Landscape Ontario’s Garden Centre Sector Group presents a series of FREE one-hour webinars specific to the needs of your business operation.

Independent garden centres are not losing Millennials and Gen Z because they lack interest in gardening. They’re losing them because the experience is confusing, intimidating, and built around the business instead of the customer.

In this session, Jeff O’Brien reframes storytelling as a growth system—not a branding exercise. Drawing from consumer research and hands-on work with hundreds of independent garden centres, he breaks down how the emerging generation discovers, evaluates, and commits to where they shop.

Jeff shows how storytelling must be intentionally redesigned across three non-negotiable touchpoints:

  • Website experience – Why most garden centre websites fail first-time visitors and how to rebuild them into clear, confidence-building paths to action.
  • Content strategy – How to stop broadcasting promotions and start creating content that educates, earns trust, and drives repeat visits.
  • In-store layout and experience – How physical spaces can tell a simple, welcoming story that removes intimidation and increases conversion.

This is not a theory talk. It is a practical reset of how marketing works when the customer is the hero and the garden centre becomes the guide. Attendees will leave with a clear framework they can apply immediately to attract the emerging generation, retain them long-term, and future-proof their business.

Don’t miss this opportunity to enhance your skills — register now!

 

Date: Friday, March 13, 2026 | 12:00 – 1:00 p.m.
Location: Live virtual presentation

Registration is now open.

REGISTER HERE

Presentations:

Jeff O’Brien | Brands in Blooms

Jeff O’Brien is the founder of Brands in Blooms, a marketing, executive coaching, education, and software company helping independent garden centres attract and retain the emerging generation in an increasingly competitive retail landscape.

With an MBA focused on consumer behaviour in independent garden centres, Jeff works directly with owners and leadership teams to align marketing strategy, leadership development, digital systems, and in-store experience. His work helps garden centres move from fragmented efforts to cohesive growth systems that drive traffic, improve conversion, and build long-term loyalty.

Known for his direct, practical approach, Jeff challenges comfortable assumptions and replaces them with research-backed frameworks and real-world execution. He is a trusted advisor, keynote speaker, and educator for garden centres across North America that want growth strategies built for today’s customer—not yesterday’s habits.

Contact

Connect with Lisa Pascoe
Landscape Ontario Membership Events Specialist, Chapter & Sectors
lpascoe@landscapeontario.com

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