June 13, 2001 - Two newly released research studies reveal that the Flower Promotion Organization's "Flowers. Alive with Possibilities."^TM campaign continues to increase consumer purchases of fresh cut flowers in its five demonstration markets. Additionally, the studies show that the campaign had effectiveness beyond its primary consumer focus, self-purchasing females, by boosting flower purchases for gifts as well. This expanded consumer impact, coupled with new retailer support, was responsible for the achievement of greater results with a lower promotion investment. In other words, the FPO campaign motivated consumers across the board to buy more flowers.

"I've never seen anything quite like this," said Ron Ward, Ph.D. of the University of Florida, author of the econometric study. "I've worked on a number of evaluations, including dairy and beef commodity promotions, and rarely have I seen such profound behavior changes in such a short period of time."

Dr. Ward's study is designed specifically to assess the campaign's impact on consumer behavior. This study reveals that the spring phase of the advertising program increased the overall impact of the campaign. For the entire promotion period, target-consumer frequency of flower purchases increased 21 percent as a result of the campaign in September, October, November, and March. In addition, the spring behavior change numbers reached the highest level of those obtained in the first wave of the campaign in a fraction of the time, suggesting that consumers responded immediately to the second wave of advertising. The gains are significant among all buyers, and particularly among women and women buying flowers for home décor uses. This spring there were notable gains among women buying fresh flowers for gifts, a halo affect of the promotion's home décor theme.

A second study was conducted by Prince & Prince Inc., Columbus, OH to help understand the reasons for the behavior changes. The findings reveal significant awareness for the FPO's tagline, "Flowers. Alive with Possibilities."^TM In addition, the study reveals that consumers retain the campaign message to some degree over time and respond to lower levels of advertising in subsequent months. The study further suggests that targeted women have significant recall for the television commercials. In-store advertising showed significant growth in consumer awareness among all consumers, perhaps attributed to the innovative uses for flowers graphically depicted in these elements.

Since behavior changes were also evaluated by market, we now have clear evidence that industry support on a local level had a significant impact on the campaign's success. The Ward findings indicate that consumers in Houston and Chicago had the most significant increases in purchase frequency for the spring as compared to the fall. This is particularly significant since retail florist groups supported additional advertising in these two markets. The Allied Florists of Houston ran 30 billboards using the "Flowers. Alive with Possibilities."^TM creative message. This enhancement undoubtedly contributed to the 36 percent change in purchase frequency in Houston attributed to FPO's spring campaign. Similarly, the FTD Association's chapter of retail florists in Chicago fully funded radio advertising airtime using an FPO-created commercial. This addition to the existing mix of media helped Chicago consumers increase their purchase frequency 28 percent over what would have occurred without the FPO promotions during the spring campaign.

The study conducted by Dr. Ward compares historical data (collected through the American Floral Endowment) to current consumption trends within the test markets, and employs statistical models to assess cut flower demand in the target markets with and without the FPO promotion efforts. In addition, the study compares the target markets to control models where the FPO promotion did not take place. The Prince & Prince study compares consumer information collected via a random mail survey from the target markets to that of control markets.

The FPO is currently evaluating these findings, and will use the research results to refine the fall, 2001 media plan and the 2002-2003 "Flowers. Alive with Possibilities."^TM campaign. In addition the FPO will pursue new ways to stretch its promotion dollars further, continuing to increase the frequency of consumer flower purchases.

The Flower Promotion Organization, an alliance between Colombian and American flower growers, was created to expand the US market for all cut flowers. The FPO is committed to increasing short-term and long-term consumer demand for fresh cut flowers.

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