Walking through Four Oaks Trade Show last week, we couldn’t help but notice the stark contrast between brands in the garden sector that were blooming and those that were, well, wilting under the marketing spotlight. As we gear up for Glee Birmingham, it’s the perfect time to have an honest conversation about where garden brands go wrong with their marketing – and how to make it right.
Don’t get us wrong – we love the garden industry. But after years of helping brands across the home and garden sector flourish, we’ve spotted some common weeds that keep cropping up…
Problem 1: Playing it too safe
- The issue: Too many garden brands blend into the background like a well-camouflaged garden gnome. Safe green colour palettes, predictable messaging, and marketing strategies which do the bare minimum.
- Why it happens: There is a clear assumption that “traditional” customers want “traditional” marketing. But even the most conservative customers are scrolling on social media and buying online.
- The fix: Embrace personality without abandoning professionalism. Bold doesn’t mean brash – it means memorable.
Problem 2: Seasonal panic marketing
- The issue: Going radio silent all winter, then frantically shouting about spring sales when March hits. It’s like only watering your plants when they’re already drooping.
- Why it happens: Brands still view gardening marketing as purely seasonal rather than an essential evergreen investment.
- The fix: Develop a marketing strategy that works all year round and delivers when it matters. There should always be something growing in your content calendar.
Problem 3: The jargon jungle
- The issue: Drowning customers in technical specifications and industry jargon. Whether it’s “mulching mowers with variable speed transmission,” or “UV-stabilised resin weave furniture,” brands assume everyone speaks fluent garden centre.
- Why it happens: Industry insiders forget that not everyone has their horticultural knowledge or engineering background. What’s second nature to you could be gibberish to your customer.
- The fix: Translate expertise into benefits, not features. “Cuts and mulches in one go” beats “variable speed transmission system.” “Won’t fade in the sun” is clearer than “UV-stabilised.” Save the technical specs for those who want to dig deeper.
Problem 4: Digital phobia
- The issue: Treating digital marketing like it is a foreign concept to be feared. Minimal social media presence, basic websites, and zero influencer partnerships.
- Why it happens: Misunderstanding their audience. Brands need to be digitally savvy because all audiences research online – whether trade or consumer – share successes on social, and expect seamless digital experiences.
- The fix: Embrace digital without losing your roots. Your online presence should feel as organic as your products. Share real products, real people and real results to cultivate a digital presence which is authentic for your brand.
Problem 5: One-size-fits-all messaging
- The issue: Talking to the 70-year-old allotment holder, the 25-year-old new home buyer and the family-run garden centre owner in exactly the same way.
- Why it happens: Not segmenting audiences or understanding different customer journeys.
- The fix: Develop distinct personas and tailored messaging. The beginner needs encouragement and simple steps. The expert wants innovation and efficiency. A trade audience wants business benefits. All deserve relevant communication.
Turning over a new leaf
The garden brands that are flourishing aren’t the ones with the biggest budgets or the longest heritage. They’re the ones willing to adapt, experiment and grow alongside their customers’ changing needs.
As we continue to see exciting developments in the garden industry, we know which brands have embraced these changes – and which ones are still stuck in the marketing equivalent of heavy clay soil.
The home and garden industry has everything it needs to bloom in the modern marketing landscape: passionate customers, year-round relevance and genuine lifestyle benefits. It just needs to weed out the bad habits first.
Time to give your marketing the attention it deserves?
At Cairn, we specialise in helping home and garden brands cultivate marketing strategies that help them grow.
Let’s chat about how we can help your business flourish.
