The Flower Fields ABCs

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The Flower Fields ABCs
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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

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A. What it is
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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

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Paul Ecke Ranch
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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

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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

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B. Why it works
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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

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Over 70 Species
Including Annuals...
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Over 70 Species
...And Perennials
Paul Ecke Ranch
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Its grower-friendly

• No changes to product distribution
• No changes to product cost or royalty cost

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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

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Why it works

• Focus on the customer
• Female - 80 plus
• If not female, the female often major influence
• Color is critical
• Decorating element

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Why it works

• Its not just about genetics
• Its the package!
• Container
• Tag
• Information on care
• Information on use

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And with The Flower Fieldsits information on
COLOR!
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We are no longer in the plant business
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We are in the decorating business
(and are Consumer Product Manufacturers)
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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

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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 consumers purchase by
  showing how to match colors. In retailer lingo
  that means additional per transaction total

Color Chip
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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

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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

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Point-of-purchase Kits

• POP kits may be customized to fit a retailers
  need
• To order by e-mail info_at_theflowerfields.com

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Complete packaging

• Yes, the pot is part of the package
• Packaged product sells 21 faster than plain
  product
• 4, 5, quart and trade gallon logo pots all
  available from Summit Plastics, tel [phone]

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Well 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.theflowerfield
  s.com

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Tell retailersyou told consumers

• Make sure that you connect all the channels
• Retailers to Consumers
• Retailers to Growers and product

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OK - so what?
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C. How to take advantage of the program
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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

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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

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The Flower Fields

• Where Color Grows