Connecting With Consumers

Connecting With Consumers

Green is a new color in the Color Wise endcap program. Papyruses ‘King Tut’ and ‘Little Tut’ joined Proven Winners as a new green addition in Graceful Grasses.
Since this sign was printed, Proven Winners’ consumer eNewsletter circulation jumped to more than 134,000 gardeners a month.
Lobularia ‘Snow Princess’ was the hit of the trials. Just don’t call it alyssum.
The vast majority of consumers plan to continue buying plants this year at the same or greater levels than last year.
‘Pretty Much Picasso’ is a new designer petunia that is vigorous for landscapes.
Retailers can order this new seminar kit in a box to host consumer gardening events.

Although the plants are always a big “Wow” during Proven Winners’ trials at EuroAmerican Propagators in Bonsall, this year, the most impressive part was numbers – proof that the brand is making an impact with consumers. The free Gardener Idea Book Proven Winners publishes each year for consumers has turned out to be the most effective tool for communicating with them on a regular basis.

Consumers request the booklet after seeing ads in prominent national magazines. Seventy ads were placed in 60 magazines reaching 120 million readers. This spring, there was a 166 percent increase in requests for the idea book compared to this time a year ago, with the readers of Martha Stewart Living being especially responsive. About half had never heard of Proven Winners before, which means the ad is reaching new customers.
After consumers get the book, Proven Winners stays connected with them through its monthly eNewsletter, which just went out to more than 134,000 people, about 7,000 more than expected.

This base of consumers has been a valuable resource for gathering market intelligence in significant numbers. For instance, 19,738 responded to a survey about their intentions to buy plants this spring. Only 8 percent planned to buy less, with 51 percent planning to buy the same and 41 percent planning to buy more. This is pretty encouraging, considering the state of the economy. In-person events are going well, too. Proven Winners recent Outdoor Living Extravaganza in Chicago was completely sold out, with 350 people paying to attend.

On the retailer side, Proven Winners has relaunched its certified garden center program as iGarden Certification. In addition to educating garden center employees about Proven Winners’ products, there will be a series of general gardening knowledge modules addressing the most common consumer problems: watering, fertilizing, soils. Proven Winners staff answers more than 3,500 questions to consumers each year and is working on more ways to address common problems.

Also new for retailers is the Bloom Box – all a retailer needs to host a container gardening event at retail. The seminar in a box includes a PowerPoint presentation, handouts, two T-shirts, and invitation post cards.
 

Leave a Reply

Latest Stories
Ushio Sakazaki feature

June 22, 2017

Japanese Breeder Ushio Sakazaki Wins Medal of Excellenc…

From Supertunias to Superbells, this innovative Japanese breeder has used wild genetics to create game-changing plants that help consumers reconnect with the beauty of nature.

Read More
Koppert Ulti-Mite Swirski sachet

June 21, 2017

New Tool from Koppert Provides More Effective Thrips Ma…

A newly patented sachet for the predatory mite Amblyseius swirskii is resistant to both low and high levels of humidity, helping growers combat thrips infestations.

Read More
CallaFornia Red

June 20, 2017

Dümmen Orange Enters Calla Market With Acquisition of G…

Golden State will continue to supply the market through September 2018, at which time Dümmen Orange will assume supply and delivery of much of Golden State’s product line.

Read More

June 20, 2017

Sign Up For The Luxflora Flower Run At Cultivate’17

The5k walk/run race, sponsored by Luxflora, is an opportunity for industry members to network, build relationships, have some healthy fun, and start off Cultivate’17 with a flourish.

Read More

June 19, 2017

IGC Show Features Talks on How to Cash in on the Buy Lo…

This year’s event, which takes place Aug. 15-17 in Chicago, also includes a free workshop on what you might do when starting your business over from scratch.

Read More
SNA Logo

June 19, 2017

SNA, MANTS Plan to Co-Locate Their Events in 2018

There is crossover appeal for participants of both events, according to show organizers, and this cooperation will bring value and potential new business opportunities for both audiences.

Read More
Heat Safety App

June 18, 2017

Protect Your Employees from Heat-Related Illnesses with…

The National Institute for Occupational Safety and Health and the Occupational Safety and Health Administration have released an updated app for smart phones that can help workers stay safe when working outdoors in hot weather.

Read More
Visser Autostix

June 17, 2017

Visser, Ball Partner on New Sticking Technology for Cut…

The new AutoStix system is designed to provide better consistency and uniformity with shipped cuttings, easier and more reliable counting, automatic transplanting, and optional buffering in the peak season.

Read More
sbi-software-triumph

June 16, 2017

Five Guidelines to Investing in Software for Your Green…

Any software improvement you make should make sense for your team and be worth the investment.

Read More
EOE-featureimage2017

June 15, 2017

Greenhouse Grower’s 2017 Evening Of Excellence Will Rec…

Registration is now open for the 2017 Greenhouse Grower Evening Of Excellence, which takes place Monday, July 17, during Cultivate’17.

Read More
Plantpeddler Variety Day

June 14, 2017

Plantpeddler Hosting Variety Day on Aug. 4 in Cresco, I…

The free event will allow attendees to tour Plantpeddler’s trial gardens, which include more than 1,200 varieties of vegetative annuals displayed in large containers, baskets, window boxes, and beds.

Read More
Iron and Manganese toxicity in geranium

June 13, 2017

Are Your Geraniums Showing Signs of Iron or Manganese T…

Zonal geraniums with low pH can exhibit iron and manganese toxicity symptoms, including marginal chlorosis, leaf speckling, and upward-cupping of the leaves, according to Michigan State University experts.

Read More
weed sanitation

June 13, 2017

New Research Explores Potential of Using Steam or Hot W…

USDA-Agricultural Research Service horticulturist Dr. James Altland is exploring an alternative method for controlling weeds in greenhouse propagation systems by using steam or hot water to kill weed seeds.

Read More
Paul Fisher Fertilizer feature

June 12, 2017

How to Improve Customer Success by Adding Residual Fert…

Even if it costs a few cents more per pot or extra labor, your customers will thank you with repeat sales.

Read More
Jonathan Babikow, Emerald Coast Growers

June 9, 2017

New Head Grower at Emerald Coast Growers is Excited abo…

Jonathan Babikow, Emerald Coast Growers’ new general manager/head grower for its Lancaster, PA, location, talks about his favorite perennials, the advantages of growing in Pennsylvania, and his future hopes for his career.

Read More
Petunia 'Amore Mio' (Danziger)

June 8, 2017

AmericanHort Update on Genetically Engineered Petunias

AmericanHort is actively assisting affected plant breeders, distributors, growers, and retailers as the genetically modified petunia regulatory response continues. Since the last update, there have been several changes to the list of petunias confirmed or suspected of being genetically engineered and therefore unauthorized to be imported or sold. Also, the list of recognized laboratories for petunia variety confirmation testing has expanded. Most importantly, petunia varieties on the USDA-APHIS Biotechnology Regulatory Services (BRS) list require an APHIS Form 2000 for importation. APHIS also began requiring that any Petunia spp. Shipments, not including regulated GE varieties, must be accompanied by a list of variety names. This resulted in some inspection delays at the USDA-APHIS plant inspection station in Atlanta over the past two weeks. In response, AmericanHort has negotiated a more flexible approach with APHIS, and new guidance has just been posted for importing Petunia plants, cuttings, or seed. The new guidance allows […]

Read More
Bailey Expo

June 8, 2017

Bailey Nurseries Expo to Take Place in Late July in Min…

This year’s expo will focus on bridging the gap with Millennials and non-gardeners through creative marketing, engaging in-store displays, and heightened customer service.

Read More
Scaevola Mix from Suntory

June 6, 2017

How Was Your Spring? Let Us Know by Taking Greenhouse G…

Please take a few minutes to answer Greenhouse Grower’s 2017 Spring Recap Survey. The deadline for completing the survey is June 20.

Read More