310 likes | 461 Views
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
E N D
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
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
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
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
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
Over 70 Species Including Annuals...
Over 70 Species ...And Perennials Paul Ecke Ranch
It’s grower-friendly • No changes to product distribution • No changes to product cost or royalty cost
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
Why it works • Focus on the customer • Female - 80% plus • If not female, the female often major influence • Color is critical • Decorating element
Why it works • It’s not just about genetics • It’s the package! • Container • Tag • Information on care • Information on use
We are in the decorating business (and are Consumer Product Manufacturers)
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
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
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
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”
Point-of-purchase Kits • POP kits may be customized to fit a retailer’s need • To order by e-mail info@theflowerfields.com
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
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
Tell retailersyou told consumers • Make sure that you connect all the channels • Retailers to Consumers • Retailers to Growers and product
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
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
The Flower Fields Where Color Grows™