To leverage their unique insights, the FPO developed a host of "plug-and-play" creative elements and collateral materials allowing all types of retailers and coalitions to customize the program to best meet their unique interests. By focusing on existing buyers, FPO's campaign provides retailers with a strategic platform that can be tailored to their specific needs to increase purchases among all age groups and to generate incremental revenue.

FPO's latest research (the AFE-sponsored Ipsos-NPD Consumer Tracking Study data) indicates that the frequency of consumer purchasing at the retail level increased among traditional retail florists and supermarkets 18.63% and 19.43% respectively compared to control markets; consumer expenditures increased 19.9% in florists and 17.7% in supermarkets. This means retailers in the FPO's target markets (Philadelphia, Houston, Chicago, Detroit and San Diego) experienced nearly 20% more customer transactions and spending because of the presence of FPO's campaign. Without this campaign in place, retailers would have seen one-fifth fewer purchase opportunities for the period measured (September 2000 - October 2001). This data, coupled with the fact that FPO's campaign generated a statistically significant increase in "other" outlets indicates the FPO's message is driving up flower purchases across all types of purchase venues.

Another compelling observation is the income distribution for the incremental consumer spending. Within traditional retail florists, 66.1% of the additional purchases were generated by buyers with incomes less than $49,000 per year. This income group is typically the less frequent buyer at the traditional retail florist, so the FPO campaign is helping to expand the customer base for florists. Similarly, 66.5% of the additional transactions at supermarkets were generated by the traditionally infrequent supermarket floral buyer, those with incomes of $50k+. Looking across both outlets, the data review demonstrates that the FPO campaign a) is crossing income brackets and impacting both lower and higher income groups, and b) is converting existing store traffic that traditionally haven't been heavy floral buyers to start purchasing more frequently.

The latest findings are not surprising to those that have been involved in the campaign since its inception. "From the start we focused this campaign on providing consumers with new ways to use a product they already know and love," said Anthony Vollering, co-chairman of the FPO Board of Directors from Sunshine Floral in Carpenteria, CA. "While we are thrilled to see the magnitude of the impact, we are not surprised to see that it uniformly benefits all retail channels. That, in fact, was our strategic goal from the start." The FPO's campaign is unique in the floral industry in that it simply promotes flowers to the consumer and lets the consumer make their own decision on where to purchase their flowers.

Retailers that have extended the FPO's efforts locally are also pleased with the campaign's success. Renee Carpenter, Advertising Chairman of the Allied Florist Association of Houston, continues to reap the benefits of the campaign. "Since the campaign aired in Houston, we have had customers tell us how much they appreciate the new ideas. I'm totally convinced that this campaign has increased the frequency of purchase among our customers. We continue to leverage new opportunities to utilize the various components of this promotion to increase our sales."

Now that the FPO's campaign has expanded to a sixth market, the possibilities also continue to expand. Minneapolis/St. Paul consumers are now being exposed to the endless possibilities of using flowers throughout the house to decorate and add personality and individuality to their homes. Area retailers have joined the FPO's efforts by pledging to help support the marketing program by increasing the message duration and frequency for consumers. Using the FPO's traffic stopping billboards and breakthrough radio and television ads, Twin Cities retailers are sure to continue to generate additional traffic this fall.