maria Zampini \u2014 January 1, 2013<\/p>\n

There certainly are external factors affecting our business that are out of our control, but the reality is, it still falls to each of us to be a catalyst for our own success.<\/p>\n

According to some we\u2019re not even supposed to be around to read this article. As you\u2019re probably aware, Dec. 21, 2012, was destined to be the end of the world. Surprise! We\u2019re still here. In actuality, the Mayans were more likely implying a transformation to the world as we know it \u2013 the end of a period of darkness and a shift into light and a rebirth to a new, more positive era.<\/p>\n

It\u2019s a new day, a new month and a new year. You know, I\u2019ve never been much for making New Year\u2019s resolutions. I\u2019m not totally sure why. It could be that natural reaction to resisting change, or maybe it\u2019s the fear of failure. Or perhaps the thought of a huge list of things I\u2019m supposed to do differently appears unrealistic or daunting.<\/p>\n

While many of us in the green industry are still hurting, it does feel to me like the major bleeding has stopped and we\u2019re on an uphill climb, albeit a slow ascent. The election is over, hopefully the fiscal cliff has been avoided (if not, super shame on those guys in D.C.) and we can concentrate on growing and selling plants!<\/p>\n

There certainly are external factors affecting our business that are out of our control, but the reality is, it still falls to each of us to be a catalyst for our own success. And while I\u2019ve resisted resolutions in the past, in honor of this new year I\u2019m going to take a chance, let go of the negative and accentuate the positive by suggesting some challenges for myself and our industry that I think are achievable \u2013 and necessary \u2013 for better business.<\/p>\n

\n
• Read (or at least skim through) consumer gardening magazines<\/strong><\/li>\n<\/ul>\n

  Me: I travel a lot, so while I still may purchase People or Soap Opera Digest at the airport, I\u2019m going to utilize my flying time more wisely by going through consumer gardening magazines.<\/p>\n

  The Industry: Reading industry magazines is a business staple. However, we all share the same customers: the end consumer. I think sometimes out of sight is out of mind, and there is this \u201cwe\u2019re wholesale, not retail\u201d mentality that just boggles my mind. Read a consumer horticulture magazine, sign up for its e-newsletter and\/or \u201clike\u201d its Facebook page to get a better feel for what is reaching the homeowners. Shouldn\u2019t you want and need to see what they see?<\/p>\n

  \n
  • Become more social media savvy<\/strong><\/li>\n<\/ul>\n

    Me: Like Yogi, I think I\u2019m better than the average bear in the world of social media. But I realize that I don\u2019t know what I don\u2019t know. What I do know is this is how those in the next generation receive their information. Therefore my goals are long and vast, and they include: post more regularly to Pinterest; potentially set up a Pinterest business account; feel more comfortable posting to Twitter; don\u2019t forget about LinkedIn; figure out how to utilize BranchOut; master HootSuite so I can be more social media efficient; find out what the heck Instagram is all about; and the list goes on \u2026 . Or maybe I\u2019d better start small and master one at a time before moving on to the next.<\/p>\n

    The Industry: Just try any of the above. You don\u2019t have to post, you can simply observe. If you\u2019re not comfortable learning about these marketing tools, you\u2019d better find someone (family member or staffer) who gets it, and delegate the task to them. These are the venues in which our target demographic lives, eats and breathes. Do we really think we can connect with them if we simply ignore social media?<\/p>\n

    \n
    • Make your voice heard and be politically active!<\/strong><\/li>\n<\/ul>\n

      Me: I\u2019m already signed up to attend the ONLA Advocacy Day the end of February. I invite my fellow Buckeyes to join me. I need to respond to ANLA Legislative Alerts when asked and not hope \u201cthe other guy\u201d does.<\/p>\n

      The Industry: I challenge other states to start their own Advocacy Day if they don\u2019t have one, and if your state association does, I challenge you to attend. Join me in responding to Legislative Alerts; there is power in numbers.<\/p>\n

      \n
      • Whiners aren\u2019t winners<\/strong><\/li>\n<\/ul>\n

        Me: Visit top independent retailers and help tell the story of how they differentiate themselves from box stores.<\/p>\n

        The Industry: A certain portion of retailers seems to focus on a single thought: that the box stores are at the center of all their troubles. I think they would be better off taking all the negative energy they expend whining about the chains and redirecting it toward figuring out their own differentiation strategy \u2013 and then singing it from the rooftops for all customers to hear. There are many successful independents (a lot with a box next door) who are surviving and thriving, so this is not an impossible task.<\/p>\n

        \n
        • Work on the business, not in the business<\/strong><\/li>\n<\/ul>\n

          Me and The Industry: All of us have cut back on staff and have to do more ourselves. Even so, it is crucial that we take a percentage of our time working on the business and not just in it. Working in it will barely keep our noses above water and I, for one, don\u2019t want to drown.<\/p>\n

          \n
          • Take time for yourself<\/strong><\/li>\n<\/ul>\n

            Me: I\u2019ve finally learned that my mental and physical health are key to the daily success of my business and for me to live long. I\u2019m worth at least a 1 hour and 15 minute yoga class each week or a nightly walk with my dogs. Now if only I can continue to increase my physical activity and water intake, maybe I\u2019ll lose a few pounds.<\/p>\n

            The Industry: Pick something \u2013 anything \u2013 and do it for you. You\u2019re worth it. You\u2019ll be happier and, consequently, so will your family and your employees.<\/p>\n

            \n
            • Fail to plan and you plan to fail<\/strong><\/li>\n<\/ul>\n

              Me and The Industry: Need I say more? In regard to a strategic and marketing plan \u2013 as Nike says, Just do it!<\/p>\n

              Maria Zampini is the president of UpShoot LLC. Her company\u2019s focus is \u201cliving, sharing and supporting horticulture\u201d through new plant introduction representation including LCN Selections. She can be reached at [email protected], and her website is www.upshoothort.com.<\/p>\n

              There certainly are external factors affecting our business that are out of our control, but the reality is, it still falls to each of us to be a catalyst for our own success. Read a consumer horticulture magazine, sign up for its e-newsletter and\/or \u201clike\u201d its Facebook page to get a better feel for what is reaching the homeowners.A certain portion of retailers seems to focus on a single thought: that the box stores are at the center of all their troubles. I think they would be better off taking all the negative energy they expend whining about the chains and redirecting it toward figuring out their own differentiation strategy<\/p>\n","protected":false},"excerpt":{"rendered":"

              maria Zampini \u2014 January 1, 2013 There certainly are external factors affecting our business that are out of our control, but the reality is, it still falls to each of us to be a catalyst for our own success. According to some we\u2019re not even supposed to be around to read this article. As you\u2019re […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-844","post","type-post","status-publish","format-standard","hentry","category-nursery"],"yoast_head":"\n