Frequently Asked Questions About Flowers from FPO

Flower Promotion Organization Question and Answers
Regarding the "Flowers. Alive with Possibilities."^TM Campaign

Flowers have traditionally been marketed based on their emotional appeal. Why has FPO elected to use such a different approach?

The Board reviewed a wealth of existing information and also conducted new consumer research before adopting the new strategy. Based on this information we believe the new positioning leverages current consumer interest in improving their home and living environments, focusing on the ease, simplicity, satisfaction and well-being of using flowers. The campaign builds on the strong emotional connection consumers already have towards flowers, providing unique ways to use them more often.

Why did the FPO elect to promote self-purchase rather than gift purchase of flowers?

A review of current industry marketing efforts revealed that virtually all of the national advertising campaigns are geared towards promoting flowers as gifts. In addition to wire service advertising, there are also a significant number of on-line companies now promoting flowers as gifts. The Board felt that investing additional dollars in promoting gifting would not generate significant results, but could be used more effectively to increase the number of purchases for different reasons, specifically purchases for the home and work environments.

Self-purchasers represent a small proportion of total buyers. Why is the campaign targeted to them?

The campaign is not specifically targeted to self-purchasers, but we believe, given their propensity to currently buy for themselves, this will be the first segment to demonstrate growth. The messages are so universally appealing, current gift-purchasers should also be motivated to buy more often. Our campaign builds on the favorable predisposition of all current buyers, providing them with new ways to use flowers more often. Our research shows that consumers who purchase flowers for themselves also have a higher propensity for purchasing flowers as gifts, so our campaign increases consumption across the board.

Why is FPO targeting select markets?

The FPO campaign is designed to demonstrate the potential of implementing effective, long-term, behavior-changing market strategies that could be, in time, expanded to a more national level. The success of various in-market programs will be evaluated and compared for future program planning. These demonstration markets are creating models in which the FPO can effectively plan and implement future partnerships with other markets.

How is the FPO campaign different from other industry marketing efforts?

FPO's campaign is unique in terms of both the message and the delivery. The message is directed towards providing new uses for familiar products, showing consumers the multitude of possibilities flowers provide. If consumers can see new ways to use flowers throughout the home and in the workplace, they will be more likely to buy more frequently. The media campaign combines both traditional advertising methods with consumer-interactive point-of-purchase programs to reach consumers in new ways. These programs are designed to empower buyers to feel comfortable with using flowers in ways they may never have thought to before.

What is FPO doing to work with wholesalers, mass market retailers and traditional retail florists?

FPO recognizes the value of working with all segments of the flower distribution chain to deliver our consumer message. FPO has developed a comprehensive offering of point of purchase signing and promotional elements including TV and radio commercials, billboards and graphics that retailers and local market Allied groups can use to convey our message to the consumer and generate incremental and impulse sales. The FPO has also made available truck graphics for wholesalers to place on their trucks.

How will the campaign be evaluated?

FPO is committed to an independent evaluation of the campaign to demonstrate the in-market results. We use the Ipos-NPD Consumer Tracking Study data, widely used throughout the industry to monitor cut flower purchases to monitor the purchase impact of our campaign, comparing our demonstration markets to control markets that are not running our campaign. These results of these studies are available on this website.

Is there any opportunity to continue the program after the initial 30 months?

The U.S. industry joined the Colombian growers in funding the FPO program extend this program through November, 2003. The FPO Board of Directors is working with all segments of our industry to explore the possibilities and opportunities of making this a continuous, on-going campaign going beyond the time scope of the contractual agreement.

The U.S. and Colombian growers renewed their commitment through December, 2006.