advertising

It is also advisable for nursery plant advertisers to diversify their ads, so that during a one week, if 20 commercials are scheduled, it is beneficial to alternate four or five entirely different commercials during that period. If, for instance, only a white flowering dogwood commercial is scheduled to run, day after day, the ad will soon become ineffective and unprofitable to continue generating sales over an extended time period. Every item that is advertised will not be successful, and only trial and error will indicate the items that should be rescheduled to advertise during the next season. Nursery plant products are seasonal, and it is crucial to learn, what time of the year TV advertising should be done. Flowering plants should be advertised in the spring and summer when customers are anxious to actively plant. It would resulting in total failure to expect customers to want to buy flowering plants during the fall and winter. The correct advertising time to advertise can only be learned by trial and error, and gaining that knowledge may be too costly for most nursery business to test experimentally.

TV advertising of nursery plants may work great for 3-4 years, but any successful business campaign will attract competitors or onlookers, who may think the nursery business is a rainbow that leads to easy money and success. “Mom and pop”, backyard gardeners, may start up competitive businesses, who don’t advertise on TV, but they may advertise in cheap newspaper ads that competes with sales from the TV nursery advertisers expected sales. These “mom and pop” operations in the beginning may not draw off significant revenue, but any success on their part will eventually stimulate more backyard operators to enter a crowded marketplace, that is easy to enter and requires only a small investment of inventory from back yard gardeners, and every new competitor who enters the market will ultimately erode a nursery plant market’s profitability toward the prospect of doom and business failure.