Marketing

The right information in the right place

By Ian Doescher — Posted September 4, 2019

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 […]

Brewing up some lessons in marketing

By Ian Doescher — Posted July 26, 2019

One of the most popular events at the Farwest Show is the annual Pub Crawl. So in this, the Farwest issue, let’s talk about — you guessed it — beer. Before we go on, I must confess that for a Portland native and current resident, I fail my city in two major ways: I don’t […]

Lessons from a rebrand

By Ian Doescher — Posted June 24, 2019

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

By Aaron Anderson — Posted April 26, 2019

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

By Ian Doescher — Posted April 26, 2019

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 […]

The value of the green label

By Lloyd Nackley — Posted March 27, 2019

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

By Jon Bell — Posted February 25, 2019

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

By Ian Doescher — Posted February 25, 2019

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?

By Ian Doescher — Posted December 28, 2018

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 […]