" />The garden product industry is more competitive than ever, particularly during the high-stakes spring and summer months when consumer interest spikes. As soon as the sun is out, sales of outdoor furniture, barbeques, outdoor heaters, and parasols surge. The skill is to stay front of mind as these moments approach.
With new brands emerging constantly, being able to stand out can be challenging. However, there are ways that garden brands can promote themselves authentically and increase their audience reach in a targeted approach.
We agree that paid advertising has its place and can offer immediate visibility, but it can be costly. That’s where PR steps in as a powerful, cost-effective solution to help build credibility, earn consumer trust, and drive brand awareness. Editorial placement of your products in leading home interest titles helps reach engaged audiences.
The challenges facing garden brands today
Garden furniture and product brands can come up against several hurdles when trying to build authority, and an audience in an oversaturated market. Let us take a look at the challenges that these brands may be facing:
- Oversaturation of similar products: From planters and compost to outdoor furniture and solar lighting, the market is flooded with offerings that can appear indistinguishable to consumers.
- Seasonal buying cycles: Sales often hinge on narrow windows of opportunity, leaving little room for error when launching or promoting new products.
- Budget pressure and rising digital ad costs: With CPCs (cost-per-click) on the rise, brands are under increasing pressure to do more with less.
These challenges make it imperative for garden brands to find alternative ways to reach their audience, and PR is just the solution.
How PR builds brand awareness and trust
PR doesn’t just promote product offerings and services; it also tells a brand’s story in a way that resonates with both new and existing customers.
And there are several ways that it does so:
- Gaining third-party endorsement through press coverage: Being featured in a trusted publication gives garden brands the kind of credibility that paid ads can’t buy.
- Building brand credibility through storytelling and founder narratives: Sharing the inspiration, vision, mission, or sustainability values behind a product creates a deeper emotional connection with consumers.
- Becoming a go-to expert on seasonal topics: Positioning brand spokespeople as authorities on gardening trends or seasonal tips boosts visibility and earns trust.
Through utilisation of effective PR campaigns and strategies, which we can with here at Refresh, garden brands open the door to curating a strong image and brand loyalty.
PR tactics that deliver for garden brands
An effective PR campaign uses tailored tactics to align both the brand and the gardening or seasonal calendar. Let us run through a few popular ways for PRs to deliver results for garden brands:
- Media placements in consumer and trade titles: Whether it’s Gardeners’ World, Amateur Gardening or key retail trade publications, placements drive both awareness and sales. And with connections in the press, PRs can help garden brands to thrive.
- Product reviews: An extension of product placement is product reviews. By setting up journalist sampling opportunities, people of influence can put your products through their paces and show your audience just how well they perform. This could be through an influencer gifting programme or a journalist sampling activity.
- Expert commentary on garden trends: Garden brands can build authority in their sector through spokespeople who can offer insights into design trends, planting tips, alfresco dining recipes, or eco-friendly gardening. This is a sure-fire way to secure ongoing media interest.
- Seasonal product pitching: Tying products to key moments, such as what to plant and when, due to the changing seasons, can land timely coverage. This can supplement other pitches that can be used throughout the year for an added boost. Examples include extending the summer evenings, avoiding seasonal hay fever, and outdoor entertaining tips.
- Awards and product innovation features: Submitting products for industry awards or highlighting unique design features can position brands as innovators. Accolades that others don’t have help you stand out from the crowd and can be added to packaging and other marketing.
Refresh PR’s experience in the garden sector
With years of hands-on experience in the garden industry, Refreshunderstands what works and what doesn’t. While we can’t guarantee a glorious Great British summer, we can guarantee that a strategic public relations campaign can take your brand awareness and sales to the next level.
Our journalist, influencer and media network spans leading consumer titles and niche gardening outlets, making it easier to land impactful coverage. From startups to disruptors, we have helped brands establish market presence for over 15 years. So, whether you need a seasonal push or ongoing PR support, our team offers adaptable solutions to suit any garden brand.
Reach out for a tailored PR strategy today
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