FPO Augments Consumer Advertising with Retail Promotional Materials

September 22, 2000 -- The Flower Promotion Organization (FPO), an alliance between Colombian and American flower growers, has developed a comprehensive array of collateral materials to increase fresh cut flower sales. The signage and marketing tools build on the FPO's theme "Flowers. Alive With Possibilities."^TM and are available to all retailers. They are exactly what retailers said they need to help increase store traffic and boost sales.

"We had a series of meetings with both traditional retailers and mass market flower buyers around the country to better understand what types of things they're looking for to increase cut flower sales," said Phil Nowers, Director of the Colombian Flower Council and FPO co-President. "Their needs are different. Traditional retailers need help primarily driving traffic into their shops, and mass market retailers are looking to close the sale once customers are in their store. We've developed materials to effectively achieve both objectives while building on the momentum of the campaign."

The materials also respond to what consumers say would entice them to buy more flowers. "Our focus groups revealed that consumers need simple information to show them how easy it is to use flowers, and they need reminders to buy flowers more often," said Board Co-President Will Carlson, Executive Director of the Floral Trade Council. "We've developed the POP program to respond directly to these opportunities," he continued. "Every single piece provides a new, unique idea for consumers." For example, a consumer brochure provides simple display suggestions and care and handling information, and in store signage reminds consumers to buy flowers while also illustrating a unique design notion. In addition, postcards and statement stuffers are available for traditional retailers to use to remind customers to come to their store for their next flower purchase.

Retailers in each of the five FPO campaign markets (Philadelphia, Houston, Chicago, Detroit, San Diego) received a sample of the materials, and additional materials are available to all retailers at cost. An order form is available via FPO's website at www.flowerpossibilities.com. Retailers are also encouraged to talk with their wholesalers about the materials.

The direct-to-consumer point of sale program builds on a powerful advertising campaign currently underway. The print advertising can be seen in popular consumer magazines such as People and Better Homes and Gardens, and two thirty-second television commercials are running during news programs, early evening shows, prime time programs and the 2000 Olympics. San Diego consumers will also hear FPO advertising on the radio. Thus, at home, on the go and in the store, consumers are now starting to realize the endless possibilities for flowers.

The Flower Promotion Organization was created to expand the US market for all cut flower growers. The FPO is committed to increasing short term and long term consumer demand for fresh cut flowers.

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