Among all the new plant introductions to be found at California Spring Trials is a treasure trove of consumer trends and marketing ideas to be gleaned. Here are seven insights that stood out for Jim Sulecki, Content Director at Meister Media Worldwide, Greenhouse Grower RETAILING‘s parent company.
- Millennials like wilder, more diverse products — hence, more combinations of flower forms (From Tom Linwick and Jen Calhoun at Benary)
- Landscapers like big — e.g., begonias. Maintenance consists only of planting and then one “pluck” — anything that’s sticking up (From Tom Linwick and Jen Calhoun at Benary)
- Perennial sales are up 30% (From Proven Winners)
- The most effective signage focuses on desired end result of relatively carefree container gardening: “Spend time with your friends;” “It’s okay to sit and daydream;” “Create your own outdoor oasis.” (From Proven Winners)
- Master Tag and Summit Plastics, which has an NFL license, says retailers need to think regionally about sports teams items, rather than just locally. For example, a Pittsburgh Steelers display also would include the Cleveland Browns (yikes!) and the Cincinnati Bengals.
- Sunset magazine has more readers in five Western states than People has in the entire U.S. “Hugely influential.” (Josh Schneider at Cultivaris)
- “Sales are limited by what you can carry.” Inference: If you’re selling hanging baskets, sell bigger hanging baskets — or at minimum something consumers can carry. (Josh Schneider at Cultivaris)