Think like a gardener to plan your marketing

It’s cold outside and the days are still too short to get out into the garden much, so it’s planning time for the gardener – and marketing can take its cue from the seasons too.

Gardens, like marketing audiences, have sections – each needing different attention at different times.

No two gardens are the same, and within each, there can be several different sections. It’s not a single plot that needs the same care across the board.

Some areas will need more attention, care, labour and investment. Soil types vary, some parts are in shade, or fully exposed to the elements. A veg plot requires more thought than a woodland corner. Seeds need to be nurtured, grown on, whereas perennials only need the occasional Chelsea chop. On top of that you may choose to make structural changes, add new features, new furniture.

Planning your marketing spend for the next year is not so dissimilar; like the garden, your customer base will have many variations.

Do you know which customers will bloom year after year with very little input from you?

Which will drain your resources and fail to flower?

Which will bring you bountiful returns with the right care?

And what do they respond to - promotions, new products, emails or direct communications?

What ultimately drives ROI? It will be different for each segment and that’s why a ‘blanket approach’ won’t be as effective as something more targeted.

Blankets will keep you and your plants warm in the winter – but not much else.