Roger’s Gardens

Roger’s Gardens

Service – High End Garden Center

Service - Brand Segmentation Study

Background - Brand Segmentation Study

Methodology - Roger’s Gardens prided itself on serving the expert gardeners as their primary target. Field trips, expert classes, unique plant offerings, etc. But sales were not growing like the plants were. They really needed to better understand what motivated their customers so they could spend their advertising dollars more strategically.

Methodology - Eblast a segmentation survey to their database of customers and intercepted customers in person at two locations. The study revealed Roger’s biggest spenders were in fact NOT the experts but another segment motivated by completely different benefits.

Client Action - Roger’s shifted their advertising message and placement to reach this more lucrative target and sales grew double digits.