Increase your CIQ (Customer Intelligence Quota)

BALL UNIVERSITY 2014 @ LSU HAMMOND

Bill Calkins, IGC Business Manager

The cold hard facts:Flower gardening is down 30%

Percent of households participating in the activity; NGA data 2011

It’s not all about lack of interest…

The new folks….How many people turn 35 each year?

Current Age

43 - 66

Current Age

32 - 42

Current Age

14 - 33

The total pool….# of people aged 35-55?

Average Age of Marriage

Buying a home soon? Not likely….

I’m laden with debtI’m underemployed

My parents take care of meGreat prices…no loans

A bit more doom and gloom….

Here comes ourfuture customer

Of people aged 35 – 55 (our core gardening demo):•In 2005, 25% are Gen X (the rest are boomers)•In 2010, 47% are Gen X (the rest are boomers)•In 2015, 75% are Gen X and Gen Y (split 50/50)

Gen Y’s share of theWorkforce:

2009 2014

25%

47%

What do we know about these ‘kids’?

• The generation of great multi-taskers. (it’s a myth)

• Information is everywhere. (they’re just super fast)

• Highly confident, upbeat and positive (despite the outlook)

• Yearn for the ‘meaning’ of it all (yet surprisingly uncommitted)

• Are ‘groupers’(txt enabled)

It’s an experience.

• They live for the experience• With friends.

The Gen Y target is far more likely to garden in their community then garden in their backyard.

Gardening is absent from the list for the Gen Y group (at least so far…)

GenerationY GenerationX Babyboomers

(born1978-1995) (born1965-1977) (born1946-1964)

1 Whirlpool bath 1 State-of-the-art kitchen 1 State-of-the-art kitchen

2 Swimming pool 2 Large walk-in closets 2 Large walk-in closets

3 Game/billiard room 2 Fireplace 3 Whirlpool bath

3 Large walk-in closets 4 Whirlpool bath 4 Fireplace

5 Fireplace 5 Swimming pool 5 Swimming pool

6 State-of-the-art kitchen 6Patios, porches and decks

6 Workshop/hobby studio

7 Sauna/steam room 7 Game/billiard room 7Patios, porches and decks

7 Gym/fitness room 8 Garden 7 Garden

9High-tech entertainment center

9 Gym/fitness room 9 Game/billiard room

10 Patios, porches and decks 10 Workshop/hobby studio 9High-tech entertainment center

Top dream-home amenities vary in importance by generation:

Rank Rank Rank

Source: MSN Real Estate, October 2011; GfP Roper study

Some things Gen Y told us about gardening…

I don’t know how

I don’t have time

I’m afraid I will fail –

and that’s a waste of money

Sure…it improves my home value,

but only if I am successful

..it’s just not part of their language

We must add value to our products and to gardening in general.

The primary motivation shifts with age….and experience

Generation X Generation Y Baby Boomers

Improves ValueIncreases Curb Appeal

RelaxingStress Reducing

Add beauty and richnessTo my life

This is even more pronounced when we talk to the ‘non gardening’ group….

13

Gardeners and non-gardeners seem to generally agree on the EXTRINISIC (aesthetic and functional) value of gardening around the home.

Non-Gardener

Gardener

14

Gardening attitudes (Gardeners vs. Non)But non-gardeners fail to see the INTRINSIC value of the activity.

Non-Gardener

Gardener

15

Gardening attitudes (Gardeners vs. Non)

Therefore, they over-value the investment in time and money.

Non-Gardener

Gardener

But it isn’t any good if you

don’t tell them what it ‘does’!!

It’s not just about color and decorating

The need for multi-function.

Current Solutions:The function of plants

Future Solutions:The function ‘double down’

ExerciseFamily

Outdoors

Environmental Together

FoodBorder

Shade

Privacy

Oxygen&

Focus on the practical• It’s all about the project

– What’s the color– What’s the texture– What’s the function?

Who is winning with this sort of messaging?

IndependentGarden Center

Purchase locations

Lowe’sHome DepotIGC

Lowe’sHome DepotIGC

Lowe’sHome DepotIGC

Think you have a winning message that is sure to break through???

All content created since the beginning of time until 2003

The amount of content created in just 48 hours

But the good news – YOU don’t have to do all of the work!

• Yelp, Like, Foursquare….share!• Shhhh……you have to listen….• Crispy, bite-sized nuggets• Be relevant.

The number of votes for Burpee Grow

Anywhere Tour stops!

1,000,000+1,000,000+

Summary:Messaging the added benefit

• The practical application of plants• The goodness of gardening• The information for success• The group experience

Type of Gardener – By Age

Q17. Which of the following best describes your gardening activities?

BASE: Gardeners

Casual vs. Enthusiastic

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CASUAL GARDENERAGE: Years of experience: Main Drivers: Three motivators:• • •

Garden by myselfDollars Spent:

ENTHUSIASTIC GARDENERAGE: Years of experience: Main Drivers: Three motivators:• • •

Gardening is a family activityDollars Spent:

Casual vs. Enthusiastic

28

CASUAL GARDENERAGE: ~42Years of experience: 5-10Main Drivers: ExtrinsicThree motivators:•Add beauty• Add curb appeal• Reflection of me

Garden by myselfDollars Spent: $88

ENTHUSIASTIC GARDENERAGE: ~50Years of experience: 10-20Main Drivers: IntrinsicThree motivators:• Relaxing; reduce stress• Connection to nature • Express my creativity

Gardening is a family activityDollars Spent: $118

YOUNG MEN IN THE DIRT

THE NUMBERS

•18-34 age group biggest increase in dollars spent over last year

•Young men spend $100 more than the average on L&G - $441 annually

•These young males prefer to shop at hardware stores - this is their comfort zone

• NGA 2013 Survey

YOUNG MALE LARGEST SPEND CATEGORIES:

Do you see the trend??

% increase over last year Group that spends most in this categoryFruit trees up 43%` Male 18-34 21% of total salesVegetable gardening up 9% Male 55 and over 20% of total sales (Male 18-

34 second with 14%)Growing berries up 42% Male 18-34 26% of total salesHerb gardening up 43% Male 18-34 23% of total sales

GARDENING IS NOT THE HOBBYTHE HOBBY COMES AFTER HARVEST

•Drink you yard• Fermentation Gardens - Grapes and

hops are COOL! They are into making their own wine and craft beer (pop-up hops class at your garden center??)

• Groothies - make green smoothies from your own harvest

• Mixology - Herbs for cocktails like mojitos (mixology cart program with recipe cards??)

So…it’s easy….

• Reach that younger generation– By adding value to the gardening experience– By talking about function and purpose– By providing community platforms– Through their digitally-enabled touchpoints

• Build success, build confidence– Brands with ‘meaning’; heritage– Consistency in your message

Conclusions• It’s only doom and gloom if you don’t re-invent

yourself• Metamorphosis for Gen Y (or die)

– Focus on function, purpose and experience– Provide information – digitally, socially

• Build confidence to build dollars

Bill CalkinsBall Seed630-588-3249bcalkins@ballhort.com