The Buckeye - March/April 2024

DIAGNOSTIC WALKABOUTS

These interactive, hands-on, in-the-moment events are unique alternatives to traditional classroom sessions or passive webinars. Attendees are invited to ask questions and take pictures along the way to customize their educational experience.

July 7 Oberlin, OH Kendal at Oberlin

July 18 Westerville, OH Inniswood Metro Gardens

August 8 Akron, OH Summit Metro Park

September 26 North Olmstead, OH Sunset Memorial Park

*more to be added*

OGIA.ORG/WALKABOUTS

THE BUCKEYE is the official publication of the Ohio Green Industry Association and is published six times a year.

EDITORIAL / ADVERTISING

ISSN 1536-7940

Subscriptions: $75/year sara@ogia.org

OFFICERS

David Hupman President

Genevieve Reiner-Mills

Immediate Past President Oakland Nursery, Inc.

Abby Thomas President-Elect Acorn Farms

DIRECTORS

Joe Lewis Yard Solutions

Peter Lowe

The Dawes Arboretum

Ron Schultz

Premier Plant Solutions

Matt Turner Turner Landscaping LLC

Joe Vasel Davis Tree Farm & Nursery

Lori Zatroch Cuyahoga Community College

Gina Zirkle Syngenta

STAFF

Tracy Schiefferle Executive Director

Roni Petersen Membership & Certification

Sara Cantees Communications

Natalie Mitchell Finance

THE FINE PRINT

The statements and opinions expressed herein are those of individual authors and do not necessarily represent the views of the association, directors or staff and do not constitute an endorsement of the products or featured services. Likewise, the appearance of advertisers, or their identification as members of the OGIA does not constitute an endorsement of the products or featured services.

IN THIS ISSUE

March/April 2024

CONTENTS

The Growth of White Oak Gardens

Navigating Consumer Evolution Connecting with Empowered Buyers

HR Feature

Cultivating a Horticulture Market

Communications Corner

The Power of Referral Programs

OGIA Calendar

New Members

Advertiser’s Index

PRESIDENT’S PERSPECTIVE

DAVID HUPMAN 2024 OGIA President hupmanclt@aol.com

Springing

Forward Customer Preferences, Preparation, and Succession Planning

HAPPY SPRING! As I write this article and look outside it is 65 degrees in February! I have gotten in a February round of golf also. I feel for all the companies counting on snow revenue, nothing like starting the year off playing catch up. Hopefully you have gotten a head start on spring operations if you are in the landscape industry. If you are a grower, I can imagine all the work opening and closing the doors on overwintered plants to keep them from leafing out too soon.

In this month’s issue of the Buckeye the focus is on exploring customer preferences, and what makes them buy something. I recently read an article from our friends up north in Canada and found some of their insights interesting. The horticulture industry is worth billions of dollars and yet there are many unknowns about customer decision making. The lack of customer understanding can have a stunting impact on the industry’s ability to thrive. So, the truth is we don’t know how consumers evaluate plants. From the auto industry to cosmetics, industry’s pour millions of dollars into market research and they know exactly what the customer wants and what they are willing to pay. I know what drives me when I am buying new plants, is it appealing to me, okay, and if my wife likes it also. You will find some great insight in the feature article.

I hope all of you have taken the time to prepare for 2024. Setting up for the year is so important to making your year as profitable as it can be. From getting all your equipment ready to filling open positions and setting up your production and safety goals for the year. Everything you have done to prepare will pay dividends for the entire year. I hope you have taken advantage of the webinars OGIA has offered over the winter to help prepare you. Now is a great time to sign up for the OGIA walkabouts. If you have not attended one of these, I challenge you to do so. They are very informative and worth your time for attending.

One area that I want to challenge you in this year is in your succession planning, especially at the crew leader level. This is an area no matter if you are in landscape, nursery or garden center that gets much attention. The only time we look at this is when the need arises, such as when we add a crew, or a crew leader needs to be replaced. In either event the decision is often made in haste. Usually, they aren’t properly selected and trained and don’t have a clear idea of what is expected of them. It is a different world when you are telling a team what to do rather than being told what to do. I will get off my soap box now, this is from all my years in the production area of the industry. I do hope it challenges though. May you all be blessed this spring, be safe and flourish as we navigate the current economic environment.

Continuous Blooms | Disease Resistant

Winner of multiple prestigious industry awards, Oso Easy Peasy® rose is a landscape standout. Produces continuous, lush sprays of petite doubled blooms, each in the vivid, tropical hue of dragon fruit. As with every rose in the Oso Easy® series, this long blooming beauty exhibits outstanding disease resistance. SCAN TO

For sales, contact Jamie Norris | jamie@SpringMeadowNursery.com | 616-223-3376 Call Spring Meadow Nursery at 800-633-8859 or visit SpringMeadowNursery.com

OSO EASY PEASY ®

Rosa ‘Phyllis Sherman’ PP#29,167

EXECUTIVE DIRECTOR’S MESSAGE

TRACY SCHIEFFERLE OGIA Executive Director tracy@ogia.org

Navigating the Evolving Landscape: OGIA’s Journey Towards a Member-Centric Association

IN A CUSTOMER CENTRIC BUSINESS,

the approach typically involves a blend of accommodating customer preferences and carving out a unique niche to attract them. For trade associations like OGIA, our clientele encompasses various stakeholders, including members, the public, legislators, and more. However, the core of any association lies within its members. Consequently, OGIA is committed to fostering a Member-Centric association.

Similar to how customers may not witness the inner workings of you managing your business, many of our members may not be privy to OGIA tasks such as budget development, data administration, contract negotiations for event venues, or monitoring legislative changes. What members primarily perceive is our understanding of their needs and how we can assist them.

OGIA members exhibit diverse needs despite sharing a common profession. They differ in levels of expertise, ranging from newcomers to seasoned professionals, and span various sectors of the industry, including landscape operations, design, growers, garden centers, and allied suppliers. Each segment necessitates distinct levels of support. Additionally, generational disparities further influence these dynamics.

Much like a business, OGIA must adapt to customer demands while establishing a niche to attract and retain its membership base.

Having operated since 1908, OGIA has undergone numerous changes and evolutions. Implementing significant changes, such as discontinuing familiar events, can be challenging, especially when members have grown accustomed to them whether or not they supported the event.

Significant shifts have occurred, notably influenced by the COVID-19 pandemic, altering the nature and rationale of gatherings and business practices. Online meetings have emerged as a prevalent mode, offering convenience in terms of time and cost for staying informed and continuous

learning. Nevertheless, the intrinsic human need for in-person interaction remains fundamental, particularly within associations where knowledge exchange occurs beyond formal settings.

Continuously educating oneself about industry trends and organizational adaptations is paramount. I also try to keep continually educated and up to date on trends happening in my industry of association management. I learn about how associations are evolving and adapting to changes, what is working, or not, for other organizations and why.

I recently read “The Art of Gathering – How We Meet and Why It Matters” by Priya Parker. While this might not be on your nightstand, for me it provided valuable insights into the evolving landscape of in-person meetings and the underlying motivations behind attendance decisions. A lot of great thoughts surrounding attendee’s time, logistics, costs, and most of all purpose of in person meetings. Nothing points to “because we always have” as a good reason to meet rather the need to making some tough decisions based on the data and honoring that information.

As outlined in my last article, OGIA’s decision to move away from an annual meeting reflects our responsiveness to member needs and data insights, rather than adhering to conventional expectations. Our strategy involves offering targeted education and services through a hybrid model of online and in-person content delivery. While we still intend to convene an industry-wide annual meeting, it will deviate from the traditional trade show format.

The Board and staff are actively strategizing OGIA’s future direction, guided by member feedback, data analytics, and a commitment to continuous improvement. By identifying unmet needs and tailoring our offerings accordingly, we aim to foster loyalty among existing members while attracting new ones. Your involvement and feedback are invaluable as we refine our offerings to better serve the evolving needs of our membership base. As always, we welcome your input and appreciate your support.

BY ALANA SETTLE

The Evolution and Strategies of White Oak Gardens, an Ohio Premier Garden Center

ESTABLISHED MORE THAN 50 YEARS

AGO, White Oak Gardens has become a prominent name amongst Ohio’s independent retail garden centers, offering high quality retail products and landscape services. The company’s transformation into a mainstay in the Cincinnati market can be attributed to the exceptional leadership of its owner, Jeff Webeler.

Today’s 4.5-acre destination garden center was a much smaller nursery, focused on hobby rose production and vegetable plants, when Webeler began working at White Oak Nursery in 1978. He purchased the business just a year later after graduating college.

In 1985, Webeler moved the nursery’s retail center and greenhouses to a new location, and his wife, Patty, joined the business as a co-owner. They continued to buy adjacent land and growing their business. In 1992, Webeler added a landscape division called White Oak Environmentals. In 2017, White Oak Gardens underwent an extensive redevelopment that quadrupled its growing space, replacing the original small gutterconnected greenhouses with state-of-theart glass greenhouses with automated roof peaks and shade curtains.

Today, the retail center employs 52 staff members: 17 full-time, 10 part-time, and 25 seasonal. The landscape division has 9-12 employees, depending on the season.

Mason Sillies, Marketing Coordinator at White Oak Gardens, says the company has strong family values and aims to create an inclusive, welcoming environment for its staff and customers.

“Having a group of people that get along and have fun makes work not feel so much like work. Creating an atmosphere of joy and happiness translates to the customers that shop with us,” says Sillies.

“Along with an incredible staff, customer service is our top priority. No matter the question. Whether it’s questions about a problematic lawn, knowing what plant to plant in a certain area, or how to care for houseplants, we make our customers feel comfortable and equipped with the knowledge to tackle any situation.”

White Oak’s efforts to stand out from the crowd exceed its excellent customer service. The company works with a professional graphic designer, Allison Steele Designs, to produce high-quality branding materials, a professional website, and effective in-store signage. Sillies uses cost-effective graphic

Creating an atmosphere of joy and happiness translates to the customers that shop with us.

design tools in house to quickly create signage and social media posts.

“Canva has broadened our ability to create professional and beautiful media,” says Sillies. “In addition to being up-to-date date with current design, I have used AI in editing images to enhance the beauty, and I’ve used it to create the perfect wording on our posts, signage, and postcards.”

Regarding their overall marketing strategy, Sillies says transparency, honesty, and frequent communication keep customers coming back.

“Whatever information we have, we want to be able to pass that same information along to our customers. Our goal is to help them transform their indoor and outdoor spaces into a place they don’t want to leave,” says Sillies.

Weekly email newsletters give subscribers a look at blog posts, upcoming events, and new products or promotions. Like many garden centers, the company is allocating more of its budget to online marketing, including social media, website, and Google advertising, yet still views print campaigns as an essential touchpoint with its customers. White Oak sends promotional postcards four times per year.

The company shows no signs of slowing down, with succession planning in place to keep White Oak a family business. Webeler’s sons, Evan and Andrew, began working with the company in 2012 and 2013 and are now co-owners along with Tim and Patty.

They have partnered with Proven Winners to become a Proven Winners Destination Garden Center as well.

“I’m excited to have the gains the industry has made since COVID and the interest that people have taken in our industry. It’s great to see the level of interest not drop back to pre-pandemic levels. There are a lot of benefits of plants that I believe people (including a younger generation) are discovering and excited to see where this will go,” says Sillies.

White Oak’s relationships with its customers boils down to a few key points. Instilling confidence in their customer’s abilities and becoming their go-to resource for all things gardening. Overall, the company has evolved over the years to have a robust and reputable brand that serves as a destination garden center for the Cincinnati area.

“Finding unique varieties of plants, especially annuals, always attracts customers. Find what’s unique and be able to promote those to your customers and tell the customer why they need to have our plants in their yards/houses. Oftentimes, we can create the demand for a cool plant by being the trusted brand that people look for to tell them what they need.”

White Oak Gardens’ top-notch facility will welcome peers this summer as a stop on AmericanHort’s Cultivate’24 garden tour. Visit whiteoakgardens.com or check out their Facebook and Instagram to learn more about the company.

GOVERNMENT AFFAIRS UPDATE

TONY SEEGERS

1803 Consulting, LLC

tony@1803consulting.com

Tony is the governmental affairs liaison for OhioPLANT, of which OGIA is a member. OhioPLANT is a coalition of pesticide, landscape, agriculture, nursery and turf professionals. For more information, visit OhioPLANT.com

Ohio Workers’ Comp Premiums Decrease as House Republican Caucus Faces Internal Strife

PRIVATE EMPLOYERS WILL SEE A REDUCTION IN WORKERS’ COMP PREMIUMS

The Ohio Bureau of Workers’ Compensation (“BWC”) Board of Directors at their February 23rd board meeting approved a 7 percent premium rate reduction for private employers. This will result in private employers in Ohio paying nearly $67 million less in premiums next fiscal year. The 7 percent rate cut is a statewide average. The actual premium reduction for individual employers will vary as it is based on several factors, including the employer classification, payroll, recent claims history, and participation in BWC health and safety programs.

The recent rate reduction is the sixth straight reduction under Governor DeWine.

DISFUNCTION CONTINUES IN THE OHIO HOUSE REPUBLICAN CAUCUS

If you had an hour to spare, I could tell you about the history of the disfunction in the Ohio House of Representatives Republican Caucus. However, I will give you the Cliffs Notes (or as the kids say, TL; DR for too long, did not read) summary of events. When the last General Assembly concluded, the House Republicans needed to pick a new speaker because then Speaker, Rep. Bob Cupp, was term limited. The reason why the Republicans were picking the speaker is because they had again won a super majority of the lower chamber and therefore, being the party in power they choose the speaker.

It was down to two members, Rep. Derek Merrin (R- Monclova Township) and Rep. Jason Stephens (R-Kitts Hill). Rep. Merrin was entering his fourth and final term in the House at the start of 2023 and Rep. Stephens was entering his second term. The debate was did the Republicans want a speaker who could only serve two years or did they want a speaker who could serve for six (meaning the opportunity for someone with an eye on the speaker’s gavel likely would be thwarted). An informal caucus vote was

held and Rep. Merrin won. However, since the official vote would happen after the new General Assembly was sworn in at the start of 2023, Rep. Stephens campaigned for votes from the returning and the newly elected representatives. When the dust settled and the official vote was tallied, Rep. Stephens had 22 Republican votes along with votes from the Democrat House members putting him over Rep. Merrin’s 44 Republican votes. From then on, it has been a very bitter fight between the “Blue 22”, a pejorative aimed at the 22 Republicans who joined Democrats to elect Stephens as speaker, and very vocal supporters of Rep. Merrin.

Tensions had run so high that the Stephens faction and the Merrin faction needed to enter into an agreement to share joint custody and control over the House Republican caucus campaign fund. This agreement was short lived as Merrin supporters accused the Speaker’s allies of hiring staff and spending money unilaterally, resulting in a lawsuit by some of the Representatives for Merrin suing in court for a temporary restraining order to freeze the campaign account. At the end of February, one of the Ohio Republican Party Central Committee members penned a letter to the other members of the central committee that the Ohio Republican Party should take control of the House caucus campaign fund.

The feud has carried over into the primary election where some of the House members who backed Speaker Stephens are being challenged. We will see what happens next in the statehouse’s own soap opera.

(Please note this is not commentary on either political party, but a report on what is going on at the statehouse.)

https://ernstseed.co/adBuckeye

sales@ernstseed.com

HEY THERE OGIA MEMBERS!

If you’re seeing this message, take a moment to shoot an email over to sara@ogia.org to let us know you’ve read the latest issue of The Buckeye! By doing so, you’ll be entered for a chance to win a $25 Amazon gift card! We’re eager to gauge our Buckeye readership engagement and your response would mean a lot to us. Looking forward to hearing from you!

Navigating Consumer Evolution: Enhancing Customer Experience in the Digital Age

BY ALANA SETTLE

Strategies for Understanding, Communicating, and Connecting with Today’s Empowered Consumers

CONSUMER BEHAVIORS are consistently evolving. As younger generations gain more buying power, their values and interests become more influential. Technology advancements change consumer preferences daily, in not just what we want to buy, but how.

According to a study by the CRM software company Salesforce, as much as 88% of customers now care about their experience with a company just as much as they care about the products or services. Many would stop doing business with a company based on just one poor interaction.

More and more businesses are focusing on the comprehensive “customer experience”, which encompasses all interactions and experiences throughout the customer journey, going beyond just customer service. Staying in tune with how consumers engage your brand can help you stay ahead of changes in buying behaviors and preferences.

An easy way to get started with enhancing your customer experience is by first identifying your audience, adjusting your messaging, and listening and responding to customer feedback.

UNDERSTANDING YOUR CUSTOMERS

Even if you and your more experienced personnel already innately understand your customers’ needs, it doesn’t necessarily mean that new employees, marketing agencies, or freelance hires that you work with will pick up on that knowledge quickly. Using customer profiles, sometimes called personas, can help with training new employees and help guide communications strategies, customer service, and the development of new products or services.

Customer profiling is a data-driven approach to creating a detailed description of your ideal customer. It goes beyond identifying target markets and demographics. Profiling helps you visualize how the end user of your product will interact with or use your products by using data from your current best customers.

A few things you could include in your customer profiles:

• Demographics, including age, location, income, gender, company role, or business size.

• Buying patterns and history

• Communications preferences, including channels used and day/ time/season they are most responsive.

• Lifestyle, hobbies, interests

• Values

• Pain points

• Buying behaviors and motivators. What traits influence their buying decisions? Does convenience, connection, or personalization drive them? Are they loyal to a brand, or do they only purchase based on price? Are they impulsive buyers driven by emotion and experience, or are they efficient, needs-based consumers?

• Knowledge and experience in plants, landscaping, and gardening. For example, do your customers need education on planting techniques or plant care? Are they new to the industry or home gardening and need some hand holding to feel welcomed?

By creating customer profiles, you can better understand ideal customers’ pain points, desires, capabilities, and limitations. Your findings can help you create strong branding, customize your marketing and communication efforts, and offer services

and products that resonate with your customers.

COMMUNICATING WITH YOUR CUSTOMERS

I would guess most green industry businesses understand the importance of excellent customer service. But evaluating your company’s customer experience goes beyond person-to-person interactions and considers every way a customer can interact with your business.

Data shows that over half of customers today will use multiple channels to interact with a business. An omnichannel communications approach is essential to reaching every target customer in the way that works best for them.

A regular audit of the many ways a customer can interact (either digitally or in person) with your company and how they travel through these options can help identify any “dead ends” in your digital and in-person customer experience.

• Social media. Interactions include commenting on posts, direct messages to your company, or tagging your company in a post.

• Email. How many email addresses are “out there” for public use? Are the employees answering these emails prepared to respond to public inquiries?

• Website Contact Us forms

• Phone Numbers. Is there one main line, or are cell phones for salespeople or department heads easily accessible? Is the main line’s phone tree easily navigable?

• Google Business page, Angi’s, and BBB reviews. Are these monitored regularly, and who is responding to negative feedback?

• On-site customer service and events.

• Promotional events. Trade shows and community events can be “dead ends” in the consumer experience if you send unenthusiastic or inexperienced employees to staff your booth.

• Advertisements. Are your ads giving enough information for a call to action? Where are your digital ads sending people, and where are they dropping off on your site?

Many customers expect a near-immediate reply whenever or however they contact you. What is your average social media, email, and phone response time? Thinking about the pain points for your customers and how you can be more easily accessible can create more brand loyalty. It will provide a competitive edge against companies who are not prioritizing quick communication.

USING TECHNOLOGY

As advancements in CRM software and generative AI tools make improving the customer experience more accessible for even small businesses, leaders will need to evaluate the value they place on genuine connections with their customers. Many companies offer online scheduling, contactless estimating services, or charge more to meet with a sales rep for a quote. These options work well for busy consumers (and businesses who don’t have enough manpower). Meanwhile, garden centers are strategically finding ways to become a coveted “third place” in their community, offering social events, pop-up markets, and educational workshops to provide a place for people to connect with each other, in person, outside of the home or at work.

Most experts caution against using technology to completely replace one-onone connections, striking a balance based on your customer profiling work will be key as these technologies become more commonplace and expected by consumers.

While it may be tempting to implement new tools or strategies to increase efficiency or expand your business, it is crucial to have a solid understanding of your customers first. Check that your communication is the best it can be, and your company will be able to effortlessly meet your customers’ ever-changing demands and preferences.

HR FEATURE

Cultivating a Horticultural Market

BY ANDY SPRENGER Training Specialist

The Employers Association is an OGIA service provider offering FREE HR assistance and more. Check it out and learn more about this benefit of your OGIA membership at ogia.org/serviceproviders.

WHY DO PEOPLE BUY? Strategic planning and goal setting is necessary not only to understand why people buy, but also how you can influence them to buy your product. For example, The Employers’ Association class called, “Strategic Planning with SOAR” is a course that helps you till the planning soil so you can reinforce your Strengths, see the Opportunities for growth, Aspire for increased foliage in your market, and produce the Results that will help you achieve your goals.

There are many factors that may influence why horticulturists buy various products and services. General factors could be social, personal, psychological, economic, and environmental. There are underlying questions that a horticulturalist will ask themselves even before planting the first seed of consideration, “What’s in it for me?” “How will I benefit?” “Why do I want this?” Benefit is the key word.

Exercise 1: Write examples of benefits for each of the general factors labeled above. An example using the personal and psychological factors could be what the University of Florida documented when researching the benefits of Horticultural products to human life. They found that being around plants helps improve concentration, boosts creativity, and can accelerate the healing process.

There are many other buying motivations. One of these could be to figure out your target market. There is a quote that says, “find your niche, grow rich.” I’m not sure who coined the phrase, but to say that your target market is everyone would be like trying to grow and nurture every type of flower that exists. This usually refers to focusing on a product you produce, but it could also be to focus on specific motivations with the various markets you’re trying to sow.

For example, let’s say you own a greenhouse. The generation you are trying to market towards is Gen Z (1997-2012). Your goal is to launch a vibrant social media campaign. The benefit you are selling is building a horticultural community. However, according to a research article from the February 2022 Journal of Environmental Horticulture, titled, “Gardening Motivations of U.S. Plant Purchasers During Covid-19 Pandemic,”, Gen Z was the most prone to boredom. So, trying to sell them on building a community may not be a priority to that demographic. The generation that gained

the greatest social benefit were Millennials (19811995). A vibrant, social media campaign to build a community would be best served to Millennials. According to the same article, Millennials are more comfortable with the internet and other technologies than the older generations and seem to hold greater value on socializing than the younger generation. Therefore, a social media community would speak to their ability to grasp technology better and provide the socialization they crave.

But let us not lose the opportunity to motivate the Gen Z demographic. Break it down. If they are more prone to boredom, then the motivation would be to help them alleviate boredom by trying a new hobby. And while they do, they will gain all these other benefits such ass increased health, environmental benefits, and social interaction. After alleviating their boredom, perhaps they will be ready to join an online community of horticulturalists. Overall, the focus is what will motivate them the most to gain what they want or need.

Exercise #2: Pick one motivation for each demographic you are targeting. You can have multiple campaigns going on at once, but without focusing on what motivates them, you may miss the harvest because you were distracted by other fruitless ventures.

This will also help determine how you want to target your market. Again, if you are trying to launch a social media campaign, which demographic will feel the most comfortable on social media? Another consideration is that not all social media platforms speak to all generations. Some prefer Facebook Marketplace, some prefer Instagram and some prefer Pinterest. Do a google search for, “Social Media Demographics” and choose one of the many resources that will populate. For example, according to one source, approximately 80% of the Gen Z demographic prefers YouTube. If that is your market, then get on YouTube.

To conclude, the goal, whether you are a Horticulturalist, a business professional, or an individual, is to grow. Crucial factors are discovering and understanding what motivates the type of growth you are looking for, tilling the soil, choosing what seeds to plant, and allowing those seeds to sprout, grow, and replicate. Hopefully, you will produce enough so when it is time to harvest your product you will have created a positive yield.

Phlox

COMMUNICATIONS CORNER

SARA CANTEES OGIA Communications Manager sara@ogia.org

Maximizing Growth: The Power of Referral Programs for Landscaping Businesses

IN THE COMPETITIVE WORLD OF LANDSCAPING, where every blade of grass counts and each garden design speaks volumes, businesses are constantly seeking ways to stand out and expand their clientele. While traditional marketing strategies play a crucial role in attracting new customers, there's one often overlooked gem that can significantly boost business growth: referral programs. These programs incentivize existing customers to spread the word about your landscaping services, resulting in a myriad of benefits for your company.

BUILDING TRUST AND CREDIBILITY

In the realm of landscaping, trust is paramount. Homeowners often entrust landscapers with the visual appeal and functionality of their outdoor spaces, making credibility a crucial factor in decision-making. Referral programs leverage the trust already established with existing clients, encouraging them to recommend your services to friends, family, and colleagues. When someone receives a recommendation from a trusted source, they're more likely to feel confident in choosing your landscaping business over competitors.

COST-EFFECTIVE MARKETING

Traditional marketing efforts such as advertisements, flyers, and online campaigns can quickly drain a landscaping business's budget without always yielding the desired results. Referral programs, on the other hand, offer a cost-effective alternative. Instead of allocating significant resources to attract new customers, you're leveraging your existing customer base as brand ambassadors. By offering incentives such as discounts, free services, or referral bonuses, you're essentially turning satisfied customers into active participants in your marketing efforts, all while minimizing expenditure.

EXPANDING REACH AND VISIBILITY

Word-of-mouth marketing remains one of the most powerful tools in any business's arsenal, and referral programs amplify its reach. Each satisfied customer has the potential to introduce your landscaping services to a new network of potential clients. As referrals grow, so does your company's visibility within the community. Whether it's through casual conversations, social media shares, or formal recommendations, every referral extends the reach of your business, creating a ripple effect of awareness and interest.

FOSTERING LOYALTY AND RETENTION

Referral programs not only attract new customers but also foster loyalty among existing ones. When clients feel appreciated and rewarded for their referrals, it strengthens their bond with your landscaping business. They're more likely to continue using your services and advocating for your brand in the future. Additionally, referral programs provide an opportunity to engage with customers on a personal level, reinforcing the positive experiences they've had with your company and solidifying their commitment to your brand.

ENCOURAGING QUALITY LEADS

One of the greatest advantages of referral programs is the quality of leads they generate. Unlike cold leads from traditional advertising channels, referrals come with a built-in level of trust and interest. Referred customers are often pre-qualified, having already heard positive feedback about your services from someone they trust. This increases the likelihood of conversion, as they're more inclined to engage with your business with a positive mindset.

IMPLEMENTING A SUCCESSFUL REFERRAL PROGRAM

To reap the full benefits of a referral program, it's essential to design and implement it effectively. Start by clearly outlining the incentives for both the referrer and the referee. Whether it's a percentage off their next service, a free consultation, or a gift card, ensure that the rewards are enticing enough to motivate action. Additionally, streamline the referral process to make it as easy as possible for customers to participate. Provide them with referral cards, personalized links, or digital forms to submit referrals effortlessly.

Referral programs offer a plethora of advantages for landscaping businesses seeking sustainable growth and success. By leveraging the trust and satisfaction of existing customers, these programs can significantly enhance brand visibility, attract quality leads, and foster long-term loyalty. With the right strategy in place, a referral program can serve as a powerful engine driving the expansion and prosperity of your landscaping business.

OGIA EVENT CALENDAR

Check back for more updates and events coming soon! Visit ogia.org/events for more information. March

Summit

Sunset Memorial Park Diagnostic Walkabout North Olmstead,

NEW MEMBERS

The following companies have been approved for OGIA membership, pending the completion of the application process, which includes requesting comments from the current OGIA membership regarding the qualifications and/or dues classifications of applicants within three weeks following receipt of this issue of The Buckeye.

The following companies are applying for ACTIVE membership:

Kristy Purkey

Purkey Landscaping Co.

Waynesville, Ohio

Matthew Dunasky

Outdoorscapes Landscaping Plain City, Ohio

Jim Hess

Village Landscaping Inc. Kirtland, Ohio

The following individuals are applying for STUDENT membership:

Columbus State Community College

Shelby Carter

Trina Lockwood

East Liverpool City Schools

Blake Adkins

Dorian Burchett

Ayden Clark

Quintin Conrad

Reagan Edwards

Anderson Fitch

Carter Fitch

Marquise Glenn

Julius Jones

Preston Kerr

Aaron Lara

Kasen Ramsey

Malachi Reed

Damon Stansbury

Connor Wallace

Joeseph Williams

Ayden Wright

GlenOak High School

Sam Artino

Jianna Blackford

Tavarius Brown

Robert Covington

Kasey Cowie

Alexis Dovidio

Kevin Espinoza

Kitanna Frame

Natalie Gaver

Nick Giavasis

Rayne Greathouse

Brenya Grier

Davion Hampton

Will Harris

Lillian Haupt

AJ Krach

Sami Miller

DJ Owens

Bryson Peffer

Adrian Penn

Tony Perretti

Kaci Rainsberger

Hunter Rhodes

Bella Riley

Leighlah Scott

LaWayne Smith

Janelle Stolicny

Quinn Theodore

Brennan Troyer

Schyler VonLindt

Autumn Wilhelm

Vin Young