Fueled by Innovation
The grower-led FPO Board of Directors was challenged to develop a flower-marketing breakthrough. The home décor positioning, timed to motivate consumers between traditional floral buying seasons, was suggested by quantitative consumer research that revealed that nearly half of purchasers who bought flowers for themselves did so to decorate their home. Consumer focus group comments such as, "It makes you just want to go out and buy flowers to put around the house," and "It's a new twist on flowers" confirmed the novel approach had incredible potential, particularly among women that already have an inclination to buy flowers.

Releasing an Arsenal
In its continued effort to chart new territory, the FPO identified lead markets (Philadelphia, Houston, Chicago, Detroit and San Diego) to implement its multi-media home décor approach. An integrated campaign featuring print, radio and television ads, point-of-purchase materials, online resources, consumer publicity and retailer outreach efforts was developed. Billboards, shopping cart placards, transit signs, radio promotions and new radio spots were subsequently added. No floral industry marketing program to date has been so comprehensive and so groundbreaking.

Unparalleled Consumer Response is Validated
Using the AFE Ipsos-NPD Consumer Tracking Study data and custom surveys, independent researchers analyzed consumer purchase patterns during the promotion periods. The findings of the latest round of research amplify the positive results prior studies have revealed:

• All retail outlets benefit from increasing purchases
• FPO media mix continues to become more efficient
• Future Possibilities are limitless

Benefits Spread Across Industry
The most recent research illustrates that the FPO's campaign is motivating consumers to buy more flowers at both the supermarket and the retail florist. Quite simply, because of the FPO campaign, consumers in supermarkets are putting flowers into their shopping carts more often, and traditional retailers' customers are coming in to buy flowers more regularly. The FPO's efforts continue to become increasingly more efficient with available marketing dollars. While the FPO fall 2001 spending was less than half of fall 2000, frequency of purchase was still significantly higher than control markets for the same period. This success suggests: a) efforts have a greater impact because consumers are becoming more familiar with the home décor concept; and b) higher awareness of flowers in general necessitates lower levels of marketing support.

Continuing to Break New Ground
Based on the campaign's unprecedented success, the future holds limitless Possibilities for the floral industry. This year the "Flowers. Alive with Possibilities." campaign is extending the spring holiday season after Mother's Day boosting sales in the late spring/early summer in the existing five markets and in a new market, Minneapolis/St. Paul.