Creativity Counts By Meghan Boyer

If you or someone you know has a successful marketing program, let us know, and they might be eligible to win the 2006 GPN/John Henry Company Creative Marketing Award.

The winner will be featured in the cover story of the June 2006 issue of GPN and will be recognized at the OFA Short Course in July during the GPN reception.

A Good Example

Last year’s winner of the first annual GPN/John Henry Company Creative Marketing Award was Riverview Flower Farm, Riverview, Fla., for its Florida Friendly Plants program.

Riverview’s program includes a searchable Web site; pre-priced containers with instructions; picture tags; variety signs with images, descriptions, key features, price and SKU; bench wrap featuring the recognizable logo; and large planting idea signs. Additionally, Riverview distributes the Garden Associate Apron Reference Guide for store employees, a 36-page, pocket-sized guide containing photos and information about plants in the program.

Florida Friendly Plants is unique in its display as well. While some stores like the plants blocked and shoppable from just one side of the bench, the Florida Friendly Plants’ striped display allows shopping the same product from both sides of the bench.

Riverview also has its logo, planting information, category or plant name, UPC and price attractively printed on containers. This has greatly enhanced the brand recognition with the consumer. A color-coded system distinguishes price points for the customer and the cashier.

To read the full article on this program, visit www.gpnmag.com and search the archived article section.

What It Takes To Win

The GPN/John Henry Company Creative Marketing Award is presented to one commercial greenhouse grower (breeder programs are not eligible) and highlights the details of the marketing program. Candidates are nominated by the GPN staff, the John Henry Company, GPN’s Editorial Advisory Board and anyone else who knows of a good program. The GPN staff determines the winner.

To be considered, marketing programs must have been implemented at retail for at least one year and have proven success. Sample marketing materials and photos of the program at retail must be presented for consideration.

For more information about the award or to nominate a marketing program, contact Tim Hodson at (847) 391-1019 or thodson@sgcmail.com.




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