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Search engine optimization: Helping customers find you

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Previously, I offered some tips on putting your website to work for you. This month, I’m back to help make sure your website can be discovered by search engines, such as Google, which is vital to helping both customers and other businesses find you on the internet. The primary goal of search engine optimization (SEO) […]

Up and running — online

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For retailers, an unfortunate pandemic accelerates the trend towards online ordering It’s May, the month of Mother’s Day and, typically, the peak season for garden centers and nurseries in Oregon and around the Northwest. It’s the month when Americans usually spend close to $1.9 billion on flowers to honor their moms and when pastime gardeners […]

The first employee people see

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Imagine you hired an employee who, when asked about your inventory, could only tell people what you used to sell. Or when asked where an item could be found, could only inexplicably point to empty space or not answer at all. Simply put, a single interaction with this employee might lead your customers to assume […]

March 2020

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Take a look at the next wave of annual, perennial, and woody favorites breeders and growers are introducing to the marketplace, and copy down some notes from our valuable column on plant patent and copyright protections. Growers will also benefit from tips for detecting boxwood blight symptoms in the field. In this issue: The next […]

Knowing customer needs before they do

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You’ve got a great location. You’ve got massive inventory lined up on nursery benches. Perhaps, you even have indoor lines of merchandise, such as home décor and clothing. As far as you can tell, you’ve got everything a good nursery or garden center should have. So, why aren’t people buying anything? Accurately anticipating your customers’ […]

Spending your first digital dollars

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Beyond the ads you see on Facebook, Instagram, and Google, digital advertising may be something of a mystery to you. Many small- and medium-sized businesses aren’t sure where to start when it comes to digital marketing, because it is still fairly new and its landscape is ever-changing. Given the challenges, you may be curious about […]

Knowing your customers

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“Location, location, location.” I have often heard that those three words are paramount for any brick-and-mortar retail business. I do not dispute their importance. Location matters for garden centers, too, but I think that three other words have greater importance: “Know your customers.” Knowing your customers — where they are coming from and what kinds of […]

Shades of meaning

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It’s my privilege to work with a team of talented designers. One of them — Rachel Getsinger, Pivot’s senior design lead — takes the lead on many of our logo and branding projects. Recently, she has introduced Color Theory 101 to our clients when we present logo color options. In this month’s article, I’m passing […]

The right information in the right place

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My coworkers and I sometimes joke about our clients’ predilections for stuffing as much information as possible into an ad. To illustrate this, our designers created a presentation called “Applesauce.” It starts with an Apple Watch ad — simple and clear, with a single image and very little text. “Applesauce” then imagines what would happen […]