End-user panel: How do they use our communications?
End-user panel: How do they use our communications?
By Dawn Rigby
TOCA meeting attendees enjoyed a unique opportunity to learn from end-users about how they consume our content. The panel discussion touched on various communication forms, including social media, podcasts, association publications, magazines, vendor relationships and industry events. Panelists shared their content preferences, how they prefer to learn about new products, and what time of year they consume the most content.
The panelists included Casey Montgomery, director of turf operations for Sporting Kansas City, Britt Dowd, founder of Green Again Lawn, and Jonathan Bennett, golf course superintendent at Sunflower Hills Golf Course.
How would you describe your habits for consuming industry-related media?
All the panelists mentioned social media, but each had his preferred platform. Montgomery shared that he preferred peer-to-peer communication over reading magazines, and Twitter was his social media platform of choice. Bennett said he uses Facebook groups, Instagram and TikTok. For Dowd, Instagram has provided a way to network with other lawn care professionals who aren’t local competitors. On social media, peers are willing to share advice, discuss new products and help each other solve problems.
Podcasts were Dowd’s favorite way to catch up on industry information. He pointed out that lawn care professionals often wear headphones while performing their jobs, making audio content easiest to consume. Dowd recommended industry communicators produce more content in audio form. He even started his own podcast to interview other business owners.
When it comes to print media, Bennett said his consumption was seasonal. They have more downtime on the golf course from December to February, and that is when they read magazines.
Although they don’t always have time to read them, the printed media sticks around. Dowd said he keeps every magazine and Bennett shared that he still prefers paper over digital media.
What catches your eye? Are you looking for how-to stories, broader industry trends or personality profiles? What kind of content do you gravitate toward?
Bennett said he preferred reading articles that feature personal stories, career paths, behind-the-scenes interviews or biographies – especially if he knows the golf course superintendent being featured.
The other panelists shared that they enjoy content that is personal, relatable, educational and humorous.
If you’re looking for information about a new product, where’s the first place you would go?
All three panelists talked about their close relationships with vendors.
“For me, it’s all about the relationship,” said Dowd. Although he gets cold calls from other sales reps claiming to save him a couple of bucks per bag, Dowd is loyal to the vendor that can get him his product when he needs it and provide advice he can trust.
Bennett said he prefers to do business with the people who support his local Golf Course Superintendent Association of America chapter.
What advice do you have for green industry communicators trying to sell to you?
Dowd suggested doing more interview-style content and more podcast and audio format.
Montgomery recommended expanding the target audience beyond the sports field manager or director. “Make an effort to reach the younger generation.” Assistants and crew members are the future decision-makers, and they are eager to learn.
To reach that younger audience, including assistant superintendents eager to move up, Bennett suggested featuring personal interviews with successful people sharing their career paths.