Marketing a New Method for Distributing and Receiving Soil Test Kits From a Historically Service Based Soils Lab

Service based university soil labs are converting to a revenue based testing labs due to budgetary restrictions. The objective of this study was to determine the best method of creating a new product that would be accepted by both the consumer, county agents, growers, landscape professionals and green industry professionals while providing an economical service for the customer. Steering groups were formed to improve service and identify ways of enhancing revenue. Three steering groups consisted of either lab professionals, extension specialist, or Green professionals. Recommendations from each group were discussed by a department leaders and were compared. A major theme that was on all three lists were difficulties with the timely collection of soil samples, difficulty with the recommendation format, lack of marketing, and the inability to interpret the results. This project resulted in multi- phase changes in marketing soil testing boxes, display stands, and an enhanced retailer distribution network. Data submission sheets and result sheets were modified for better consumer acceptance. The most accepted product used in our pilot test was a direct mail box containing three plastic sealable bags equal in quantity to our old soil boxes. Also, an instructional sheet detailing the proper soil testing method, submission instructions and payment methods. These contents were placed into a labeled mailer and was shrink wrapped to reduce moisture in our humid climate. These boxes were distributed to retail nurseries, hardware and Feed and Seed stores. County agents were also given boxes to distribute. Both the new soil boxes and old boxes are currently being accepted. A major benefit of the new method is that the user can mail there samples directly to the lab without any delays. This results in a decrease cost for shipping for county agents and travel milage since it is not necessary to pick up samples. The majority of samples received this spring contained either two or three samples. This was an unexpected benefit. The speed of return has increased with the direct mailer. There were additional costs of constructing the soil kits and shrink wrapping, but this cost can be offset by the decreased expenditures. Retail nurseries have embraced the ease of distribution and increased marketing. Most consumers are unaware of the need to soil test or how to get a test run.