The Flower Fields ABCs

Everything you need to know about The Flower Fields program – but were afraid to ask

A. What it isB. Why it worksC. How to take advantage of the program

A. What it is

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

Paul Ecke Ranch

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?

• 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

Yes! The Flower Fields is also a popular touristattraction in Carlsbad, CA

B. Why it works

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

Paul Ecke Ranch

...And Perennials

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

And with The Flower Fields…

it’s information on COLOR!

We are no longer in the plant business

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

OK - so what?

C. How to take advantage of the

program

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

FieldsWhere Color Grows™