Week 4A - Defining Target Markets

 Set One: The Garden Shops

Armstrong’s target market is clearly a broad approach, not necessarily out of the norm for a chain store. Demographic wise they are aiming for all gender identities, 10-65 years in age, physical healthy and capable of movement, all races, home owners or owners of space for plants, and mid to upper income levels. Psychographic wise the target markets including those who enjoy the outdoors, plant beginners through enthusiasts, value physical/outdoors work and hobbies, open to education and classes, as well as environmentally conscious. 

Tree of Life’s targets are much more refined, typical for small businesses who specialize in small segments. For demographics they market towards 20-65 years in age, all gender identities, physically healthy and active, all races, those who own space (specifically in Southern California or related climates), and mid to upper income levels. Psychographic they market towards plant enthusiasts and hobbyists, plant educated people (informal or formal), people who enjoy the outdoors and outdoor activity, those educated or experienced with the weather/climate/growing of the Southern California type of climate, people who value their local ecosystems, and environmentally friendly people. 

The obvious differences are the broad and narrow scopes that each website targets. Armstrong sells plants that do and don’t fit in the growing zone and climate of Southern California as well as offering a wide range of indoor houseplants. Tree of Life focuses explicitly on the Souther California climate and growing zone and have specialized their products to that very reduced zone of offerings. Armstrong has plants, activities, and products for apartment owners, home owners, hobbyist, professionals, and even classes for kids. Whereas Tree of Life focuses on hobbyist and professionals who are curating specifically planned out and educated choice horticulture endeavors. 

The subtle differences are more along the lines of the design and aesthetics. Armstrong is clearly a mass appeal corporately designed website that is bright, easy to navigate, and lists classes, products, locations, online catalogues, and blog references. Tree of Life is a bit less professional, not badly designed, but not as clear or professionally put together text wise or graphic wise. Its straightforward and makes clear that they hyper focus on upper level gardeners and horticulture enthusiasts. 

While I think both businesses would welcome all customers, I don’t think there is intended cross over. Armstrong is great for even experienced home gardeners but Tree of Life is really meant for Southern California focuses horticulture professionals and semi-professionals. The tone and message of Armstrong conveys a welcoming atmosphere and almost a message of a step up from a big box garden center. Tree of Life conveys a slightly more serious and educated atmosphere while passing along a message professional understanding and community.