By C.L. Fornari
There are two phrases I'd like to plant into the average American's vocabulary: "You can grow that," and "Passionate about plants." A couple of months ago I started thinking about a national You Can Grow That! campaign. Recently I was thrilled to see a proposal for a similar national marketing initiative written by Danny Takao of Takao Nursery. Maybe it's time to grow this.
In the same way that the phrase "Fall is for planting" cemented the idea that it was good to plant in autumn, we need to thoroughly saturate people with the belief that plants and gardening are worth the effort because of the benefits gained. As an industry—growers, independent garden centers, garden writers, salespeople, PR firms, plant breeders, and branders—it's in our interest to gather behind a slogan that will promote the multitude of worthwhile results that plants and gardening cultivate. I propose: "You Can Grow That."
You Can Grow That. Laughter? Stress relief? Fitness? A wedding bouquet? You can grow that!
Why use "You can grow that"? Because this tag phrase can be applied to all aspects of our industry, and it can be made regional, informational, inspirational, funny or surprising. It could be used in all climates and seasons. Think of the things that go viral…they're often humorous. Think of the Got Milk? advertisements, and phrases such as "Where's the beef?" and "Sorry, Charlie." They all have an element of fun, and can be made fun of.
This campaign needs to address everyone: kids, Gen X, Y and Z, Baby Boomers and the family dog. Each segment of society needs to be reminded that much of what makes life satisfying can be grown in our own backyards.
Read more here.