Online Marketing

Nursery grower, Doug Thomson from Seaforde, Co. Down works in a very competitive business. He operates in a global market, selling his plants to retailers against competition from other growers in many countries. Customers are very discerning and need high quality stock, at the right price, delivered at the right time.

Doug already had a website to market his product range but realised that ICT could be used to develop his business further. He created a marketing system based on a digital camera, a new website and broadband along with Adobe and email marketing software. This software, “New Zapp,” was funded through the scheme.

Using the software he promotes his nursery stock through electronic brochures which are e-mailed to his customers. The customer can instantly see the quality of product on offer and place an order by return e-mail.

Doug says: “The New Zapp programme has been easy to use. The main advantage is the potential to satisfy customer demand quickly. In the summer I aim to produce a new brochure each week compared with a monthly brochure during the winter.
The payback period for the system is very short as I have received some large orders from customers who have not bought from me for quite some time.”

For the future Doug intends to continue investing in the emarketing approach. He has bought a lighting rig to improve the quality of the photos in his electronic brochures.