Digger magazine

Serving the Northwest Nursery Industry for Over 50 Years

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Lessons from a rebrand

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Tillamook Creamery — and the cheese, ice cream, yogurt, and butter it produces — is an Oregon Coast institution with international reach. Its products are available around the globe. I’m passionate about Tillamook cheese. It’s the only cheese I will buy, and their ice cream is a treat. Recently, in celebration of their 110th anniversary, […]

Native plant production and marketing

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There are barriers to full adoption of these plants, but also opportunities to promote their adoption By Aaron Anderson Native plants represent an area of untapped growth and expansion for the nursery industry. For example, the American Society of Landscape Architects (ASLA) ranked native plants and native/adapted drought-tolerant plants as the top two landscape and […]

Looking at your marketing strategy

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I have the privilege and joy of working alongside my brother Erik at our marketing agency, Pivot. He’s usually the one who sits in meetings, silently following the conversation for a while. Midway through the meeting he breaks his silence and asks a question that is so thoughtful, on the nose, and (often) paradigm-shifting that […]

Social networking tips for garden center businesses

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More than three-quarters of Internet users over the age of 15 use at least one social media site, and the more social media sites and apps there are, the more your customers will be expecting to be able to find and engage with you online. If they can’t find your business on Facebook, Twitter or […]

The value of the green label

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Survey tests whether customers will pay more, as well as which messages resonate the most By Lloyd Nackley, Bruce Colman and Sharon Selvaggio We’ve all heard it. People are worried about pollinators and want to do what they can to help. Some are planting pollinator gardens, taking up beekeeping, or choosing organic foods to try […]

The value of influence

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Nurseries strategically seek influence and recap the rewards About 10 years ago, Costa Farms launched a campaign called “O2 for You,” which was designed to play up the valuable role that houseplants can play in cleaning pollutants out of indoor air. The Miami, Florida-based horticultural grower — now one of the largest in the world — compiled […]

Start here: your marketing budget priority list

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Wouldn’t we all love to have the advertising budgets and marketing teams of Nike or Apple? Unfortunately, that’s not in the cards for most of us. Generally, small- and medium-sized business owners must prioritize their time and money. Are you wondering where to start, or whether you’ve covered the most important things? Here is my […]

Does your customer’s experience match your marketing?

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Imagine this scenario: you see Apple’s commercials. They’re full of young people having fun, living their best lives (we’ve all seen them). You see Apple’s advertising — slick, smooth, promising technology that changes your life and leads you into the future. You hear about Apple’s products and how innovative and game-changing they are for the […]

When the well runs dry

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When it comes to social media, customers expect to hear from the brands they love regularly. That means you need to post multiple times a week — maybe even every day! Maintaining a good social media page — whether on Instagram, Facebook, Twitter, LinkedIn, wherever — is often a lot of fun, but let’s be […]