March 11, 2009
Proven Winners Launches National Beautification Effort
Proven Winners has launched a national beautification effort through radio stations in California, Massachusetts and Illinois from January until May to promote the benefits of gardening to listeners across the country. The campaign’s objective is to create an emotional connection between listeners and their favorite radio personalities through gardening competitions, contests and hands-on experience. “Our goal is to encourage women of all ages to enjoy the benefits of gardening, utilizing quality products that are easy, fun and deeply rewarding,” says Marshall Dirks, director of marketing for Proven Winners. “We also seek to support the efforts of local garden centers by promoting the gardening experience to a large audience.” For more on Proven Winners’ radio efforts, click here.
March 9, 2009
Walters Gardens Launches Consumer Websites
Designed to inspire and inform home gardeners about perennial gardening, Walters Gardens has launched two new consumer websites: www.perennialresource.com and www.growdesignerplants.com. Both sites feature retailer locators to help consumers find retail stores that sell the plants they see online. They can search by zip code and easily get directions to the businesses. The Perennial Resource website has been rebuilt to include an encyclopedia of more than 1,500 varieties. The encyclopedia is searchable by botanical or common name and more than 40 plant characteristics, including water, sun and soil requirements and more. The site also contains a “Design & Grow” segment: six steps to designing, creating and maintaining your own perennial garden.” The Grow Designer Plants website is dedicated to the Designer Collection of hostas and daylilies from Walters Gardens. Targeted towards younger gardeners who love designer products, the site features glamorous photos of the perennials in the collection. A Grower’s guide […]
February 27, 2009
Study: Houseplants Great For Retirement Communities
A recent study published in the American Society for Horticultural Science journal HortTechnology finds an activity as simple as caring for houseplants can have positive effects on residents of assisted-living communities. The four-week study by Claudia C. Collins and Angela M. O’Callaghan involved participation by 18 residents in a weekly, two-hour interactive horticulture class taught by a social horticulturist and a sociologist. Residents were given interactive lessons on the care of houseplants, choices of what plants to bring home and care for and different options in potting containers. The classes offered residents an opportunity for social interaction with peers and instructors. Over the course of the study, teachers were impressed by the transformation of the overall demeanor of the students. They changed from a state of passive, lonely dependence to being more active, socially connected, and responsible for something other than themselves, demonstrating improvement in quality of life and mastery. […]
February 26, 2009
Ball Launches Burpee Plants At Retail
At the upcoming 2009 California Pack Trials, Ball Horticultural Company will launch the Burpee Home Gardens plant program. This line will offer Burpee-branded, garden ready plants at garden centers in select markets this year and nationally in 2010. With the help of Ball’s marketing and distribution capabilities, an assortment of exclusive Burpee plants will be sold at garden centers, many of which have not previously been available in plant form at retail outlets. “The combined efforts of both Burpee and Ball will offer strong products and supports to make this plant program successful at retail,” says Chris Romas, president of W. Altee Burpee Company.
February 25, 2009
Park Brothers Launches New Consumer Website
Park Brothers Farm has launched a new consumer website dedicated to the branded Charley’s Vegetables line. The site explains that Park Brothers “started this website to help new and veteran gardeners grow successful gardens full of tasty vegetables.” Users can search for information on specific vegetable crops (cucumber, cantaloupe, eggplant, etc.) and uses a chatty tone to speak to consumers on a more personal level.
February 19, 2009
Proven Winners Idea Book Wildly Popular
Proven Winners has been promoting its Gardener’s Idea Book in January and February ads in major consumer publications with great success. All told, they have received more than 21,000 requests for the free book, which features colorful inspirations for mixed containers. Those numbers are three times the amount of people who requested the books during the same period last year, so members of Proven Winners are optimistic for a great gardening year. The top six sources for requests are: Star Radio in San Diego, Backyard Living magazine, KIIS radio in Los Angeles, Martha Stewart Living magazine, Country Living magazine and P. Allen Smith’s Newsletter. Check out an online version of the book here. Proven Winners also asked consumers about their anticipated spending for the spring, and the results were very encouraging. More than 56 percent of those who responded said they would buy more plants than last year, while nearly […]
February 11, 2009
Empower With Plants & Flowers
So much of what is going on in the world is just beyond our control. As an industry, we have an opportunity to help people transform their homes and yards into sanctuaries for calm, beauty, enjoyment and resilience during these trying times. While our national and local economic recoveries will take many years, a home can be transformed, brightened and productive in a single season. The first Saturday in February, I attended Cleveland Botanical Garden’s fourth annual Sustainability Symposium to learn more about our region’s most passionate gardeners. I had attended two years ago and was wondering if the interest would be as strong and what the audience would be most interested in. In the trade, the consensus seems to be sustainability is not as important when people are pinching their pennies, that saving money trumps all other interests. But this was a more affluent group of gardeners and community […]
February 10, 2009
Taking It To The Teleflora Ad
Appalling? Genius? Downright awful? Whatever you thought about Teleflora’s 30-second Super Bowl commercial, it got people talking. In fact, it was among the most talked-about ads in the week after the big game. First off, if you haven’t seen the ad, watch it here. The commercial debuted during the second quarter of the February 1 game, and its premise is that hand-arranged flowers are a better value than flowers delivered in a box. We asked our readers what they thought of the commercial in last week’s eNewsletter, posing five choices to them in our Benchrunner Barometer. The choices were (1) I loved it; (2) I liked it; (3) I thought it was OK; (4) I hated it; and (5) I didn’t get it. Judging from the poll results, the commercial was apparently OK. Thirty-nine percent of respondents thought the ad was OK, 19 percent hated it and 18 percent didn’t […]
February 10, 2009
Industry Segments Duke It Out
Teleflora isn’t the only company competing for Valentine’s Day commissions or sales the wrong way this year. GivingPlants.com, which teams with growers to bring flowering potted plants to consumers, deliberately attacks the Colombia cut flower business–a V-Day competitor–in a video that appears on its website and YouTube. You can view the 60-second video titled “The True Story of Cut Flowers” here. The video is just another example of an ad campaign of one company that attempts to undermine another segment’s product without promoting the benefits of its own. GivingPlants.com has a great website and beautiful products, and it should build a campaign centered around that. It’s unfortunate many U.S. cut flower growers have been affected by the growth of the Colombian market, but the Valentine’s Day message we should be delivering is to buy more plants and flowers, regardless of who supplies them. If a consumer chooses to buy cut […]
February 10, 2009
Positioning Your Products For V-Day
Roses don’t necessarily have to dominate the floral scene come Valentine’s Day. A good-looking product, like the African violets Holtkamp Greenhouses packaged in pink sleeves this year, can drive sales–even for plants that aren’t traditionally marketed for Valentine’s Day. Holtkamp planned to ship the violets on Monday and Tuesday of this week in packs of 30 as part of a “super special.” It was selling them for $1.35 each, plus boxing and shipping, and making them available Thursday and Friday.
February 10, 2009
The Cart Compromise
Imagine a woman in search of great plants at a garden center. Maybe she simply needs plants to fill out her garden. Maybe she’s in search of great-looking blooming potted plants for the back porch. Whatever the woman seeks, she’s on the prowl. She locates the plants she wants from a distance after only a few minutes in the garden center. There are a bunch of them seated on a rack. Having found the plants she originally sought, the woman feels relieved. But then she sees a problem: Up close, the plants barely resemble themselves. Because the plants are wedged tightly between the rack’s shelves, there’s little room for them to breatheâ€“let alone bloom. The plants are withering, stricken from lack of sunlight and parched from days without water. What she thought was a true find is more like a dud. So, disappointed, she turns away, wondering why she made […]