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
Mucci-Farms

April 24, 2018

Mucci Farms Completes First Phase of its New Ohio Tomat…

The new facility, the company’s first expansion outside of Canada, encompasses 24 acres, with harvest set to begin in May.

Read More
Gomphrena Truffula Pink (Proven Winners)

April 24, 2018

Armitage Talks Favorites From Danziger and Proven Winne…

From annuals that look like they came out of a Dr. Seuss book to breeding marvels in perennials and shrubs, the visits to Danziger and Proven Winners at California Spring Trials were exciting, to be sure. Here are some of Dr. A's favorites.

Read More
Seed-Your-Future-Initiative-Release-3.3.16-1

April 24, 2018

Bloom Campaign by Seed Your Future Will Address “Plant …

BLOOM! connects young people to the power of plants to build a pipeline of future talent for the industry behind them: horticulture.

Read More

April 24, 2018

Proven Winners Reveals Marketing Efforts for 2018-2019 …

For the first time, the brand has generated one billion consumer impressions, and plans to keep that momentum going with a number of ambitious programs.

Read More

April 24, 2018

California Spring Trials 2018: New Plant Intros from Pr…

Check out the newest 2018 plant introductions from Proven Winners and Danziger.

Read More
Laura Drotleff

April 23, 2018

Opinion: Why the Floriculture Industry Must Be Willing …

There is potential for our industry to provide talking points for growers to promote sustainable production efforts. It’s not exactly bragging — it’s simply and humbly speaking the truth.

Read More
Griffin-Massachusetts-Cannabis-Workshop

April 23, 2018

Griffin Hosting Cannabis Growers Workshop in May

The half-day program in Colorado will focus on several aspects of crop fertility and nutrition delivery strategies.

Read More
Philips-Lighting-rose-toplighting-recipe

April 22, 2018

New LED Toplighting System From Philips is Optimized fo…

Available for European rose growers, the GreenPower LED system features a light spectrum designed for cut rose cultivation, leading to bigger buds and heavier stems.

Read More
Bloomify Rose lantana cultivar

April 21, 2018

How Researchers are Building Better Lantana Plants

Genetic sterilization being used to help keep these prolific perennials in place.

Read More
AFE-Flower-Marketing-Videos

April 20, 2018

Your Weekly Chance to Market the Positive Vibes That Fl…

Each week between now and the end of the year, American Floral Endowment will post a new video promoting flowers.

Read More

April 20, 2018

California Dreaming Takes on a Whole New Meaning at CAS…

At California Spring Trials 2018, the Greenhouse Grower team witnessed the revitalization of a company, plus some awesome merchandising displays, and efforts toward automation.

Read More

April 19, 2018

California Spring Trials 2018: New Intros from Syngenta…

Check out the newest 2018 plant introductions from Syngenta Flowers, Hishtil, Jaldety, Cohen Propagators, Nir Nursery, Bailey Nurseries, and Sunset Western/Southern Living Plants.

Read More

April 19, 2018

CAST 2018: Dr. A’s Favorites From Syngenta Flowers, Bai…

From an exciting perennial to a new white begonia, Allan Armitage says these showstoppers deserve recognition.

Read More
GG-and-Benary-Team

April 19, 2018

Spring Trials Rookie Inspired by Connections

The Allan Armitage Scholarship recipient has added a number of industry connections during his time at California Spring Trials, and discusses what that means to him and his career.

Read More
Benary 2018

April 18, 2018

At CAST 2018, Sakata Captures Consumer Attention Spans,…

More than halfway through the California Spring Trials, the Greenhouse Grower team had a busy but fantastic day seeing dozens of our friends at American Takii and Benary, and spending time talking about the industry's past and its bright future.

Read More

April 18, 2018

California Spring Trials 2018: New Varieties to Watch F…

Check out the newest 2018 plant introductions from American Takii, Hilverdakooijj, Hem Genetics, Thompson & Morgan, Sakata Ornamentals, and Ernst Benary of America.

Read More

April 18, 2018

How the Horticulture Industry’s Past Shaped Its P…

Andrew Scheldorf, the winner of Dr. Allan Armitage’s California Spring Trials Scholarship, says the stories of plant origins help ground our industry to the people and places that have changed us.

Read More

April 18, 2018

Dr. A Weighs in on His CAST Favorites From American Tak…

Here are some of the top variety introductions for 2019 that have pleased Dr. A during California Spring Trials 2018.

Read More