How one sector ‘woke up’ to marketing’s commercial potential
The company behind plant food giant Miracle-Gro, Evergreen wants to provoke a rethink of the garden care sector by pushing marketing up the commercial agenda.
“The history of marketing and garden care is a bit patchy,” says Evergreen marketing director Ian Hepburn, who entered the gardening world 18 months ago after a career in FMCG at the likes of Mars and PepsiCo.
He cites multiple factors as being to blame for garden care’s former patchiness, not least the industry’s focus on product-led marketing and the fact products often require “some pre-existing expertise on the part of consumers”.