Lawn & Garden Retailer Headlines
FPO to boost flower sales post-Mother's Day
FPO announced plans to increase its promotional efforts
post-Mother's Day and into early summer this year. Expanding this year into a
sixth market, the FPO Board will use their innovative "Flowers. Alive with
Possibilities." campaign to elicit flower purchases after Mother's Day
when sales typically drop off. The campaign is expected to generate impulse
purchases during traditionally slower times of the year while exposing more
consumers to the concept of using flowers as home décor solutions.
"Last year," said Patrick Busch, FPO Board Member
from Len Busch Roses, "FPO pioneered off-peak advertising by bridging
purchases between Valentine's Day and Mother's Day. This year we will
demonstrate that other industry marketing molds can be successfully broken by
extending the buying season after Mother's Day into early summer, rounding out
what is typically a slower time of the year. This benefits retailers and
growers by extending their sales season and better utilizing inventory. Most
importantly, it benefits consumers by providing unique usage ideas during the
late spring, a time when flower images are fresh in consumers' minds, but
purchase reminders are helpful."
Analytical evaluation of FPO's campaign indicates that this
reminder strategy works: Findings from the AFE Ipsos-NPD Consumer Tracking
Study data and custom surveys indicate that while the FPO fall 2001 spending
was less than half of fall 2000, frequency of purchase was still significantly
higher than control markets. Results also reveal that all retail channels
benefit from increasing purchases from this campaign. Supermarkets and florists
will benefit from FPO's 4-6 week, post-Mother's Day efforts, which will consist
of heavy radio advertising bolstered by television. Billboards will also be
added to jump-start the campaign in FPO's newest market, Minneapolis/St. Paul,
and reach more consumers. Minneapolis/St. Paul joins Philadelphia, Houston,
Chicago, Detroit and San Diego as target markets for the FPO campaign.
Rough Brothers to offer Stagecraft products
Stagecraft Display Limited of Wales and Rough Brothers Inc.
of Cincinnati, Ohio now have an exclusive North American distribution agreement
for Stagecraft garden center fixtures. Rough Brothers will sell, warehouse and
distribute the complete line of Stagecraft products marketed exclusively to
independent retail garden centers.
Bill Vietas, Rough Brothers general manager, said the
Stagecraft product introduction is the first step in Rough Brothers' commitment
to offering a full range of professional store development products and
services to the independent retail sector. Tom Davis, principal of Stagecraft
Display Limited, will attend the Ohio Florists' Association trade show in July
to assist with the product introduction.
Initial product introduction will include three pre-packed
kits that can be used in combination to meet interior and exterior fixturing
needs for all green goods and pottery products. Custom container orders will be
available to customers fixturing an entire store, whether new build or
renovation. Stagecraft fixtures will be marketed to all independent retail
garden centers by Rough sales staff -- in conjunction with structure sales or
as a stand-alone product.
For more information on this product introduction, contact
Bill Vietas at (512) 618-7268.
SNA offers retail ideas, marketplace
The Southern Nursery Association's (SNA) annual convention
and trade show -- "The World's Showcase of Horticulture" -- will be
held from August 2-4 in Atlanta, Ga. Convention activities will be held at the
Atlanta Marriott Marquis, 265 Peachtree Center Ave., Atlanta, GA 30303; trade
show activities will be held at the Georgia World Congress Center, 285 Andrew
Young International Blvd., NW, Atlanta, GA 30313.
This year's convention will feature new plant varieties,
innovative products and services, new technologies, the latest production and
management tips, and up-to-date information on issues and trends that will
directly impact your business. Highlights will include the New Products &
Plant Varieties Showcase; the New Ideas Store for Retailers; SNA Days @
AmericasMart; the 47th annual Research Conference; the TechShop 2002
Educational Series; sixteen Participating State Meetings; the 2002 Kickoff
Reception; the Blast from the Past VI: "Friday Night Fever"; the Past
Presidents' Reception and Awards Banquet; the annual Business Meeting and
Breakfast; the SNA/HRI Golf Classic; the Sporting Clay Tournament; family
programs and more.
Of particular interest to retailers, the New Ideas Store for
Retailers is a collaborative effort of various industry talents and will
spotlight new concepts in retailing and offer a contemporary approach to
merchandising with innovative products. Attendees will be able to preview solutions
for their point-of-purchase and display needs, gain new ideas for creating
eye-catching point-of-purchase displays and signage designed to sell, and learn
how to generate more profit from their selling space. The New Ideas Store will
be located in the front center of the show hall during show hours on Friday,
Saturday and Sunday.
AmericasMart will host SNA Days @ AmericasMart from July
31-August 1, and attendees are invited to access this wholesale gift market
prior to the SNA show. This alliance was made with lawn and garden retailers in
mind, creating a complete lawn and garden, gift, seasonal and home accent
wholesale marketplace. An SNA 2002 trade show badge and a personal business
card will be accepted for admission to AmericasMart during this event. For more
information, visit www.sna.org/tradeshow/.
Pesticide consultant training available online
According to Indiana law and recently enacted regulations,
all retail businesses in the state that sell gardening and pest control
products and offer recommendations on their use must be licensed as
consultants. Sales associates must also be trained to knowledgeably disseminate
product information. The State has approved Kelly Registration Systems (KRS), a
Georgia-based company that develops regulatory compliance programs for state
departments and agencies, to implement online registration and training modules
to eliminate the time-consuming training process and the high volume of paper
anticipated by the State for establishment registration.
The program will allow online payment of the registration
fee by credit card and will issue both the establishment registration
certificate and the completion award to associates completing the training
requirements. The Office of the Indiana State Chemist and KRS are currently
offering the Retail Pesticide Consultant Program at
www.kellysolutions.com/courses to certain retail stores.
SAF 118th Annual Convention
SAF's 118th Annual Convention will be held this year
September 25-28 at the Arizona Biltmore Resort & Spa in Phoenix. Along with
a roster of small business and industry experts who will tell you how to keep
your business thriving, your profits strong and your management style
effective, the Convention offers a number of other ways for attendees to get
Growers of fresh-cut flowers, greens, potted flowering
plants, bedding plants and foliage will compete for honors in the Outstanding
Varieties Competition. Winners will be recognized at the Industry Awards Reception
and Dinner. To compete, contact Nancy Lawler or Debi Ackman at (800) 336-4743.
The entry deadline is August 23.
The 2002 Sylvia Cup Design Competition will test the skills
of top designers. The winner will receive $1,000 in cash, a free registration
to SAF's 119th Annual Convention, the coveted Sylvia Cup -- an engraved, silver
champagne bucket -- and will be honored at the Industry Awards Reception. The
entry deadline is September 6.
Suppliers can showcase their most innovative products in the
2002 Premier Product Showcase. To showcase your product, contact Kristy Eidam
at (800) 336-4743. The entry deadline is August 9.
The Convention will also feature the Fourth Annual
Technology Trade Fair over its four days. For more information, visit