Week 5 Post 1 | Target Markets

Let's talk about target markets!  As a succulent addict fanatic, I am excited to write about Amstrong Garden Centers and Rancho Vista Nursery in this post.  While I'm familiar with Armstrong, Rancho Vista Nursery has definitely won me over with their awesome weekend succulent farmstand.  They have some unique plants that I've not seen elsewhere (plus a very sweet little dog that likes pets).

Before moving into analyzing their pages, I know that Rancho Vista Nursery is an independent wholesale-only nursery (with the exception of the weekend farmstand) and Armstrong is a chain that accepts all customers.  Because of this, both companies will market their product differently - the market for one is industry professionals looking for good prices, bulk availability, and a good selection of core plant species.  The other market is homeowners - some with a green thumb, some not - looking for "pretty", affordable, and easy to get home and care for.  Right off the bat this difference in markets is apparent between the two websites.  Armstrong has a fresh, lively website that immediately calls you to action with their landscape design service.  For an individual consumer who perhaps doesn't quite know where to start with their yard renovation, this is an excellent strategy to connect with those "I don't know what to do..." customers and call them to action.  Rancho Vista has a much more basic website - while it is tastefully designed it is limited to critical information only.  Because their market is landscape professionals who already know what they're looking for, there's no need to list exhaustive details about their inventory and its care.  It's also likely that they've built numerous relationships with local landscapers so all business is quickly handled over the phone.  In fact, their market probably barely even visits their website if at all.

Rancho Vista's site only has two pages that I can find - one for the main company and another with basic details about the farmstand.  Armstrong, on the other hand, has an extensive listing of pages that cover their products and services - from professional installation to "Pink Peace" roses.  All written information is clear and is written for an audience that doesn't have expert-level knowledge of horticulture.  Plus, there's a product listing with clear pictures of each item to help home gardeners locate their desired item.  Further information offers education by way of a blog, videos, and available classes.  A lot of time (and money) was clearly spent to make Armstrong's site convey the message that they're the go-to nursery for the home gardener and they're ready and willing to help you make your yard beautiful.  Their overall tone is friendly and reassuring, while Rancho Vista's site doesn't do that - simply because it doesn't need to.  Rancho Vista's site is more to the point without being rude.  Their message is roughly "if you have a resale license you'll find everything you need in person."

While non-industry consumers can't shop at Rancho Vista, Rancho Vista's industry folk certainly can shop at Armstrong.  They probably wouldn't look at the website either.  However, in all likelihood industry folk probably do get some measure of an industry discount at Armstrong, though Armstrong and Rancho Vista specialize in different kinds of plants.

The differences between these two websites are great examples of how to market to different demographics and their knowledge of the product.  There's no need to hash out information consumers already know ad nauseam, but there are huge benefits to catering to consumers who don't know what end is up when it comes to gardening.