Urban Gardens To Go COMPETITIVE ANALYSIS
MDM650 MULTI-PLATFORM DELIVERY MELISSA GRIDLEY • APRIL 2015
UG2G BRAND PROFILE
Urban Gardens To Go
Urban Gardens To Go is the only
provider of ready-made urban gardening kits that emphasizes social & community
Brand Profile
interaction to young adult residents of
Urban Gardens-To-Go (UG2G) provides ready-made kits, professional support and tutorials, and mobile services for start-up & maintenance of urban garden spaces. UG2G makes urban gardening
Austin, TX who want to enjoy the social and nutritional benefits of gardening in an era of decreased personal connection.
available & convenient to individuals in Austin, TX.
Strengths • • • • • •
Easy and convenient gardening kits High rate of return on energy, money, resources Fosters social connections Accredited educational programs Highly customizable solutions Convenient, personal service
Opportunities • • • • • •
Influx of millennials to urban areas Drought increasing retail cost of fruits & vegetables Established & emerging social media outlets Increased interest in health & nutrition Consumers willing to invest in organic foods Demand for food-chain transparency
Weaknesses • • • • • •
Some kits are expensive to start Limited product line initially Limited delivery area for larger kits Perishable inventory vs. unpredictable demand Single-source supply chain for water reclamation kits In-house delivery service expensive
Threats • • • • • •
Lack of awareness of gardening benefits Lack of interest in environmental issues Perceived complexity/lack of expertise Perceived expense of kits (front-end investment) Municipal zoning ordinances Cooperation of local educational programs
UG2G COMPETITORS
EarthBOX is the only
Brand Profile
EarthBOX is an international provider of self-contained garden kits and supplies. The brand is well established within the gardening community, and maintains a consistently cheerful, traditional look and feel. The brand’s equity has been weakened by genericide, however, as ‘earthbox’ is a general term for any self-contained garden, including the many easy & inexpensive DIY versions.
garden supply company that delivers high-yield self-contained garden kits for urban gardeners all over the world who want to grow their own produce in an era of increased interest in organic, locally-sourced whole foods.
Brand Ideals
Coherence: The identity system is consistently represented. Meaning: The name and mark are simple, recognizable representations of the brand. Authenticity: The inventor, a well-known agricultural visionary, lends credibility.
• • • •
Extensive dealer network Established reputation for quality Large selection of products/options Offers food preservation supplies
Weaknesses • • • •
Not a closed loop system Bulky and heavy (~80lbs when full) No social/community component DIY version is easy & inexpensive
Images: EarthBOX by Novelty Mfg.
Strengths
INFARM IS THE ONLY BRAND PROFILE INFARM is an international manufacturer of indoor growing systems based in Berlin, Germany. A recent startup, its products range from tiny greenhouse pods to green wall installations for restaurants, hotels and urban farm operations. The brand currently boasts
indoor farming systems manufacturer that supplies advanced agricultural technology to young urbanites who want to grow compact gardens in an era of decreased access to traditional outdoor gardening spaces.
a clean, futuristic look and feel that will appeal to young urban early adopters.
BRAND IDEALS Authenticity: Central theme of ‘farm meets city’ in an eco-friendly package. Flexibility: Simple logotype allows for growth in any direction.
STRENGTHS • • • •
Affiliation with major brands Team of multidisciplinary experts Strong financial support Highly customizable
• • • •
Not a self-sustaining system Brand identity is inconsistent Not easily obtainable--requires quote Requires special seeds & growth media
Images: INFARM
WEAKNESSES
MINI FARM BOX IS THE ONLY BRAND PROFILE
MinifarmBox is a small, family-owned Los Angeles company that builds raised garden beds using 100% renewable resources. Since the company opened its doors in 2008, its product line has expanded to include a number of sizes, custom options, and playfully-labelled seed mixes. The brand, although inconsistently represented, maintains a handcrafted yet polished feel & authentic tone.
manufacturer of self-contained urban gardening systems that uses 100% renewable resources to provide sustainable, small-scale gardening options to consumers in the US who want to grow fruits & vegetables in an era of increased awareness of sustainability.
BRAND IDEALS
Vision: Founder/owner is donates 10% of profits to sustainable community projects. Flexibility: Simple logotype allows for brand expansion in any direction. Meaning: Environmental commitment.
STRENGTHS
WEAKNESSES • • • •
Brand identity is inconsistent Not suitable for indoor gardens Requires custom irrigation kit Expensive shipping outside LA
Images: Minifarm Box TM
• 100% renewable cedar materials • Seeds are 100% Certified Organic • Drip irrigation kits are water efficient
Similarities • Compact, self-contained system • Offers educational resources • Provides seeds and supplies • Custom designs available
Similarities • Compact, self-contained system • Offers educational resources • Provides seeds and supplies • Custom designs available
Differences • Promotes cooperative social interaction • Employs advanced irrigation technology • Delivery & setup limited to Austin area • Offers seed subscription service
Differences • Indoor and outdoor options • Brick & mortar and online stores • Offers food preservation supplies • DIY version is easy/cheap
SIMILARITIES • Compact, self-contained system • Offers educational resources • Provides seeds and supplies • Custom designs available DIFFERENCES • Requires special seeds & growth media • Most products require custom quote • Indoor-only options • Technologically sophisticated
SIMILARITIES
MINI FARM BOX
Urban Gardens To Go
Competitive Analysis
• • • •
Compact, self-contained system Offers educational resources Provides seeds and supplies Custom designs available
DIFFERENCES • • • •
All products are 100% renewable cedar No indoor options
Advanced water-efficient irrigation Installation service in LA area
Brand Position ADVANCED TECHNOLOGY
social interaction growing
ACTIVE
methods
Urban Gardens To Go
MINI FARM BOX TRADITIONAL APPROACH
PASSIVE
UG2G AUDIENCE
Image: Dollar Photo Club
Image: Aimee Custis Photography (CC BY-NC-SA 2.0)
Target Audience • • • •
Ages 21-39
Men and women of all races
• •
College-educated professional Salary $50K-$120K
Single or married with children Urban housing; apartments, townhouses, condos
•
Austin, TX
Most urban garden supply competitors are targeted to a more traditional 40 & up crowd who are already aware of or interested in urban gardening. The look, feel and tone of these brands tend to be consistent; homey, handcrafted and just a bit environmentally self-righteous. This exposes a demographic gap around young adults 21-39, which aligns most closely with the Millennial generation. This demographic is characterized as underemployed, educated, family oriented, upbeat, and technology-dependent (Taylor and Keeter, 2010). Although less likely to identify with the term ‘environmentalist’ (anecdotal information suggests the term is too politically charged), they are more likely to integrate green behavior into their lifestyle as a habit. They are concerned with climate change, more open to alternative energy solutions, and more likely to buy a product or service that supports a cause (Fromm, 2014). They are less trusting of institutions, and value transparency & authenticity over sophistication & polish in the brands to which they are loyal. They are careful shoppers and rely on reviews and recommendations when making purchases (Castillo, 2015).
Persona: Janet Hobbies: Values: Tribes:
Travel, dining out, healthy living, music/concerts, dancing
Family, professional success, authenticity/sincerity
Foodies, Apple devotees, designers, travelers, Bon Iver fans, CrossFit
Image: Janet Sanabria. Used by permission.
Social Media: Wants:
Instagram, Pinterest, Tinder, Snapchat, Twitter
Marriage/kids, financial security, professional success, health/wellness
Lifestyle:
Janet is a young graphic designer for a national company based in Austin, Texas. The second of six children, she was raised in Miami with her large extended Cuban family. She is deeply devoted to her parents—a heart surgeon and a homemaker who divorced when she was 12. She goes home to Florida as often as she can.
Stats Cuban American female, 27 In a relationship Graphic Designer with 4-year degree Makes $60K/year Lives in an apartment in Austin, TX
She’s a confident, happy, free spirit who is as at home on the beach as in the boardroom, and is well loved by those around her. Her social circle is large, including college friends, work colleagues, members of her local AIGA chapter, workout buddies and her current boyfriend, Kieran, an Irish pilot she met in Barcelona. Janet is socially active most weekends, but also enjoys time at home with her cats Pepito & Chewy (and her King-sized bed, to which she has a deep attachment). She jumps at the chance to dine out and professes to “love every kind of food equally—except popcorn.” She’s been known to stash Tabasco packets in her purse, and once won a Cubicle of the Month contest at work for her “sunny disposition and stellar hot sauce collection.” Her Pinterest boards are mostly bikinis, exotic getaways, healthy recipes and funny quotes, in that order. She has a great sense of humor and her distinctive, bubbly laugh is heard often throughout the day.
Persona: Travis Hobbies: Values: Tribes:
Cooking, reading, movies, gadgets, photography
Family, professional success, civil rights/equality
Comic book lovers, geeks, LGBT community
Social Media: Wants:
Instagram, Facebook, Snapchat, Flickr, Twitter
Marriage/kids, financial security, professional success, health/wellness
Lifestyle:
Image: Dollar Photo Club
Travis is genuine, fun, and outgoing. His temper flares quickly but he is forgiving, compassionate, and quick to defend the underdog. He values his family and close friends but enjoys being a homebody. He texts more than he talks and is never without his phone for tweeting quotes, posting pictures of his boyfriend and their dogs, and taking more selfies than he’ll admit to. He and his partner intend to marry and start a family as soon as the state of Texas allows.
Stats African American male, 32 Engaged/life partnership IT Professional with a 4-year degree Makes $100K/year Lives in a townhome in Austin, TX
Photography is a hobby, although he tends to use his Galaxy S5 more than his Nikon. His bookshelf is populated with classic comics, cookbooks and book-to-film bestsellers. He’s a huge fan of classic science fiction and named his German Shepherd ‘Takei’ after his favorite Star Trek cast member and lifestyle icon. Travis doesn’t identify as an environmentalist because, to him, the term carries narrow-minded or corrupt political connotations (Benderev, 2014). Sustainability is built into his lifestyle as a habit; he avoids processed food, takes public transit, recycles Coke cans, and buys produce at the local farmer’s market. As a member of the LGBT community, Travis actively supports civil rights organizations in the quest for true equality for all.
UG2G STRATEGY
Brand Strategy Competitors tend to target Generation X and the
Affiliation will be addressed by social/
Boomers in imagery, tone and product offering.
community involvement, recognition by
Common benefits advertised are–in order of
publicizing environmental activity on social
prevalence—enjoyment, convenience, nutrition
media; understanding by tutorials and hands-
and environmental sustainability. Urban Gardens will narrow its approach to
on learning, and nurturance by emphasizing the nutritional, environmental and financial benefits.
appeal to busy young adults who want fresh, experience to plan an elaborate urban garden.
Strategic Goal
The narrative will capitalize on the idea of
the UG2G brand strategy. ‘Who are we?’ and
sustainability by tying it to other benefits. It’s
‘what do we do?’ will be answered by building
not an overt statement, but rather an altruistic
the idea of sustainability into the social media,
byproduct of satisfying selfish needs. The
education and product features.
environmental aspect will take a backseat,
The question of ‘why do we do it?’ will be
becoming a side effect of satisfying the more
answered by promoting a philosophy in which
immediate and personal needs of affiliation,
individual needs are met in a way that benefits
recognition, nurturance and understanding.
the entire community.
Simon Sinek’s Golden Circle will be the key to
Image: Dollar Photo Club
healthy food but don’t have the time, energy or
Voice, Tone & Narrative Voice & Tone Three key psychographic factors of this audience are advanced marketing savvy, high levels of optimism, and a marked lack of social trust. Millennials know when they’re being marketed to and resent any attempt at pandering or manipulation (Pardee, 2010). They respond to simplicity, authenticity and humor, and are inclined to react to valuable content by sharing it with their peers.
Narrative You step onto your balcony, snap a pic of your overflowing vegetable garden and wait for your phone to register what’s on the menu tonight.
Your mouth waters as you grab a warm, ripe tomato, pull a handful of crisp lettuce and dig your fingers into a box of soft, cool earth for a tangy yellow onion. Who knew a few online tutorials could turn a black thumb so deliciously green? You check your phone again, find a neighbor willing to swap some arugula for a few cucumbers, and thirty minutes later the two of you sit down to a dinner you created from seed to plate.
The voice and tone of Urban Gardens will be cheerful, direct and authentic. It strives to tell the truth even when the truth is ugly, because the audience prides itself on knowing when it’s being lied to. No spin here. Keep it short, honest & cheery.
He’s so impressed, you realize you might #NeverEatAlone again.
Image: Dollar Photo Club
Media Mix Whatever You Do, Don’t Advertise Millennials digest advertising like cats complete with an entertaining blog detailing the digest milk; that is, contrary to conventional adventures of amateur gardeners. Studies show 1
ONLINE VIDEO (Affiliation/Social Interaction) While Millennials are huge consumers of video content, the percentage tuning into network television is dropping steadily. Online streaming services like Netflix and Hulu are preferred for original programming and movies, while YouTube and Vimeo are highly rated for other short form content. The format is well-suited to the affiliation aspect of the narrative, as it allows for a powerful visual demonstration of the brand’s social component. MICROSITE/BLOG (Understanding/Education) The brand’s educational component will be best expressed in an instructional microsite
in 3 Millennials select blogs as a top media source, while less than 3% rank TV news, magazines and books as influential in their consumer habits. SOCIAL MEDIA (Recognition/Environment) One survey found 62% more Millennials are likely to become a loyal customer if a brand engages them on social networks. Social media channels were made for the #humblebrag. If the target audience is raising beautiful vegetables on their own balconies, they’re certainly going to Instagram the #foodporn that results from their #tinygarden. It’s not enough to care about the earth—to make a difference, you actually have to #growapear. GUERRILLA CAMPAIGN (Novelty/Technology) or (Stimulation/Cuisine) The physicality and novelty of guerrilla marketing makes it a great fit for the ‘technology meets biology’ chapters of UG2G’s story. Since the target audience is mostly concentrated in one area, the brand has many opportunities for personal engagement through local venues like restaurants and retail outlets.
Image: Dollar Photo Club/Andy Dean
wisdom, not well. Study after study has found traditional advertising—and even traditional media outlets—can do more harm than good to a Gen-Y focused campaign. Therefore UG2G will focus on creating native content—editorial or educational videos and articles in which the story is front and center while the brand is a storyteller rather than a salesman.
THE OVERARCHING GUIDELINE for each mode of engagement will be to tell a story with warmth, heart and sincerity, be candid & charming, and don’t ever get pushy or preachy. The bottom line— whatever it is, it can’t look like advertising.
References Benderev, C. (11 October 2014) Millennials: We Help The Earth But Don’t Call Us Environmentalists. Retrieved from http:// www.npr.org/2014/10/11/355163205/ millennials-well-help-the-planet-but-dont-call-us-environmentalists Castillo, M. (9 February 2015). How to Advertise to the Millennial Who Hates Advertising. Retrieved from http://www.adweek.com/ news/technology/how-advertise-millennial-who-hates-advertising-162868 Elite Daily. (January 2015) Millennial Consumer Trends 2015. New York, NY: Shawber Felton, G. (2013) Advertising Concept and Copy, 3rd. ed. NY: WW Norton Co. Fromm, J. (11 November 2014) Five Myths You Need To Unlearn To Market To Millennials. Retrieved from http://www.forbes.com/sites/jefffromm/2014/11/11/five-myths-you-need-tounlearn-to-market-to-millennials/ Laskow, S. (11 Jun 2014) Media for Millennials. Retrieved from http://www.cjr.org/behind_the_news/ millennial_news.php Miller, R. (2014). Restaurant, Food & Beverage Market Research Handbook, 15308-312. Moosylvania. (2015) Millennials 2015 Favorite Brands Ranking Report. Retrieved from http:// moosylvania.com/millennials/Moosylvania_Millennial_Study_2015.pdf
Neumeier, M. (2006) The Brand Gap: Revised Edition. Berkeley, CA: New Riders Pardee, T. (11 October 2010) Media-Savvy Gen Y Finds Smart and Funny Is ‘New Rock ‘n’ Roll’. Retrieved from http://adage.com/article/news/ marketing-media-savvy-gen-y-transparency-authenticity/146388/ Staplefoote, L. (7 October 2014) 7 Questions Marketers Should Ask About Native Content. Retrieved from http://blog.visual.ly/7-questions-marketers-ask-native-content/ Taylor, P., Keeter, S. (Editors) (10February 2010) MILLENNIALS: A Portrait of Generation Next. Retrieved from: http://www.pewsocialtrends. org/files/2010/10/millennials-confident-connected-open-to-change.pdf