With so many great products available in today’s market, each company struggles to set themselves apart from their competition. Whether by branding, advertising or word of mouth, businesses have to work to attract and maintain consumers. Under A Foot Plant Company and its brand of creeping perennials, STEPABLES, has forged into new-age territory in an attempt to reach younger consumers in an innovative way.
On June 5, Under A Foot announced the launch of a pioneering marketing campaign designed to use new media, such as interactive websites, YouTube and informative blogs. “I wanted to create a marketing campaign that reflected my enthusiasm for gardening and hopefully inspire those visiting the STEPABLES site to try something new,” says Founder and President Frances Hopkins.
The STEPABLES website serves as the core of the campaign and includes user-friendly sections for homeowners and professionals. The site includes images, design plans, forums for open discussion, instructional videos and a blog entitled “Meet Fran” personalized by Hopkins. The site also includes a guest blog where horticulturalists and experts are invited to offer advice and knowledge.
To extend their reach into the World Wide Web, the company has also placed short instructional videos on YouTube, a popular website with free access to user-generated videos.
As the Internet becomes more dominant among consumers, companies that can market themselves on the Web are headed in the right direction. In a competitive industry, businesses are wise to use contemporary methods to reach consumers.
For more information about Under A Foot Plant Company and the STEPABLES campaign, visit STEPABLES.com.
