September 12, 2001 - The Flower Promotion Organization (FPO) announced plans to bring the "Flowers. Alive with Possibilities." campaign to Minneapolis/St. Paul early next year. The Board's decision was part of a comprehensive plan to expand to two new markets each year, one in the spring and one in the fall. Minneapolis/St. Paul was chosen, in part, based upon support demonstrated by Minneapolis/St. Paul area retailers eager to share in the unprecedented success of FPO's campaign.

"Twin Cities' retailers recognize the power of FPO's campaign which has proven to increase the frequency of cut flower purchases by more than 25% during traditionally slower times of the year," said Paul Bachman, Vice President of Bachman's Inc. and a leader in floral retailing spearheading the local marketing program. "After years of flat to declining cut flower sales, the industry needs to move beyond promoting flowers primarily for gifts and holidays, and look at non-traditional usage opportunities year-round. FPO's home décor solutions campaign does just that, and our retailers want to seize this opportunity," he continued. As part of the Twin Cities Floral Marketing Council, Minneapolis/ St. Paul retailers are being asked to contribute to a fund that will finance additional media, leveraging the FPO's "Flowers. Alive with Possibilities." financial investment in this market.

While local support of an organized group proactively working towards extending FPO's campaign helped influence the selection decision, Minneapolis/St. Paul meets all the stringent criteria established for market selection. Research shows that the Twin Cities' consumers have a propensity to buy flowers, there is an opportunity to boost self-purchase and the media costs are comparable to existing markets.

In addition, the floral industry distribution chain is well-represented in Minneapolis and St. Paul. Traditional retailers and mass merchandisers are prevalent and both importers and wholesalers are active in this market. "When selecting our next market, we felt it was imperative to insure that all cut flower producers, in both the U.S. and in Colombia, will benefit from our anticipated success," said Gonzalo Aristizabal of Cultivos Miramonte in Colombia and an FPO Board member. "Since the Twin Cities are serviced by both wholesalers and importers, we are confident that soon all growers will see the incredible value of this campaign."

Meanwhile, the FPO is poised to launch the "Flowers. Alive with Possibilities." campaign again this fall in the five original target markets (Philadelphia, Detroit, Chicago, Houston and San Diego) using a varied but deliberate mix of radio, television, billboards and bus advertising. Based on in-market results, the spring 2002 media mix for all markets will be further refined.

The FPO continues to encourage retailers, growers, wholesalers, importers and associations in all markets to identify opportunities to collaborate and extend the campaign in new and unique ways throughout the next year. To submit a proposal or for additional information, please contact Will Carlson, FPO co-President at 989-834-1322 or visit www.flowerpossibilities.com.

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.

Back To Top