TOCA Talk – Summer 2023

TOCA Talk is proudly sponsored by EnP and Advanced Turf Solutions.

EnP has been Engineering Optimal Plant Health™ for nearly 30 years, manufacturing specialty fertilizers
under two brands: Foliar-Pak, and Age Old Nutrients.

Advanced Turf Solutions (ATS) is a green industry distributor that provides fertilizer, pesticides, grass seed, ice melt, and
more to professionals in the golf, lawn care, and sports turf markets.

Because EnP and ATS professionals believe that collaboration and the exchange of ideas are essential for innovation, they are proud to support the Turf and Ornamental Communicators Association (TOCA).

Thank you, members of the Turf and Ornamental Communicators Association, for supporting this industry through your information, education, and outreach.

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June 20 webinar explores AI in marketing

“AI in Marketing: Avoiding Folly in Fast Tech” headlines the next Turf and Ornamental Communicators Association (TOCA) webinar, set for June 20, starting at 11:30 a.m. Central time. Casey Mills, who leads the social media practice as Swanson Russell, will explore the current capabilities of artificial intelligence (AI) in marketing and its potential at both ends of the spectrum.

Click here to register for the webinar.

“As businesses strive to stay ahead in the rapidly evolving digital landscape, the allure of AI can be both enticing and treacherous,” explains Mills. Learn how AI could be both a hero and a headache for your marketing team.

In his role with Swanson Russell, Mills ensures that clients and the agency leverage the best strategies and tactics in audience engagement. Before joining Swanson Russell, he spent four years in higher education marketing at Oregon State University School of Nuclear Science and Engineering. Mills has worked on local, national and global brands, such as Runza Restaurants, Badlands Gear, Arctic Cat, Kimber America, Site One, Rain Bird and Oregon Products. He attended Hastings College and attained a bachelor’s degree in journalism and advertising/public relations. Also, Mills earned a master’s degree in news editorial from the University of Nebraska-Lincoln.

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TOCA names 2023 scholarship recipient

The Turf and Ornamental Communicators Association (TOCA) Foundation awarded its $2,500 scholarship to Madison Stevenson. She is a sophomore at Iowa State University (ISU), Ames, Iowa, majoring in horticulture.

Stevenson’s interest in horticulture started at a young age. She stated in the essay accompanying her scholarship application that she was intrigued by her grandmother’s and neighbors’ gardens. “Trips to Grandma’s house always sent me home with a division of either a new lily or a Hosta variety.”

Horticulture was offered at her high school. “It was the first to go on my class schedule,” she stated. “The course was taught by my agricultural instructor, who encouraged me to be involved in the FFA organization.” That led to many other opportunities, culminating in her serving as the 2021-2022 Iowa State FFA secretary. She wrote, “Serving as a state FFA officer provided me with leadership and communication skills to encourage more than 18,000 student members of the Iowa FFA Association to get involved in their FFA chapter and agriculture.”

Stevenson has worked in wholesale and retail horticulture at a leading garden center and greenhouse in Ames. Also, she has worked at a local farm that specializes in produce, landscaping plants, fresh eggs and complete landscaping services. Her work there continued while she attended college. Last year, she accepted a summer internship at Reynolds Lake Oconee in Greensboro, Ga. Reynolds Lake is a 12,000-acre property that includes seven golf courses, vacation homes and a high-end resort. Her supervisor stated in his recommendation letter, “Madison Stevenson is an exceptional individual. A few words that come to mind are dependable, compassionate, fearless, devout, kind and professional. She possesses qualities that any manager or company is seeking. Upon her arrival at Reynolds, the first thing I noticed was her radiant smile; the second was her attention to detail; and lastly was her thirst for knowledge.”

Stevenson was selected to participate in a National Student Exchange program and spent the spring semester at the University of Wyoming. She currently serves as an ISU College of Agriculture and Life Sciences ambassador. As an ambassador, she promotes horticulture and the college to prospective students through custom tours and events. She also engages in team-based committees – coordinating with faculty and students – to provide opportunities. She is a member of the ISU Horticulture Club and American Society for Horticulture Science.

In her essay, Stevenson stated, “My goal is to be in a position that allows me to recognize the stories of hard-working individuals and relay that information as a teaching tool to beginners. I find enjoyment in seeing individuals succeed; and if I can provide tools to be successful, I, too, feel successful. I have always been a seeker of knowledge. In my career, I hope to be a relayer of knowledge.”

In her thank you letter to the TOCA Foundation board of directors and scholarship committee, Stevenson stated, “I look forward to growing my knowledge and educating those around me. Thank you again for your generous support and for investing in my future endeavors.”

TOCA is proud to be able to assist in the development of future leaders and communicators in the turf and ornamental industry. They will continue TOCA’s mission to spread the message of the green industry’s importance to our well-being, our economy and our environment.

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TOCA Foundation Auction raises $2,215

Thanks to generous donors and bidders, the 2023 Turf and Ornamental Communicators Association (TOCA) Foundation Auction garnered $2,215. The $250 Solo Stove gift card, donated by GIE Media, Inc., captured the top bid – $350 – from Jon Kiger.

The TOCA Foundation appreciates its auction donors and “winners.”

Donors
Corner Window Communications, Inc.
EPIC Creative
GCSAA
GIE Media, Inc.
Hunter Industries
John Deere
National Association of Landscape Professionals
North Coast Media
Sandra O’Rourke
Performance Marketing
Rising Tide Brewery
Sod Solutions
Syngenta
TOCA
TurfNet

Winning Bidders
Reuel Heyden
Seth Jones
Jon Kiger
Kristy Mach
Tom Mentzer
Tessa Norton
Jill Odom
Sandra O’Rourke
Bill Roddy
Lisa Stryker
Russ Warner
Kristine White

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TurfNet founder inducted into TOCA Hall of Fame

By John Reitman, TurfNet

Three decades ago, Peter McCormick struck out on his own, starting a business with the basic premise of helping golf course superintendents do their jobs better, faster and more efficiently. That sounds simple enough, but starting a business that centered on sharing information with a finite, niche audience is always a risk.

Thirty years later, TurfNet is still going. And the media entity that started as a one-man operation with a print newsletter today boasts a library of instructional videos, podcasts, blogs and webcasts; a members-only forum where users can ask questions and get answers and advice from colleagues; and is the golf turf industry’s leading portal to help turf managers find jobs and buy and sell used equipment. And it still operates on that same simple mission McCormick adopted when he launched TurfNet in 1994.

On April 27, McCormick was inducted into the Turf and Ornamental Communicators Association Hall of Fame. TOCA is a trade organization for editorial and advertising professionals in the green industry.

 Read the complete article here.

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Eric Watkins receives Environmental Communicator of the Year Award

The Turf & Ornamental Communicators Association (TOCA) and Project EverGreen announced that Eric Watkins from the University of Minnesota received the 2023 TOCA Environmental Communicator of the Year Award. The award, which recognizes individuals for outstanding communications efforts regarding publicly managed green space and environmental issues, was presented during this year’s TOCA Annual Meeting in Portland, Maine. Watkins is the 24th recipient of this award.

Watkins is a faculty member with the department of horticultural science and teaches a variety of classes, including The Sustainable Lawn, The American Lawn, Problem Solving in Horticulture and Plant Genetics and Breeding.

“It’s a great honor to receive this award,” said Watkins. “When I first started my career in turfgrass breeding and genetics, I knew outreach was important but did not know how important it would be. Good genetics and good turf varieties will keep lawns functional and sustainable. We need to get the word out.”

One example is a Watkins team that worked to digitize the records at the National Turfgrass Evaluation Program (NTEP), which has provided free cultivar and species performance data to the public for decades. However, resources were not available to efficiently access the data. Now, they are more accessible to anyone looking to plant a species or cultivar that is better adapted to their site.

Watkins was nominated by Jon Trappe, assistant professor of extension at the University of Minnesota.

“It’s obvious that Dr. Watkins appreciates that simply having a strong research program that responds to the needs of the turfgrass industry is not enough,” said Trappe. “He has gone out of his way to create outreach components within each of his major research grants to communicate what he and his colleagues have learned.”

These communications components include online training modules for professionals and homeowners to help with the successful establishment and maintenance of turf.

“Dr. Watkins is an intelligent communicator focused on getting information into the hands of professionals and homeowners to plant the right grass in the right location,” said Cindy Code, executive director of Project EverGreen. “He goes beyond the research and motivates his team to creatively deliver best practices and educational information to lawn care professionals and enthusiasts.”

Previous Environmental Communicator Award recipients

1999 – Mark Welterlen, former publisher Grounds Maintenance magazine
2000 – Bill Love, W.R. Love Golf Architecture
2001 – Tim Doppel, Atwood Lawn Care
2002 – Doug Fender, former executive director, Turfgrass Producers International
2003 – Allen James, former CEO, RISE
2004 – Rod Dodson, Audubon International
2005 – Jeff Gullickson, Spokane Country Club
2006 – Kevin Trotta, grounds manager/IPM specialist, Cornwall, N.Y.
2007 – Helen Stone, Southwest Trees & Turf magazine
2008 – Allied Golf Associations of Colorado
2009 – Larry Stowell/Wendy Gelernter, PACE Turf
2010 – Christopher Gray, formerly Marvel Golf Club
2011 – Anthony Williams, formerly Marriott Golf and golf course consultant
2012 – Frank Rossi, Cornell University
2013 – Phil Fogarty, Weed Man and Crowley’s Vegetation Management
2014 – Brandon Horvath, University of Tennessee
2015 – Brian Horgan, University of Minnesota
2016 – Dave Shetlar, The Ohio State University
2017 – Frank Wong, Bayer Environmental Science
2018 – Mayor Mike Duggan, Detroit, Mich.
2019 – Norman Goldenberg, Namron Business Associates, Miami, Fla.
2020 – Karen Reardon, RISE, Washington, D.C.
2022 – Darren Gruner, Turf’s Up Radio, Ft. Lauderdale, Fla.

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Digital tools to streamline and super charge your workflow

By Jill Odom, National Association of Landscape Professionals

As communicators, artificial intelligence’s (AI) writing capabilities have been center stage in recent months, so it was fitting that the keynote presentation during the 2023 TOCA Annual Meeting explored these types of digital tools, as well as others.

Samantha Sunne, a freelance journalist and author of Data + Journalism: A Story-Driven Approach to Learning Data Reporting, shared several digital tools that could be implemented in your daily work.

AI
While the power of various AI platforms is without a doubt impressive, Sunne cautioned using them without fact-checking first. In one instance, she showed how ChatGPT incorrectly wrote her bio, naming her as a writer for Rolling Stone, The Guardian and Vice.

ChatGPT is more suited for generating friendly, conversational content, like the beginning of a newsletter. Meanwhile, Perplexity can help with basic research as it cites sources. If you work with large quantities of documents, Google Pinpoint uses AI to extract text from documents and audio files.

If you’re having trouble creating images for social posts, Canva now has an AI feature where you can type in text and generate an image from that. Another helpful tool is GPTZero, which can detect if a piece of text was written by AI. It has around 70 percent accuracy.

For a collection of other AI options and their ethical use, check out PAI’s AI Tools for Local Newsrooms Database.

Creation
For anyone who produces podcasts or works with audio files, Descript allows users to edit audio files by creating a transcript that allows editing of the text and audio simultaneously. You can edit out filler words or overdub a misspoken word or phrase. A similar tool is Typestudio, which allows for editing video via its text.

With the tool Genially, you can create interactive videos. Data GifMaker allows you to create animated representations of a few data points.

Analysis
PhantomBuster allows you to extract lists of leads, enrich data and e-mails, and send outreach campaigns. Phantoms can handle tasks such as monitoring mentions of your brand on LinkedIn, auto-engaging with Instagram hashtags related to your niche and extracting a list of people who liked a LinkedIn post. ParseHub is a free web scraper that can extract data from multiple pages.

If you like to stay on top of what people are saying about your content on social media, the browser extension CrowdTangle Link Checker can show the number of interactions on a page and who is sharing it. ExportComments.com also helps with tracking comments by exporting them into an Excel file.

For all things related to newsletters, Inbox Collective is a newsletter consulting service that also has a newsletter that covers best practices when it comes to newsletters.

If these weren’t enough tools for you to try, Sunne also produces her own newsletter, Tools for Reporters, which is a free, biweekly newsletter – covering tools that make your work life easier.

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Position your exhibit approach in today’s marketing world

By Emily Combs, XYLEM Marketing

The pandemic had a lasting impact on the world of trade shows. As the vice president of research at the Center for Exhibition Industry Research (CEIR) Council, Nancy Drapeau understands that impact better than most. In her presentation, “Positioning Your Exhibit Approach for Success in Today’s Post-Pandemic Marketing World,” she shared some lessons we can apply to the future of exhibiting.

We all experienced the prevail of digital through COVID-19. Some experiences proved to be just as valuable in a virtual context. For example, the pandemic taught us that education sessions translate well to the digital space. But not everything does. Virtual trade shows, for example, taught us how valuable in-person networking is to live events. Drapeau highlighted that hybrid trade shows are diminishing on this side of the pandemic.

It’s easy for exhibitors to focus on what they want from exhibiting. But it’s more helpful to consider what attendees are looking for and Drapeau has the research to identify that. She thinks of attendees in terms of four categories.

1. Product focus: Interested in what’s new, different or innovative about your offerings.
2. Networking focus: Prioritizes relationship building at a live industry event.
3. Buying focus: Willing to negotiate and even close a deal.
4. Learning focus: Wants to better understand the industry or subject matter.

As you prepare to engage with all four of these personas at your booth, start early. Drapeau shared that 90 percent of attendees pre-plan for trade shows. That means your engagement should begin well in advance to earn a spot on attendees’ show routes. Throughout the life cycle of an event, digital and physical sponsorship opportunities are a good way to stay top of mind.

When it comes to engaging customers within your booth space, Drapeau recommended focusing on the synergy of people and products. Be thoughtful about who represents your company. Product technical specialists are generally the best people to interact with consumers because they can engage with them on products details. Likewise, make sure to exhibit any new products or features – front and center – in your space. These takeaways will set us up for success as we embrace the post-pandemic world in which we now exhibit.

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TurfNet Founder Peter McCormick shares podcast recommendations, options, strategies

By Emily Combs, XYLEM Marketing

Podcasting is a natural communication channel for the turf and ornamental industry, because many customers can listen to content while they work. However, a podcast is not as easy to maintain as it is to conceptualize. TurfNet Founder Peter McCormick knows this firsthand, as TurfNet has been in the podcast space for a while now. In his presentation, “Podcasting: Easy Entry, Not So Easy Execution,” McCormick shared his advice for successful podcasting.

First, McCormick recommended considering the content of your podcast. It’s important to choose a topic and stay focused so your listeners know what to expect. And, like most things marketers do, it’s important to know your audience. Understand their values and boundaries, so you strike the right tone in your podcast.

Podcast format is another consideration. Some podcasts have one host who either delivers a “monologue” episode or interviews guests. Other podcasts have multiple hosts who interact with each other and sometimes guests. Any one or combination of these formats is acceptable for podcasting.

Other options for your podcast are audio only, video only or both. Think about what your listeners want and what they’re doing while they engage with your podcast. In the “green industry,” listeners may want an audio-only version they can listen to through headphones while mowing or watering their turf.

Once you’ve settled on the podcast’s purpose, you can consider the specifics. How long will each episode last and how often will you publish a new episode? Quality is more important than quantity. Again, focus on consistency to give your listeners clear expectations. Make sure you can maintain whatever you choose to do.

Transitions, such as the intro, outro and commercials, are another piece of the podcast puzzle.  McCormick recommended Fiverr as a helpful resource for small productions to outsource voiceover content for an episode. He also discussed options for recording commercials. Some podcasters read scripted commercials, whereas others deliver a “live” advertisement in the episode.

McCormick also recommended making a plan for how you will distribute your podcast. With so many streaming platforms available, how many will you select to house your content? This decision is closely tied to your distribution method, that is, how you will upload episodes to your chosen platforms.

When it comes to the actual production of your podcast, you have more choices. A monetary investment in high-quality mics could be a time saver for the post-production editing process. Likewise, your recording environment will affect the amount of editing the audio will need.

For post-production, McCormick recommended using Adobe Audition to edit your audio file or files. He also mentioned the importance of LUFS (Loudness Unit Full Scale) as a volume benchmark when editing a podcast. Once you’ve finalized and exported your audio file, all that’s left to do is publish and promote it. Graphics and social media are an excellent place to start. From there, stick to your plan and be patient as listeners learn the rhythm of your podcast.

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Be prepared for trade show media interviews

By Emily Combs, XYLEM Marketing

One of the most valuable aspects of TOCA is the interaction it facilitates between the media and public relations sides of the industry. This interaction was center stage at the 2023 TOCA Annual Meeting during the panel discussion, “Trade Show & Event PR: What Editors Want You to Know.”

Moderated by Lynette Von Minden (Swanson Russell), the panel included five familiar faces from industry publications: Scott Hollister (Golf Course Management magazine), Seth Jones (Golfdom, Athletic Turf, and Landscape Management magazines), Christine Menapace (Turf magazine), Guy Cipriano (Golf Course Industry magazine), and Peter McCormick (TurfNet).

The panel discussion focused on public relations around events and trade shows. Some questions drew a range of answers, such as how far in advance editors like to schedule booth visits. Some said the earlier, the better. Others prefer that public relations (PR) professionals reach out around two weeks before the event.

As for the structure of a booth visit, the panel agreed that it’s a waste of everyone’s time if the exhibitor is not prepared for a media interview. Editors expect to speak with someone from the company who is knowledgeable and excited about the products or services on exhibit. Even if the exhibitor doesn’t have something new to show, it’s beneficial to prioritize networking with the media.

Most editors understand that public relations professionals have their own clients to please. In cases of slow or difficult clients, the panel agreed that they like to be in the loop – even if just to know that clients are dragging their feet to commit to booth visits or other coverage at an event.

While each of the five editors had unique opinions on some topics, other points were unanimous. For one, the panel declared the death of the flash drive media kit. Digital media kits sent via e-mail are now the preference due to the ease of organization.

Some other media kit suggestions had to do with images. The editors expressed the importance of high-resolution images for publication. They also said it’s helpful to have multiple images, either to choose the one that works best or to publish more than one with an article or press release.

With these principles, PR professionals can better prepare for the next industry event as we all work together to improve communications.

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Is 2023 the trade show ‘hangover’ year?

By Emily Combs, XYLEM Marketing

If 2022 was the party year for trade shows, will 2023 be the hangover year? Four months in, Rich Vallaster posed the question to introduce his topic, “Trade Show Engagement,” at the TOCA Annual Meeting in Portland, Maine. As a member of the Center for Exhibition Industry Research (CEIR) Council and Trade Show Wonk at Personify, Vallaster shared insights from decades of experience.

Vallaster described an exhibit space as a “blank space” but said it’s much more than just a blank space. It’s a hospitality space, an entertainment space, a distraction-free space, a brand experience space, an educational space, a demo space and a networking space. Which of these “spaces” have you previously neglected in your trade show strategy?

Although trade shows are expensive and time consuming, they’re also the best opt-in brand experience that can engage all five senses for consumers. Vallaster described an event as the centerpiece of a campaign. He recommended keeping a few things in mind when preparing for your event.

1. Know your audience: Consider personas, how they change and the challenges they face.
2. 365 strategy: Plan how you will transition your consumer interactions from digital to in person and back to digital again (before, during and after the event).
3. Collaborate: Work with your team and event organizers to maximize the value of foot traffic at your booth.
4. Events: Within the event, create “micro” events and memorable brand experiences that will leave an impression on consumers.

Vallaster also shared some best practices for trade show engagement. First, set goals for the event so you can measure your success beyond simple lead scans. Train your sales staff and don’t assume they know how to manage an exhibit space. Attendee takeaways are another element to consider, whether a literal piece of merch or a figurative value they receive from attending. Lastly, remember to be flexible and plan for inevitable changes leading up to the trade show.

After you’ve planned and executed a successful exhibit, it may be tempting to put your feet up and relax. But your success is largely dependent on what you do after the event. Vallaster shared that most trade show leads are ignored, so how can you be different? Focus on the follow-up to ensure a lasting impression from your brand experience. With these guidelines, you’ll make the most of your company’s investment in the next trade show you attend.