Week 5 Post I: Target Markets
Basic Observations of Target Markets for Armstrong Garden Centers and Myrtle Creek Gardens
Armstrong Garden Centers and the Myrtle Creek Botanical Gardens and Nursery websites both serve those interested in flowers, plants, landscaping and horticulture, however, their target market seem to be different based on the website structuring, design and offerings.
Armstrong Garden Centers (AGC) seem to be marketing to customers that are interested in purchasing plants and soliciting landscaping services, more of an e-commerce site if you will. The design is simple and it is easy for the visitor to navigate and quickly find what they may be looking for without spending too much time searching. Demographic wise, I would say AGC is using their brand that can serve any customer, whether it is purchasing a potted plant/flower to designing a full garden. To further assume the demographics, I would say the target market is to those purchasing a home and need to landscape their yards, thus patrons with a healthy income. It is difficult to assess the age group without a survey because it could be young, first time homeowners or a retired couple building their dream home.
As for the psychographics, their services solves those needing to "get a job done", thus those with the interest in home improvement (value) or contracted landscaping companies. There are many "learn more" call to actions for this site, but one example is the "learn more" for the landscaping design and installation. This button links to a page with complete information and why AGC is the better choice to its competitors.
Myrtle Creek Botanical Gardens and Nursery (MCBG)'s website is marketing themselves as an attraction more so than the nursery offerings. Their self-description speaks of encountering a "garden experience", enjoying a "farm-fresh picnic lunch" at their cafe; touring the various attractions and browsing their gift shop. The design is less aggressive than AGC because there isn't a lure for a customer to buy online or a call to action to leave contact information for a sales lead, rather to bring a visitor to their physical location. Their call to action is to subscribe to the eNewsletter to be kept up to date about news and promotions.
MCBG demographic is not limited to a specific age group, ethnicity, gender, income, etc. It is inviting to all those that would want to take a leisurely stroll around the gardens, have a nice lunch with a friend, take the family to see the "Curious Gardens" or visit with the goats.
MCGB psychographics appeal to many, but a niche would be to the photo enthusiasts lifestyle and interests. They offer an access package for those who wish to shoot onsite and take pictures of all the many attractions.
The crossover for AGC beyond a nursery is if a visitor were to search for the AGC Carlsbad location, one would find a AGC center at the base of the Carlsbad Flower Fields. Essentially strategically placing itself as gift store of the Flower Fields. On the Flower Fields FAQ section it states, "Fresh cut flowers are sold at the Armstrong Garden Center." Genius!
Armstrong Garden Centers and the Myrtle Creek Botanical Gardens and Nursery websites both serve those interested in flowers, plants, landscaping and horticulture, however, their target market seem to be different based on the website structuring, design and offerings.
Armstrong Garden Centers (AGC) seem to be marketing to customers that are interested in purchasing plants and soliciting landscaping services, more of an e-commerce site if you will. The design is simple and it is easy for the visitor to navigate and quickly find what they may be looking for without spending too much time searching. Demographic wise, I would say AGC is using their brand that can serve any customer, whether it is purchasing a potted plant/flower to designing a full garden. To further assume the demographics, I would say the target market is to those purchasing a home and need to landscape their yards, thus patrons with a healthy income. It is difficult to assess the age group without a survey because it could be young, first time homeowners or a retired couple building their dream home.
As for the psychographics, their services solves those needing to "get a job done", thus those with the interest in home improvement (value) or contracted landscaping companies. There are many "learn more" call to actions for this site, but one example is the "learn more" for the landscaping design and installation. This button links to a page with complete information and why AGC is the better choice to its competitors.
Myrtle Creek Botanical Gardens and Nursery (MCBG)'s website is marketing themselves as an attraction more so than the nursery offerings. Their self-description speaks of encountering a "garden experience", enjoying a "farm-fresh picnic lunch" at their cafe; touring the various attractions and browsing their gift shop. The design is less aggressive than AGC because there isn't a lure for a customer to buy online or a call to action to leave contact information for a sales lead, rather to bring a visitor to their physical location. Their call to action is to subscribe to the eNewsletter to be kept up to date about news and promotions.
MCBG demographic is not limited to a specific age group, ethnicity, gender, income, etc. It is inviting to all those that would want to take a leisurely stroll around the gardens, have a nice lunch with a friend, take the family to see the "Curious Gardens" or visit with the goats.
MCGB psychographics appeal to many, but a niche would be to the photo enthusiasts lifestyle and interests. They offer an access package for those who wish to shoot onsite and take pictures of all the many attractions.
The crossover for AGC beyond a nursery is if a visitor were to search for the AGC Carlsbad location, one would find a AGC center at the base of the Carlsbad Flower Fields. Essentially strategically placing itself as gift store of the Flower Fields. On the Flower Fields FAQ section it states, "Fresh cut flowers are sold at the Armstrong Garden Center." Genius!
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