Monrovia’s Bee a Winner Program Generates Buzz for Garden Retailers

Posted by Brian Sparks|January 18, 2024

Grower-retailers with garden centers can generate more than buzz for their stores by securing a spot in Monrovia’s 2024 Bee a Winner pollinator plant giveaway. The deadline to enroll in the program is April 1.

Monrovia is partnering with garden centers across the country to promote the importance of pollinator-attracting plants. The giveaway program, which gives garden center customers a chance to win a free plant during Pollinator Month in June, is easy for both retailers and their customers. Garden centers that place a minimum order of Monrovia’s pollinator-friendly plants receive 10 free additional 1-gallon plants to use as customer prizes. The orders include posters with an easy-to-use QR Code that links to a customer entry form, ready-to-link online entry form, digital graphics, and other marketing tools.

For a chance to win, local shoppers will simply scan the QR code to access the entry form. During the process, they are given the option to join their local garden center’s email list, giving the garden center an easy and effective way to strengthen customer relationships. Monrovia makes the process easier by managing all the entries and choosing local winners specific to participating garden centers.

Last year’s program was a success, with more than 200 garden centers participating. Consumer participation expanded as well with more than 20,000 entries last year. More than 70% of those entering opted into their local garden center email list.

“Our consumer research shows that both younger and more experienced gardeners have a growing interest in pollinators,” says Katie Tamony, Chief Marketing Officer at Monrovia. “82% of those we surveyed say they are interested in pollinator plant collections. This giveaway gives them that opportunity, shows them a diverse option of plants, and encourages purchase of more than just one variety. It also connects customers directly to the retailer for future outreach.”