Let There Be Light

Bill McCurry

Coordinating “independent” business people can be like herding cats. A great example of this is the Plant Something program used by nearly 20 state growers/garden center organizations. Some independent growers or retailers have given me myriad excuses for not supporting the program. Most excuses actually boil down to: “It wasn’t my idea so how can it be any good?” The “not invented here” syndrome is as deadly in small business as it is in corporate, educational or governmental bureaucracies.

Congratulations to one couple, Les and Suzanne Wilkinson (Hi Hill Farm, Westboro, Massachusetts), who lit a candle that has illuminated their community. In 2013, they were first exposed to the Plant Something program coming into Massachusetts. Suzanne says, “We immediately accepted the concept and put a big Plant Something mural on the back of our delivery trailer.” They “closely followed the initiatives” and posted the signage available from Plant Something along their highway frontage.

Notice Suzanne did NOT say they evaluated the signage or studied the initiatives. They accepted them, used them and made something happen. Many “independent” thinkers—who have yet to adopt the program—wanted to tweak the color or font or size. Some people get things done and others keep tweaking. Today’s rule is: Try it! Fix it! Do it! You don’t need to reinvent everything. Use others’ labor and genius and launch it now.

Hi Hill Farm is a third-generation family operation without a huge marketing budget. Suzanne took the information from Plant Something, listened to their suggestions and tried a direct mail piece to Westboro’s downtown merchants. She sent 100 mailings telling retailers about the benefits of having beautiful plants dressing up their storefronts and parking lots.

She offered either a fully planted decorative pot or they could “bring your pot and we’ll help you fill it.” Discounts were a modest 10% to 15%. This wasn’t a slash-and-burn, price-cutting, no-margin deal. She got a 10% response. Ten retailers had pots in front of their store with a contract for Hi Hill Farm to replant them in summer and fall. Half of those wanted them replanted with winter greens, despite the Massachusetts snow.

Suzanne lit the candle and a funny thing happened. Other retailers saw the change around them and came to Hi Hill or found other suppliers to dress up their own stores and offices. The flame was spreading. She and the rest of her industry were benefitting.

One unique application of Plant Something was Suzanne’s solution to requests for signs advertising Hi Hill Farm. Customers wanted signage on their front lawn telling passers-by where the homeowner got their plants because they looked so good. Les and Suzanne paid to have corrugated signs made. (They didn’t ask Plant Something to do it for them.) The front bore the Plant Something logo and the back had the Hi Farms logo, address, Facebook page and a message thanking the customer for supporting their local independent garden center. The first year, Hi Hill Farm gave out 150 signs for their “contest.” Everyone who got a front yard sign was entered in a drawing for free plants and gift cards. At summer’s end, the signs were to be returned for $5 of any merchandise the customer wanted. Two surprises: First, they ran out of signs almost instantly. Second, only about 20% of the signs were returned for the credit. Customers left the signs to promote their local independent grower/garden center.

The Wilkinsons embraced someone else’s idea, expanded on it, and brought customers into their business and light to their community. “It’s better to light a single candle than to curse the darkness.” Best of all, use that candle to ignite more candles—let there be light! GP

Bill would love to hear from you with questions, comments or ideas for future columns. Please contact him at wmccurry@mccurryassoc.com or (609) 688-1169.