EDUCATION PRESENTATIONS
WILL BE EXCELLENT! By Karen Cooper
The Grass Is Always Greener ... Until It Isn't: The Changing Perceptions of Public Opinion
As professionals in the business of producing, caring for, harvesting, and selling natural turfgrass, the topic of artificial playing surfaces makes many of us see red. It feels as if we are bombarded with messages about how synthetic fields are environmentally friendly, maintenance-free, and cost efficient.
We know exactly how valuable properly maintained natural turfgrass can be for controlling erosion, providing a lower surface temperature in hot weather, reducing precipitation runoff, muffling excessive sound in urban areas, increasing the curb appeal of a home, providing a safe and attractive playing surface, and so much more! But how can we share these positive messages and what is the best way to counter the myths and misinformation that exist?
TPI’s 2019 International Education Conference in Charlotte will offer you multiple opportunities to learn how to best share the message on the value of natural turfgrass.
Branding expert Phil Davis, president and founder of Tungsten Branding, will deliver the general session talk on Wednesday morning about how we all can work together to change public perception. TPI’s own Dr. Casey Reynolds will host two breakout session talks about TPI’s new public relations campaign, including information about how FleishmanHillard’s research can help us be more effective in marketing the value of natural turfgrass.
Davis will highlight how other industries have faced perception challenges, including how milk went from being full of cholesterol and lactose to “Milk Does a Body Good” or how pork went from being fatty and unhealthy to “Pork: Te Other White Meat.” Come learn what this means for natural turfgrass and how we can help define the messages that the public will hear.
Dr. Casey Reynolds has been leading TPI’s public relations campaign with international marketing agency FleishmanHillard. One of the first pieces of this project
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ACCELERATING THE FUTURE CCELE AT G CCELERA EL RAT NG LERATING
International Education Conference
nce The Westin Charlotte Charlotte, North Carolina February 18-2o, 2o19
has been extensive market research and media analysis involving a cross-section of TPI members and others in the industry. It also includes an in-depth examination of the public perception of natural and artificial surfaces and what factors go into making decisions to choosing between them. Reynolds will share the findings from this research and talk about how this information can help your business!
Don’t miss TPI’s 2019 International Education Conference in Charlotte, North Carolina, February 18-20, 2019!
Check out TPI’s website at
www.TurfGrassSod.org/pages/ events/international-conference/ to learn about all the scheduled events and register to attend!
Karen Cooper is associate executive director of Turfgrass Producers International.
TPI Turf News November/December 20182018
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