David Kuack, editor of GMPro magazine, made his yearly pilgrimage to the California pack trials in April. Today, he shares some of the interesting (and eye opening) marketing materials companies displayed. Look for full coverage of the trials in the July issue of GMPro.
This year’s California pack trial displays offered something for everyone, from the whimsical to the provocative. Several companies that participated in the trials said they are seeing an increasing number of retailers stopping and visiting their displays--this includes both big boxes and independents.
Fides’ point-of-sale posters drew the most comments. At many stops people were asking “Have you been to Fides?” Each poster incorporated the specific flower that was on display. Would the posters help sell more flowers? Not sure, but they would certainly get people to stop and look.
While some of the Fides’ posters may have been risqué, the gift-giving ideas on display were not. They showed how to take price out of the equation by making the plants a gift item--just like other gift items that compete with flowers. I think Paris, LiLo or Britney would be happy to give one of these plants as a gift and to also take home one for themselves. The pearl-strand handles add a touch of elegance to these pink gift bags.
How do you gift wrap a gift card? Fides suggests making it part of a presentation that includes a gift bag and flowers. The recipient will feel like she’s getting so much more than just a gift card.
Who says a gift bag has to be made of paper? Fides shows how a fashion or sport bag can be used as a flower wrap. Which is really the gift--the flower or the bag? Doesn’t matter, the recipient will be impressed with the presentation as well as the gift.
Looking for seasonal marketing ideas? John Henry’s Summer Celebration point-of-sales display could be used for Memorial Day or the 4th of July. Its Fall in Love display will get people thinking about flowers even after summer is over.
How about a living Christmas ornament? John Henry showed how miniature cyclamen could be given as a gift or used as a tree decoration.
A number of companies showed products related to some aspect of sustainability and being earth-friendly. A number of biodegradable or ‘natural’ plant tags and containers were displayed. Most of the containers could either be planted directly into the garden with the plant or disposed of in a landfill where they would biodegrade.
Want to get kids interested in gardening? MasterTag currently holds the U.S. license to produce Disney-based character programs, including Pixar, for potted plants.
MasterTag’s Learn and Grow with Pooh and Friends program is being trialed this spring in HyVee, Meijer and Wakefern stores. The Pooh program is a collectible series that features six characters with a pot cover and removable bookmark. The colors of the annual flowers complement each character’s POP material. Other programs in the works include the Pixar character Wall-E the robot , Pooh/vegetables, Fairies/perennials, Princess/annuals and Christmas trim-a-tree.
Dutch cyclamen breeder Schoneveld Twello showed some unique ways of marketing potted plants--and consider the add-on purchases. No child is going to let mom buy just one boot.
-- Dave Kuack
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