August 2005
More On Increasing Consumer Purchases By Bridget White

As we continue our coverage of the California Pack Trials (see page 26) I thought it only appropriate to continue the discussion started in last month's "Editor's Report" about how we can increase consumer purchases of floral products.

In case it was too long ago to remember, in last month's "Editor's Report," I recapped a discussion my group (Carrie Burns, Catherine Evans and myself from GPN; Rick Schoellhorn and Chris Cerveny from University of Florida; and John Holmes and Steve Carver from OFA) had one night during Pack Trials about the benefits of lifestyle advertising and the possibility of creating real plant consumers — people who use something until it's gone and then replace it.

I don't know if it was the topic of increasing consumer purchases or the call for advertising (always popular), but I received a lot of feedback on that editorial, and believe it or not it was all good. One E-mail in particular, from Steven Biles at Bouldin & Lawson, really made me think about how a simple idea can make a big difference. We don't have to do something as costly as advertising, just put some effort into it and reap the rewards.

Bridget,I guess my purpose for sending this E-mail is that I am also a consumer of plants. I have several bordered beds, baskets, planters, etc. They all have different sun requirements.

As you stated in your article, there seems to be a lack of communicated information as to what to plant, when [to plant it] and under what conditions. The problem with most plants is that once established, it does not take long for them to outgrow their beauty. After all, they are weeds and want to take over everything. Once the beauty diminishes, it's time to pull them up and bring on the next variety and a new range of colors.

One thing that I have also noticed…I purchased my current home five years ago. There were very few of my neighbors who had any color around their homes. Everyone planted perennials and shrubs. After I built and established my beds and planters, everyone is now adding annuals to their plantings.

I always thought that [it would be great] if a Home Depot or a Lowe's started a "Seeding Program." What I mean by this is that the store, through a drawing, would pick out an individual home that doesn't use many annuals or plants for that matter. Call it "The Annual Make-Over" and establish beds and planters for their landscape. This will "seed" the area, and you will be amazed at how many people in the neighborhood will improve their landscapes to match.

Just a few thoughts!

As soon as I got Steven's E-mail, I knew I had to pass it along. This is exactly the kind of marketing idea that our industry needs. It is a grass roots (pardon the pun) effort that can be replicated locally throughout the country, targets a specific area, focuses on our main product…it has everything. I know I'm gushing on about this, but from my perspective this is the kind of idea that high-dollar advertising companies dream of. Not only do you get exposure through the contest (local TV stations and newspapers love this kind of thing) but you reap long-term benefits as well. The winner will share their experience with everyone they know, as will all of the neighbors, plus there is the real possibility of increasing consumption when the neighbors try to make their yards look just as nice.