"Last year," said Patrick Busch, FPO Board Member from Len Busch Roses, "FPO pioneered off-peak advertising by bridging purchases between Valentine's Day and Mothers Day. This year we will demonstrate that other industry marketing molds can be successfully broken by extending the buying season after Mothers Day into early summer, rounding out what is typically a slower time of the year. This benefits retailers and growers by extending their sales season and better utilizing inventory. Most importantly, it benefits consumers by providing unique usage ideas during the late spring, a time when flower images are fresh in consumer's minds, but need to be reminded to buy them more often."

Once again, analytical evaluation of FPO's campaign indicates that this reminder strategy works for FPO's innovative campaign. Using the AFE Ipsos-NPD Consumer Tracking Study data and custom surveys, findings indicate that, while the FPO fall 2001 spending was less than half of fall 2000, frequency of purchase was still significantly higher than control markets. Results also reveal that all retail channels benefit from increasing purchases generated by this campaign. The bottom line: FPO's campaign spent less money on promotion and continued to increase sales for all retailers.

Supermarkets and florists will benefit from FPO's 4-6 week post-Mothers Day efforts, which will consist of heavy radio advertising bolstered by television. In addition, billboards will be added to help jump-start the campaign in FPO's newest market, Minneapolis/St. Paul, and reach more consumers. "Area retailers are committed to financially and operationally contribute locally to leverage FPO's effort and further extend this campaign," said Paul Bachman, a leader in floral retailing spearheading the local marketing program. "With the marketing support, point-of-purchase materials and turn-key creative, this campaign has all of the tools we need to get our retailers on board immediately and behind a program that is proven to work." Minneapolis/St. Paul joins Philadelphia, Houston, Chicago, Detroit and San Diego as FPO target markets for the "Flowers. Alive with Possibilities." campaign.

Possibilities will abound again in fall 2002 through television, radio and billboards in all six markets. Since studies have suggested that messages have a greater impact when they build on a platform of familiarity, FPO expects the summer advertising to strengthen the impact of the fall 2002 campaign. "Research continues to show our campaign works and motivates consumers to buy flowers more often," said Barry Gottlieb, FPO Board member. "We are confident that by maintaining an on-air presence while providing retailers and industry groups with turn-key tools, FPO's campaign is providing the industry with the resources necessary to continue to continue to grow the cut flower business."