‘Pinterest Delivers Daily Results’

From: IGC Retailer, January/February, 2013

‘Pinterest Delivers Daily Results’
Malmborg’s Garden Center and Greenhouse launched its Pinterest virtual pinboard last spring to promote its three stores in the Minneapolis-St. Paul metro area. Erin Wilson, Marketing Assistant Manager (pictured), reports interest has been “growing very quickly” and that Pinterest may soon deliver more response than Facebook.

Why Pinterest?
Since our industry is so visual, Pinterest is a great platform for us to showcase our products and ideas to customers. It’s hard to show all of the different uses of our plants and combinations of plants in the store. Online, we’re not limited by physical space, and it seems like people have a lot more time when they’re at home and online rather than swinging into the garden center when they’re rushed.

We’ve been working on getting a younger generation interested in gardening, and the people we’ve seen on Pinterest are from this demographic. We think about what this generation likes - low-maintenance, easy-to-care-for gardening - and pin these types of things to grab their attention.

What has the response been?
We see activity - repins, comments and likes - and gain new followers every day on Pinterest. Everyone, customers as well as employees, really started talking about it last year.

We started Pinterest to drive traffic to our website, which has worked out very well for us. It’s consistently a top five source of traffic to our website.

What do you pin?
We started out with the basic boards Pinterest provides when you sign up, then we added boards as we found things seasonally interesting. During the vegetable gardening season last year, when it was all over our store, we made a board about recipes from the garden.

Everything we post is related to gardening products available in our garden center, but we don’t post blatant product promotions - it’s more for ideas and inspiration.

I would suggest garden centers look through the gardening category to see if there’s anything that catches their eye or relates to their business that they could repin. I think repinning is the best way to start out - about 75-80 percent of our pins are repins right now.

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