Harnessing the Power of Creators
Horticulture is constantly evolving. Whether it’s in technology, research, problem-solving solutions, or marketing, change has always been a part of the industry. As generations shift, so does our customer base, and with each new plant variety making its way to market, the need for advanced and targeted outreach grows. One increasingly powerful tool in this landscape? Content creators.
Content creators are the new form of media that home gardeners demand. This strategic method of marketing is another tool we can use alongside more traditional forms of media like magazines, websites, and billboards. This past June, Bailey Nurseries invited a select group of creators on an immersive tour of our Oregon locations. The tour featured hands-on experiences like practicing plant propagation in our tissue culture lab, exploring our bareroot and container production fields, and walking through expansive fields of Endless Summer® hydrangeas, First Editions® shrubs and Easy Elegance® roses.
Why Creators Matter in Horticulture
You might be wondering: Why should the horticulture industry invest in creators?
It’s simple: results. This past June was Bailey Nurseries’ second creator-focused event, and the impact has been indisputable. Engagement and audience growth across platforms like TikTok, Facebook, and Instagram surged by over 50%, highlighting the value creators bring in extending reach, elevating brand awareness, and generating excitement.
Creators aren’t just trendsetters, they’re publicly trusted voices. In an era where misinformation can spread quickly, creators can serve as important channels for accurate, timely horticultural content. By collaborating with them, we’re not just promoting our brands; we’re equipping consumers with knowledge and helping retailers, landscapers, and growers sell more plants.
How This Helps Our Customers
Through strategic partnerships with creators, Bailey Nurseries is at the forefront of a marketing transformation. The creators we work with often have wider audiences than we do. These audiences trust in their recommendations, which gives them confidence knowing they too can be successful in the garden. By arming creators with information about our plant lines and growing practices, we empower them to help customers make informed choices.
This creator-powered outreach helps:
- Drive traffic and sales to garden centers and retailers
- Boost visibility of our consumer brands like Endless Summer® Hydrangeas, First Editions® Shrubs & Tress and Easy Elegance® Roses
- Create seasonal excitement and plant-specific buzz aligned with current trends
Spreading the Word, And Having Fun Doing It
This event wasn’t just about learning, it was about connection and storytelling. From behind-the-scenes tours to hands on learning, every moment was curated to be engaging and shareable. Creators captured these experiences in video and photo content that continues to generate buzz online.
- Add links here to event recap videos
- Our features creators with handles and links
From Fields to Feeds
As horticulture continues to modernize, the way we connect with customers must evolve too. Collaborating with creators isn’t just a trendy marketing tactic, it’s a strategic investment in storytelling, education, and brand growth. By building meaningful partnerships with creators passionate about plants, we extend our reach, inspire new generations, and ensure that accurate, engaging content is leading the conversation. At Bailey Nurseries, we’re excited to be at the forefront of this movement, using the power of creators to help shape the future of the green industry.
