Marketing snapshot - Hortlink 2017, edition 2

This Hort Innovation Turf Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2017, edition 2.

Hort Innovation is responsible for marketing activities to grow awareness and use of Australian turf, using the industry’s marketing levy. Recent efforts include…

Continued social media activity

The turf marketing campaign continues to impress with a strong social media presence.  The consumer-facing Lawnspiration Facebook page (www.facebook.com/lawnspiration) is always growing and engaging, with 2017 so far seeing the page achieve over 40,000 fans, with more than 5.7 million people reached with turf tips, advice and inspiration to date.

The page and the strategy around it has created a highly-engaged community of lawn-lovers that didn’t exist three years ago, and is recognised for its organic growth and self-generating content (with the community sharing their own stories, images and advice).

New Galaxy Poll

Recent Galaxy Poll research conducted by Hort Innovation on behalf of the turf industry has shown that turf is a valued asset to any home. The research, which saw 1000 people surveyed, has reiterated that more than 99 per cent of Australian parents with children from birth to 12 years would like to raise their kids with a backyard, and the ideal backyard for them is grassed (87 per cent).

These insights and others from the research will work well for leveraging media coverage around turf, and will reinforce Turf Australia’s messaging around the benefits of turf for physical health and wellbeing, and its value to the home. The results will also provide an opportunity to promote the industry’s turf ‘cost calculator’. Look for updates on these activities in future editions of Hortlink.

Poll results of interest:

• 99 per cent of Australian parents with young children aged 0-12 years would like to raise their kids in a home with a backyard
• 79 per cent believe it’s healthier for kids to spend more time outside
• 74 per cent want a backyard to get their kids out of the house and away from the TV/computer/mobile phone
• 69 per cent say they see the backyard as a safe place for their kids to spend time outside
• 63 per cent of parents want their children to grow up with a backyard because they had a backyard themselves, and want their kids to have the same experience
• 44 per cent believe having a backyard is quintessentially Australian
• 49 per cent of parents say their kids will grow up with a backyard that is smaller than the one they had when they were growing up, 34 per cent say it will be about the same size, and 17 per cent say it will be bigger.

The research also revealed the following:

• In regards to ‘screen time’, hours spent in front of screens by kids aged 0-12 per day are…
• Less than one hour – 17 per cent
• At least one hour – 83 per cent
• At least two hours – 64 per cent
• At least three to four hours – 32 per cent
• At least five to six hours – nine per cent

• In regards to ‘green time’, hours spent in the backyard by kids aged 0-12 per day are…
• Less than one hour – 39 per cent
• Less than two hours – 67 per cent
• Less than three hours – 91 per cent
• Less than four hours – 98 per cent

• Screen time versus green time by state:
• Victoria and Tasmania – 2.5 hours vs 1.1 hours
• Queensland – 2.4 hours vs 1.2 hours
• New South Wales – 2.3 hours vs 1.2 hours
• South Australia – 2.1 hours vs 1.5 hours
• Western Australia – 2.2 hours vs 1.4 hours