14 pages., via online journal, As online selling of products like living plants increases, it is increasingly important to understand how millennial-aged consumers perceive the purchasing experience. New-media technologies like social media, e-newsletters, and other forms of digital communication are easily adopted by millennial-aged consumers. One of these tools, 360-degree video, offers novel ways to preview products offered online and look inside local brick-and-mortar stores, which can be visited in person. Sales of horticultural goods online have been slow to be developed by industry veterans, creating ample opportunities available to new ventures. This qualitative study used a series of three focus groups to answer the research questions of RQ1: What challenges exist for garden centers attracting millennials? RQ2: What are millennials preferences for purchasing live plants online? RQ3: What aspects of digital online marketing influence millennials to make decisions? RQ4: What are millennials preferences for 360-degree video? Results of this study indicate 360-degree video is not the preferred avenue for marketing plants online to millennials, however, high-quality photos and video with educational content and the use of social media could be effective.
James F. Evans Collection, Farmers and bankers think market advisory services, with quick analyses of agricultural news, are worth the fees, even in difficult times. Ohio farmer Tim Hartsock pays $1,000/year to subscribe to four services, saying fees aren't high if farmers can spread out costs over enough acres. Illinois marketing teacher Gail Hickenbottom tells students that marketing advisory services can offer them a 10% to 15% increase in profit. Illinois banker Wayne Fry says advisory services offer more specific advice than can newspapers and magazines, especially for strategies such as 'PIK (Payment In Kind) and Roll'. Iowa farmer Keith Hora says the two services he uses offer information on federal programs faster than do local government offices. Doane Marketing Research Inc. representative Paul Justis says marketing services can help farmers earn profits in times of low commodity prices. Ag Marketing Services representative Al Kluis says farmers can earn between 50 and 80 cents more/bushel of corn using certificates and forward pricing, and marketing services can help them.