Idea Exchange - January 2011

Turn Free Pond Inspections into Cash
From Eric Triplett with Exotic Waterscapes

“I didn’t have much work scheduled for November, so I decided to try something new on our billboard, which overlooks major traffic in my area. We advertised free pond inspections for November only. By November 15, we did more than $10,000 in business. We had such a great response that I wanted to share it with others in the industry.”

Improve Customer Relations with Happy Colors
From Matthew Richter with Ecological Laboratories Inc.

“I was taught that when I feel ‘down,’ I should dress ‘up.’ It’s amazing how bright colors and a nice presentation will improve my day. With today’s economy, if you want to improve relations with your customers and attract more of the population to your store, go for the happy colors. Look at packaging. Everybody reads labels in this economy, but they also want to feel good about the products they see. People today need more happiness and lightness in their lives. By choosing bright, colorful packaging, you can appeal to more customers.”

Look to Successful Companies for Ideas
From Grandy & Associates’s November Profit-Building eNewsletter

“Now that the election is over and it appears there is a change in direction for the country, is  that good or bad? How will it affect your company?

I cannot answers these questions, but I do know that you cannot wait for someone or something else to come in and save your company. That it is up to you.

All successful companies have several things in common. When you struggle to maintain cash flow, struggle to grow the company, struggle to keep the guys busy, struggle to find the next sale, look at those companies that are not having problems and try to identify what they are doing differently. Can you apply it to your company model?”

Eliminate Stinkin’ Thinkin’
From Irrigator Tech eNewsletter

“A good attitude can work wonders at any organization. A cheerful receptionist, a friendly delivery person or a sales clerk with a winning smile can be money in the bank for your business. By the same token, a bad attitude on the part of your staff members can drag your organization down like a 500-pound anchor.

The economy and certain business cycles bring out negative attitudes. This kind of stinkin' thinkin' can infect your entire organization. One or two bitter employees can poison the perspective of the whole staff.

If you come across stinkin' thinkin' in your organization, gain control immediately before it affects your profitability. Eliminate any staff misconceptions and set the record straight. Bring your employees together and level with them.”

Courtesy of Sandy Meyer/BowTie Inc.

Aaron Shiver of Studio A Productions has been the Head Visual Merchandiser for Monrovia. Here's what makes a display fabulous:

Color Palette: Whether you're designing for fall, winter, spring or summer, keep color in mind. Customers come to us for color inspiration. By limiting the color palette used in our displays, we direct the customer's focus toward the products we want to sell them.

Lifestyle Elements: Every great display should have a lifestyle element, such as chairs, pots and seasonal plants. Lifestyle elements are "things" that customers can actually see themselves living with. Repeat the same elements throughout the display for continuity.

Size: Go big or go home. Make a display large enough that the customer can walk through it. Allow them to immerse themselves in the display. You can do this with several end caps or one large area. Let the customer feel like he or she is a part of the display, and [they can] then visualize elements of the display at his or her home and garden.

Backdrop: Use company signs and banners to help frame the display and provide a backdrop. The structural elements should help the plants, pots and other product elements pop. You can paint a privacy fence the colors you want to pop or use signage. This helps tie the display together visually and focus the customer's attention on the merchandise.

Plant Material: Use the same elements throughout the display. Limit the types of plants used, and use them throughout the display. This will help the customer understand different ways to use each type of plant material, and will also keep the customer focused.

Merchandising can make the sale. Take the time to do it well and your bottom line will grow.

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Idea Exchange - January 2011

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