A brand new world

After July 1, all Knock Out roses must be in branded containers with full-color infomation tags.What’s in a name? “A lot!” is the response you’ll get from many top growers. In recent months, several companies have made changes to ensure name-brand pots, tags and point-of-purchase materials end up in consumers’ hands.
 
Ryan McGrath, marketing and public relations specialist for Proven Winners ColorChoice, said retailers will soon see nothing but branded pots.

“We’re requiring that every one of our plants be grown in our white pots as of this spring,” he said. “It’s going to be a rolling cycle as it goes down the supply chain. Soon you’ll see them exclusively in white PW containers.”
McGrath said they hope this effort will help puzzled consumers.

“One of the biggest issues we face is consumers who are confused because they’re seeing some Proven Winners ColorChoice plants in black pots and some in white pots,” he said. “We’re all about helping customers make a buying decision. The confused consumer ends up not buying anything.”

McGrath encourages retailers to contact their local suppliers to access POP materials that help garden centers to hitch their wagon to this branding campaign. He noted that PW ColorChoice offers marketing material that promotes the “grown local” angle, and allows retailers to print their logos directly on signage.

Companies are encouraging retailers to use point-of-purchase materials to bring more visibility to brand names.“The more consistent retailers can make [branding] the better off they’ll be,” he said. “I think it’s definitely in the garden center’s best interest.”
 
Conard-Pyle, the company behind the Knock Out Family of Roses brand, is also getting its pots in a row. For plantings after July 1, 2010, all Knock Out Roses must be in a branded container with full-color information tags. Kyle McKean, marketing manager for The Conard-Pyle Co., said this brand-unity effort will go through a transition phase this spring. However, the chartreuse-green Knock Out pots are already prevalent in the market, and their color has played a prominent role in consumer advertising.

Most growers have embraced the new pot/tag requirements, according to McKean. But she understands retailers might worry about diluting their own brand or the store name.

“My response is that people come in because they want to buy the Knock Out brand,” she said. “They chose your store because they know and respect you already.”