I started CobraHead to sell a tool I designed. I was quite sure my tool would be a help to a lot of gardeners. Since then, sales have proven what I knew when I started, the tool was a good one. Supposedly it was Emerson who said, “Build a better mousetrap and the world will beat a path to your door.” I can assure you Ralph got it wrong. You can have a great product, but you have to sell it and sell it hard before anyone will even know it’s out there.
Fifteen years into our CobraHead venture it’s obvious no one would know anything about the tool if I didn’t become a marketeer to extol its virtues to the public. Word of mouth happens, but it’s way too slow. You have to fuel the fire. There is so much noise out there and so many people claiming, just like me, that they’ve got something people need to buy. Selling is actually the most time consuming part of the business. Fortunately, I was a salesman before I started the company, and I‘ve learned a whole lot about marketing since we first launched.
We’ve chosen a relatively low key approach to marketing our company. Print advertising hasn’t been our best venue. We don’t do a lot of it. We’ve found many lower cost tools to get our message out. Maintaining a blog is quite inexpensive. Talking about gardening at trade shows and garden conferences can cost almost nothing and I often get paid for doing it. And while I almost never talk about my tools directly, the association and connection to our company through blogs and public appearances strengthens the perception that I’m a gardener who walks the talk.
Very early into our history, we found out about a group called the Garden Writers Association. We began attending their conferences with the specific purpose of getting tools into the hands of garden writers with the hope they would like the tool and mention it in their articles and talks. That has proved to be our most successful method of gaining publicity, but attending the conferences also taught us about writing and presenting. Now, while I hardly consider myself a garden writer, I really am one. It’s just not my full time job.
While I’m not on the speaker’s circuit, I’ll be giving three talks on gardening at our favorite garden show, the Madison Garden Expo, coming up in February. I’m talking about growing garlic, growing sweet potatoes, and the raised bed method of gardening that I employ. In none of these talks do I hard sell my tools, but they do generate sales for us at the show and after.
Social media is the newest selling tool out there and it can be low cost. We maintain a Facebook page, but so far, Twitter, Pinterest, and other such venues are yet to be explored. It probably will be a while before we jump in with those.
Promoting CobraHead has taught me a lot about marketing and certainly has improved my gardening knowledge just by being associated with the garden industry and trying to figure out ways to become a stronger part of it. I’ve met hundreds of people in the industry and many of them are, like me, trying to show others the value of gardening. I’ve learned a lot from them.