Green technology, eco-friendly, organic, carbon footprint and global warming are terms rapidly becoming part of the American psyche. The global importance was truly evident recently as Al Gore won a Nobel Prize for his efforts in the study of global warming. He has been a busy guy, what with inventing the internet, serving as VP, running for President of the United States and now discovering our rising global temperature. Where does he find the time?
Seriously though, Earth day is rapidly gaining notoriety in the U.S. and in our local area. The City of Ft. Walton Beach recently had 2,000 kids in attendance for their Earth Day celebration this year. This is an amazing success story and the local volunteers should be proud of the work done to raise awareness with the youth of the area. The first such celebration took place in 2005 and there were 500 in attendance so the growth is tremendous.
Northwest Florida is an ecological wonder and should be preserved and enhanced as our rapid growth continues. Please ensure you are doing what is necessary to conserve where possible, reduce your carbon footprint and educate yourself on the local ordinances and codes prior to starting your next landscape project. Oh, I almost forgot, Happy Earth Day everyone!
While visiting existing clients and meeting new ones, I have the distinct pleasure of traveling from one end of this picturesque landscape to the other. My time in the field lately is leaving little doubt about the impact of the current economic downturn on this area and its effect on our collective psyche. From Pensacola to Destin and back to Niceville and Pace, many of our once bustling storefronts now stand vacant. The countless “for sale” signs tell us we have a long way to go before noticeable economic improvement comes to the gulf coast. If you listen to any form of media, the relentless negativity is everywhere. Local or national tv news, radio, internet, newspaper you name it and the story is the same. If you internalize this constant onslaught of negativity, it can get you down if you let it. I choose not to participate in the recession or group think. Here is a thought…What if we viewed this time in our lives as an opportunity. An opportunity to become aware of our surroundings. A chance to spend more time with loved ones. An opportunity to grow, learn, improve, adapt, exercise, overcome, persevere, change direction, re-focus. Anyone can continue to point out the problem, it takes true leadership to propose a solution. If you find yourself in a hole, put down the shovel. Be aware and receptive to change and a new path will be revealed to you.
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I was conducting a hurricane evaluation for a client recently and a question came up. How do I hurricane-proof my trees? Many clients have the same goal of tree preservation along with home protection. My first reaction was to commend the client for thinking proactively as opposed to reactively when it comes to their tree care. The truth is, most indigenous trees, if properly maintained, should perform without failure during a wind event. The key is eliminating pre-existing conditions which lead to tree failure.
Following Hurricane Ike that struck the Houston area in 2008, insurance carriers commissioned a study to analyze the claims they paid. One Houston company discovered that roughly 50% of all structural loses were caused by fallen trees and tree limbs. However, this insurer went one step further and hired an arborist to inspect the trees and determine why the failure had occurred. That high winds caused the tree failures was not the surprise, the surprise was 100% of the sampled trees exhibited pre-existing health and/or structural conditions which served as the catalyst to the tree’s failure. Of the sampled properties, there was not a single healthy tree which failed. As a result, many arborists, myself included, believe most tree losses can be avoided with proper identification and treatment of pre-existing symptoms and regularly scheduled maintenance.
So now that we know tree failures can be avoided, what are the steps to take to protect trees and structures? Tree conditions can be very difficult to diagnose. Although a hollow trunk can still support a full crown, the tree is still a hazard. This is when an arborist with experience in risk assessment is vital to proper diagnosis. Regularly scheduled maintenance by a tree care provider with an arborist on staff, not a landscaper or lawn service, can help you head into this and future hurricane seasons with confidence your trees and home will be protected.
The International Society of Arboriculture (ISA) provides a list of certified arborists in your area to aid in selecting a tree service. Take the appropriate steps to reduce or eliminate potential tree hazards prior to the next storm. Use an arborist to assist you in this risk assessment process and with all your tree service needs.
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What do Peruvian fisherman, Ricky Bobby and hurricanes have in common/Part II of II?
In part one; I discussed the significance, global reach and awesome power of the weather phenomenon known as El Nino. Now we will look at what the Panhandle of Florida can expect from El Nino. After the severe El Nino weather event of 1997/98, scientists began looking at ways to study past El Nino events and dig deeper into their effects on plants to better understand the economic and environmental impacts. As El Nino is a global weather event, scientific studies were conducted around the world and here in our own backyard. So what does a warm water mass originating in Indonesia and moving across the Pacific have to do with my Oak tree in the front yard? Well, more than you might think. El Nino typically provides an opposite weather pattern to what is traditionally found in our area. If winters are typically dry, with mild temperatures and mild thunderstorms, El Nino will more likely produce a wet, cold winter with increased tornado activity. If you like probability, there is a 70% chance Florida will be cloudier and cooler than normal this fall. I’m hoping for snow at the beach!!!
Urban forests are disturbed stands. This is not meant to say that urban forests are disturbed in a Sasha Baren Cohen in Bruno kind of way but instead that once intact stands of trees have now been segregated to make way for roads, buildings, development, etc. As these “stands” become smaller with increased urban sprawl, the effects of changing weather can have a greater impact. A recent study conducted by scientists from the Netherlands showed tree mortality increased by as much as 23% during and immediately following El Nino events. I’m not very good at math but that means that as many as one out of every four trees is affected by El Nino. How do these tricky Dutchman know all this? Tree Ring Science or paleoclimatology of course. Paleoclimatologists can study the growth rings of trees to determine the duration, severity and effects of past El Nino’s. Large growth rings indicate a rainy season while small growth rings would be indicative of a dry season. Depending on where the tree is located, El Nino conditions can be seen within the growth rings of trees. Currently, the oldest tree-ring chronology dates back 10,000 years.
El Nino conditions will be a perfect storm for pests and fungi this winter and into next spring. The recent increase in the presence of Oak leaf blister is only the beginning. Armored scale, Magnolia white scale, wood borers, aphids and other pests that prefer the aforementioned El Nino conditions will thrive this fall. The increased severity of winter storms will cause tree failure if trees have not been properly maintained. The rotating winds of a tornado are much more damaging to a trees nutrient and water vascular delivery system than hurricanes straight-line winds.
The advances in the science of climatology give us more advanced warning than ever before the effects of El Nino are coming. Let’s do our part to preserve and protect our trees now. Remember, the best defense against pest and fungal infestation is a vigorous healthy tree. Please be on the lookout for my next blog to discuss what specific actions you can take to improve the health of your trees. Till next time, check me out on Twitter @Robstree.
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The Religion of Social Networking– Strategies for incredible growth
When advertisers and marketing types are hired to launch a new product or business brand, they know the chances of success are daunting. Only 1 out of every 50 new products survives the first year and the success/fail rate for new business is even worse. To increase the chance of having staying power and making it through that first year and beyond takes a great product or service but it also takes notoriety and brand recognition. Businesses are looking to make their brand “stick.” If your brand is “sticky,” the next time a buyer is shopping for the type of service or product you provide, there is greater chance they will choose you over the competition. Ever wonder what makes Twitter a success? How about Facebook? Why did the Apple iPod stick and the Microsoft Zune fail? Why do people buy Coke when Pepsi wins every taste test?
Most iconic brands and fads have mystical, religious-like similarities. This is no coincidence. I was recently reading Buyology, a book about a first of its kind neurological study analyzing the link between brain activity and consumer buying habits. What the study found was specific regions of the brain are activated when you think of a specific product or service? The study also found that volunteers exposed to strong un-smashable brands like Apple, Coca Cola, iPod and Harley Davidson stirred an identical reaction in the brain as when the subjects were shown religious icons. Iconic brands target or channel these religious themes to create loyalty and increase their brand recognition and strength. It got me thinking about the similarities between social networking and religious themes and how a business could make their brand “stick” by incorporating these principles into their marketing plan. Recognition of these themes and incorporating them into your advertising and marketing plan will separate you from the rest of the crowd and bring your business unprecedented growth and exposure.
Sense of belonging: What if I invited you to a party where you could meet thousands of potential new clients and keep in touch with all of your existing clients? Would you attend? Millions of people log on to the social networking party every day. YouTube, LinkedIn, Twitter, Facebook, MySpace, WordPress are just some of the most popular communities. Has anyone ever asked you “Are you ‘on’ Facebook?” If “on” a social networking site, you are part of a community of likeminded individuals looking to communicate their message and stay informed with up to the second information. If you are not using social networking, here is a fact you should keep in mind. The competition, your competition, is and you are now playing catch up. Consumers have a sense of belonging to the collective club when using and interacting on the various social networking sites and their guard is down. Capitalize on this to get the story out about your brand. Keep in mind, you are what you publish.
Clear vision: Consumers want information now. In less than 2.5 seconds, most buying decisions are made. Twitter forces you to state your message in 140 characters or less. These are the rules, no exceptions; get in, get out. In today’s message cycle, you had better get your message out quickly and concisely or you will be ignored. We talk faster, shop faster and even walk faster. That’s right, we actually walk faster. The latest research shows the average pedestrian walks at 3.5 mph, twenty percent faster than a decade ago. You must have a clear vision of who your customer is, what they want to hear and, using your customer’s language, present your message in a concise, entertaining and unique format.
Power over our enemies: Many religions include stories of how an enemy was conquered and good triumphed over evil. The same applies to the daily battle for market share on social media outlets to get your voice heard so you may triumph over the competition. How many followers do you have on Twitter? How many hits did your video get on YouTube? How many friends do you have on Facebook? How about LinkedIn connections? This is a competition to gain power in the community of gatherers we call social networking and the power of this marketing weapon is strong and far reaching. Ashton Kuchar just past 3 million followers and counting on Twitter. Is your following growing or is it stagnant?
Sensory appeal: The mere mention of The Sistine Chapel can stir strong thoughts and feelings in most of us. Think of the smell of a church and the visual stimuli of seeing the pews lay out before you as you enter a place of worship. Sensory and emotional stimulation is a big part of consumer spending and should play an integral role in the delivery of your company’s message. Now more than ever before, social networking gives you, the small business owner an opportunity to communicate with existing and potential customers alike without spending a dime.
If you own a business in a service industry like me, then you know the days of phone book advertising are numbered. I know, people will always use the phone book. Yeah, and people will always use pay phones too. Have you seen any pay phones recently? By creating a compelling social network following you automatically increase the sensory appeal of your brand and thus increase the stickiness of the product or service you are trying to sell. Print is good, video is better. Video is good, video with great audio is better. Combine multiple sensory delivery mediums with a unique, compelling message and the results can be staggering. For example, The “Wedding Dance” video saw over four million hits in less than a week on YouTube and the “Evolution of Dance” is at 109 million hits and counting. Can you imagine the overnight success your product or service could be with the right message at the right time? This is the new normal, people want video, pictures, print and they want it now.
Storytelling: Many of the world’s religions have unforgettable stories intertwined with their history and message. These stories have helped to keep the message alive for future generations and solidify their place in world culture. Social networking gives you the opportunity to tell your story in your words to help you solidify your brand. Are you currently publishing a blog to help separate yourself from the competition? Do you have an electronic newsletter? This is a great way to retain the clients you currently have by staying in front of them quarterly and telling them your story. People want to do business with folks they know. Your business should have a clear message to enable you to hit your target market and have consumers recognize your brand as the industry leader. What story are you telling?
If you cast a wider net, you will catch more fish. The most important two things to a small business is getting new clients and retaining the clients it has currently. Assuming you have identified who your customer is, you must now shift your focus to getting that customer to come calling and then expand your relationship. As we have already established, today’s consumer is searching the web prior to making their next buying decision and, once on the web, they’re making their decision quickly. After reading this, you may be thinking, ‘ The web is just for the younger crowd, my customer’s do not use social networking.’ Really, then why is the 35-54 year old demographic the fastest growing segment on Facebook? Still don’t believe your customer is using social networking? How about the fact that 75% of all internet users use social networking. Social networking is not a fad or a “phase,” this is the new normal. As a small business owner, take some time to see how expanding your presence in social networking could help expand your business and grow your brand. You never know, it could be the difference between a thriving business or just being another listing in the phone book.
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Rob and Amie Williamson, co-owners of Trees Plus, Northwest Florida's premier full-service tree and landscaping company, have announced that Agronomist Derrick Sammons has joined the company as Director of Landscaping. This newly created position is due to Trees Plus' rapid expansion in 2009, especially in the areas of commercial, municipal and residential landscaping. In this position, he will be responsible for assisting the company in many capacities including project manager, landscape contractor, landscape design, irrigation installation, tree installation and preservation, integrated pest management and landscaping consultation.
"Derrick has outstanding credentials and is a great fit for this important new position. Customers of Trees Plus Tree Care division have come to expect exceptional service and Derrick will ensure the Trees Plus Landscaping Division is no different," explained owners Rob and Amie Williamson. "As a growing business, we recognized the need for some of Derrick's caliber to help share our rapidly growing landscape division and allow us to maintain the outstanding level of service and quality our customers expect from us."
"I am thrilled to Join the Trees Plus team. I am committed to their mission of providing affordable, quality tree and landscaping services to Northwest Florida," said Sammons. "I look forward to working with Trees Plus during this exciting growth period."
Prior to Trees Plus, Sammons served in positions wtih some of the most respected golf courses in the area, including lake Forest Yacht and Country Club, Hidden Creek, Tiger Point, New Orleans Country Club and the Country Club of Mobile. In these positions, he was responsible for course and lawn maintenance, landscaping, pest maintenance, irrigation, and lawn installations. In addition, he has worked at events on all three golf tours: PGA, LPGA, and Champions, including the US Women's Open.
"With Derrick's extensive turf management experience, Trees Plus customers will receive unparalleled service and creative landscape design elements," said Trees Plus owner Rob Williamson.
Sammons earned a bachelor's degree in Agronomy with an emphasis in Golf and Sports Turf Management from Mississippi State University. He is a native of Pensacola Florida where he resides with his daughter, Erin.
Media Contact
Amie Williamson, Co-Owner of Trees Plus
850-939-9979 office
850-291-1502 cell
About Trees Plus
Trees Plus is a full service tree and landscaping company, covering the needs of residential, commercial, municipal and military customers across Northwest Florida since 1992. Their services include Arborist consultations (land development tree preparation, construction site planning and tree appraisal services), shrub and tree pruning, tree installation, tree removal, landscaping, stump grinding, debris removal, land clearing, emergency tree care, hurricane preparation and after storm care.
Their service area includes Pensacola, Gulf Breeze, Navarre, Pace, Mary Esther, Fort Walton Beach, Shalimar, Niceville, Crestview, Destin, Sandestin, and Miramar Beach in Escambia, Santa Rosa, Okaloosa and Walton Counties.
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I was conducting a hurricane evaluation for a client recently and a question came up. How do I hurricane-proof my trees? Many clients have the same goal of tree preservation along with home protection. The truth is, most indigenous trees, if properly maintained, should perform without failure during a wind event. The key is eliminating pre-existing conditions while lead to tree failure. Following Hurricane Ike that struck the Houston area in 2008, insurance carriers commissioned a study to analyze the claims they paid. One Houston company discovered that roughly 50% of all structural losses were caused by fallen trees and tree limbs. However, his insurer went one step further and hired an arborist to inspect the trees and determine why the failure had occured. That high winds caused the tree failures was not a surprise; the surprise was 100% of the sampled trees exhibited pre-existing health and/or structural conditions which served as the catalyst to the trees' failure. Of the sampled properties, there was not a single healthy tree which failed. As a result, many arborists, me included, believe most trees losses can be avoided with proper identification and treatment of pre-existing symptoms and regularly scheduled maintenance.
So now that we know tree failures can be avoided, what are the steps to take to protect trees and structures? Trees' conditions can be very difficult to diagnose. Even a hollow trunk can still support a full crown. This is when an arborist with experience in risk assessment is vital to proper diagnosis. The International Society of Arboriculture (ISA), of which I am a member, provides a list of certified arborists in your area to aid in selecting a tree service provider. Take the appropriate steps to reduce or eliminate potential tree hazards prior to the next storm. Use an arborist to assist you in this risk assessment process and with all your tree service needs. Next time I will discuss how trees can save and even make us money.
Originally printed in August 2009 in the Fort Walton Beach Chamber Official Publication
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Each spring Florida homeowners are often alarmed by the appearance of blisters and wrinkles on the leaves of their valuable oak trees. These deformities are symptoms of a disease known as oak leaf blister, caused by the fungus Taphrina caerulescens. This disease is found throughout the United States and Europe.
In Florida it most commonly occurs on live oaks, water oaks, laurel oaks, and southern red oaks. On healthy trees the effect of oak leaf blister is usually negligible. Although severe cases of the disease can cause defoliation and loss of growth, it rarely if ever kills the host tree.
Prepared by Ernest C. Ash, Biologist, and Dr. Edward Barnard, Forest Pathologist, Florida Division of Forestry.
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The Navarre Beach Area Chamber of Commerce recently recognized Trees Plus as the Small Business of the Month for November 2009. The business opened in 1992 with only three employees and has continued to expand, doubling their employee base to keep up with their growing business.
The owners of Trees Plus, Amie and Rob Williamson, have been involved with the Navarre Chamber since 2008, sponsoring, promoting, and actively participating in many events and committees. In addition to membership with the Navarre Chamber, the business is an affiliate member of The Navarre Area Board of Realtors and was the headline sponsor of their Annual Homes on Tour event in 2009. Civic contributions include donating tree work services to protect historic areas in both Okaloosa and Santa Rosa Counties.
Most recently, Rob was named a finalist in the International Society of Arboriculture's (ISA) True Professionals of Arboriculture award. He was one of the sixteen finalists out of more than 20,000 ISA certified arboricultural professionals from around the United States. Additionally, Amie was recently nominated and elected to serve as a Director on the Navarre Chamber's Board of Directors, and will take office 2010.
As a small business of the month recipient, Trees Plus is eligible to compete for the Annual Small Business of the Year, to be awarded at the Annual Installation and Awards Celebration, January 9, 2010. Award eligibility requirements include being a current chamber member, in business a minimum of one year, and having fewer than 50 employees. Additional considerations include: active membership, business growth and public service or civic contributions.
For more information about the chamber and other programs affiliated with the Navarre Beach Area Chamber of Commerce, call 939-3267 or log on to www.navarrechamber.com.
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