As the horticulture industry continues to evolve, so too does the importance of effective marketing. With companies becoming larger and more structured, you'll need to look beyond traditional marketing tactics like attending trade shows. Digital presence, branding, and strategic communication have become essential components of a successful business, whether you're a grower or a supplier.
The rise of professional marketing
In the past, marketing was often seen as a secondary concern. However, as marketing tools became more sophisticated, greater focus was placed on marketing and nowadays, companies that are market leaders in their segments typically have well-developed marketing operations, integrated into their strategic processes.
"Marketing has the power to shape and refine a company's message and then deliver it to the right audience effectively. In B2B markets, cheap marketing tactics don't work. If a product has no place in the market, marketing won't help it much. But if the product is good, marketing can inform the exact audience that needs to hear about it, no matter where they are, in a compelling manner, swiftly and cost-effectively," says Nemanja Rodic of Lumen8, a horticulture-focused marketing agency that won the Best Product Marketing award at this year's Vertical Farming World Congress.
The power of branding
A strong brand identity is crucial for differentiating your business in a crowded market. It helps to establish trust, credibility, and loyalty among customers. A well-crafted brand can communicate a company's values, mission, and unique selling points—and customers in today's marketplace have come to expect a professional brand image from their business partners.
"Companies in this industry are proud of what they do, and they're not afraid to tell their story. In order to make that story stick, you should align all elements of your communication—visuals, slogans, videos, press releases, etc. Good marketing is like a symphonic composition where each element contributes to the harmony, from timpani to triangle," says Jan Jacob Mekes, co-founder of Bumbleberry Marketing.
Digital marketing: A must-have
The internet has revolutionized the way businesses connect with their target audience. Digital marketing strategies, including social media, content marketing, search engine optimization (SEO), and email marketing, are essential for reaching potential customers and driving sales.
"Say you want to reach vertical farmers worldwide, head growers in the cannabis industry, or CTOs of lighting companies—we can ensure your message reaches them within days through LinkedIn and other digital channels. This is the power of digital marketing. We then quickly gauge audience reactions, learn from the insights, and refine future efforts for even greater impact." comments Nemanja.
Help is at hand
To help horticulture businesses navigate the complexities of modern marketing, Bumbleberry Marketing and Lumen8 offer a comprehensive range of services. With years of experience in the industry, their team of experts can develop tailored marketing strategies that deliver results.
Nemanja Rodic of Lumen8 specializes in brand development and digital marketing. He can help create a compelling brand identity and implement effective digital marketing campaigns.
Jan Jacob Mekes of Bumbleberry Marketing is a skilled writer who can craft compelling content for various marketing materials, including social media posts, brochures, press releases, and website copy.
Julia Mekes of Bumbleberry Marketing brings her artistic talents to the table, designing visually appealing graphics for brochures, trade show displays, business cards, and other marketing materials.
By combining their expertise with a strong network of professionals in areas like market research, video production, photography, and translation, Bumbleberry Marketing and Lumen8 can help horticulture businesses elevate their brand and achieve their marketing goals.
In today's competitive horticulture industry, effective marketing is no longer an option; it's a necessity. By investing in professional marketing services, companies can build strong brands, reach new customers, and drive growth.
For more information: 
Bumbleberry Marketing
bumbleberry.marketing/
Lumen8
lumen8.co/ 