Students Pose Questions and Find Answers in Social Media Research

A primary mission of the Center for Rural Enterprise Engagement is to equip students with social media research experience. As part of their coursework, students enroll in undergraduate research classes and have the opportunity to plan, conduct, and present research pertaining to social media and agriculture. These students presented the results of their research at the … Continue reading Students Pose Questions and Find Answers in Social Media Research

The State of New Media Marketing

Social Media Marketing in Agriculture Small, agricultural businesses often struggle with the challenges of marketing successfully. This webinar shares the results of a nationwide survey conducted in Fall 2015 to understand the current state of green-industry marketing, particularly as it relates to new-media marketing efforts. Businesses based in rural areas, particularly those that interact directly with consumers, … Continue reading The State of New Media Marketing

Connecting Online: Garden Centers’ Use of Facebook Marketing

Authors: Nicole Kruse, Dr. Lauri M. Baker, Iyonna Campbell, Scott Stebner, Dr. Cheryl R. Boyer, Dr. Hikaru Peterson Study Purpose: The purpose of this study was to quantify the use of social media as a marketing tool for garden centers across the United States Conclusions: Results of this research indicate that while garden centers in the … Continue reading Connecting Online: Garden Centers’ Use of Facebook Marketing

The E-Commerce Landscape: An Environmental Scan of Online Greenhouse Retailing

Authors: Dandi Thomas, Charlsie Craig, Samantha Coupon, Lauri M. Baker, Audrey E.H. King, Cheryl R. Boyer, & Hikaru Peterson.  Study Purpose The purpose of this study was to determine how many garden centers were involved in online retailing of plant products. The objectives of this study were to determine if e-commerce was being used by … Continue reading The E-Commerce Landscape: An Environmental Scan of Online Greenhouse Retailing

How to Plan a Collaborative Marketing Event

What is collaborative marketing? Collaborative marketing events (CBEs) happen when businesses team up to share resources to generate more leads, sales, or recognition. This usually happens between two or more non-competing businesses that might have similar customer interests. For example, an energy drink maker might team up with a mountain biking company to sponsor a … Continue reading How to Plan a Collaborative Marketing Event

Productive Pinning: A Quantitative Content Analysis Determining the Use of Pinterest by Agricultural Businesses and Organizations

Title: Productive Pinning: A Quantitative Content Analysis Determining the Use of Pinterest by Agricultural Businesses and Organizations Abstract: In recent years social media sites have experienced rapid growth among users, specifically the image-based site Pinterest. The purpose of this study was to investigate how agricultural producers and businesses were using Pinterest. A sample of 428 Pinterest users … Continue reading Productive Pinning: A Quantitative Content Analysis Determining the Use of Pinterest by Agricultural Businesses and Organizations

Green Growth: An Exploratory Study of Metro and Non-Metro Garden Centers’ Use of New Media Marketing

Introduction The introduction of mass merchants and big-box stores has increased competition in the green industry and could negatively impact the economic viability of garden centers. In order to compete against such retail giants, small, family-owned garden centers focus on offering exceptional customer service and developing meaningful relationships, which are keenly desired by customers. New … Continue reading Green Growth: An Exploratory Study of Metro and Non-Metro Garden Centers’ Use of New Media Marketing