Putting Some Heat Into It

 

 

 

 

Just two years into Athens Select’s partnership with the Southern Living Plant Collection, the program shines for its unique varieties and its ability to provide sizzling color even in summer heat. With 11 Athens Select varieties now part of the Southern Living Plant Collection, opportunities for growth abound.

For Athens Select, the partnership was a no-brainer. After all, Southern Living is a premier lifestyle and entertainment magazine and the sixth largest monthly consumer magazine in the United States. It reaches nearly 16 million readers each month and enjoys a circulation of about 2.8 million.

“Having the Southern Living brand behind your product and, for retailers, [having] the pot and tag on their shelves, is such a powerful statement,” Leah says. “This is a partnership that’s truly focused on growth.”

 

 

These and every plant in the Southern Living Plant Collection are supported by a cohesive promotion campaign, including consumer advertising and public relations. Strong packaging and point-of-purchase elements provide additional pull-through marketing to gardeners.

It’s this unique combination of tactical marketing and exceptional plants that’s helped Athens Select heat up sales for growers across the country. As Allan Armitage likes to say: “Put Athens Select in your lineup, and watch your sales rise along with temperatures!”