Feedback: Laurie Scullin On Product Development

We received quite a response to Laurie Scullin’s views on turning new product development over to women, our primary customer. Here are some reader reactions:

I always look forward to Laurie’s truthful look at the industry–by gum, he’s usually right on when it comes to what we as an industry need to change. Change–the word that strikes fear into men and excites women! That is why, as a lone wolf female grower with no men to check with before making a business decision, I know what women want because I am one. Sorry guys, some things you just will never get. Don’t be macho or proud, just ask us and watch your numbers soar!!

Thanks,
Jean Lawrence
SunStone Growers/Thyme to Dream Herb Farm
Toccoa, Ga.

EXCELLENT

This is the best article I have read in years!

When I began working at Pleasant View and Proven Winners–there were very few women involved. My brother-in-law Henry, who I love to pieces, rolls his eyes every time I remind him that this industry has a huge disconnect between the grower and end-consumer. This is an industry of men selling to men, selling to men, selling to men and finally men selling to women.

Years ago, we were one of the first companies to put graphic pots in the industry with Cut & Grow Herbs and Cottage Accents. I can tell you growers and broker sales reps. didn’t come close to embracing the idea. And forget about the idea of sending a tag with every liner! I often received calls with comments ranging from, “Why do you ship large tags for things like Dracaenca?”, “Why are your tags SO big?” and believe it or not “Your tags are so big, I can’t water my pots!” Guys have no clue that women love this kind of stuff.

Look at a tube of lipstick for heaven’s sake! It is a stick of colored wax but yet it is beautifully packaged and labeled. And do you know how much tube of lipstick costs? (Maybe I shouldn’t tell you guys, but believe me, the woman in your life knows what she pays. And, even more shocking she doesn’t care.)

I don’t know much about the lipstick companies’ profits–but I can tell you they make more money per square foot than growers and they continue to make more money every year. Why you might ask? Because they are not afraid to mark up their prices in a huge way compared to their inputs. AND, THE MOST EXCITING THING–THE PRICE IS THE SMALLEST PIECE OF P.O.P IN THE STORE–you can hardly find it–especially if you wear glasses. It is on the bottom of the box, and by that time a women finds out what the price is she “knows she needs it.” Price is the least important part of the purchase!

Carol Huntington
Marketing Manager
Pleasant View Gardens
Loudon, N.H.

Fire The Slow Boys

Great concept… too bad it’s advice a decade or two late.

Our best garden centers understood long ago that when it comes to garden center retailing, the best man for the job is always a woman.

And sorry guys… this ain’t sexist… it’s just the truth.

Now you know why the industry seems so behind the curve compared to other retailers.

Except for Best Buy. They just hired a female to head up a department focused on attracting more female customers.

One word describes this slow boy approach for both industries… DUH!

Robert Hendrickson
Solutions csi

Fire The Boys!

Three cheers to Laurie for calling the boys out on product selection! If any company fails to heed Laurie’s wise words of advice, they should at least insist on having their shopping-phobic males teaming up with their female coworkers, to tag along on a “recreational shopping” expedition. The objective here would be to discover what women really want and what the lifestyle/color trends are really about.

This should be a quarterly event at the least; a bimonthly outing for the real adventurous. A monthly outing may be considered corporal punishment to any male who totally depends on their wives and girlfriends to outfit their wardrobe and home. Newsflash–freebie hats and T-shirts with beer and tractor logos do not mirror what women want to purchase.

If I were to lead my coworkers on such a jaunt, we would spend the day fondling accessories and textiles at the Pottery Barn, Crate and Barrel, Restoration Hardware, Home Goods, The Container Store, Macy’s and Target to name just a few.

The difference between indoor and outdoor decorating is getting smaller everyday and the local hardware and “power” stores, or sports oriented venues are not the places to spot trends. To keep everyone happy, we could end the day with a “cold one” to review color and lifestyle trends, while figuring out how to promote flowers to the folks with the real spending power–Female Shoppers! Women are elevating flowers and plants to a must-have accessory status and this same mind-set needs to be adopted by the men who make color/product decisions.

Jeannine R. Bogard
Market Analyst
Goldsmith Seeds
Gilroy, Calif.

Leave a Reply

More From Marketing...
NICH Plants Do That infographic feature

April 11, 2017

New Infographic Highlights Economic Impact of Plants

A new report from the National Institute for Consumer Horticulture shows how horticulture positively affects people’s lives wherever they live, work, shop, and play.

Read More
National Garden Bureau New Website

March 22, 2017

National Garden Bureau’s New Website Features Mobile-Friendly Design, Marketing Tools

The new site is designed to serve as a home base to drive traffic from NGB’s social media community to one central location.

Read More

March 7, 2017

Local Florists Celebrate Women’s Day and SAF Promotes Occasion With New Video

Florists across the U.S. are celebrating International Women's Day, March 8, and raising awareness for non-profit organizations. The Society of American Florists is raising its own awareness of what happens when women receive flowers with a new video for International Women's Day.

Read More
Latest Stories
NICH Plants Do That infographic feature

April 11, 2017

New Infographic Highlights Economic Impact of Plants

A new report from the National Institute for Consumer Horticulture shows how horticulture positively affects people’s lives wherever they live, work, shop, and play.

Read More
National Garden Bureau New Website

March 22, 2017

National Garden Bureau’s New Website Features Mobile-Fr…

The new site is designed to serve as a home base to drive traffic from NGB’s social media community to one central location.

Read More

March 7, 2017

Local Florists Celebrate Women’s Day and SAF Prom…

Florists across the U.S. are celebrating International Women's Day, March 8, and raising awareness for non-profit organizations. The Society of American Florists is raising its own awareness of what happens when women receive flowers with a new video for International Women's Day.

Read More
Savor New Website

February 16, 2017

Pleasant View Launches Updated Website for its Savor Ed…

The site is designed to offer a friendly and informative vehicle that delivers product information in an easy-to-navigate format.

Read More

January 24, 2017

Beekenkamp Plants B.V. to Take Over Marketing Sunny Ost…

Beekenkamp Plants B.V. will take over Sunny Holland B.V.'s marketing activities as of July 1, 2017, and begin offering Sunny Osteospermum to the supply chain.

Read More
gg-january-2017-cover-arizonaeast-feature

January 5, 2017

Why ArizonaEast Is Expanding Its Succulent Production T…

In Greenhouse Grower's January cover story, learn how Brian and Joe Vitale of ArizonaEast saw a chance to expand and diversify their New Jersey-based succulent operation, and why they jumped at the opportunity.

Read More
dummen-orange

October 18, 2016

Dümmen Orange Buys Rose Breeder, Participates In Petal …

Dümmen Orange will be hitting the streets of Columbus, OH, this week, handing out some of its favorite flowers as part of the Petal it Forward program in partnership with the Society of American Florists.

Read More
media-day-at-altman-plants

October 17, 2016

Altman Plants Hosts Media Day To Highlight Its Water Sa…

This month, Altman celebrated more than 100 million gallons of water saved since its water recycling program began operation.

Read More
OSU ATI Greenhouse

September 21, 2016

Your Support Is Essential For Current And Future Studen…

September is back to school time, and that means renewed opportunity to support the young people who are electing to pursue careers in horticulture. I continue to hear from growers of all sizes, from all over the country, that there just are not enough qualified graduates of two- or four-year horticulture programs. We also need to be active in promoting careers in horticulture to those who are not aware of the opportunities available. There have been some great success stories in this area recently. At University of Florida (UF) last fall, Anna Ball and Dr. Marvin Miller of Ball Horticultural Co. joined UF’s Dr. David Clark in an introductory environmental horticulture couse that’s open to any major. After the class, the line of students waiting to talk with Ball, Miller, and Clark was out the door. It is so important, Ball says, for each of us, individually and collectively to […]

Read More
Dual Income No Kids (DINK) Young Couple

September 16, 2016

What You Need To Know About DINKs

DINKs (Dual Income, No Kids) are quickly becoming one of the fastest-growing demographics that marketers are targeting.

Read More
Cavicchio Greenhouses

September 6, 2016

Cavicchio Greenhouses Wins Inaugural Sustainability Awa…

The Sudbury, MA, growing operation sustains more than 250 acres of annuals, perennials, and nursery stock, with a number of practices to mitigate its impact on the environment.

Read More
Laura Drotleff

August 10, 2016

Customers Need Hand-Holding And TLC [Opinion]

If we want customers to use our plants, we need to provide basic information about the plants we produce.

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
PrairieSplendor_CompactRose Syngenta Flowers March 2016

May 16, 2016

New “Generations Of Flowers” Study Tracks How And Why C…

The Society of American Florists and the American Floral Endowment have released an update and analysis of this study, which first began in 2009.

Read More
Webinar Photo from Flickr

May 7, 2016

How You Can Connect With A Broader Audience Through Web…

Webinars are time-saving and effective marketing tools that can extend your reach to a greater audience.

Read More

April 27, 2016

Use Your Data To Make Smarter Marketing Decisions

Learn which marketing metrics are important to your business, measure successes, and learn where changes are needed.

Read More

April 26, 2016

“Bee-Friendly” Labels Matter To Plant Consumers, Accord…

Research at Michigan State University shows ornamental plant buyers understand and respond to bee-friendly production practices.

Read More
Krause Berry Farms Farm To Table Dinner

April 20, 2016

What The Floriculture Industry Can Learn From Farm Mark…

Although we have a lot in common with the produce industry, there is much we can learn from one another.

Read More