The Flower Promotion Organization (FPO) is a unique alliance between Colombian and US flower growers. It was created to develop and direct a US marketing campaign aimed at increasing consumer demand for fresh cut flowers. The initial campaign launched in fall 2000. Funding for the 2nd phase of the program was agreed to by Colombian and U.S. growers between fall, 2000 and fall, 2003. The U.S. and Colombian growers have agreed to an additional extension through December, 2006. The FPO Board of Directors, comprised of four US growers, four Colombian growers, one importer and one wholesaler, manages the program.

Background

Research revealed that flowers are traditionally promoted as gifts, primarily during holiday periods. The majority of promotion efforts are funded by wire services and designed to drive traffic into traditional retail shops. There is little marketing support to encourage the everyday use and consumption of flowers outside of the traditional gift and occasion periods. And data shows that the U.S. consumer lags European and Asian consumers in flower consumption per capita.

Creative Approach

After a thorough review of industry trends, consumer behavior data and focus group testing, the FPO adopted a unique positioning for flowers, building on their emotional appeal and suggesting new reasons for purchase. Under the Flowers. Alive with Possibilities^TM creative theme, flowers are featured as the perfect and natural home decorating solution. Unique usage ideas and display suggestions are presented featuring flowers used in a variety of ways throughout the house, reinforced through all of the integrated marketing elements. Consumer research validated this approach, with target consumers indicating that the campaign makes them think about using flowers in new ways more often.

Additional research revealed a tremendous opportunity to stimulate incremental flower purchases by providing reminder messages beyond advertising. Retail florists need support to drive traffic into their stores more frequently. Once in the shop, their customers who are making gift purchases need reminders about buying flowers for themselves. Supermarkets need to prompt consumers to buy flowers while they are in the store. In addition, research revealed consumers don't know how to select flowers, how to use them or how to care for them.

The FPO positioning message is totally directed to the consumer and is retail channel neutral; it is focused on raising consumer awareness, changing their attitudes towards flowers and positively impacting their purchase behaviors without regard to where the flowers are purchased.

Campaign Markets and Materials

To most effectively use the dollars, five markets were selected based on consumer demographics, propensity to buy flowers for self versus gifts, geographic distribution and other criteria. These markets (Philadelphia, Houston, Detroit, Chicago, San Diego) receive a mix of television and cable commercials, radio advertising, in-store shopping cart signs, billboards and bus signs, depending on the unique characteristics of each market. In addition, a comprehensive collateral program was created for traditional and supermarket retailers to drive store traffic and entice consumers already in the store to boost impulse sales. These materials, provided to target-market retailers free of charge, make consumers more confident about buying flowers more often by providing simple usage ideas and care and handling guidance.

Cooperative Efforts

FPO's campaign theme and related materials are available for use by industry businesses, groups and associations. FPO has worked successfully with a number of groups to leverage and expand the campaign in their markets. The Allied Florists of Houston, for example, adapted the FPO's print ads to use in billboards throughout their metro area. Delaware Valley Wholesale Florists now have FPO campaign materials on nearly 100 of their distribution trucks. The FPO worked with the FTDA Chapter of Chicago to create radio commercials that promote their association affiliation. The FPO continues to encourage groups and associations to identify opportunities to adapt this unique campaign to help meet their individual needs while further increasing cut flower sales across their market.

Results After just two waves of advertising the campaign has had a considerable impact on consumer behavior, exceeding initial expectations. Targeted consumers in the initial five markets purchased flowers 26% more frequently than in the control markets due to the FPO promotion. The impact was most pronounced among those females who bought for themselves who increased their purchase frequency by 58% during the height of the campaign. These consumers also have more favorable attitudes with regard to the versatility of flowers. They also appear to respond favorably to multiple forms of media, radio and billboards in particular.