Bailey Nurseries Wins the 2014 Medal Of Excellence For Marketing

OrgRGBEndless Summer, the hydrangea that became a household name and acted as a catalyst to make Bailey Nurseries the multi-platform company it is today, started out humbly. It was a the sport of a forgotten mail-order Hydrangea macrophylla that Bailey’s grower Vern Black noticed in his neighbor’s yard. It famously had blooms on both new and old growth, Endless Summer’s revolutionary characteristic.

Black took a cutting and began propagating it in Bailey’s development program in 1998. Soon after, Dr. Michael Dirr from the University of Georgia, was touring Bailey Nurseries and was floored by the new plant. He arranged for the operation to ship cuttings to his team in Georgia, followed by years of testing for stability and performance in both St. Paul, Minn., and Athens, Ga.

Bailey Nurseries realized it had a game-changing plant. The Bailey family and their marketing team began crafting a campaign that would ultimately transform the grower — and the green industry.

How To Launch A Remarkable Plant

The Bailey team realized early on that Endless Summer had far too much potential to be given the usual new variety launch.

Instead, it took several steps:

1. Developed a network of partner growers. If Bailey was going to invest in a massive marketing campaign, it had to make sure there were enough plants to meet demand. Its Minnesota location had a math problem. There was a limit to how many plants it could grow, and the team hoped the demand would far exceed its capacity. So it recruited reputable growers from around the country and shipped bare root Endless Summer plants to them. The partners were then able to take cuttings to grow future crops. When the plant launched in 2004, Bailey and its new partners program were able to deliver 1.5 million plants.

2. Began advertising a full year in advance. To create the demand it felt Endless Summer could generate, the Bailey team launched a campaign well in advance of the plant hitting the market. It ran a campaign that made it clear there would be a big demand. The first ads featured a crowd barely under the control of police with the words, “Endless Summer Is Coming! Endless Summer Is Coming! Please Remain Calm!” The next ad suggested brushing up on combat skills comes in handy to ensure retailers got their share of the shrub.

Bailey also began advertising directly to consumers through television ads. It was a small campaign compared to the trade launch, although they would balance out as years passed.

3. Made the plants stand out in the store. Taking a cue from Anthony Tesselaar’s branding of Flower Carpet Rose, the Bailey team added branded pots, creating the now-famous hydrangea-blue pots with the Endless Summer logo in white. It also created a large volume of point-of-purchase (POP) material for retailers. POP support at this level is common today (although single-variety branded pots are still rare). But in 2004, those blue pots stood out among the black grower pots like a rose in a nest of greenery.

Endless Summer Changed Bailey Nurseries

Even as remarkable a launch as Endless Summer had, it would have limited the effect if permanent changes did not also happen. The Bailey family knew it had a rare opportunity to transform its company from a strong regional grower to a national player.

The partner network it cobbled together to meet the initial launch of Endless Summer is now a major part of the company’s structure. It has more than 20 nurseries it partners with, and each is an individual relationship that differs in ways both minor and major from one another.

The marketing campaign it created for Endless Summer became a separate division at Bailey Nurseries, designed to support its most promising introductions, known today as First Editions.

Bailey also continues to work with Michael Dirr, although he is now with Plant Introductions, Inc. (PII) The partnership between PII and Bailey Nurseries has resulted in three more Hydrangea macrophylla introductions in the Endless Summer Collection. First Editions has also helped launch other PII varieties, including ‘Double Mint’ gardenia and a H. arborescens, Bella Anna. which had a brief stint on the Endless Summer line. It was removed after the team decided that the criteria for the Endless Summer series includes the plant being a H. macrophylla.

The Four Endless Summer Varieties

Bailey Nurseries broke tradition with past successful launches by limiting the number of plants that could be included to those that performed to Endless Summer’s high standards. So although the series is in its tenth year, it has seen only five introductions total, and one of those (Bella Anna) was removed because it was a Hydrangea arborescens and not a H. macrophylla like the other Endless Summer series varieties.

Here are the four varieties:

1. ‘Endless Summer The Original’

2. ‘Endless Summer Blushing Bride’

3. ‘Endless Summer Twist-n-Shout’

4. ‘Endless Summer Bloomstruck’

 

Topics:

Leave a Reply

More From Business Management...
Obscura Screens From Svensson feature

July 28, 2016

3 New Products For Cannabis Producers

From screens to fertilizers to lighting, here are three new products that might help enhance your cannabis production system.

Read More
Cannabis In Greenhouse

July 27, 2016

The Top 5 Myths About Cannabis Production Cleared Up

There is a lot of misleading information going around about growing cannabis. Industry insider James Lowe makes sure you know the truth about cannabis production.

Read More
Joe Bischoff

July 26, 2016

SAF Partners With Cornerstone Government Affairs To Advance Industry’s Policy Priorities In Washington

A new partnership between the Society of American Florists (SAF) and Cornerstone Government Affairs ensures that SAF will continue its highly effective work advocating for issues that affect the floriculture industry. “SAF and Cornerstone together provide experienced voices on Capitol Hill to protect our growers’ interests,” says SAF CEO Peter Moran. “We’ll continue to move major policy priorities forward on behalf of small business and agriculture.” Cornerstone is a public affairs firm specializing in government relations, strategic consulting, and advocacy. Its team of more than 50 senior professionals includes former senior professional staff from both authorization and appropriations committees and the U.S. Department of Agriculture (USDA), as well as veterans of the horticulture industry. Agricultural and horticultural issues of primary concern to SAF members include access to labor, immigration, crop protection, international trade and other matters related to the day-to-day operations of growers. Before she retired this year, SAF lobbyist Lin […]

Read More
Latest Stories
Obscura Screens From Svensson feature

July 28, 2016

3 New Products For Cannabis Producers

From screens to fertilizers to lighting, here are three new products that might help enhance your cannabis production system.

Read More
Cannabis In Greenhouse

July 27, 2016

The Top 5 Myths About Cannabis Production Cleared Up

There is a lot of misleading information going around about growing cannabis. Industry insider James Lowe makes sure you know the truth about cannabis production.

Read More
Joe Bischoff

July 26, 2016

SAF Partners With Cornerstone Government Affairs To Adv…

A new partnership between the Society of American Florists (SAF) and Cornerstone Government Affairs ensures that SAF will continue its highly effective work advocating for issues that affect the floriculture industry. “SAF and Cornerstone together provide experienced voices on Capitol Hill to protect our growers’ interests,” says SAF CEO Peter Moran. “We’ll continue to move major policy priorities forward on behalf of small business and agriculture.” Cornerstone is a public affairs firm specializing in government relations, strategic consulting, and advocacy. Its team of more than 50 senior professionals includes former senior professional staff from both authorization and appropriations committees and the U.S. Department of Agriculture (USDA), as well as veterans of the horticulture industry. Agricultural and horticultural issues of primary concern to SAF members include access to labor, immigration, crop protection, international trade and other matters related to the day-to-day operations of growers. Before she retired this year, SAF lobbyist Lin […]

Read More

July 26, 2016

AFE Releases New Videos Highlighting Industry Successes

The American Floral Endowment (AFE) recently released five new videos, created to highlight floriculture successes through industry collaboration, support, and participation. “Each video shares real stories from industry members on career development through scholarships and internships, and true examples of research solutions that have shaped how the industry operates today,” says Laura Shinall, President of Syndicate Sales, Inc., and AFE Public Relations and Development Chair. “We’re excited to be able to share some great success stories in an effort to increase industry participation.” The introductory video “Heard of the American Floral Endowment?” helps educate those who aren’t currently aware of AFE’s programs, while other segmented videos (retail, wholesale, grower) share how Endowment programs complement each group and why it’s so important that everyone in the industry participates: Retail Florists Share Why They Turn to AFE New Resources for Floral Wholesalers and Suppliers AFE Helping Growers Profit Ready for a Career in Floriculture or Horticulture? […]

Read More
Workers

July 23, 2016

5 Reasons To Invest In Employee Training

Training and developing your employees is critical to the future success of your organization and the horticulture industry at large. Here are five reasons why your employees are worth the effort.

Read More
BeeSmart

July 21, 2016

How You Can Get Involved In Research

The Horticultural Research Institute (HRI) supports scientific research and students for the advancement of the horticultural industry.

Read More
Luxflora Flower Run

July 20, 2016

First-Ever Flower Run Was A Big Success, Luxflora Says

Kicking off Cultivate’16 on Sunday, July 10, Luxflora’s first annual 5K saw nearly 150 participants racing through the picturesque Scioto Audubon Park in Columbus under clear blue skies and perfect conditions. It was a great way to start the week, participants said. Congratulations to the winners of the first-ever Flower Run: First Place: Jacob Griffith Gardner Second Place: Mike Goyette Third Place: Jack Ford The top three winners — and all of the Flower Run participants — were showered with flower petals when they crossed the finish line, making for a colorful and fragrant finish to an invigorating experience. “Personally, I would consider it a grand success,” says Luxflora President Rebecca Lusk. “The overall mood was fantastic, from start to finish. There were many high fives and group hugs, numerous duo phone selfies and postings to social media, while participants enjoyed their bananas and bottled water donated by Experience Columbus. Most […]

Read More

July 19, 2016

Do You Grow Young Plants? Only 4 Days Left To Take Our …

If your operation produces plugs or liners for wholesale growers, please take a few minutes to participate in Greenhouse Grower’s 2016 Young Plant Grower Survey. We know you are very busy and we value your time and input. This survey should only take a few minutes. Greenhouse Grower’s Young Plant Grower Survey has played a key role in building our Top 20 Young Plant Growers list over the years. The information helps us zero in on trends taking shape and the challenges you’re facing as young plant growers. If you have any questions about this survey or you are not the right contact for this at your operation, please email me at [email protected], or please forward the survey link to the appropriate person. We would like to wrap up this survey by July 25, so please take it soon! Thank you in advance for your participation. We value your opinion! » […]

Read More

July 9, 2016

Market The Experience Of Gardening, Minus The Fuss

Greenhouse Grower editor Laura Drotleff says the industry should promote plants and gardening in bite-size chunks that help consumers build skills.

Read More
Grower Education

July 7, 2016

Two Industry Veterans Discuss How To Meet The Challenge…

Two industry players have a conversation on how we can deliver the level of grower education needed to address complex issues associated with production practices and pest management strategies.

Read More
Briscoe White, Growers Exchange

July 6, 2016

The Grower’s Exchange Unlocks The Secret to E-Commerce

In the Internet era, Briscoe and Kenan White knew they had to adapt or die and specialize to survive. Here’s how they took The Grower’s Exchange online.

Read More
Brie Arthur

July 6, 2016

5 Can’t-Miss Events To Watch For At Farwest 2016

Whether it’s classes on biocontrols and gardening trends, or networking opportunities in and around the trade show floor, there’s plenty happening at Farwest 2016 in Portland, OR, in August.

Read More
'Violets Pride' from Week's Roses Downton Abbey Garden Rose Collection

July 6, 2016

6 Key Insights From The Generations Of Flowers Study

Being local and offering expert recommendations are hidden opportunities in the floral business. This was one of six insights during a recent webinar analyzing the Generations of Flowers study from the Society of American Florists and the American Floral Endowment.

Read More
Joe Lamp'l

July 1, 2016

Gardening Personality Joe Lamp’l Will Be Keynote Speake…

Lamp’l, who hosts the PBS series “Growing a Greener World,” will discuss effective ways to build your business and keep your customers.

Read More
Cannabis states 2016

July 1, 2016

Adult Use Of Cannabis On The Ballot In 2016

25 states have legalized cannabis and public opinion is increasingly positive. Here’s where things may be headed as we move toward the fall elections.

Read More
Robert Conrad, Ball Seed Technology Research Manager

June 27, 2016

Ball Premier Lab Wins Medal Of Excellence Award For Its…

Over the past 30 years, the Ball Premier Lab has set the standard for high-quality seed in the industry, earning it Greenhouse Grower’s 2016 Medal Of Excellence for Industry Achievement, for its dedication to advancing seed and helping growers improve their margins.

Read More
North Creek Nurseries lower trials

June 24, 2016

North Creek Nurseries Is A Finalist For 2016 Operation …

North Creek Nurseries in Landenberg, PA, is one of three finalists for Greenhouse Grower’s 2016 Operation Of The Year award and winner of the Excellence In Sustainable Production award for 2016.

Read More
Vic Frey, Kurt Weiss Greenhouses Feature

June 23, 2016

Vic Frey Named A Finalist For 2016 Head Grower Of The Y…

Vic Frey, a finalist for the 2016 Head Grower of the Year and recipient of the 2016 Excellence In Production award, was always willing to trial and experiment with the latest technology. He loved the constant change in this industry, and turned every opportunity into a teaching moment.

Read More
[gravityform id="35" title="false" description="false"]