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The Flower Fields ABCs

The Flower Fields ABCs. Everything you need to know about The Flower Fields program – but were afraid to ask. A. What it is B. Why it works C. How to take advantage of the program. A. What it is. What it is. 4 large breeding companies with a broad range of genetics

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The Flower Fields ABCs

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  1. The Flower Fields ABCs

  2. Everything you need to know about The Flower Fields program – but were afraid to ask A. What it is B. Why it works C. How to take advantage of the program

  3. A. What it is

  4. What it is • 4 large breeding companies with a broad range of genetics • Marketing program aimed at retailers and consumers • Promotional support focusing on how “color” sells more product – for retailers and for growers • POP using color • Tags showing color usage • Pots and packaging for better sell through

  5. Paul Ecke Ranch

  6. 1400 cultivars • Fischer USA • All Geraniums and New Guinea impatiens • Goldsmith Seeds • All seed varieties from Ageratum to Zinnia • Goldsmith Plants • All annuals from Geraniums to Verbena • Paul Ecke Ranch • All annuals from Argyranthemum to Vinca • Yoder Brothers • A full line of perennials plus Dwarf Dahlias and Spring Garden Mums

  7. Is there a “real” field? Yes! The Flower Fields is also a popular tourist attraction in Carlsbad, CA • We use the field as a ‘story’ about use of color • We tell the story in both the Travel and Gardening sections of newspapers from coast to coast

  8. B. Why it works

  9. Why it works • 1400 cultivars for “easy” program • Easy for grower to purchase and grow • Seed or cutting produced • Annual, perennial or mum • Easy for grower to schedule season extender programs for spring, summer or fall • Easy for retailer to display • Easy for consumer to find and purchase • BIG FOOTPRINT AT RETAIL

  10. Over 70 Species Including Annuals...

  11. Over 70 Species ...And Perennials Paul Ecke Ranch

  12. It’s grower-friendly • No changes to product distribution • No changes to product cost or royalty cost

  13. Friendly for growers’ retail customers too • This program does not add product cost for the grower or the retailer! It is business-as-usual with extra support from a marketing program • By increasing sales per transaction at retail, our color matching system will actually lower overall cost at point-of-sale

  14. Why it works • Focus on the customer • Female - 80% plus • If not female, the female often major influence • Color is critical • Decorating element

  15. Why it works • It’s not just about genetics • It’s the package! • Container • Tag • Information on care • Information on use

  16. And with The Flower Fields…it’s information on COLOR!

  17. We are no longer in the plant business

  18. We are in the decorating business (and are Consumer Product Manufacturers)

  19. Decorating + field of color = program concept • Focus on use of color to sell more product • Help make color choice easy at retail • Color wheel and color chip tags

  20. Make color easy • Our product is impulse-purchased • Our product is purchased to decorate • Consumers want more information on usage - “what goes with this plant?” • Goal is to increase a consumer’s purchase by showing how to match colors. In retailer lingo that means additional $ per transaction total Color Chip

  21. Information On Tags • The Flower Fields tags available on all 1400 products • Tags required on all vegetative annuals, geraniums and New Guinea impatiens • Tags optional on perennials and seed annuals • Color chips transition in as inventory allows

  22. Help retailers display • POP is now required by many retailers • Co-brand by adding retailer logo to posters and bench cards with Ad Agency in a Box™ • Logo Pots, posters, large tags all add to “package”

  23. Point-of-purchase Kits • POP kits may be customized to fit a retailer’s need • To order by e-mail info@theflowerfields.com

  24. Complete packaging • Yes, the pot is part of the package • Packaged product sells 2:1 faster than plain product • 4”, 5”, quart and trade gallon logo pots – all available from Summit Plastics, tel: 330-633-3668

  25. We’ll tell consumers • We run color ads in gardening magazines • Place the story with newspapers and lifestyle magazines around the country • Drive consumers to the website -www.theflowerfields.com

  26. Tell retailersyou told consumers • Make sure that you connect all the channels • Retailers to Consumers • Retailers to Growers and product

  27. OK - so what?

  28. C. How to take advantage of the program

  29. So what does this mean to you? • “Off the shelf” marketing campaign you can just plug into • Add water and stir – pots, labels, POP all ready to go to work for you • Easy on the grower program with no extra costs • Not adding cost protects growers being pressured on price • Wide range of products and product forms • ex. Geraniums from seed or cutting • Perennials to bedding plants to baskets

  30. So what does this mean to you? • Marketing support is readily on hand and the grower or retailer can use as much or as little as needed • Can mix and match to offer different retailers different programs – one with logo pot, one with premium tags, one with more POP • Demand for program as retailers and consumers are asking • Retailers are asking for quick turns and easy sales to consumers

  31. The Flower Fields Where Color Grows™

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