Beyond the tag

Branding is a billion-dollar enterprise where manufacturers vie for consumer recognition and loyalty. In horticulture, the goal is the same, but thankfully the cost isn’t quite what Nike or Target spend. Despite the huge disparity in costs, any company with a brand can learn from each other. The horticulture industry can take pointers from national and international brands concerning merchandising, advertising and consumer preferences. What was once a rarity in the green industry, branding is now a worthwhile enterprise. And with better genetics, more intense trialing and social media outlets, brands stand to gain even more market share in the future. We talked to nine people who represent plant brands. Find out their take on the benefits of brands.
 

What are the benefits of plant branding for growers, independent garden centers and consumers?

Alec Charais, Bailey Nurseries: The benefits are fairly straightforward in my opinion: quality brands perform well from a sales perspective. When a brand delivers on its promise, it doesn’t matter whether you are a grower, a retailer or a consumer because everybody wins. The grower can anticipate demand, IGCs can command good margin and the consumer ends up with a product they believe in.

Amy Daniel, Fall Creek Farm & Nursery: There are numerous benefits to plant branding for our industry. Brands are ubiquitous in nearly every consumer products category and are of tremendous significance and value in all levels of commerce today. Brands done well mold first impressions and lasting perceptions that can create positive and memorable experiences in the minds of consumers. Brands differentiate product lines and specific products from their competitors. Brands help consumers take notice in a retail environment and consumers build loyalty to brands that deliver a positive experience.

For BrazelBerries, the goal in developing our brand was to differentiate the berry plants of this distinctive collection from other berry plants on the market including other berry plant brands and berry plants sold in generic black pots. The brand positioning and overall brand packaging was developed to convey the brand promise and difference.

In general, well-executed plant brands that offer truly exceptional genetics and plant attributes benefit growers and independent garden centers in a variety of ways. Quality plant brands tend to command a higher wholesale and retail price point than their unbranded counterparts. Consumers perceive a sense of added value about brands and most branded products deliver. Branding creates a venue to have a unique conversation with a home gardener. Not only in the store, but afterward – by having a brand, we are responsible to be available to customers after purchase and to stand behind the product.

Kip McConnell, PDSI: For growers and garden centers, the benefit is clear. These are tested and proven plants, backed by brands their customers recognize, and further powered by a weighty investment of marketing dollars in annual marketing campaigns. This results in greater sales and larger profits for the growers and for their garden center customers. Consumers get the benefit of the research and trialing, and get to take home varieties that solve landscape problems or common gardening issues. The plants we brand are truly improved varieties.

Pam Wasson, Monrovia Growers: For growers, a strong brand helps maintain premium prices and quality perceptions. When done correctly, it can also elevate employee morale when individuals believe their efforts are critical to the brand’s success. For IGCs, it helps them earn higher margins and sets themselves apart from competition. For consumers, it is a way to simplify a daunting purchase process and build trust and repeat purchases.  

Kyle McKean, Star Roses and Plants/Conard-Pyle: For all of us, the benefits of branding plants are similar to any consumer product – branded products create higher margins and lead to increased sell through. Building a network of brand loyalists can reap huge rewards, as these consumers are likely to become the best brand ambassadors.

Those that choose to offer branded products are at an advantage because they not only add depth to their bench, but they also add credibility to their selection. Consumers are encouraged when they see familiar products on shelves. From the extensive marketing campaigns that are behind many of the top plant brands, it’s likely that consumers have seen branded products advertised in magazines or online, maybe they’ve heard an ad on the radio or saw one on TV. Regardless of where, those impressions factor not only into their purchasing decisions but also into what store they choose to frequent.

Susan Martin, Walters Gardens: Since partnering with the Proven Winners brand in 2011, Walters Gardens Inc. has been committed to bringing the best new, exclusive perennial genetics to the brand. We all know that it is great plants that make a great brand; without superior genetics the program would not be successful. The idea of partnering with a well-respected, highly visible brand appeals to us because we have increased our hybridizing efforts significantly over the last five years and we need a credible outlet like Proven Winners to help us market these new and improved perennials.

Now that we are part of the Proven Winners family, growers who have not traditionally offered perennials are now coming to us realizing there are great margins to be made on perennials like hardy hibiscus, nepeta and others. Sometimes these margins are significantly higher than those on the products they had been growing, so these customers are now expanding their perennial assortment from us. As the Proven Winners Perennials collection grows, our sales have increased each year of our partnership and we don’t see that trend changing anytime soon.

Monique Hakkert, Ball Ornamentals: L.A. Dreamin’ Hydrangea is our first venture into plant branding for Ball Ornamentals. With the introduction of L.A. Dreamin,’ we felt this plant was special enough to deserve a branding effort as it joins a crowded hydrangea marketplace next spring.

There are so many hydrangeas in black pots currently on the market – only a few stand out. A mandatory pot and tag can help command a premium price for growers and retailers. It also lets a retailer merchandise this product in a unique way in their store. The stylized logo and large tag design shows the promise of garden performance and success for the consumer. With a branded product also comes the advantages of Ball Ornamentals’ promotional campaign behind L.A. Dreamin’ Hydrangea, which will be a big push for spring 2015 through public relations, advertising and social media.

Mark Andrews, Greenleaf Nursery: For growers, knowing that they’re growing some of the best new plant varieties on the market and that plant availability will be controlled which enables higher and more stable pricing. For IGCs, plant branding enables IGCs to offer some of the best new plant varieties to their customers and know that planting tips for success and additional educational/promotional information is available through the brand for consumers. For consumers, knowing that the Garden Debut plants have been tested for performance builds confidence as they have success growing the plants.

Marshall Dirks, Proven Winners: Confidence. All levels of the distribution chain, including consumers, are looking for products that preform for them and that they can trust. Growers demand innovative and new products that are readily available, free from harmful viruses and perform well, reducing waste and maximizing their growing space. Retailers want a reliable supply source and a brand they too can trust. Gardeners desire performance, and they increasingly understand the value of strong brands.

How has plant branding evolved over the years?

Charais: Well, for one there are more and more brands on the market today than ever before, so it can be increasingly difficult for growers, retailers, and consumers to cut through the clutter when it comes to making a buying decision. I think this is forcing everyone in our industry to take a hard look at how many products can be introduced each year, because we have the ability to bring more product to market faster than consumers can consume.

Daniel: While branding has been commonplace in many industries for many decades, the nursery industry has been slower to adopt this practice. There still seems to be some resistance to branding in both the wholesale and retail segments of the nursery industry. At different times, I’ve heard people in the industry refer to branding in the retail environment as visual clutter. There needs to be a complete paradigm shift in this industry about branding and it is coming, although rather slowly. What is going to sell more plants and command higher price points – collections of well-branded, premium plants that beautifully convey product attributes and deliver differentiation or a sea of lackluster, homogenized and generic black pot plants? Consumers embrace brands. So should we.

McConnell: Marketing and technology have certainly changed fundamentally over the last two decades. Marketing and branding of plants has become more sophisticated, like the marketing of other consumer goods, but plants and gardening still occupy a unique position in many consumers’ lives. Gardening is a pastime, a hobby, therapy, and keeping our branding language sincere and credible is very important. At the same time, the consumer is faced with more and more distractions, so we work hard to make our plants and gardening in general, relevant and present in their lives. An example is our Ready to Impress container gardens for Southern Living – they are a quick and easy way to take home instant color and decorate for a spring garden party. Then, once the party is over, we want our consumer to get out in the garden with more Southern Living plants.

Wasson: There is a greater use of network growers to build numbers more quickly. Many of these brands are endorsed by TV, magazines or celebrities. There has also been an increase in branding behind single plants with subsequent line extensions.    

McKean: I think plant branding has historically been way behind the times. It’s nice to see plant branding starting to look and feel like the branding we see associated with other consumer products, but we still have a lot of catching up to do. Consumers make purchases emotionally and on impulse, so by building brands that evoke a look and a feeling we will definitely appeal to them.

Despite the lag, branding plants has evolved greatly over the years. The investment made in branding a single plant can be astonishing. Companies have put marketing at the forefront of their strategy and are willing to support with significant dollars.

Andrews: True plant branding started with individual plant brands and has expanded into branding of entire plant palettes. This entails a more comprehensive brand strategy and focus which must be maintained for all plant materials in the brand.

Dirks: Some years ago, our focus was trade oriented and on the passionate gardener. We have shifted our focus to also include the non-passionate gardener – the decorators who use our products, while maintaining ample opportunities for passionate gardeners to stay connected, informed and educated.

And in the past decade, we have expanded our brand by adding the best in perennials and shrubs. Another key decision was our desire to build an infrastructure to really listen to our gardening consumer. We wanted “her” opinion on the ads we produced, the names we selected, the location of our events and the decisions we make. Involving the consumer in all these areas has been instrumental to the success of the brand.

How do you communicate the value message of your brand to consumers?

Charais: We focus on inspiration and information that ensures consumers have success with our products. In terms of delivering that message, digital media is really effective to get connected one-on-one with people, offer ideas and get feedback. Social media is also a great way for consumers to talk publicly about their firsthand experience with our products. There’s nothing better than unsolicited success stories; it’s not all about promotion or a hard sell.

Daniel: There are no hard and fast rules to communicating the value message of your brand. It is conveyed in every aspect of your brand from the initial product development strategy to brand name, logo, creative elements, graphics, photography, typography, colors and everything else that when uniquely and intentionally combined create a first impression and a feeling about your products. Companies engaged in developing a brand or in redesigning a brand should absolutely make the investment in a brand design specialist. There are lots of graphic designers, many of whom do very good work. Finding an identity and brand designer who has the right specialized brand development expertise and proven track record is critical.

McConnell: We conduct comprehensive marketing campaigns for each of our brands each year. We try to reach them in a variety of ways. We advertise in consumer magazines like Southern Living, Martha Stewart, Sunset and Country Living. We use digital ads to reach consumers as they surf the Internet. We interact with consumers through social media, Facebook, Twitter and Pinterest, and then work hard to answer their questions and comments quickly. It’s important to be part of the conversation.

Wasson: Consistency is key. We have developed a recognizable look and message that appears across all our communications – advertising, merchandising and online.  

McKean: We’ve been very fortunate with The Knock Out Family of Roses, in that, the chartreuse pot that they come in represents quality and makes consumers feel confident. In brand research we’ve done and seen over the years, consumers continue to tell us that they trust any plants that come in our chartreuse pot. So without doing too much, just by having the chartreuse pot, we are making a promise.

The long term success of The Knock Out Family of Roses is very much because our brand promise is one that holds true for consumers. We haven’t over promised on the performance of the plants – in fact, some have told us that we’ve under promised. In essence, true breakthrough genetics that appeal to consumers’ needs plus a reasonable brand promise can equal serious success.

Hakkert: For our upcoming PR campaign for L.A. Dreamin’ Hydrangea, we are focusing on creating product ambassadors. This will start with a targeted plant sampling program focused on lifestyle magazines and the mommy-blogger community, as well as traditional garden writers and nursery experts. They will trial the plant this year, that way it’s not just a push message about L.A. Dreamin’ from Ball Ornamentals, it’s experts and peers joining the conversation, too. In addition, a consistent product message creates plant value. The oversized tag includes care instruction, garden performance, plant description, etc., everything the gardener needs to decorate successfully with this hydrangea.

Andrews: The value message of Garden Debut is consistently communicated through all consumer outreach; the same message is presented through the Garden Debut website, all forms of social, print and audio media, as well as, all brand promotional material (posters, flyers and plant tags) prepared for each plant.

Dirks: This has changed greatly from simply a plant tag and website. We now utilize all forms of media – TV, radio, e-newsletters, banner ads, billboards, e-magazines, containers, events, social media and brochures.

How do you protect your brand?

Charais: Our brands are supported by a terrific network of licensed growers that are dedicated to upholding brand standards. We also protect our brand through trademarks and monitoring for brand compliance. Varieties within the brand are protected by royalty agreements and many varieties carry a plant patent. We are in the process of developing brand standards that will ensure quality plants are delivered to consumers at a price point everyone is happy with.

Daniel: On a practical level, we went through all the legal steps – from trademarking the words and designs, to incorporating clauses in our grower contracts that outline proper brand use. On a daily basis, though, it takes diligence to preserve the essence of the brand promise – this threads through everything from our social media, our growers’ finished plant products and how the plants are presented at retail to how the plants perform on someone’s patio. It all has to work seamlessly, and we are constantly striving to live up to that promise.

McConnell: We use trademark and copyright law as well as plant patents where appropriate. We also work closely with our growers to maintain quality control and to send plants to market in the complete package. Companies like Plant Watch also help us monitor plants before they go to the garden center.

Wasson: Our in-house legal team helps us protect our patents and is also on the lookout for others who may be illegally growing in our branded containers. Our extensive salesforce keeps us updated on any potentially harmful developments in their regions. 

McKean: Along with a few other top brands in the industry, we use Plant Watch, a nursery inspection program aimed at protecting plant patents and branded programs, to keep a watchful eye on compliance and unauthorized propagation. According to Plant Watch Managing Director, Peggy Walsh Craig, “Marketing new varieties helps consumers get excited about new plants and be more successful in beautifying their gardens. Taking care of the marketing investment requires an examination of where and how the brands are being used and propagation occurring. It’s only fair for all players.”

Hakkert: Ball Ornamentals requires a mandatory branded pot and tag to sell L.A. Dreamin’ Hydrangea. Growers can purchase this plant through Ball Ornamentals via Ball Seed or McHutchison sales representatives.

Andrews: The integrity of Garden Debut is protected in several ways; first, by limiting the grower partners to some of the best in the industry; by evaluating all market areas in the country and maximizing market penetration into these areas; and by utilizing the Garden Debut grower partners, their sales forces and participating plant breeders to monitor all retail and re-wholesale outlets and internet websites. If violations are suspected, on-site visits are performed to protect the integrity of Garden Debut, and all patent and trademarks associated with the brand.

Dirks: We monitor our products and assets very carefully. Managing hundreds of patents and naming rights is an ongoing activity both at the consumer and trade level. We also protect our growers by making 2,000 visits annually through Royalty Administration International to greenhouse growers to educate them and help them to use our products correctly.