[Transcript from video] Lori Creighton with Homestead Media here, marketing consultant and avid gardener. The last time I brought you to my garden I talked about competition and today I've brought you to the vineyard. Now in the vineyard we have to be a little bit more aggressive about how we address competitors.
So we have a seven foot fence around the perimeter in order to keep out the deer. We have netting over the vines when it's getting close to the time to harvest the fruit to keep the birds away. And also around the perimeter of the vineyard we have electric fence to keep out the four-legged animals that would like to crawl over and eat the fruit. Well, competition isn't what I want to talk about in the vineyard today.
Do you see this vine here? This vine was just newly planted this spring. My husband took all of the vines out of half of our vineyard and he replaced them with a different variety. The reason he did this is because the variety we had in here previously was not producing a drop.
Now we gave it a good amount of time. We gave it about eight, nine years and if it was going to produce a crop it should have done so already.
Now how does this relate to marketing? Are you doing something that is not getting the results that you want or that you expect? And have you given it a good amount of time? Well, if so, it might be time to dig that up and take a look and see what you need to do differently.
Maybe you need to use the same tactic but do it in a different way. or have a different message. Maybe you need to abandon that tactic altogether and go with something different.
The best way to know what you need to do in your marketing strategy is to look at your customer story and align what you're doing with their buying journey and their real experiences.
I'm Lori Creighton. That's a little bit of marketing wisdom from the garden - from the vineyard! And I will talk to you next time.
It's so nice out here. I don't want to go back to work.