July 13, 2001 -- The Flower Promotion Organization (FPO) has developed a consumer media program for Fall 2001 designed to continue the campaign in the five existing markets and expand into new markets over the next two years. The varied media approach utilizes a unique media mix in each market to allow FPO to take advantage of the most cost efficient and effective ways to reach consumers. The 2001 plan was developed based on the significant research conducted on the campaign to date, and the results will drive the 2002-2003 program.

"Our campaign has been incredibly successful in increasing cut flower sales, as evidenced by two independent studies," said Tony Vollering of Sunshine Floral in Carpenteria, CA and FPO Co-Chairman. . "Our objective now is to determine how to most efficiently emulate that success in additional markets over time. Our goal is to continue to increase sales in our existing markets and bring the campaign to more markets next year," he continued.

Just as FPO's campaign creative and unique strategic positioning has been a dramatic departure from traditional floral marketing, the FPO has developed a bold new media program, based on the consumer research conducted over the past year. Each market has a deliberate mix of television, radio and/or non-traditional outdoor advertising designed to collectively increase and convert store traffic and boost planned and impulse purchases of cut flowers. Traditional print (magazine) advertising has been replaced with other forms of visual media that are closer to the point of sale. Radio plays a more prominent role in all markets. Network television is reduced or eliminated in some markets, with cable TV programming added selectively. "At the end of this year we will have a complete arsenal of effective formulas to reach consumers with new ideas to use flowers throughout the house," said Felipe Ramirez of Floras del Campo in Bogota and FPO Co-Chairman. "Our continuing research will be designed to assess the impact of the various components."

In Philadelphia, for example, billboards and radio commercials will be used to reach consumers out of the home featuring the Flowers. Alive with Possibilities.^TM message to boost impulse sales. In Chicago, billboards and radio will help drive store traffic. Detroit consumers will hear the campaign on a variety of radio stations. Houston and San Diego consumers will receive both television and radio advertising at varying levels. "We know that radio and billboards had a profound impact on consumers during the past two flights," said Augusto Solano, FPO Board member from Asocolflores. "We're exploring the extent to which we can use these and other communication vehicles to carry our message to the existing and new markets."

The FPO's fall campaign will target the same original five markets, including Philadelphia, Houston, Chicago, Detroit and San Diego. Findings from the research studies are reflected in the media programs for all markets, including:

• Expanded reach among self purchasers (Women 35-64) to include gift purchasers (Women 25-54)
• More focused media timing -- media running towards the weekend (Thursday - Sunday) when most of our target consumers are shopping, tending to their home decorating needs and/or running errands
• Extended media flights to keep the messages top of mind among consumers for more weeks throughout the year

FPO continues to look towards other industry groups to help support the Alive with Possibilities message. Allied Florists of Houston, for example, supported billboards throughout the Houston area in Spring 2001, and FTD Association's chapter of retail florists in Chicago funded radio advertising. The FPO is hopeful that these and other industry groups will extend their cooperative efforts this fall and beyond. According to Will Carlson, Executive Director of the Floral Trade Council and Co-President of the FPO "Once we review the Fall 2001 results, we'll begin selecting new markets for the coming year. Clearly, we will give priority to those markets that demonstrate an interest in jointly supporting the campaign." Those interested should contact Mr. Carlson at (989-834-1322) for additional information.

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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