Connecting with your Customer: Audience Targeting for Cut Flower Growers with Carla Crim

CCE horticulture educator/flower farmer Carla Crim discusses audience targeting. She covers flower industry statistics, customer profiles, and niche markets. Carla underscores the vital shift from self-focused promotion to customer-centric strategies, drawing upon her multifaceted career experiences to elucidate the importance of catering to customer needs. Throughout her talk, Carla delves into the dynamic landscape of the floral industry, addressing challenges such as labor costs and competition from supermarkets and online retailers. She provides insightful commentary on the evolving consumer preferences, noting a growing emphasis on sustainability and locally sourced products. By discussing various customer profiles and demographic trends, including the environmentally conscious "locavores," Carla paints a comprehensive picture of the diverse customer base within the floral industry. She offers practical strategies for engaging different customer segments effectively, emphasizing the significance of creating ideal customer profiles tailored to specific needs and preferences.