Marketing snapshot - Hortlink 2018, edition 1

This Hort Innovation Turf Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2018, edition 1.

Hort Innovation is responsible for investing the turf marketing levy into a range of activities to drive awareness and use of Australian turf, under the Hort Innovation Turf Fund. Here’s a look at some recent developments of note…

New consumer website in the making

The current focus has been on putting the new three-year marketing plan for Australian turf into action. The plan was finalised with industry towards the end of 2017, with one of its key strategies being creating and providing the tools to streamline the process from turf research to purchase for consumers. As such, the first priority in implementing the plan is development of a new consumer-facing turf website.

Findings from the 2016 Turf Usage and Attitudes study suggest that…

• Websites are the number one source of information and advice for both existing and intended buyers of turf

• Potential buyers of turf rank price as the number one purchase driver, and the internet is the main source for comparing prices.

However, the research shows that consumers are currently visiting a multitude of websites, and that there is no single authoritative source buyers and intended buyers are visiting for all things turf related. As such, turf needs a comprehensive, modern and engaging consumer website that educates consumers about the benefits of turf, to help them more effectively move through the purchasing Australian turf.

In January, Hort Innovation put out to tender the new website development project. When developed, the website will not only showcase the key benefits of turf, but it will also house tools such as a cost calculator, measurement tips, varietal descriptions, supplier locator, and installation and care information. It will also be optimised for search (ensuring consumers can find it through search engines such as Google) and will be a digital content hub to help drive search rankings.

The new website is expected to launch in April 2018. Stay tuned for updates on this and other marketing activities in the Turf Fund in future editions of Hortlink.