Garden centre marketing: connect café visits with seasonal events

A customer arriving for lunch may have no idea you run planting workshops. Someone collecting compost may not realise the café serves breakfast.

Garden centre marketing can help visitors discover more of the business while they are already there.

The challenge is choosing information that fits the season and gives someone a reason to make another trip.

Start with a question customers are asking

Speak to the team about the advice customers need now.

A useful topic might involve planting containers or choosing plants for a shaded area. Build a demonstration or article around the question your staff can answer well.

If you promote related products, check availability first. Staff should know what the campaign features and where customers can find it.

Explain workshop arrangements clearly, including any charge and whether booking is required. Visitors should understand what they will leave with.

Introduce the event on the guest Wi-Fi page

Customers using Wi-Fi in the café can reach a branded welcome page with useful links.

Margovy’s guest Wi-Fi welcome-page features include links for events and other venue information. You can choose when relevant content appears.

A confirmed Saturday workshop could link to its booking page. When booking closes, update or remove the invitation.

Keep café information accessible alongside the event. Someone checking the menu should still be able to find it quickly.

Give the customer list a clear purpose

Explain what people can expect if they choose email marketing.

Seasonal advice and event information give the invitation substance. “Sign up for updates” is less helpful when customers cannot tell what those updates involve.

An automated welcome email can point to your current events page:

“Thank you for visiting. You can find our upcoming workshops and seasonal demonstrations here, with booking details for each session.”

Use a maintained destination so the message remains useful as the programme changes.

Wi-Fi access should remain available to customers who decline marketing. Keep their preferences clear when managing or exporting your list.

Check the whole visit before promoting it

Coordinate the café and retail teams. Both should know where the event takes place and how visitors book.

Confirm accessibility information and any weather arrangements. Avoid describing refreshments as included unless that is part of the offer.

Measure event bookings and relevant sales separately. More Wi-Fi sign-ins do not prove that customers bought plants or attended a workshop.

You can read how Margovy connects to existing broadband before planning a setup. For garden centres with outdoor areas or separate buildings, discuss the layout with Margovy so coverage requirements can be assessed.