 Judy Sharpton |
In the March Guest Voice column in Garden Center magazine, the writer wondered if all the marketing people in our industry really know why they are spending money on merchandising programs designed to create a branded product at retail. I can tell you that the marketing professionals in this industry know exactly why they are spending money on marketing programs. Further, I know why these professionals are spending money on branding programs: Branded products are the norm in American retailing (not plant retailing, ALL retailing) because branded products sell faster for more money and establish brand loyalty for the product and the store that sells it. Now, that doesn’t mean a great package will sell a poor product; on the contrary, if the product does not meet its brand promise, no amount of packaging will compensate. Some of you may remember New Coke. Even pockets as deep as Coca-Cola could not convince consumers they wanted a New Coke. It simply didn’t meet the brand promise of refreshment. By contrast, both Diet Coke and Coke Zero have met that threshold of consumer expectation and are enormously successful products. The colorful packaging – whether it is attached to a fridge-pack or a six-pack or a single can, bottle or cup – serves to focus the customer’s attention at all levels of retail service from the grocery store to the vending machine. In the same way, a plant that does not meet its brand promise will not sell in a blue pot or any other color. But, if the packaging actually supports the brand promise and allows the consumer to make a buying decision, the packaging has fulfilled its responsibility to communicate the brand personality. Brand is accomplished when a commodity, either soft drinks or plants, assumes both a promise and a personality. Whether that promise is “refreshment” or summer-long blooms or “a better garden,” the product (read: plant) must first meet that promise. When it does in extensive field trials and test gardens, only then can the “personality” be added. A consumer-friendly name, an inviting package and other in-store merchandising helps a consumer who has little time and little product knowledge identify a product that can be used with confidence. For the independent garden center, confidence is the brand promise. Any plant that can consistently meet consumer expectations deserves a place in the store. If that product is enhanced with appealing packaging and merchandising support, the store is doubly blessed – the plant sells faster and for more money. And, we have the studies to prove that.  The professionals in our industry know why they are spending money on merchandising programs to promote a brand. It’s the same reason Apple spends money on packaging to communicate the personality of a consistently superior product. I do agree with the columnist on one thing: Go visit an Apple store to see both brand promise and personality at its finest. In fact, take the entire staff and then come back and do a side-by-side comparison of the same plant in a branded container and a generic black pot. Like one of my most dedicated grower/retail customers, you may recognize the branded container is just “more professional.” And, we can sell that!
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