2016 Marketing Guide. In Motion

Transcription

1 2016 Marketing Guide In Motion

2 TABLE OF CONTENTS Working Together To Promote and Sell Distinctively Better Plants 5 Nursery News and Updates 7 Featured Plants: The Best of Distinctively Better 8 Healthy Plants, Healthy Earth 10 Using Consumer Insights To Create Powerful Marketing 12 Powerful Point of Purchase Offerings 14 Meeting the Shopper Online: shop.monrovia 16 2 Monrovia In Motion 2016 Marketing Guide 3

3 Working Together To Promote and Sell Distinctively Better Beautiful Plants Which Monrovia plant will be your best seller next spring? How will you excite your loyal customers and inspire new ones? How can you get more value from your Monrovia partnership? We re dedicated to helping you grow your business. We start by providing you with the healthiest, hardiest, most beautiful plants in the industry, working with you to create an unrivaled selection at your garden center. We conduct innovative consumer research to gain valuable insights. Then we create programs and support materials to help you connect more powerfully with your customers. Your feedback helps us continuously improve our methods. This guide gives you an overview of our exciting plant and program enhancements for We hope you ll use it as inspiration for work with your Monrovia Sales Craftsman Marketing Guide 5

4 Nursery News and Updates Based on market demand, consumer research, and your insights We have increased our inventory at our nurseries to make your favorite plants more available. We continue to introduce many cool new and interesting plants. We are increasing our quantities of in-demand topiary plants. We continue to invest in larger sizes to meet your needs. We have ensured consistent Monrovia quality coast to coast. We have improved our shipping logistics, getting your plants to market faster and more efficiently. 6 Monrovia In Motion 2016 Marketing Guide 7

5 Featured Plants: The Best of Distinctively Better Working with breeders and plant explorers from around the world, our featured plant collection represents the best of the best. Using consumer insights and market trends, we create an assortment that offers the greatest value and continuous sales growth. Plants with attributes such as easy care, drought tolerance, and edibles are high on our list; varieties with more frequent flowering, compact habit, stronger fragrance or improved container performance also deserve attention. Our assortment of Featured Plants for 2016 includes a variety of highlights (see below). For more details on Featured Plants, contact your Monrovia Sales Craftsmen. What Does Distinctively Better Mean? THE PLANT: Choosing to grow plants that are diseaseand pest-resistant, with strong root systems, greater resistance to pests and disease, and more vibrant flowers. THE VARIETY: Growing more than 3,500 varieties of annuals, perennials, shrubs, edibles, and trees sourced from all over the world. THE SOIL: Using a custom-blended living soil that includes compost, mycorrhizae, and time-release fertilizers to nurture a plant to its fullest potential. THE CARE: Nurturing and handcare provided by the best craftsmen in the business. Blue Enchantress Hydrangea Hydrangea macrophylla Monmar PP #25,209 An exquisite, new re-blooming hydrangea with stately ruby-black stems supporting big, beautiful, mophead flowers. Blooming continually through summer, the flowers are blue in acid soils and pink in more alkaline soils, and age to a vintage creamsplashed green. Prized for cut or dried flower arrangements. Perfect for a dappled shade border. Brakelights Red Yucca Hesperaloe parviflora Perpa P.P. # 21,729 Vibrant, brake-light red blooms are a great color improvement to the species. Unlike others of the species, this compact new selection rarely sets seedpods, meaning more prolific flowering over an exceptionally long season. Plant in mass for a dramatic effect in xeriscapes and waterwise gardens. Good container specimen. Evergreen. Baby Pete Lily Of The Nile Agapanthus praecox ssp. orientalis Benfran P.P. #21,705 This unique variety blooms weeks earlier than others. A dwarf, compact form with short, wide leaves, produces masses of blue flowers just above the foliage. Flowers rarely set seed pods, resulting in a longer bloom season. Plant along pathways, group at an entry or use in mixed containers. Perennial. Crimson Kisses Weigela Weigela Slingco 1 P.P. #23,654 A new, compact reblooming weigela with a tidy, rounded shape covered with dark, lipstick-red flowers kissed with a white eye. A versatile shrub to back a flower border or to feature in front of larger shrubs. Early trials exhibit hardiness to zone 4. Emerald Colonnade Holly Ilex x RutHol1 P.P.#23,905 A handsome new male evergreen holly. This versatile shrub is ideal for use as a single specimen or small group planting. Planted in mass, it forms a superb hedge, screen or windbreak. Well suited to containers and tolerant of shearing, making it an ideal topiary specimen or formal accent to entryway or garden. Bountiful Blue Blueberry Vaccinium corymbosum FLX-2 P.P.# 19,381 An award-winning variety with the bluest foliage of all! Pink-blushed white flowers produce a large crop of sweet, juicy berries on a compact, mounded shrub. Perfect for massing in the landscape or featuring in large tubs. Self fertile, though planting another variety may yield a more prolific harvest. Requires just winter chill hours. Semi-evergreen in mild climates. 8 Monrovia In Motion 2016 Marketing Guide 9

6 Healthy Plants, Healthy Earth OUR GROWING PRACTICES INCLUDE: Choosing only the strongest pest- and disease-resistant plant varieties. Growing healthy plants as habitats and food providers for pollinators. Relying on science to guide constant improvements in plant care. Practicing natural methods in an effort to reduce the use of chemicals. Protecting all organisms that are not harmful pests. WE REDUCE OVERALL CHEMICAL USE BY: Inspecting plant material carefully to prevent exotic or quarantined pests from hitching a ride. Relying on horticultural techniques that have been proven over time. Hand-weeding and using organic mulches. Using Integrated Pest Management (IPM) techniques such as biological controls and beneficial insects. WE CONSERVE WATER AND OTHER RESOURCES: Our nurseries use recycled irrigation water. We use irrigation automation so that sites can monitor conditions carefully. We use micro-irrigation to minimize wetting of foliage. WE WORK TO PROTECT POLLINATORS: We grow hundreds of plants that create habitat and food for pollinators. We monitor research focused on the health of bees and other pollinators. We share IPM and beneficial insect practices across all of our nurseries. We track pesticide used per nursery, and make a commitment to reduction. We test new alternatives and partner with researchers at our nurseries. We communicate and share insights with customers, consumers and pollinator protector organizations. 10 Monrovia In Motion 2016 Marketing Guide 11

7 LET S COLLABORATE! Use our high-resolution photos Utilize our online banner ads on your web site Create a social media campaign with us Ask Your Monrovia Sales Craftman for details! Using Consumer Insights To Create Powerful Marketing Last year, Monrovia conducted a landmark study * of homeowners across the U.S., seeking to understand what motivates and challenges them in buying and caring for plants. Our goal: To identify new connections and methods to reach consumers, raise our brand awareness even higher, and engage with people when and where they need help the most. Connected to network of bloggers and influencers to create stories about gardening with Monrovia plants. Improved social media strategy, resulting in significant growth in followers and engagement on Facebook, Pinterest, Instagram. Redesigned e-newsletter Plant Savvy to deliver design ideas and solutions, resulting in subscriber growth and increased open rate. And this is just the beginning. Insights gained from this study helped inform these significant improvements to marketing: Redesigned info-labels and tags, using visual icons to communicate plant needs more effectively and quickly to busy shoppers. Invested in digital marketing techniques to reach consumers when they browse online for planting ideas and information. Our geo-targeted approach allows us to identify consumers within 10 miles of your garden center, and deliver online ads on their desktop computer or mobile device when they re searching for plants. GEO-TARGETED ONLINE ADS *Contact your Monrovia Sales Craftsman for a condensed report of the study. FACEBOOK PLANT SAVVY 12 Monrovia In Motion 2016 Marketing Guide 13

8 YDROUGHT-FRIENDL Powerful Point of Purchase Offerings CO-BRANDED BEDMARKERS AVAILABLE WITH YOUR NAME Our in-store merchandising programs capture impulse shoppers, helping them make choices and reinforcing the quality they associate with our green Monrovia containers and healthy plants. Our colorful posters use stunning photography and accurate information to showcase more than 250 themes and different varieties. THRIVES Partial IN FULL SUN Sun OR SHADE Frosted Violet Coral Bells Heuchera 'Frosted Violet' Winter Jewels Apricot Blush Lenten Rose Key Benefits Violet purple foliage with deep burgundy veins form a vigorous but neat clump which is accented by small, dainty pink, pearl-like flowers on wiry stems. The silver hairs that cover the top of the leaf give it a shiny or frosted appearance. Color becomes enhanced when the cool weather arrives. An Helleborus 'Apricot Blush' Flowering Time Key Benefits Late spring to late summer From Marietta O'Byrne's meticulous breeding program, this hybrid features varying shades of peachy-apricot blooms with darker rose veining, speckling Average Size or picotee edges. Emerging in early spring from Red vigorous clumps Velvet of foliage, Yarrow Clumping, mounding foliage to these 12 in. large, high, 18 three in. wide; to four flower inch nodding stems 30 flowers in. last for weeks. Prefers full sun tall. THRIVES Special Full Features Flowering Time IN FULL SUN Dramatic Sun Foliage Color Peachy-apricot blooms appear early spring Achillea millefolium 'Red Velvet' OR SHADE Average Size Key Benefits Reaches in. tall, Rich, in. velvety wide. red flowers are the most fade resistant to date. Tall stalks hold the flat clusters above the ferny gray-green foliage. Easy to grow, drought tolerant and attractive to butterflies. Herbaceous. Special Features Shade Loving Flowering Time Summer Average Size Fast growth to 1 ft. tall, 3 ft. in bloom, spreading to 5 ft. wide. Monrovia Distinctively Better Plants Baby Pete Lily Of The Nile Agapanthus orientalis Benfran P.P.# 21,705 Monrovia Distinctively Better Plants This exceptional dwarf selection blooms weeks earlier Grecian than Pattern Plant other Agapanthus! Acanthus Plant mollis along Oak Leaf pathways or use in mixed containers. Intriguing tropical effect from large, oak leaf-shaped foliage and striking spikes of white fl owers. Great addition to perennial borders. Scan to fi nd out more about this plant Special Features Attracts butterflies Scan to fi nd out more about this plant POINT OF PURCHASE POSTERS Bedmarkers End Cap Posters succulents for Bountiful Blue Blueberry Vaccinium corymbosum FLX 2 P.P.A.F. ENCHANTRESS HYDRANGEA Hydrangea macrophylla Monmar P.P.A.F. continuous COLOR Enchantress upstages other rebloomers with her unique ruby-black stems showcasing a nearly non-stop show of beautiful, mophead flowers. Blooms on old and new wood You can grow Blueberries in warmer climates! Stunning blue foliage turns purple in fall Dainty white flowers Sweet, juicy berries stylish WaterWise Gardens for a lovely, long lasting effect. M onrovia Horticultural Craftsmen since M O N R O VI A Water-wise plants from Monrovia 14 Monrovia In Motion 2016 Marketing Guide 15

9 Contact your Sales Craftsman today to become a shop.monrovia retailer! Meeting the Shopper Online: shop.monrovia BUY ONLINE! BUY ONLINE! Shop.monrovia offers online shoppers another way to engage with the Monrovia brand and yours! Since its 2014 launch, shop.monrovia.com has grown by 200%. Average order size doubled in 2015 to more than $107 per order. Why it can work for you: The National Retail Federation projects that online sales will grow between 7 and 10 percent in The younger the shopper, the greater the increase. Customers who engage with brands online report spending 20 to 40 percent more on that company s products. shop.monrovia is part of our customer engagement and customer service buying a plant easily and conveniently is just a click away! Every Monrovia plant ordered online is delivered to a participating garden center. Participating garden centers receive: 1. Engagement with customers on shop.monrovia 2. Retail markup on every order 3. Opportunity to upsell shoppers on companion plants, planting material, tools, and gifts 4. Marketing materials including posters, counter cards, training, online ads to run on your web site to lead them straight to you! shop. monrovia.com Poster 24" x 36" Purchase your plants online at shop.monrovia.com When your plants reach prime condition, we hand select the strongest, most beautiful specimens, specially for you. Pick up your plants at the participating garden center of your choice, and watch your plants thrive in your garden! Monrovia... High-bred. Well-fed. Loving care. shop. monrovia.com Hangtag shop. monrovia.com Counter Card Purchase your plants online at shop.monrovia.com When your plants reach prime condition, we hand select the strongest, most beautiful specimens, specially for you. Pick up your plants at the participating garden center of your choice, and watch your plants thrive in your garden! Monrovia... High-bred. Well-fed. Loving-care. Online Ads shop. monrovia.com Hand selected for: Hand Selected for Sticker shop. monrovia.com Staff Button 16 Monrovia In Motion 2016 Marketing Guide 17

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