Say What?

Keeping up with changing consumers
Smart phones, texting, Facebook, Twitter, Kindle and GPS represent some of the latest technology we are now using. These changes are affecting every one of us.

My son got married last year and his wife hardly returns my phone calls. But if I text her, she responds immediately. Could it be the sound of my voice? This is simply how the younger generations communicate today. I recently heard a Detroit news report that said texting is now the biggest distraction in today’s college classrooms.

We are facing some rapid technological changes and we are all running at full speed to stay on top of them all. Consumers are changing as well. Are you ready?


2D barcodes
2D barcodes or QR codes are your passport to the Internet. They connect print and packaging to the Internet by using smart phone technology. A smart phone camera scans the code and directs the consumer to product information and promotions. Brands can now dynamically engage consumers at retail, creating the opportunity for both planned and impulse purchases.

Scanning a 2D code is simpler than typing in a URL address and can be incorporated on anything from billboards to tags. You can do an entire marketing program with one code by redirecting the code from one landing point to another.


Color blocking
Color blocking is a trend that I hope is here to stay. The typical consumer is all about their favorite color, matching the house shutters or door or setting a mood. Many consumers pick their flowers just like they pick their paint colors, pillows or drapes. It’s decorating outside. Consumers don’t have a lot of spare time, so making the shopping experience fun and easy is a huge benefit to them and ultimately to you.


Gifting
If you are not upgrading your plants somehow, you’re missing the boat. Pot covers, bows and gift cards are just some examples. All these items that present themselves as great gift-giving ideas not only increase profit margins, but can increase traffic to retailers throughout the year. To increase traffic beyond spring and Christmas, gifting is a great way to show customers that they offer much more than plants.


Social media
Facebook and Twitter are just two social media choices. Consumers want more options and more information.

On the television show Get Smart secret agent Maxwell Smart used to talk into a portable smart “shoe” phone.

Now we not only talk on smart phones, but watch videos and surf the Internet. What’s next and will you be ready?


Brenda Vaughn is marketing manager for the Horticultural Division, John Henry Co., (800) 748-0517; www.jhc.com.