
Concurrent Morning Session A Meeting Room 102 You must have an Education Badge to attend. 8:00 a.m. – 9:00 a.m. A1. Paper or Pulp: Exploring Biodegradable and Other Alternative Containers Presenter: Dr. Amy Fulcher, University of Tennessee 9:00 a.m. – 10:00 a.m. A2. Boxwood Blight Is Here. Now What? Presenter: Dr. Alan Windham, University of Tennessee 10:00 a.m. – 11:00 a.m. A3. Fruit and Berry Recommendations for Tennesseans Presenter: Dr. David Lockwood, University of Tennessee 11:00 a.m. – 2:00 p.m.
Visit Trade show
Concurrent Morning Session B Meeting Room 103A You must have an Education Badge to attend.
3:00 p.m. – 4:00 p.m. A6. Managing Imported Fire Ants and Other New Insect Pests in the Landscape Presenter: Dr. Jason Oliver, Tennessee State University
8:00 a.m. – 11:00 a.m. B1. Irrigation-System Troubleshooting Presenter: Jeffrey Knight, Director of Education Services, Ewing Irrigation and Landscape Supply This seminar will cover several important topics, including how-to tips for electrical troubleshooting without a shovel, renovating underperforming systems to optimize coverage and how to diagnose and efficiently repair piping problems. Come learn insights and tactics for keeping your irrigation system running at its most efficient and effective.
4:00 p.m. – 5:00 p.m. A7. Solar Electric Systems for Small Businesses Presenter: Cory Anderson, Green Earth Solar
Afternoon Session A
8:00 a.m. Music City Center, Room 102 Open to all TNLA members. Awards will be presented and the TNLA officers for 2016 will be elected.
Meeting Room 102 You must have an Education Badge to attend. 1:00 p.m. –2:00 p.m. A4. Beautiful Boundaries Presenter: Ms. Carol Reese, University of Tennessee 2:00 p.m. – 3:00 p.m. A5. Improving Soil Infiltration to Control Water and Pesticide Runoff Presenter: Mr. Neal Denton, University of Tennessee
Friday, September 18 7:00 a.m. – 2:00 p.m. Registration open in front of Exhibit Hall D.
TNLA Annual Awards & Business Meeting
MTNA Annual Business Meeting
9:00 a.m. Music City Center, Room 102 Open to all MTNA members. New MTNA officers for 2016 will be elected. 10:00 a.m. – 2:00 p.m.
Visit Trade show
Pesticide Recertification Points Four pesticide recertification points in C3, C10 and C12 have been assigned to the educational session.
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In the Nursery
Basic Irrigation Measurements Can Improve Irrigation Efficiency and Your Bottom Line
By Halee Jones, B.S., Recent Graduate, Department of Plant Sciences, and Amy Fulcher, Ph.D., Extension Specialist and Assistant Professor for Sustainable Ornamental Plant Production and Landscape Management, The University of Tennessee
In
the first article in this series of three articles (see the Spring 2015 issue of Tennessee GreenTimes), we discussed trends in water use and irrigation, as well as issues related to competition for water. In the second article (in the Summer 2015 issue), we covered some of the reasons why overhead irrigation is inefficient and ways that growers can improve irrigation efficiency. In this third and last article in the nursery irrigation series, we will cover a few key calculations that will help refine irrigation scheduling.
Measuring your irrigation application rate Checking emitters and grouping plants into zones based on water requirements is a great first step towards saving water and irrigating efficiently in your nursery. You can save even more water, however, by learning how much water your plants require to grow and comparing that with how much water is actually being applied. We can calculate the application rate, or volume of water being applied, using the catch-can method or a flow meter. A flow meter can be expensive (ranging from hundreds to thousands of dollars), although more inexpensive options are available. Flow meters are highly accurate (see Photo 1).
Inexpensive flow meters are available and can be used to track water use.
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Photo
1
Unlike a flow meter, the catch-can method will account for wind drift, pressure loss, topography and variation in system design at the time of measurement (Photos 2a and 2b). The catch-can method is cheap and accurate, and it requires nothing more than cans or pots, a graduated cylinder, your time and the following guidelines and calculations. First, consider the size of the zone that will be tested. Approximately 32 to 64 catch cans will be needed, depending on the size of the zone. Tapered cans, like Dixie cups, will have to be individually measured by a graduated cylinder, but cans with straight walls can be measured by height, or inches of water, in each container. Second, consider the spray ability of your sprinkler(s). If the sprinkler can spray as far as 10 feet, then the catch cans should be placed no greater than 10% of this throw radius, or 1 foot apart. Containers can be placed on the ground, but for a more accurate measurement, it is best to place them at canopy height. Consider placing something heavy, like rocks or weights, in the bottom of the catch cans so that they are not tipped over by irrigation or wind, or use sturdy, heavyweight catch cans. Now, run the irrigation as for a normal irrigation cycle. While the cycle is running, take note of the layout of the catch cans, the time of day, weather and the location of the sprinklers. After the cycle has finished, record the volume of water in each catch can, and calculate the average. These numbers will be needed for the calculations below.
Application Rate
Photo
2A
Photo
2B
Catch cans can be used to determine the application rate of an overhead irrigation system.
Milk jugs or other containers can be used to measure the application rate for microsprinklers, such as those used for pot-in-pot production.
Application rate in inches/hour = (average catch can volume in ml x 60) á (area of the top of the container in cm2 x time in minutes x 2.54) To determine the area of the top of the production container, multiple the radius (or half the diameter) by itself and then by 3.14.
Measuring your irrigation distribution uniformity Now that you know your application rate, it’s time to figure out the distribution uniformity (DU). Knowing the distribution uniformity will ensure that your system is applying irrigation water evenly to your crop(s). If the DU is irregular, some plants may be receiving excess water, while plants in other portions of an irrigation zone may experience water deficits. If undetected, these deficits can threaten the health and life of your plants and negatively impact your nursery profits. Ideally, DU should be calculated for each zone. First, place at least 16 large rain gauges, solid containers or cups in a uniform grid pattern inside the irrigation zone. Use heavyweight containers, or secure the containers, to prevent them from tipping due to wind or irrigation. Now perform a
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In the Nursery Continued typical irrigation cycle. After the cycle has finished, collect the containers, record the amount of water in each rain gauge, and calculate the total average. Now, put all 16 volumes in order from largest to smallest, and take the average of the lowest 25% of volumes. This is why using a number of containers that is a multiple of four is helpful! Since there are 16 gauges in this example, 25% is equal to the four smallest volumes. For DU, divide the average of the four smallest volumes by the overall volume (taken right after the irrigation cycle), and multiply by 100 to produce the percent uniformity. A DU of 80% or higher is adequate, and lower than 60% indicates problems with irrigation system design or hardware and require further auditing.
Like the example in our catch-can calculation, place an empty but heavyweight bucket or container in the irrigation zone. Place a plant from the zone to be irrigated inside a second container or bucket (plant container and bucket must be the same diameter) so that the bucket will catch any water that leaches out. Next, run the irrigation system for a normal cycle, and then wait 30 minutes to an hour before making the calculations. The first bucket will hold the total water volume applied during one irrigation cycle, and the second bucket will hold the water volume leached from the container.
Calculating the Leaching Fraction
Example: Distribution Uniformity Calculation
Leaching fraction = water leached ÷ water applied
Measure or convert to mm.
Multiply by 100 to make this number a percentage.
Put the measurements in order of smallest to largest. Our 16 irrigation measurements are: 7, 8, 9, 10, 10, 12, 12, 12, 15, 16, 17, 19, 20, 21, 22 and 23 mm Calculate the average of all 16 measurements: 233 ÷ 16 = 14.56 Calculate the average of the lowest 25%: 34 ÷ 4 = 8.5 Divide the average of the lowest 25% by the total average. Then, multiply by 100 to create a percentage: 8.5 ÷ 14.56 = 0.58 x 100 = 58%
Measuring your irrigation container retention Using the catch-can method, we have figured out the amount of irrigation water that is being applied by the irrigation system. We’ve used distribution uniformity to calculate if that irrigation water is being applied evenly to all plants within a zone. Now, we want to know how much water is actually being retained by the substrate in each container. This measurement reflects application efficiency and is important because only the water retained in the substrate may be available for plant uptake. Not all of the water applied during an irrigation event is absorbed in the substrate. Typically, some water leaches out to become runoff. The amount of water that leaches out is called the leaching fraction and can be measured in a few simple steps. After the leaching fraction is determined, then we can easily calculate the application efficiency.
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A leaching fraction around 15% is ideal. A higher LF (indicating water is not being held in the container) means the application efficiency is low. Rather than being retained in the container, irrigation water may be creating runoff. A low leaching fraction (meaning a high application efficiency) means that the water is retained by the container. Changing the substrate or its components can influence how much water is retained. To increase the water holding capacity of a pine bark substrate, reduce the size from 1/2 inch to 1/4 inch or add sphagnum peat moss or perlite and sphagnum peat moss to 1/2 inch pine bark.
Summary These calculations are relatively quick and simple to perform — pick out one, and try it today to find out how your system compares to recommended values. These calculations can be done with a basic calculator, such as is found in a smartphone, and are not labor intensive. All of these calculations provide helpful information that can be used when refining irrigation systems and practices to improve efficiency or just collecting baseline information for comparison in the future. For more information on putting these calculations to work for your nursery, please contact your county UT Extension Agent, Area Extension Specialist or Dr. Amy Fulcher at The University of Tennessee, afulcher@utk.edu or 865-974-7152. C This article was sponsored by the Southern Risk Management Education Center, USDA NIFA and The University of Tennessee Institute of Agriculture.
In the Landscape
Moss
Turfs?
in Why? What to Do? By Tom Samples, Ph.D.
M
ore than 14,000 species of moss have been identified worldwide. Unlike turfgrasses and most common turfgrass weeds, mosses have no roots or intricate vascular network of conductive tissues (xylem and phloem) to move water, nutrients and sugars from one part of the plant to another. Instead, many are anchored to soil and thatch by threadlike structures called rhizoids, which aid in the uptake of water. Mosses absorb nutrients from their entire aerial surface and are not believed to directly compete with turfgrasses for essential mineral nutrients in the soil. They do, however, intercept sunlight and convert it to chemical energy by way of photosynthesis. Mosses have no flowers and produce no seeds. Instead, they form capsules of spores. The moss lifecycle begins when a spore germinates and chains of cells called protonema begin to grow. Masses of protonema (protonemata) resemble, and may be mistaken for, algae.
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Eventually, protonemata give rise to gametophores. It is during this lifecycle stage that mosses form stem- and leaflike structures. The leaf-like structures usually consist of only one single layer of cells, and margins are often toothed. Moss species of the genus Sphagnum are valued components of several soil amendments. Many green-industry professionals, homeowners and gardeners have purchased and used Sphagnum peat to improve the water- and nutrient-holding capacity of landscape soils. Depending on the species from which it is formed, Sphagnum peat can hold about 20 to 30 or more times its weight in water. Mosses range in size from microscopic to 40" or more in length. In turf, they are usually very short and grow well below the cutting height. For example, silvery thread moss (Bryum argenteum) can survive in bentgrass and bermudagrass golf greens maintained at a 1/8" cutting height or less. This, like many other moss species, grows in shade or full sun, on con-
crete surfaces and on damp, compacted soils. In addition to spreading by spores, some mosses may develop from fragments displaced as the turf is mowed or trafficked.
Control measures for mosses in turfgrass Liming Many mosses grow well in acidic soils (pH < 7.0). However, the presence of moss in turfs does not necessarily indicate a need to apply lime. Lime should be applied to turf based on soil test results. Both dolomitic (CaMg(CO3)2 and calcitic (CaCO3) lime are marketed in pulverized and pelletized forms in TN. Granular or pelletized lime is much easier to uniformly broadcast using a rotary spreader compared to pulverized lime.
Fertilization Poor soil fertility also favors the development of moss. Turfgrasses usually
Moss in shaded turf.
require more nitrogen (N) than the soil provides. Applying supplemental N to cool-season turfgrasses (such as Kentucky bluegrass and tall and fine fescues) in both fall and spring may improve the competitiveness of turfgrass plants with moss. The N requirement of warm-season turfgrasses such as bermudagrass and zoysiagrass is greatest in late spring, summer and early fall. Phosphorus, potassium, calcium, magnesium, sulfur and micronutrients should also be applied as needed, according to soil test results.
Silvery thread moss (Byrum argenteum) is one of the most common turf competitors in the landscape, in either high- or low-maintenance situations. Photo credit: Turfweeds.net @ Virginia Tech.
Improving soil drainage and aeration As soils compact, turfs often lose stand density, and the soil surface may remain moist for an extended period of time after rainfall or irrigation. These conditions usually favor the growth of moss more than turfgrasses. Wet, clayey soils are
most often much less resistant to compaction than well-drained loam. Routine and strategic core aerification of compacted soils may help speed the flow of water from the surface into the turfgrass rootzone.
Pruning Trees compete with turfgrasses for light, water and nutrients. Shade increases the amount of time that turfgrasses and the soil surface remain moist following a dew, rainfall or irrigation.
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In the Landscape Continued Moss is overtaking the turf in this very poorly drained soil on a heavily shaded site. Photo credit: Turfweeds.net @Virginia Tech.
To improve the amount of light reaching turf, select limbs may be able to be removed from the crown of mature trees without compromising their health, beauty or function. The removal of unwanted and invasive, understory plants that are blocking prevailing winds may also improve turf quality and reduce moss competition.
Removing tree leaves Fallen tree leaves lying on turf may block the light and interfere with airflow among turfgrass plants. As a result, turfgrasses below leaves may become spindly and prone to disease. Fallen tree leaves and branches should be removed as quickly as possible.
Chemical suppression
Iron sulfate (3 ounces per 1,000 ft2), ferrous ammonium sulfate (10 ounces per 1,000 ft2) and copper sulfate (2 to 4 ounces per 1,000 ft2) continue to be applied to suppress moss in turfs. Several products containing potassium salts of fatty acids (for example, Bayer Advanced 2-in-1 Moss and Algae Killer and SaferÂŽ Brand Moss and Algae Killer and Surface Cleaner) and granular fertilizer + moss-control mixtures (for example, ScottsÂŽ Turf Builder Plus Moss Control) are also marketed for moss control in turf. The herbicide QuickSilverÂŽ T&O (carfentrazone-ethyl), which is labelled for the control of silvery thread moss, is intended to be applied by professional lawn care operators, maintenance applicators and service technicians for use on ornamental lawns and turfgrass and on stone-covered yards established in institutional, ornamental and residential/domestic sites. However, if the site conditions that favor moss are not changed, it can fully recover following treatment(s).
Alternative ground covers Perennial, broadleaf ground covers serve as alternatives to turf. Several are low growing and adapted to shade. In addition, moss species including Hypnum (Sheet), Leucobryum (White Cushion), Polytrichum (Hair Cap) and Dicranum (Broom) may deserve consideration. C
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Eye on Business
Mixing Up Your Marketing By Matthew Sawyer, Vice President of Operations, Bennett’s Creek Nursery, Suffolk, Virginia
In
today’s economy you might ask, “How can my business afford marketing?” After all, every expense has been minimized, and our market has not increased in size. Despite the bleak outlook, instead you should ask, “How can my business afford not to market itself?” Nurseries that are increasing sales are doing so by gaining market share. Essentially, they are getting a larger piece of the market pie while others’ pieces are shrinking or going away all together. Market share is gained through successful promotion of products that exceed competitors’ quality and are backed by excellent customer service.
Mixing marketing strategies Marketing is a strategy that involves communication and development of
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relationships with customers. The goal is to identify the customer, satisfy each customer’s unique needs and keep all customers coming back for more. Not everyone responds to every channel of marketing. To reach the maximum audience for your products, you need a mixture of marketing strategies. A person’s generation has a lot to do with what type of marketing works for him or her. Older generations prefer relationship marketing that involves face time and personal interaction. Newer generations thrive on technology and immediate information. Keep in mind, though, that there are crossovers between generations. For example, a large portion of older generations has been quick to adapt to new technology. The main idea is that there is no single marketing strategy that will
serve all of your potential customers. A multi-faceted approach — including advertising via TV, radio, print, billboards and the internet — is necessary to have an impact on your market. After the economic downturn, there was a resounding theme in the seminar circuit: Do not cut marketing. That is a hard pill to swallow when everything else is being cut. At Bennett’s Creek Nursery, we kept our marketing going and actually increased our efforts while keeping a tight budget. A few years ago, the marketing at Bennett’s Creek Nursery consisted of the standard green-industry mix. We had a catalog and a website with pictures and availability; we went to tradeshows; and we offered a simple product label to garden centers with their price and logo. We
A screen shot of our retail website homepage in mid-Fall 2011. Itâ&#x20AC;&#x2122;s vital that your website look professional and feature fresh content.
We send out weekly updates to our customers to alert them of plant availabilities.
We invested in a high-quality tradeshow exhibit that draws attention wherever we display it.
Our mobile showroom, housed in a Dodge sprinter van, also serves as a traveling billboard.
sent out availabilities via email and fax to those who requested it. In the past few years, many changes have been made to how Bennettâ&#x20AC;&#x2122;s Creek
Nursery is marketed. No outside marketing or public relations firm has been used. All concepts and designs came from our staff and myself. The following informa-
tion is a summary of what we have used during the down economy to maintain sales. The key to justifying marketing expenditures is to track the results of
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Eye on Business Continued your marketing. With each facet of our marketing, I will touch on how we track the results.
Website Our website is aimed to be an information source. It includes the basics — locations, directions, hours, personnel and policies. We also have links to PDF versions of all of our print media, such as catalogs, posters and brochures. In addition, the site also includes a database of our products, updated daily, including descriptions and photos. When logged in, a customer can view prices and availability. Availability can be viewed online by an individual item, a group of items or a location. Customers can also choose to download an easy-to-read PDF availability document or an editable Excel availability document. When maintaining a website, it is important to keep its content fresh. It is disappointing to see old specials and past announcements. Since we are in a seasonal business, parts of a website should change to feature items that go with the season. A big part of keeping things fresh is maintaining a marketing calendar (for staff eyes only) of what should go up and come down from the site at different times. Check for past dates and dead links on a regular basis. The web content should look professional. The person taking photos should be competent in proper exposure (not too dark or bright), composition (the way the subject is aligned and how it fills the frame) and focus. If you decide to include videos, use a tripod and an external microphone. Shaky videos with poor audio are not watched for very long.
Videos Videos can be hosted for free on YouTube. Once a video is uploaded, you can either link to it or embed it in your web page, which allows visitors to view the video without leaving your website. YouTube tracks the number of views and allows viewers to post comments. That data can be used to determine the effectiveness of your video content. Our videos get embedded on our website, and links
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By carrying samples of our best-looking plants in our mobile showroom, we’ve been able to directly boost customer orders.
POP materials help our customers sell more of our products — a win/win for both of us!
Eye on Business Continued are included in our emails and on our Facebook page. Typically, our videos are plant oriented and focus on what is currently looking good and the basic characteristics of the plants.
Google Analytics To track the effectiveness of your website, Google offers a free service called Google Analytics (http://www.google. com/analytics) that tracks your website’s usage. You can see the number of visits, where visitors are from, what search terms brought them to your site, how long they visited and more. Visit the Google site to learn more.
Tracking email usage Previously, we would email availability only to the customers who requested it. We have since subscribed to Constant Contact (http://search.constantcontact. com) and have added our entire email list from our database. We send out weekly
availabilities to all of our customers. Constant Contact gives customers a chance to opt out if they choose. We have the ability to track how many emails were opened and which links were clicked, all the way down to an individual email address. Constant Contact gives you full control of tracking your email effectiveness. It is an ongoing experiment to include different content and subject lines to see what motivates more people to open your email.
Social media To further our online presence, we have set up Facebook and Twitter pages. These social-media outlets give customers quick access to updates and information about our business. We coordinate specials and announcements that are put on our website along with our social media. It allows our customers to find information in whichever way they want to find it. Our Twitter page is set up to tweet any posts
that go on the Facebook page. Facebook also has advertising opportunities where you pick your spending limit and how much you are willing to pay per exposure or click, with the ability to track the results. As with the website, you need to keep content fresh.
Displaying at shows At the MANTS show in Baltimore each January, we setup a 20' x 20' display that reaches 12' tall. The display utilizes larger-than-life images to catch attention. We have kept the same structure for several years, but we update the graphic look every two or three years. For smaller shows, we use a 10-foot-wide backdrop that features our house brand. Tradeshow success is tracked by booked orders. Rather than asking if we should continue to go to tradeshows, the question is typically, “Can we afford not to be there?” At the shows, we have handouts that help us to build visibility in the marketplace. We give out bags with our name and logo on them, as well as note pads and rulers. The results of these cannot be tracked other than all the show attendees who stop by to pick up a bag, resulting in our bags being carried all around the tradeshow.
Mobile showroom in a van We also set up a mobile showroom in a Dodge Sprinter van. The idea came from the Snap-On tool truck that would stop by and visit our mechanic on a regular basis. In addition to floor space and shelving for the plants, fluorescent lights are on the ceiling and under the shelves. We used a van instead of a box truck because we can keep the showroom somewhat cool with the air conditioning. The van travels around our local region, visiting retailers and showing them what is looking good for the week. We make it possible for the buyers who cannot leave to visit our farm to still see our plants. Customers generally make notes, and then they turn in an order to our inside sales staff. The inside sales staff keeps track of orders that are influenced by visits from the van. We have
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Eye on Business Continued seen a direct correlation between orders and visits from the van with some (but not all) customers. To increase brand awareness in the local area, we have put graphics on a couple of our vehicles. One of our local delivery trucks has our brand name on the side, along with a photo on the rear door that looks like the door is open and the truck is full of plants. Our mobile showroom van is also a rolling billboard.
POP marketing materials To assist retailers in selling our products, we offer an assortment of point-ofpurchase (POP) marketing materials. Our first piece of visibility in a garden center is a 6' banner that has our brand and lets customers know that our plants are locally grown. When customers enter a garden center, we have an A-frame sign that tells them to look for our tag. The sign features a brochure box with pamphlets that tell about our brand.
As retail customers shop, they will find our branded tag with a picture of each plantâ&#x20AC;&#x2122;s distinguishing features and descriptive information. The tag also includes a price and a barcode. We print the tags ourselves, using a Xerox color laser printer. The tag media comes from GrowTech Solutions (www.growtech solutions.com). We print tags that are six per page, with a perforated stub where the price and barcode is printed. The tags are printed on demand, usually the day before the truck is loaded. The order pullers attach the tags with garment guns, using a double-tee v-fastener. The tags cost us approximately 11 cents each. Employees who help customers are instructed to dress professionally to appropriately represent our company. Sales-related staff members wear collared shirts that are embroidered with our logo and khaki shorts or pants. Shirttails are tucked in, and a belt is required. We also have all of our employees wear nametags.
We order embroidered shirts in the spring and the fall. Half of the cost is shared with the employees.
What to grow and what quantity? What to grow and how much is the most challenging part of marketing. This is further complicated by the length of time to produce many of our products. Looking to the past can show us where we missed the mark, but it is not the entire basis of our product mix. The quantities sold are analyzed, as well as the quantities dumped. If an item is dumped, it needs to be evaluated as to whether it was from overproduction or quality or disease issues. If an item sells out and you could have sold more, then you have lost sales. If you track what you could have sold but did not because your supply ran out, then you have a better idea of what to produce for the future. It is also important to analyze items that need a lot of care without much of a return. You may not be making as much as you think. We call these items â&#x20AC;&#x153;dogs.â&#x20AC;? It is necessary to accept that there are plants out there that we may not be good at growing, and we need to move on to other things. In contrast, some items can be grown easily, but they have been commoditized to the point that the profitability is not as high as we would like. These items are used as order starters. Customers will first order the commodity items and then add on other things to reach a minimum-order amount. Product mix is evaluated in meetings that involve both sales and production.
In summary Your own marketing may differ from ours, according to what you grow, who your target customer is, where your target market is and what your financial abilities are. The important thing is to always be on the lookout for ideas both inside and outside of the industry. Take ideas, and start on a small scale. Experiment, measure the results and make changes as necessary. For maximum impact, keep your marketing mixed with multiple strategies. C
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tennessee greentimes Fall 2015
Digital Marketplace Scan the QR code: Download your favorite QR reader to your phone and scan the code to learn more about these companies.
Calendar of Events
September 10
Univ. of Tennessee Turf & Ornamental Field Day University of Tennessee Knoxville, TN
September 17–18
Tennessee Green Industry Expo To be held in conjunction with The Middle Tennessee Nursery Association (MTNA) Music City Center Nashville, TN Contact: 931-473-3951 Fax: 931-473-5833 Email: mail@tnla.com www.tngie.com
October 10–14
IPPS Southern Region Annual Meeting Tampa, FL Contact: 803-743-4284 Email: scplant@bellsouth.net ipps-srna.org
October 21–23
PLANET Green Industry Conference Louisville, KY Contact: 800-395-2522 www.landcarenetwork.org/GIC
October 22–24
GIE+Expo — Green Industry Equipment Expo and School of Grounds Management Kentucky Expo Center Louisville, KY Gie-expo.com/gieexpo
November 6–9
ASLA – Annual Meeting & Expo (American Society of Landscape Architects) McCormick Place Chicago, IL Contact: www.asla.org
January 6–8, 2016 Mid-America Nursery Trade Show (MANTS) Baltimore Convention Center Baltimore, MD Contact: 800-431-0066 www.mants.com
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tennessee greentimes Fall 2015
Index of Advertisers
January 11–15, 2016
Green & Growin’ Show (NC Nursery & Landscape Assn.) Sheraton Four Seasons Hotel and Greensboro Coliseum Greensboro, NC Contact: 919-816-9119 www.ncnla.com
January 11–13, 2016
CENTS (Ohio Nursery & Landscape Assn.) Greater Columbus Conv. Cntr. Columbus, OH Contact: 800-825-5062 www.centshow.org
January 12–14, 2016 50th Annual TTA Conference and Trade Show (TN Turfgrass Assn.) Embassy Suites Hotel Murfreesboro, TN Contact: (615) 790-8600 www.ttaonline.org
January 27–28, 2016 KNLA Spring Training & Showplace (KY Nursery & Landscape Assn.) Ramada Plaza Hotel Louisville, KY Contact: 502-320-3733 Email: mail.knla@gmail.com
Barky Beaver Mulch & Soil Mix Inc........................................................13 www.barkybeaver.com
Boshancee Nursery, Inc...............................................................................7 www.boshanceensy.com
Braun Horticulture......................................................................................23 www.braungroup.com
Cam Too Camellia Nursery, Inc.................................................................7 www.camtoocamellia.com
Center Hill Nursery.....................................................................................25 www.centerhillnurseries.com
Coleman Farms...........................................................................................25 D & D Agri....................................................................................................24 Ewing Irrigation...........................................................................................21 www.ewing1.com
Fairview Evergreen Nurseries...................................................................23 www.fairviewevergreen.com
Herd Farms Nursery...................................................................................22 www.herdfarmsnursery.com
Hidden Valley Nursery................................................................................25 www.hiddenvalleynursery.com
John Holmlund Nursery.............................................................................25 www.jhnsy.com
Lebanon Turf..................................................................Inside Front Cover www.lebturf.com
Lee Smith.......................................................................................................5 www.lee-smith.com
Low Falls Wholsale Nursery.....................................................................16 www.lowfallsnursery.com
Mid Tenn Turf, Inc...............................................................................16, 25 www.midtennturf.com
Motz & Son Nursery...................................................................................22
Welcome,
TNLA New Members! Associate Members Baker Environmental Nursery, Inc. Doug Baker 949 Marshall Clark Road Hoschton, GA 30548 Helena Chemical Co. Dustin Humphrey 7611 Brickyard Road Powell, TN 37849 Liner Source, Inc. Melissa Rye 21102 State Road 44 Eustis, FL 32736
Neely Coble Co............................................................................................17 OHP................................................................................................................25 www.ohp.com
Oldham Chemicals Co..................................................................................3 www.oldhamchem.com
Rainmaker Irrigation..................................................................................25 Richey Nursery Company, LLC.................................................................24 www.richeynursery.com
Smith Seed Services..................................................................................25 www.smithseed.com
Surface Nursery Inc...................................................................................23 www.surfacenursery.com
Swafford Nursery....................................................................... Back Cover www.swaffordnursery.com
Tennessee 811 / Tennessee One Call......................................................7 www.tnonecall.com
Thomas Nursery..........................................................................................25 www.thomasnurserytrees.com
Wellmaster Carts........................................................... Inside Back Cover www.wellmaster.ca