Plantings Professional Landscape Solutions

A SUPPLEMENT TO LAWN & GARDEN RETAILER • APRIL 2009

SMART MARKETING FOR TOUGH TIMES • page 4 GET THE NEWEST VARIETIES • page 8 STAY ESSENTIAL — GO ABOVE AND BEYOND • page 12 Landscape Elite™ Collection

ACALYPHA hyssopifolia ‘Lavender’ ‘Bronze Pink’ ignea ‘Ballistic’ ‘Showtime’ NEW 09 DIANTHUS macrophilla ‘Del Mar™ Baby Pink’ AJUGA ‘Del Mar™ Coral’ ‘Chocolate Chip’ ‘Del Mar™ Fuchsia’ ALLAMANDA ‘Del Mar™ Marble’ cathartica ‘Dwarf Jenny’ ‘Del Mar™ Pearl White’ ALTERNANTHERA ‘Del Mar™ Pink’ ‘Brazilian Red Hots’ (PPAF) ‘Del Mar™ Red’ ‘Red Threads’ ‘Firewitch’ ‘Snowball’ DURANTA ‘True Yellow’ ‘Gold Edge’ ANGELONIA ‘Yellow’ ‘Alonia™ Dark Blue’ EUPHORBIA NEW 2010 ARGYRANTHEMUM ‘Hip Hop’ ‘Double Pink’ ‘White Manaus’ ‘Mars’ NEW 09 EURYOPS ‘Yellow Grande’ ‘Athena Sun’ ‘Samson’™ (PP12, 705) PORTULACA ASCLEPIAS ‘Sonny’ NEW 09 ‘Sonrise’™ (PP10, 856) ‘Big Red’ NEW 09 ‘Milkweed Orange’ EVOLVULUS ‘Sonset’™ (PP12, 883) grandiflora ‘Samba Rose’ BIDENS glomeratus ‘Blue Daze’ ‘Sonshine’™ (PP14, 488) oleracea ‘Jumbo Rose’ ‘Yellow Charm’ NEW 09 FUCHSIA ‘Trailing Lavender’ oleracea ‘Jumbo Yellow’ BUDDLEIA ‘Ballerina Blue’ ‘Trailing White’ oleracea ‘Puerto Rico Pink’ ‘Nanho Blue’ ‘Fantasy Pink-Violet’ (PPAF) ‘White Gold’ (PP17, 207) RUELLIA ‘Nanho Purple’ ‘Fantasy Red-Purple’ (PPAF) LAVENDER brittoniana ‘Chi-Chi Pink’ ‘Pink Delight’ ‘Fantasy Red-White’ (PPAF) pinnata brittoniana ‘Compact Blue’ BULBINE ‘Fantasy White-Magenta’ (PPAF) LOBELIA brittoniana ‘Compact Pink’ ‘Orange’ NEW 09 ‘Fun Times Pink’ NEW 09 ‘Anabel™ Blue’ brittoniana ‘Compact White’ ‘Fun Times Rose’ NEW 09 ® ‘Anabel™ Blue Romance’ brittoniana ‘Purple Showers’ CALITUNIA ‘Fun Times Salmon’ NEW 09 RUSSELIA ‘Purple’ NEW 09 ‘Koralle’ ORTHOSIPHON ‘Red’ COLEUS ‘Leinperle’ stamineus ‘Purple’ ‘Yellow’ ‘Alabama’ ‘Sue Lane’ NEW 09 OSTEOSPERMUM SALVIA ‘Blackberry Waffles’ GAURA ‘Ostica™ Blue Eye’ ‘Candy Store’ ‘Ostica™ Dark Purple’ ‘Cardona’ (PPAF) ‘Chiffon Cloud’ TM ‘Defiance’ ‘Pink Cloud’ ‘Ostica™ Lilac’ coccinea ‘Sallynia ‘Gay’s Delight’ ‘Ostica™ Pink Improved’ Compact Red’ TM ‘Gold Lace’ HAMELIA ‘Ostica™ Purple Improved’ farinacea ‘Sallyfun Blue’ patens ‘Dwarf Red’ NEW 09 farinacea ‘SallyfunTM ‘Hot Lava’ PACHYSTACHYS Blue Emotion’ ‘India Frills’ HELIANTHUS ‘Athena Red’ guaranitica ‘Black and Blue’ ‘Mississippi Summer’ debilis ‘Dune Supreme’ (PP18,654) lutea nemorosa ‘May Night’ ‘Oxblood’ HEMIGRAPHIS PEDILANTHUS nemorosa ‘SallyrosaTM Blue’ NEW 09 ‘Painted Lady’ ‘Improved Moonlight’™ (PP18, 378) tithymaloides ‘Variegatus’ splendens ‘Dancing Flame’ ‘Resurrection’ (PPAF) repanda PENTAS SETCREASEA ‘Roaring Fire’ IPOMOEA ‘Rustic Orange’ ‘Athena Fuchsia’ purpurea ‘Ace of Spades’ ‘Athena Lilac’ ‘Solar Sunrise’ ‘Blackie’ STACHYTARPHETA ‘Watermelon’ ‘Athena Neon Magenta’ ‘Blue Porterweed’ ‘Goldfinger’ NEW 09 ‘Athena Petite Deep Rose’ ‘Florida City™ Altoona’ ‘Margarite’ ‘Dwarf Red Porterweed’ ‘Florida City™ Chuluota’ ‘Athena Petite Pink’ LANTANA STROBILANTHES ‘Florida City™ Micanopy’ ‘Athena Petite Scarlet’ dyerianus ‘Anne Marie’ (PP11, 310) ‘Florida City™ Yalaha’ ‘Athena Petite White’ ‘Athens Rose’ ‘Athena Violet’ TORENIA ‘Florida City™ Yulee’ TM ‘Carlos’ ‘Red Whiskers’ ‘Purple Moon’ COREOPSIS ‘Confetti’ ‘Rose Moon’TM ® ‘Rio Purple’ TM grandiflora ‘Sundancer’ (PP7,823) ‘Dallas Red’ ‘Rio Rose’ ‘Yellow Moon’ CROSSANDRA ‘Florida Mound™ Fuchsia’ ‘Ruby Red’ TRADESCANTIA ‘Apricot Sun’ ‘Florida Mound™ Orange’ PERILLA ‘Purple’ CUPHEA ‘Florida Mound™ Red’ (PP17,106) frutescens VERBENA ‘Flamenco Rumba’ (PP17, 213) ‘Lake Brantley’ ‘Papiyon’ NEW 09 ‘New Gold’ PERISTROPHE ‘Flamenco Samba’ (PP17, 823) hyssopifolia ‘Aureo-variegata’ x hybrida ‘Homestead Purple’ ‘Pink Caprice’ x hybrida ‘Homestead Red’ NEW 2010 ‘Limelight’ NEW 09 PLUMBAGO hyssopifolia ‘Red Butler’ (PP14, 569) ZINNIA ‘Red Spread’ (PP14, 691) auriculata ‘Dark Blue’ ‘High Gloss Dark Pink’ ‘Blackfoot’ NEW 09

P.O. Box 5506 • Oxnard, CA 93030 Phone: 800-451-6319 • Fax: 805-985-2338 • www.grolink.com Creating the Cutting Edge™

Write in 856 A SUPPLEMENT TO

EDITORIALE DITORIAL

EDITORIALEDITO RIAL Do You Have Editorial Office (847) 391-1019 EDITORIAL TimTim HHodsonodson EditorialEditorial DirDirectorector Editorial Office [email protected]@s (847)gcmail.com 391-1019 TimPaigePaig eHodson WortWorthyhy EditorialManagingManagin gDirector EditorEditor the Right Answers? [email protected]@sgcmail.com PaigeDarhianaDarhia Worthyna MMateoateo ManagingAssociateAssociate EEditorEditorditor [email protected]@sgcmail.com

DarhianaJasmina Radjevic Mateo Associate Associate EditorEditor [email protected]@sgcmail.com Elizabeth Murphy Editorial Assistant Jasmina Radjevic Associate Editor n today’s challenging economy, consumers are cautiously and criti- [email protected] [email protected] cally examining how they spend every dollar they have. They want Kelley Murphy Graphic Designer Kelley Murphy Graphic Designer [email protected] to be sure they’re getting the best value possible for their hard- [email protected] Jason Kenny Production Editor earned money. Jason Kenny [email protected] Production Editor [email protected] IBecause of this cautious spending, many landscape purchases may Adam Terese Web Editor Adam Terese [email protected] Web Editor [email protected] face additional scrutiny this spring. To help guide those individuals Morgan Jeffrey Web Production Editor looking to hire a professional landscaping company, the American Morgan Jeffrey [email protected] Production Editor [email protected] Nursery & Landscape Association (ANLA) has developed a list of ques- ADVERTISING ADVERTISING Sales Office (817) 731-9352 tions to ask potential service providers. Sales Office (817) 731-9352 Diane Pirocanac Vojcanin Vice President, These questions include: Bob Bellew Vice President, Group Publisher [email protected] Group Publisher [email protected] 1. Is your prospect a licensed business? Felix Schilling Account Manager 2. Do they appear professional? Bob Bellew [email protected] Publisher Tami Morrell [email protected] Accounts Manager 3. What kind of services do they offer? Felix Schilling [email protected] Manager 4. How are their communication skills? Kim Sammartino Integratedfelixschilling@sbcglobal.net Accounts Manager [email protected] 5. Do they give you a contract? Tami Morrell Integrated Judy Ann Paul Sales & MarketingAccounts AssociateManager 6. Can they provide customer references and referrals? [email protected]@sgcmail.com Donna Aly Classified Advertising Manager Kim Sammartino Integrated If a potential client called and asked you these ques- [email protected] Accounts Manager Michael Mansour Internet Sales Representative tions, what would your responses be? Do you have the [email protected] [email protected] right answers to these questions? Are you prepared to Judy Paul Sales & Marketing Associate STAFF [email protected] answer questions like these or even tougher questions Circulation Offi ce (847) 391-1041 Donna Aly Classified Advertising Judith H. Schmueser Director of that may not be on this list? Production OperationsManager How you answer these questions probably will deter- [email protected]@sgcmail.com ScottLori Glenn Figi Media Sales Production Representative Manager mine whether you have a successful 2009. [email protected]fi [email protected] You can read more about these questions on the MichaelDan Soltis Mansour Manager, PrepressInternet Operations Sales [email protected] ANLA’s website at www.anla.org/industry/facts/fi nding Representative Mike Serino [email protected] Director of Circulation landprof.htm. The website also has some great statis- [email protected] Erica Rivera STAFF Advertising Coordinator tics on “The Value of Plants and Landscaping” that you Circulation Office [email protected] (847) 391-1041 can use to help promote your business to potential cus- Judith EDITORIAL H. Schmueser ADVISORY BOARDDirector of Tim Hodson, Editorial Director tomers. Go to www.anla.org/industry/facts/valueof.htm Dale Bachman ProductionBachman’s, Operations Inc. [email protected] [email protected] Kathleen Benken H.J. Benken Florist to check it out. Scott Figi Production Manager and Greenhouse sfi [email protected] Stan Pohmer Pohmer Consulting Group Dan Soltis Manager, WHOSE COPY ARE YOU READING? Jack Williams Ecke Ranch Prepress Operations This is Lawn & Garden Retailer’s second issue of Plantings. Our next [email protected] issue will be published in September. KarlaMike SerinoA. Gillette Director of ChairpersonCirculation [email protected] Edward Gillette President, CEO Plantings is produced in cooperation with the American Nursery & Erica Rivera Advertising Coordinator David Shreiner Vice President, CFO Landscape Association (ANLA) and OFA — an Association of Horticul- [email protected] Ann O’Neill Senior Vice President CORPORATE ture Professionals — and is distributed to their members who offer land- Harry Urban Vice President, Events Karla A. Gillette Chairperson scape services. Diane Vojcanin Vice President, Sheldon Schultz Vice Chairman Custom Publishing & If this copy of Plantings landed on your desk and you are not a regular Edward Gillette CreativePresident, Services CEO David Shreiner Vice President, CFO subscriber to Lawn & Garden Retailer but would like to receive the maga- Halbert S. Gillette Chairman Emeritus Ann O’Neill Vice President, (1922-2003) zine, you will fi nd a subscription qualifi cation card in the regular issue. Human Resources HalbertLawn & Garden S. Gillette Retailer accepts no responsibilityChairman Emeritus or liability for the validity of information supplied by contributors,(1922-2003) vendors, advertisers or advertising agencies. Lawn & Garden Retailer accepts no responsibility or liability for the validity of informationCopyright ©2009supplied by contributors, vendors, advertisers or advertising agencies.

April 2009 • Plantings • 3 MARKETING Take Steps to Shine Everyone’s trimming their spending, from middle-income do-it-yourselfers to high-end do-it-for me customers. Resist the urge to give up and cut your advertising — even your best landscaping clients might need a little convincing. By Tim Hamilton

here is a maxim in marketing business is drying up for some other This year’s economic downturn had that it costs much more to reason. And in this case, it is the a signifi cant impact on every level of cultivate new business than to economy. So the same fi scal condi- business in the country, and the land- retain an existing customer. tions that have impacted your current scaping industry was not immune. But MoreT than ever, in this economy, this client base will have the same effect previous economic dips have not had has proven to be true. on those you target as “new business.” much of an effect on the landscaping When business slows, our fi rst Really, will you be any more industry, as the common wisdom was instinct is to seek new business to successful with fi nding new that customers in the replace the customers we’ve lost. But business than you were higher income put yourself in the consumer’s shoes. If at retaining steady brackets your business model has remained the business? Prob- are not same, competing businesses haven’t ably not. made any major changes and the market pricing structure has held steady, then

4 • Plantings • April 2009 MARKETING

usually as affected by fi nancial slumps as most of the middle class. In short: Big spenders don’t usually stop spending. In summer 2008, the game changed. But the severity of the downturn wasn’t surprising. This recession didn’t really sneak up on anyone. The retail industry, as a whole, had been fi ghting sagging sales for the past 18 months. The cost of living for the average American began a steady climb as gas, food and utilities prices shot up almost overnight. Market analysts fi nally agreed that we were in a recession, one from which it would take years to recover. What surprised us was how quickly the landscape jobs disappeared. Last May found us with more work than any other month in the history of our landscaping division. But the phone calls requesting consultations were beginning to ebb with the onset of summer, and by July, the seasonal slump — coupled with nationwide fi nancial anxiety — took its toll on business. Fortunately, because our retail division had already begun to feel the effects of a slowdown, we were aware that landscaping wouldn’t be far behind. So we had time to be proactive. Once sales calls started to taper off, we knew that reaction time was crucial. Our plan began with the fi rst obvious step of carefully managing labor hours and other logistic effi cien- cies. The next logical step was to re-examine our marketing efforts up to that point and determine how to adapt while still moving forward, starting with our advertising.

STAY IN THE GAME We buy print advertising in local newspapers and maga- zines, as do many landscaping companies in our area. And when cash fl ow slows and operating expenses need to be trimmed, advertising is often one of the fi rst things business owners cut. After all, intangible components seem to be the most expendable. But in times like these, it is imperative to keep your name out there. Change your message — maybe even change the medium — but don’t change your business’ presence in the public eye. And as other businesses pull appeal to everyone, rather than targeting specifi c customers back on their advertising, yours will stand out even more. based on age and socioeconomic ranges. Don’t cut your advertising; streamline it. A media sales representative will TARGET YOUR MESSAGE attempt to present their publication as the perfect outlet The most important aspect of advertising is to tailor for your message, but don’t take their word for it. Instead, your message to your demographic target. This is where do your homework to weed out the publications that won’t most businesses falter. They create generic ads in a blanket realistically work for your business. Who are their readers? ❯

April 2009 • Plantings • 5 MARKETING

How old are they? Do they own their homes? How much discretionary income do they have? All of these are fair questions to ask as they apply to your targeted message. Realize that price is going to be a big con- sideration for your customers in an economy Think like this, so solely image-based advertising will be relatively ineffective. Aggressive offers Outside and pricing will separate your company from others that offer the same services. Casting a wide marketing net is rarely pro- ductive or cost-effective. Although targeted the Ad marketing will take a certain amount of self- Sometimes, it pays to change up your examination as a company to identify your approach a bit. Here’s a look at two ways you strengths and weaknesses, you will eventually might consider when considering diverting see maximum gains with minimal costs. your marketing budgetThis can in beother effective, directions. but the Direct mail. PLAN FOR THE FUTURE per-unit cost is also somewhat expensive. Few landscaping fi rms have been around long However, if you maintain your own client list, enough to have experienced an economy like this you can target your best customers with a lim- one. And when the dust settles, only those who ited mailing. Obviously, the total cost will be embraced change will be left standing. Effi ciency is lower, but you also will reach an established key in labor management, scheduling, advertising: client base that is familiar with your company Every dollar counts right now. A critical analysis of — the low-hanging fruit, so to speak. your operation also brings great opportunity for fi nan- This can be a perfect way E-mail blasts. cial streamlining. The strategies that you develop now to reach potential customers. But simply are essentially new business plans that will guide your sending an e-mail won’t get you the sale — company through these challenging times. Don’t look you still need a call to action to grab their at this process as merely crisis management. These attention. Standing out in a sea of ubiquitous strategies should become the operating tenets that messages is critical. But resist overwhelming keep your business running sleek and lean during even your customers by sending too many e-mails the best of times. too often. Messages sent more than every week or two will likely be overlooked and may Tim Hamilton is marketing director for Homestead even result in unsubscribes. Gardens in Davidsonville, Md. He can be reached at (410) 798-5000 or thamilton@homesteadgardens. com.

6 • Plantings • April 2009 MAKE IT YOUR BUSINESS 1,500 Exhibit Spaces, 130 Educational Sessions, 1,000s of Business Solutions, and 10,000 Industry Peers July 11–14, 2009 Columbus, Ohio www.ofa.org 614-487-1117

Write in 857 GGREENR E E N GGOODSO O D S What’s New? This year’s spring season is well under way, but if you’re really on top of your game, you’re already planning for 2010’s business. Here are a few things to consider while thinking about next year.

By Jeff Gibson

pring 2009 is soon to be history! Looking back, you’ll say what a great one it was — or was it? You started the season with the best intentions to get your land- scape clients the “latest and greatest” new vari- Seties. But when push came to shove, you planted a lot of the same things you planted last year. It looks good, but it didn’t answer your clients request to do something new. How do you address this issue with your grower and get your clients what they really want for 2010? Working with your color supplier is the best way to ensure you get the quality plants you want. Landscapers are under constant pressure from commercial and residential clients to provide new products for their landscape. Eighty-four percent of growers surveyed in a 2008 research project conducted by Ball Horticultural Co. indicated that new annuals and/or perennials are important for them to provide or market to their landscape customers. In the 2008 Livescapes maga- zine’s Landscape Contractor Insights Study, 70 percent of respondents indicated that annual color is essential or used for high-impact plantings. Most landscapers will tell you that “something new” is a main directive from most of their clients, yet “same old, same old” is what they typically provide. Why? Landscapers rarely order in advance.

THE COLOR CONUNDRUM The risk of selling to the landscape trade typically rests with your grower. In a recent Livescapes magazine national survey, 61 percent of the 330 landscape companies polled indicated that they preorder less than 10 percent of their plant-material needs. Seventy-eight percent indicated that they allow less than a month or simply do not preorder any plants. Sixty percent of the landscapers surveyed said waiting for “client

8 • Plantings • April 2009 GREEN GOODS

approval” was the No. 1 reason for not preordering. So your suppliers must speculate on their production to serve this market. As a result, these growers grow only what they have Survey sales history on and what they have sold in the past. Rarely do growers speculate, in quantity, on newer items. Hence, the challenge of getting “what’s new” for your clients. Says… By placing a contract order in advance with your grower, Landscapers generally rely on the you can ensure better-quality plants and get the varieties growers they buy from to know what’s best you want for your clients. Here are a few simple chronolog- for the region’s landscape, particularly for annuals. ical steps to help you obtain the “newest of the new” to Suppliers ranked fi rst and second, respectively, in both satisfy your customers. the Ball Landscape grower survey and Livescapes’ survey, for sources for landscapers to learn about new varieties. STICK TO A TIMELINE Magazines (trade or consumer), trade shows and catalogs Up to 12 months before installation: Next year’s in rank order after that. Other sources for information are color program begins as soon as you’ve planted this state grower associations, plant societies, university trials year’s! Keep records of the sites you’ve planted, what and the annual California Pack Trials hosted by the plant worked and didn’t work, light and soil conditions, which breeding companies. colors work well, and permanent plantings or structures ❯

April 2009 • Plantings • 9 GREEN GOODS

Varieties with Vim and Vigor

Here are a few suggestions from this year’s California Pack Trials. Taishan marigold. A new variety this year, Taishan that affect the colors you choose. You will undoubtedly get delivers excellent, season-long landscape performance client feedback on the overall planting right up front. But with high-impact color, and its dwarf habit offers better be sure to walk the areas again at bed maturity. Your clients branching to provide full, lush plants that perform longer. will have formed an opinion by then and probably tell you Shorter peduncles and thicker stems than the competition what they want for next year. Schedule a meeting with your means less breakage in shipping and beautiful blooms at grower to review the sites and client input. Keep track of retail. They are available in three colors — Gold, Yellow and what you intended to plant but could not get. Orange — and also a mixture. Six to nine months before installation: Start working Versa coleus. This new seed-propagated variety is well- with your grower. Discuss which colors and varieties used branched and vigorous. It can be this season worked and didn’t work. Be sure to cover what placed in either the sun or shade. you wanted to plant but did not get. Make sure your grower Late fl owering enables brilliantly knows you want these so they can order them fi rst. New vari- colored leaves to be center of eties are often in short supply, so ordering earlier ensures attention. you get them for your preferred clients! Easy Wave petunias. Excep- Four to six months before installation: Time to place tional uniformity and well-matched your order. Growers today plant many items from grown habit make these an excellent plugs; the larger the plug, the shorter the production time choice for landscapes, gardens, is to fi nish. Allowing the grower ample production time — baskets and containers. Easy Wave most bedding plants average between nine to 16 weeks of varieties offer easy-to-fl ower, high- production — will help get you what you want when you want Pansy ‘Matrix Light Blue’ impact plants with minimal main- it. Have fi nal discussions with your grower about variety selec- tenance requirements. tion, preferred container size and color choices. Be sure to Titan vinca. The industry’s fi rst hybrid vinca offers bigger ask about the new varieties you’ve sampled (see page 11). fl owers and tolerance for cooler temperatures. Available in Schedule the delivery date and discuss the stage at which you a variety of colors, it’s also a low-water-use plant. will accept the product. Planning in advance will help to avoid Divine New Guinea impatiens. Available from seed for getting “rootbound” plants. Plants that have grown in fl ats or 1801s and 606 packs. This new series offers seven large- pots for too long become rootbound. When planted in the fl owered, clear colors for high-impact shade plantings. landscape, they will take longer to establish actively growing ‘Matrix Light Blue’ pansy. This is root hairs and will be delayed in fl owering. a clear-colored light blue variety of a Versa coleus Planning this far out allows for fl exibility and makes it multibranched, large-fl owered fall more likely you’ll get the delivery date you and early-spring pansy. There are 31 want. Many growers may offer early-order dis- colors total in the series. counts. Generally speaking, most landscapers ‘Breathless’ euphorbia. This have a “core” of good customers they know will new variety draws comparisons to renew on a year-to-year basis. Start with this euphorbia ‘Diamond Frost’. It’s an known quantity as your preliminary contracted extremely low-water-use, low-main- amount, ideally between 60 and 70 percent of tenance plant once established in the your yearly needs. With growers, some is better landscape. Heat-tolerant, fi ne-tex- than none for orders in hand and will allow you tured varieties fi ll in fast and display more leverage with them as you add to your a showy mass of self-cleaning fl owers order later. Late renewals and “fi ll-ins” are more all season long. It’s durable and long readily accommodated by a grower that has a lasting in containers and in-ground prebook with you already. While it’s good to plantings.

10 • Plantings • April 2009 GREEN GOODS

Sampling Begin talking to your grower now for samples of new items for next spring. Growers get samples in the spring of varieties that will be new to the landscape trade the following season. Ask to see them and keep up with what’s new. Talk about dis- eases or insects that might affect the varieties. Ask about the plants’ maintenance requirements, spacing, growth habits and fertilizer needs. Many growers plant these items in gar- dens at the greenhouse to show you how they perform over the season. Service-oriented growers selling to the landscape trade are looking for locations to trial these items in the “real world.” Most will provide them free of charge or at a nominal fee to have you trial them. You can use these to your advantage with your landscape clients. Pick a location or a client that is willing to try new things and plant the samples. The client will value your willingness to share the latest and greatest, and it gives you insight on how larger plantings will work next year. Take pictures! You can use these in your discussions with your grower and to remind your client of them for next year. Be sure you schedule time to review the sample beds in late summer. Ask the grower or a sales representative to visit the site with you. Ask the grower what they will have to do to grow these varieties for you and when they need to be ordered.

have a primary supplier for the majority of your needs, it is the knowledge and growing effort that you’ve done for also a good idea to have a backup, just in case. Remember, this year’s crop of “what’s new” varieties to work for your though, spreading your prebooks between growers gives landscape sales. A common lament with growers selling you less leverage with your primary supplier. One last thing: the landscape trade is lack of planning on the part of the Ask the grower for confi rmation that your order was placed landscaper. Ordering some portion of your overall order in with their supplier. advance will help your grower to be an invaluable partner One month before installation: Confi rm the delivery for you as you plan your clients’ projects. Great plants from date with your grower. Plan a visit to the facility to inspect a great supplier are the fi rst steps to a great landscape and your crop. A good grower will keep you informed along the earning your client’s confi dence that you are bringing them way, so there will be no surprises. Confi rm your order one what’s truly “new!” last time, checking the quantity and color you’ve ordered of each variety. Delivery: Schedule your crew and the delivery location. Jeff Gibson, landscape business manager for Ball Horti- Make sure the delivery spot can accommodate the delivery cultural Co., travels and visits growers and landscapers truck and quantity of plant material, particularly if the loca- nationwide. He can be reached at [email protected]. tion is somewhere other than the job site. For more timely tips for growers and landscapers, visit New varieties should be viewed as one more mar- www.balllandscape.com. keting opportunity that you can use to sell products. Put

April 2009 • Plantings • 11 CCUSTOMERU S TO M E R SSERVICEE R V I C E Staying Above the Cut

Keeping your business in your clients’ budget may mean throwing in a few extra benefi ts for them — but the return will be well worth it. By P. Allen Smith

year ago, when customers called and said they needed something trimmed, it usually meant they wanted their lawns mowed, shrubs clipped or trees pruned. These days, the phrase has a whole new meaning. Clients are sharpening their pencils and reworking their fi nances to Areduce costs and ease the pressure on their incomes. Your business’ No. 1 job now is to do what it takes to keep customers from crossing your line off their budget. While it’s always wise to keep your ear to the ground and try to anticipate what may be coming down the road, this is also a time to look around and take into account the things that haven’t changed. Those are some business fundamentals that you can use as guideposts to help navigate the choppy waters of our new economy.

UNDERSTAND HUMAN NATURE The other day I dropped off some dry cleaning at a store that was under new management in a nearby strip mall. I had a jacket that needed to be cleaned, and as I handed it over the counter, I mentioned that I was having trouble with the lining. The owner took the jacket, opened it up and asked me to describe the problem. I told him that the fabric seemed to have stretched and was hanging low in the back. He studied the area and suggested a couple of ideas about how he could fi x it. I was in a hurry, so I halfway listened and nodded, telling him to see what he could do.

12 • Plantings • April 2009 CUSTOMER SERVICE

When I returned to pick up my order, he greeted me by name and retrieved my nicely cleaned and pressed jacket. He opened it up to show me how he treated the lining with a special process that solved the problem. I was delighted. When I asked him what I owed him for that, he smiled broadly and said, “No extra charge.” I shook his hand and thanked him. As I left, I had already decided that I would return. And since then, each time I have dropped off my clothes, I have received that same kind of great service. That’s what I mean by understanding human nature. We all want to frequent businesses where people are friendly, pay attention to our needs, provide us with the service and products we expect, and even go out of their way to help. I don’t know how much it cost the owner to fi x the lining in my jacket, but the return on his investment has been paid by my loyalty to his business.

GO THE EXTRA MILE So what does that mean for you? Make this the Year of Customer Appreciation. Rather than expecting customers to call you to request services, be proactive and call them fi rst. Ask them what their needs are for the spring season — and listen carefully. Then suggest ways that you can give them added value for maintaining contracts at the same level or even more. If they are busy or hard to reach by phone, ❯

April 2009 • Plantings • 13 CUSTOMER SERVICE

consider hanging a brochure on the front door or sending them a mailer and following up later. Be ready if they tell you they need to cut back by offering options in different price ranges. Just like the owner who fi xed the lining in my jacket, helping customers solve a problem is a great way to foster their loyalty. For example, you may have clients that employ you to refresh the bedding plants in their landscape three or more times over the growing season. Rather than have them drop your service, offer to use vigorous, long-lasting annuals that hold up and keep their appearance longer. In some of my installations, plants such as Supertunia petunias have been excellent performers that grow for months and look great. Plants like these can also curb costs if you need Make this the Year of to reduce your workforce — they require less upkeep and maintenance, which means fewer visits from your crews. Customer Appreciation. While you are working on a client’s property, look around for ways to do a little something extra for them. For example, Rather than expecting while your crew is raking leaves out of beds and preparing customers to call the area for planting, have them do some light pruning at no additional charge if they notice that winter storms have dam- you to request aged shrubs in the area. Haul away limbs or take the time to ask them what else they may need. As my mother often said, services, be proactive “Don’t just stand there; make yourself useful!” Another part of human nature is that in challenging times and call them first. people look for ways to pull together. So if you own a garden “ center, don’t hide your head in the sand! Stay connected to the pulse of the community, and get involved in positive ways. Make sure you and your place of business refl ect a hopeful attitude. Garden centers are uplifting places full of color and life, so encourage that spirit with light-fi lled shops in bright colors and a friendly staff. People are looking for hope, so let them know that’s what you are selling.

EXPLORE NEW AVENUES The other guidepost to lean on in challenging times is that adversity often opens doors to new opportunities. ” When your business is humming along, it is easy to fall into a rut and become complacent, content just doing more of the same each year. But as you see your revenue streams dry up, it’s time to mine the area for some new sources of income.

14 • Plantings • April 2009 CUSTOMER SERVICE

For example, many neighborhoods are seeing more and more vacant houses because of foreclosures. As we all know, the value of a home is greatly affected by its curb appeal. Consider reaching out to banks or companies holding these properties to offer your services to maintain the yards and keep them from looking abandoned. Cities and towns might be willing to support the effort if they are concerned about the general appearance of their community. Also, in both good and bad times, people will always need to move, and homeowners are always eager to get the best price for their property. Contact realtors to see if they have listings that could use a quick curbside sprucing-up prior to an open house. They may also need assistance maintaining properties that stay on the market after the owners move on. In some areas, there are active neighborhood associations that may be concerned about the look of vacant proper- ties and how that impacts the value of their homes. Offering your services at a discounted rate could help you generate business with others still living in the area. Another sure thing is that life goes on. There will still be weddings, graduation parties and social functions. Rather than renting halls or hotel suites, people may be looking for ways to reduce costs and hold special events in parks, public areas or at home. Contact local bakeries, caterers or party- supply rental companies and inquire about working with them to offer services such as a pre- and post-event yard cleanup, rented potted containers or tabletop accents. You might also be able to help put up lights and decorations. A few years ago, there was a trend toward do-it-yourself gardening projects, and people fl ocked to workshops to learn how to design shrub borders and pot up containers. Next came harried homeowners with more money than time who wanted someone to do all that for them. More recently, with Americans fretting over global warming and high food prices, the buzz is “grow-it-yourself.” There is a resurgence of interest in local food and fresh garden vegetables. As P. Allen Smith is a professional garden designer, host these trends change, the retailers and landscape compa- of two national TV programs, a regular guest on NBC’s nies that adapt to their customers’ needs will continue to Today Show and author of P. Allen Smith’s Bringing the thrive. That fl exibility coupled with exceptional service is the Garden Indoors and other books in his Garden Home hallmark of companies that will best navigate the ups and Series. Visit Smith’s website at www.pallensmith.com. downs of these changing times.

April 2009 • Plantings • 15 VARIETY SSPOTLIGHTP OTLIG HT

VERBENA ‘Tukana Scarlet Star’ performs well in landscapes, con- tainers and hanging baskets. The fl owers of vibrant, true-red fl orets and a white eye bear a resemblance to strawberries. This variety is bred for consistent performance in hot and full-sun locations in most soil types. It reaches a height of 4-8 inches. Four Star Greenhouse Inc. www.pwfourstar.com Write in 1401

MARIGOLD Taishan marigold is bred to deliver excellent, season-long land- scape performance with high-impact color. Its dwarf habit offers better branching to provide full, lush plants. Shorter peduncles and thicker stems mean less breakage in shipping and beautiful blooms. Three colors are available: Gold, Yellow and Orange, as well as a mixture. This marigold was a top performer in the landscape during the 2008 Beijing Olympics. Ball Horticultural Co. www.ballhort.com (630) 231-3600. Write in 1402

VINCA Cora vinca is bred for resistance to aerial Phytophthora for long-lasting performance. They boast large fl owers and thick, glossy foliage. Varieties in this series have a uniform habit and fl owering time, creating an even blanket in the landscape. Eight colors are available; Violet is pictured. Goldsmith Seeds. www.goldsmithseeds.com (800) 549- 0158. Write in 1403

PETUNIA Soprano petunias feature an excellent shrub habit and heavy fl owering that overgrows old fl owers. They are very tolerant to rain, and daylength requirement for fl owering is 12 hours. Soprano varieties are suitable for use as bedding plants, bor- ders, foundation plantings and large containers. Each plant will cover a minimum of 10-15 square feet in the landscape. Available colors are Rose, Rose Pink, Rose Red and Salmon Pink (pictured). American Takii, Inc. www.takii.com (831) 443-4901. Write in 1404

16 • Plantings • April 2009 VARIETY SPOTLIGHT I am a landscape designer. I want to

EUPHORBIA shape the future ‘Hip Hop’ has a full, mounding habit and is bred for drought and of my business heat tolerance. Its attractive green foliage gets covered with non-stop and the green industry, clouds of self-cleaning fl owers. This variety is an excellent annual (perennial in Zones 9 to 11) for not just endure it. the landscape, combo pots in the spring, summer and fall. ‘Hip Hop’ grows to 12-15 inches tall in the full sun or part shade. GroLink. www. grolink.com (805) 984-7958. Write I am in 1405 ANLA.

GERANIUM A revolutionary breakthrough in breeding, ‘Calliope Dark Red’ is an interspecifi c mix between a zonal and ivy geranium. Never before has the true dark-red fl ower color of an ivy geranium been available on a zonal plant habit. This versa- tile plant is well suited for the land- scape, and the extra-large blooms thrive in full sun or part shade. Syngenta Flowers, Inc. www. To learn more about ANLA syngentafl owers.com (800) 344- and Joseph Hillenmeyer of Joseph 7862. Write in 1406 ❯ Hillenmeyer + Associates in Lexington, KY visit ANLA.org.

Write in 855 VARIETY SPOTLIGHT

COREOPSIS After eight years of breeding work, Darrell Probst has released the fi rst plant in his Big Bang series. ‘Full Moon’ has very large, canary-yellow fl owers that measure up to 3 inches across. They are held on well-branched stems atop a mound of green, medium-textured foliage.This is one of the taller kinds of coreopsis, so it is best situated towards the middle of fl ower borders. Walters Gardens, Inc. www. waltersgardens.com (888) WALTERS. Write in 1407

PHLOX Ideal for mixed baskets and window boxes, ‘Astoria Hot Pink’ is a new introduction for 2009. With a mounding and very compact habit, Astoria varieties perform well in landscapes as well. They bloom best in spring and fall. Other new colors in the series include Pink Splash and Peach. Suntory Collection. www.suntorycollection.com (800) 877-6737. Write in Write in 1408

PTILOTUS ‘Joey’, a native to central Australia, boasts leathery green foliage topped by large conical spikes of feathery fl owers. The 3- to 4-inch bottle brush fl ower spikes are silver with darker neon-rose tips. This variety works as a complement in annual fl ower beds or as an accent in mixed containers. ‘Joey’ offers both heat and drought tolerance. Benary. www.benary.com (815) 895-6705. Write in 1409

ZINNIA The Profusion Knee-High series is a tall zinnia with dis- ease and weather tolerance. It grows up to 2 feet tall and is an ideal knee-high plant for a “back of border” in the garden. Two colors are available: Red and White. They perform well in low-maintenance gardens and are ideal for mass plantings. Sakata Seed America. www.sakata.com (408) 778-7758. Write in 1410

18 • Plantings • April 2009 Loaded with large and long-lasting blooms!  Vigorous root development for fast establishment in the garden  Easy Care! Reduced sensitivity to Powdery Mildew  Perfect for mixed containers and large garden beds  2008 is the Year of the Rudbeckia!

800-549-0158 ■ www.goldsmithseeds.com To order Goldsmith varieties, call your favorite grower or supplier. Write in 851 Are Your Landscapes Proven Winners®?

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