Views on Management

 Tim Rhodus
Department of Horticulture and Crop Science, The Ohio State University

The first step in improving the understanding of the needs of the membership is to understand the environment of the industry. To date, no comprehensive study of the size and scope of the perennial market in the U.S. had been conducted. To achieve this, a mail survey of PPA members involved in growing, selling, or using perennials for commercial trade was designed.(1) The survey questionnaire was developed and tested for content validity by a panel of experts. Dr. Tim Rhodus, advised on the measurement and content. Dr. Steven Still, Janet Schwartz, Denise Adams, and Laura Widhalm, graduate teaching assistants, advised on content and population. A final draft of the survey was presented to the PPA Board of Directors for review and approval. Comments and suggestions from the board were incorporated into the design of the final questionnaire.

The questionnaire was prepared in a tri-fold booklet format. Two major sections were developed to obtain PPA members' opinions on Marketing Trends for the Perennial Industry and Sales Outlook for 1993. (See Appendix A for a copy of the survey instrument.) Questions in the first section included:



The study was conducted using the 1992 PPA Membership Directory listing 1285 current members. Members identified as not being involved in the commercial trade of perennials, and members residing outside the U.S. were excluded from the survey. During the last week of December, 1992, an introductory postcard was sent to PPA members notifying them of the upcoming survey and asking for their cooperation. Questionnaires were mailed January 6, 1993 to 992 PPA members. A reminder notice was sent one week later. On January 27th, a second questionnaire was mailed to those who had not yet responded. Data collection was terminated on February 15, 1993. Of the 992 surveys sent out, 581 (59%) were returned, usable surveys totaled 529, or 53%. This provides a margin of error of less than one percent. Responses were distributed throughout six different regions of the U.S.: South - 58, Great Lakes - 82, Central - 106, Western - 57, Mid-Atlantic - 103, Northeast - 116, and unidentified - 7. A map of the U.S. showing each of these regions is presented in Figure 1.

The combined value of wholesale, retail, and landscape sales of perennials by PPA commercial members in the U.S. during 1992 was $222 million or 29% of an estimated $775 million in gross sales. Furthermore, perennial sales in 1992 increased over 1991 levels for 81% of all firms.

Sales of perennials in the U.S. were strongest in the Great Lakes region, $58.8 million, but the percentage of gross sales attributed to perennials was highest in the Northeast region, 36.3%, Table 1. While firms in the Southern region recorded a significant level of gross sales in 1992, $117.6 million, perennials accounted for only $8.5 million or 7.2% of regional gross sales.



Table 1. Value of perennial sales and gross sales by region - 1992.



REGION

Perennials

Gross Sales		 Perennial

Share

Great Lakes $58,758,000 $210,069,000 28.0%
Central 45,593,000 125,935,000 36.2%
Mid Atlantic 45,397,000 139,128,000 32.6%
Northeast 36,830,000 101,465,000 36.3%
West 26,963,000 80,789,000 33.4%
South 8,519,000 117,624,000 7.2%
Total $222,059,000 $775,009,000 28.7%


Sales by firm specialization was determined by categorizing firms by their primary source of revenue. Firms indicating that 50% or more of their 1992 gross sales were generated from a single sales category were classified as specializing in that type of business, otherwise they were considered a "Mixed Enterprise" firm. Of those responding, firms specializing in some aspect of wholesale sales accounted for 31.7% of all members, Table 2. Firms specializing in some aspect of retail sales accounted for 34.2% of all firms while firms specializing in some aspect of landscape services represented 19.9% of the membership. Mixed enterprise firms accounted for 13.1% of the membership.



Table 2. PPA member firm specialization.

Industry

Segment

 Firm

Specialization

 Percent of Membership Accumulated

Percent

Wholesale: Bare root 2.7 2.7
Container 24.3 27
Cells & Plugs 2.5 29.4
Cut Flowers 0.6 30.1
Seeds 0.2 30.3
Other 1.4 31.7
Retail: Garden Center 29.7 29.7
Mail Order 1.6 31.3
Other 2.9 34.2
Landscape Services: Land. Design 4.1 4.1
Instal/Const. 12.1 16.2
Maint 3.7 19.9
Mixed: 13.1 13.1
Other: 1.2 1.2



Overall, wholesaler produced an estimated $159.8 million in perennials during 1992, Table 3. This represented an estimated 43% of gross sales for these firms. At the retail level, perennial sales totaled $34.6 million, or 17% of gross sales. Firms providing Landscape Services sold an additional $7.2 million in perennials during 1992, which was 7% of their gross sales. Note: the estimated wholesale value of perennials in the U.S. is reasonably accurate. However, the estimated value of perennial sales through retail and landscape channels understates the true value because of the small percentage of garden centers and landscape firms belonging to PPA. For example, there are 25,000 garden centers in the U.S. Of these, 5,000 can be characterized as traditional (year-round, full-service) garden centers. This survey identified only 155 firms specializing in garden center sales. Similar issues exist for landscape firms.



Table 3. Value of perennial sales and gross sales by type of firm - 1992.



FIRM SPECIALIZATION

Perennials

Gross Sales		 Perennial

Share

WHOLESALE:
Container $93,439,000 $270,208,207 34.6%
Bare Root 45,668,000 56,122,762 81.4%
Cells and Plugs 17,477,000 29,581,166 59.1%
Other Wholesale 3,091,000 15,805,633 19.6%
Cut Flowers 168,000 327,802 51.2%
Subtotal $159,843,000 $372,045,570 43.0%
RETAIL
Garden Center $28,093,000 $190,209,000 14.8%
Mail Order 4,765,000 6,027,000 79.1%
Other Retail 1,715,000 7,576,000 22.6%
Subtotal $34,573,000 $203,812,000 17.0%
LANDSCAPE SERVICES
Installation/Construction $4,738,000 $ 58,590,000 8.1%
Design 1,598,000 36,311,000 4.4%
Maintenance 839,000 7,339,000 11.4%
Subtotal $7,175,000 $102,240,000 7.0%
MIXED ENTERPRISE 17,734,000 78,926,000 22.5%
OTHER (hardware, home repair, etc.)

2,735,000

17,984,000

15.2%
Subtotal $20,469,000 $96,910,000 21.1%


Changes in sales between 1991 and 1992 were determined for eight different categories of products, Table 4. Overall, sales of perennials increased in 1992 for 81.6% of all firms, more than any other product category. A majority of firms reported increased sales for perennials, annuals, herbs, grasses, ferns, and landscape services. Regional differences can be seen by examining the highlighted values in Table 4. The Northeast region was found to have the highest percentage of firms reporting increased sales for perennials. The Central region had the most firms reporting an increase in the sale of annuals, herbs, and hard goods. The Great Lakes region had the most firms reporting an increase in the sale of grasses, landscape services, and cut flowers. The Mid-Atlantic region had the most firms reporting an increase in the sales of ferns. Changes in sales between 1991 and 1992 were also examined according to firm type, Table 5. Sales of perennials increased for more retail firms than any other firm type. In contrast, increased sales were reported for more wholesale firms for herbs, ferns and cut flowers. Mixed enterprise firms most frequently reported increases in sales of annuals and grasses.



Table 4. Percentage of respondents indicating 1992 sales increased over 1991 - by Region.

Perennials Annuals Herbs Grasses Ferns Landscape

Services

 Hard Goods Cut Fl.
Northeast 85.5% 67.6% 60.0% 51.2% 48.7% 50.8% 44.6% 26.8%
Central 83.8% 74.0% 73.4% 64.1% 54.8% 64.6% 53.2% 36.1%
South 82.4% 55.2% 64.1% 45.5% 61.0% 42.3% 36.8% 18.2%
West 80.4% 58.6% 71.4% 61.0% 46.7% 50.0% 46.7% 27.3%
Great Lakes 79.2% 64.7% 63.0% 77.6% 58.7% 68.8% 41.0% 33.3%
Mid-Atlantic 77.2% 60.7% 61.3% 59.7% 67.6% 65.9% 44.7% 29.2%
Total 81.6% 65.4% 65.3% 60.5% 56.6% 59.1% 45.9% 30.0%




Table 5. Percentage of respondents indicating 1992 sales increased over 1991 - by Firm Type.

Perennials Annuals Herbs Grasses Ferns LandscapeServices Hard Goods Cut Fl.
Retail 87.6% 67.5% 69.6% 56.7% 51.5% 62.5% 49.0% 30.5%
Wholesale 82.6% 68.5% 72.7% 61.8% 69.0% 38.9% 40.9% 45.0%
Mixed 81.7% 69.0% 59.6% 65.5% 61.2% 56.5% 37.5% 18.2%
Landscape 71.3% 56.1% 49.2% 59.2% 47.1% 62.7% 44.6% 23.5%





One gallon containers are the most popular size container in the industry. Approximately 43% of the PPA membership indicated that this size was their most popular seller in 1992. One quart containers were a distant second, only 17% of the members reported this size as their best seller. Four inch and two quart containers were the about equal as third most popular. Two gallon containers were important for only a very small segment in the industry. Other sizes were significant sellers for approximately 10% of the industry.


Area devoted to producing perennials by PPA members in 1992 totaled 236 acres under glass or other protection and 3,878 open acres, Table 6. Of this, area devoted to bare root production occupied 2.5% of the area under protection but 36% of the open acreage. Container production utilized 75% of the area under protection and 64% of the open acreage. Production of cells and plugs utilized 22.5% of the protected acreage but less than 1% of the open acreage.





Table 6. Area devoted to producing perennials in 1992.

AREA UNDER PROTECTION OPEN ACREAGE
Survey

Respondents

(Sq.ft.)

PPA

(Sq.ft)

PPA

(Acres)

 Share of Total Survey

Respondents

(Acres)

PPA

(Acres)

 Share

of

Total

Bare root 147,544 247,236 6 2.5% 835 1,399 36.0%
Container 4,591,305 7,693,538 177 75.0% 1,473 2,469 63.7%
Cells & Plugs 1,390,241 2,329,593 53 22.5% 6 10 0.3%
Total 6,129,090 10,270,367 236 100% 2,314 3,878 100%




Interregional sales of products account for a significant level of activity for wholesalers but are relatively insignificant for retailers and those firms providing landscape services, Table 7. Percentage of total regional sales made into other regions was determined by comparing the value of sales made to buyers located in other regions to the total value of sales generated by survey respondents in each region. As can be seen, wholesalers in the Southern region sold 43.2% of total sales to buyers located in the same region. Alternatively, the same suppliers sold 56.8% of their total sales to buyers located in other regions, most notably to buyers in the Mid-Atlantic and Great Lakes regions. In contrast, wholesalers in the Central region only sold 14% of their product outside of the region. Interregional sales for retailers and landscape services were never above 5% for any of the regions.



Table 7. Percentage of 1992 gross sales shipped from each source region into each of 8 PPA region.

Source

Region

Southern		 Great Lakes

Central

Western		 Mid-Atlantic

Northeast

Canada

Inter.
WHOLESALE
Southern 43.2% 11.7% 23.2% 0.4% 13.3% 7.9% 0.1% 0.2%
Great Lakes 7.2% 57.2% 14.3% 4.5% 4.4% 12.2% 0.2% 0.0%
Central 1.7% 7.2% 86.0% 0.4% 2.2% 2.3% 0.2% 0.0%
Western 5.4% 1.1% 3.9% 75.4% 0.8% 0.8% 12.8% 0.0%
Mid--Atlantic 10.2% 4.5% 1.8% 2.7% 63.4% 16.8% 0.3% 0.3%
Northeast 0.4% 0.2% 0.0% 0.0% 18.9% 80.5% 0.0% 0.0%
RETAIL
Southern 97.5% 0.4% 0.3% 0.0% 0.6% 1.1% 0.0% 0.0%
Great Lakes 0.8% 96.0% 0.7% 0.5% 1.1% 1.0% 0.0% 0.0%
Central 0.2% 0.5% 98.3% 0.2% 0.4% 0.4% 0.0% 0.0%
Western 0.0% 0.0% 0.0% 100.0% 0.0% 0.0% 0.0% 0.0%
Mid-Atlantic 0.4% 0.3% 0.3% 0.4% 95.2% 3.5% 0.0% 0.0%
Northeast 0.3% 0.7% 0.7% 0.0% 1.1% 97.2% 0.0% 0.0%
LANDSCAPE
Southern 99.8% 0.0% 0.2% 0.0% 0.0% 0.0% 0.0% 0.0%
Great Lakes 0.0% 100.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
Central 0.0% 4.8% 95.2% 0.0% 0.0% 0.0% 0.0% 0.0%
Western 0.0% 0.0% 0.0% 100.0% 0.0% 0.0% 0.0% 0.0%
Mid-Atlantic 0.0% 1.1% 0.0% 0.0% 100.0% 18.0% 0.0% 0.0%
Northeast 0.0% 0.0% 0.0% 0.0% 0.0% 100.0% 0.0% 0.0%


The most popular genus sold in the U.S. for 1992 was Hosta, Table 8. Over 140 different genera were listed by respondents as their "three best sellers" for 1992. Hosta was identified by 14% of all firms as one of their top three sellers, followed by Hemerocallis, Coreopsis, Astilbe, and Phlox. The top 20 genera accounted for 80.8% of all genera identified.




Table 8. Genera sold most in 1992.

Rank Genera Percent Rank Genera Percent
1 Hosta 14.0% 11 Chrysanthemum 2.1%
2 Hemerocallis 12.7% 12 Salvia 1.9%
3 Coreopsis 11.1% 13 Dicentra 1.8%
4 Astilbe 6.8% 14 Iris 1.8%
5 Phlox 4.0% 15 Artemisia 1.8%
6 Sedum 3.8% 16 Veronica 1.6%
7 Rudbeckia 3.6% 17 Campanula 1.6%
8 Grasses 2.9% 18 Echinacea 1.5%
9 Dianthus 2.6% 19 Ferns 1.3%
10 Delphinium 2.3% 20 Herbs 1.3%


The market for perennials in 1993 is expected to be increasing for 20 out of 47 selected genera, according to a majority of all respondents, Table 10. Of the top 20 best selling genera for 1992 (genus name is highlighted), sales of 14 of the genera are predicted to increase in 1993. Less than 50% of all respondents indicated growth in sales for Phlox, Campanula, Dianthus, Artemisia, Delphinium, and Chrysanthemum. While increased sales of Hosta are predicted by 75% of all respondents, 60% or more of all respondents predicted increased sales in 1993 for: Veronica, Coreopsis, Geranium, ornamental grasses, ferns, Salvia, Astilbe, Echinacea, Hemerocallis, and herbs. Declining sales in 1993 for Gergemoa, Lupinus, Gaillardia, Cerastium, and Geum are predicted by at least 15% of all respondents.

Regional differences in the market outlook for these same 47 genera are presented in Tables 12 and 13. Sales of the top 10 genera are predicted to increase in 1993 in all regions, according to a majority of respondents. The one exception is Astilbe in the Southern region. Only 47% of the respondents indicated that sales are likely to increase for 1993. In contrast, majority opinion differs on the likelihood of sales increases for the second 10 genera across the different regions. Genera predicted to decline in 1993, according to 20% or more of the respondents in that region include: Campanula (South), Delphinium (South and Mid-Atlantic), Gergemoa (Central, South, and Northeast), Lupinus (Central, South, and Mid-Atlantic), Gaillardia (Northeast), Cerastium (Central, South, and Great Lakes), and Geum (all regions).



Table 11. Sales outlook for 1993.
OVERALL OVERALL


Rank

Genera		 Same

(%)

 Incr

(%)

 Decr

(%)

Rank

Genera		 Same

(%)

 Incr

(%)

 Decr

(%)

1 Hosta 24 75 1 26 Paeonia 50 44 6
2 Veronica 27 72 1 27 Epimedium 48 43 9
3 Coreopsis 28 69 4 28 Brimmera 48 42 10
4 Geranium 28 68 3 29 Aquilegia 52 42 6
5 Grasses 27 66 7 30 Chrysanthemum 49 40 12
6 Ferns 28 66 7 31 Alchemilla 55 37 8
7 Salvia 31 66 4 32 Platycodon 56 37 8
8 Astilbe 32 65 3 33 Lamium 54 37 9
9 Echinacea 35 64 2 34 Ceratostigma 52 36 13
10 Hemerocallis 35 62 3 35 Monarda 52 36 12
11 Herbs 31 61 8 36 Papaver 56 36 9
12 Perovskia 38 58 4 37 Oenothera 56 33 11
13 Heuchera 37 56 7 38 Achillea 60 32 8
14 Rudbeckia 39 55 5 39 Gergemoa 53 30 17
15 Pulmonaria 41 54 6 40 Physostegia 59 30 11
16 Dicentra 43 54 3 41 Primula 57 30 14
17 Lavandula 41 51 8 42 Lupinus 52 30 19
18 Sedum 44 51 5 43 Iberis 60 29 12
19 Aster 42 51 7 44 Gaillardia 55 29 16
20 Iris 42 50 8 45 Polemonium 65 23 12
21 Phlox 44 49 7 46 Cerastium 64 19 18
22 Campanula 47 49 4 47 Geum 58 13 29
23 Dianthus 47 48 5
24 Artemisia 45 47 8
25 Delphinium 41 47 13


A mail survey of all PPA members was determined to be the most accurate means of collecting information on member opinions while at the same time providing maximum opportunity for soliciting feedback from the membership. The survey questionnaire was developed and tested for content validity by a panel of experts. Dr. Tim Rhodus, advised on the measurement and content. Dr. Steven Still, Denise Adams and Laura Widhalm, graduate teaching assistants, advised on content. Face validity was assessed by a field test in which the eleven PPA board members responded to the appearance of the instruments and the process of using them. The feedback obtained from both the panel of experts and the field study was incoporated into the final questionnaire.

The questionnaire was prepared in booklet format. Five separate sections were developed to obtain PPA members' opinions on Research Topics, Programs and Services, Management Challenges, Marketing Perennials, and Cooperative Marketing. (See Appendix B for a copy of the survey instrument.) Questions were structured for ease of completion and opportunity to provide individual responses. The responses to the open-ended questions were recorded directly and summarized so as to present a concensus of opinion.

Section Four: Marketing Perennials included twenty four promotional type or media marketing descriptors, commercial operators may use in their perennial plant promotion strategies. The question was developed to gauge the overall effectiveness of the different forms of promotion in the industry. A hybrid-type scale was developed to measure how each of the alternative forms of advertising itemized, affected consumer interest and or consumer sales of perennial plants. Respondents were asked to rate items based on 1 - the idea has not been used; 2- the idea was used, but there was "no" impact on customer interest or sales; 3 - the idea was used, it "increased" customer interest, but had "no" impact on sales; 4- the idea was used, it "increased" customer interest "and" perennial sales; or NA- the idea was not appropriate for our needs. The follow-up question asked in an open-ended format the respondents to write-in additional ideas they were considering. The final question in Section Four asked respondents for their opinions of how the PPA might help their firm promote perennials.

The study was conducted using the 1992 PPA Membership Directory listing 1285 current members. During the first week of November, 1992, an introductory postcard was sent to PPA members notifying them of the upcoming survey and asking for their cooperation. Questionnaires were mailed November 12, 1992 to all PPA members. A reminder notice was sent one week later. On November 25th, a second questionnaire was mailed to those who had not yet responded. On December 4, 1992, a final reminder and follow-up letter, along with a replacement questionnaire was mailed to those who had not replied. Data collection was terminated on December 18, 1992.

Descriptive analysis of the data was used to: determine member preferences, opinions, and attitudes on the six main component sections; identify the specific member type or firm type preferences; and test for independence of priorities among member segments to the overall membership using Chi-square analysis.

A total of 862 usable questionnaire were returned. This represented a 67% response rate and is considered outstanding for this type of research. Respondents were cross-referenced by the eight PPA geographical regions and compared to overall membership distriibution, Table 14. Respondents were also categorized using the current PPA membership data base which segments the population into 24 member categories, Table 15. Both tables indicate the survey respondents were very representative of the association's total membership.

Table 14. Comparison of Survey Respondents and PPA Members by Geographic Region
Survey Respondents PPA Membership
(N) (%) (N) (%)
Northeastern 174 20.3% 266 20.7%
Mid-Atlantic 173 20.1% 240 18.7%
Central 158 18.4% 209 16.3%
Great Lakes 146 17.0% 222 17.3%
Southern 96 11.2% 147 11.4%
Western 73 8.5% 117 9.1%
Canadian 31 3.6% 58 4.5%
International 8 0.9% 26 2.0%


Table 15. Comparison of Survey Respondents and PPA Members by Membership Category
Survey Respondents PPA Membership
(N) (%) (N) (%)
Container grower 362 42.1% 500 38.9%
Wholesale grower 301 35.0% 423 32.9%
Retail grower 299 34.8% 419 32.6%
Landscape designer 274 31.9% 397 30.9%
Garden center 228 26.5% 346 26.9%
Landscape contractor 163 19.0% 244 19.0%
Professional gardner 130 15.1% 194 15.1%
Educator 106 12.3% 145 11.3%
Bare root grower 103 12.0% 155 12.1%
Cell/Plug grower 93 10.8% 146 11.4%
Public gardner 73 8.5% 117 9.1%
Mail order firm 67 7.8% 91 7.1%
Garden writer 61 7.1% 90 7.0%
Cut flower 50 5.8% 90 7.0%
Institutional researcher 42 4.9% 71 5.5%
Landscape architect 42 4.9% 64 5.0%
Extension service 22 2.6% 28 2.2%
Seed supplier 21 2.4% 30 2.3%
Wholesale jobber 21 2.4% 29 2.3%
Student 20 2.3% 35 2.7%
Photographer 15 1.7% 20 1.6%
Wholesaler 4 0.5% 7 0.5%
Florist 3 0.3% 3 0.2%






Demographic Overview

On average, respondents have been PPA members for 4.5 years (n=749). 30.3% have been members 1-2 years. 22.8% have been members 3-4 years. 21.6% of respondents have been PPA members for 5-6 years, while 25.3% have been members 7-10 years, Figure 3. The median years of membership was 4.0, while the mode was 1.0 years.

Respondents involvement with perennials on average was 14.3 years (n=811). 23.7% indicated their involvement has been 1-6 years. 28.2% have been working with perennials for 7-10 years. 22.2% have been involved with perennials for 11-19 years, while 25.9% have been associated with perennials for over 20 years. The median and mode for years respondents have been involved with perennials was 10.

Respondent's average length of time in business was 20.4 years (n=753). 23.8% have been in business 1-5 years. 27.9% have been in business for 6-10 years. 22.4% of the respondents indicated they were in business 11-21 years, while 25.9% have been in business over 22 years. The median and mode of respondents years in business was also 10 years.

Section IV: Marketing Perennials

Successful marketing of perennials includes many aspects of promotion. However tyring something new is often avoided because of uncertainty about the impact. A list of 24 different ideas for promoting perennials was developed. Members were asked to indicate whether or not they had used each of the ideas and indicate whether customer interest and/or perennial sales had been increased, Table 21. A majority of members believed herbaceous perennial `Sales and Customer Interest Increased' when using the following promotional ideas:



However, a majority of respondents indicated that in their opinions there was `No Impact on Sales, But Customer Interest Increased' when using the following promotional strategies:





Table 21. Frequency Distribution of Promotional Strategies and the Perceived Impact on Customer Interest and Sales





Promotional Activity		 Sales & Interest

Increased

 No Impact On Sales-Interest Increased No Impact Idea Not Used-But Would Try
Display Gardens 74.8% 12.2% 1.8% 11.2%
Printed Information 59.0% 18.6% 2.5% 19.9%
Direct Sales Persons 66.9% 8.1% 2.5% 22.4%
Customized Plant ID Tag 56.5% 13.0% 3.0% 27.5%
Design Services 63.6% 10.8% 3.1% 22.5%
PPA "Plant of Year" 48.0% 19.6% 10.4% 22.0%
Educational Seminars 51.3% 14.4% 3.4% 30.9%
Sun-Shade-Wet-Dry Display 54.4% 15.4% 4.3% 25.9%
Direct Mail Flyers 52.3% 12.7% 3.8% 31.2%
Wholesale Catalogs 67.7% 6.9% 4.0% 21.4%
Newspaper Advertising 51.7% 23.4% 7.2% 17.7%
Open House Events 49.4% 13.4% 5.5% 31.7%
Newsletters 41.8% 12.1% 2.4% 43.7%
Retail Catalogs 57.1% 8.3% 2.8% 31.8%
Poster Displays 7.3% 28.8% 21.3% 42.6%
Consumer Information Center 3.8% 40.9% 14.4% 40.9%
Radio Advertising 11.5% 42.6% 15.4% 30.5%
Clip Art 10.0% 44.6% 22.7% 22.7%
Plant of the Week Sale 8.0% 56.4% 11.4% 24.2%
Loss Leader Products 9.7% 53.3% 14.7% 22.3%
Garden Center Banners 10.8% 47.8% 21.2% 20.2%
Customer Appreciation Days 3.8% 69.2% 9.7% 17.3%
Television Advertising 6.2% 65.4% 7.2% 21.2%
Color Coded Containers 9.7% 71.9% 6.6% 11.8%




Crosstab analysis by years in PPA indicated that newer PPA members (1-2 years) differed from other respondents regarding the `Increase in Sales and Interest' when using Printed Information About Perennials. Almost 30% noted an increase in sales and interest with this promotional strategy compared to only 15.5% of the 3-4 year members, 18.3% of the 5-6 year members, and 14% of the 7-10 year members. Further analysis of years in business and years involved with perennials shwed no overall differences between repondents opinions.

Analysis by firm type of specific promotional ideas which in respondents opinion's `Increased Sales and Customer Interest' are presented below. If 40% or more of the respective firms indicated sales and interest increased, the promotion idea was included in the summary.

BARE ROOT GROWERS:

Display Gardens 54.4%



WHOLESALE GROWERS:



CELLS AND PLUGS GROWERS:



CONTAINER GROWERS:

`Increased Sales and Customer Interest'

MAIL ORDER FIRMS:



GARDEN CENTERS:



RETAIL GROWERS:



LANDSCAPE CONTRACTORS:





What additional ideas for promoting perennials are you considering?

A total of 140 comments were provided to this quesiton. See Appendix H for the specific comments. Members show a large diversity in promotional expertise. For many, hosting educational workshops, newsletters, spring/fall sales, slides presentations to area garden clubs, writing local columns, community display gardens, advertising variations are the norm.

A selection of some of the more unique marketing strategies are: having a cutting garden for customers to pick their own, presenting awards to homeowners who design exemplary gardens, hosting press and garden parties, hosting a plant party in which someone invites friends to their home and talks are given with various plants being sold, maintaining a reference library for customers, produce and host a weekly TV gardening show, hosting a perennial exchange program...bring one, get one, perennial plant calendar with important gardening dates-tips, running video programs at the checkout counter, offer a perennial 12 pack with design included, promote the culinary and medicinal uses of perennials, weekly plant auction/lottery, and hosting a radio talk show.

Many more ideas are presented within the itemized summary.

APPENDIX H


WHAT ADDITIONAL IDEAS FOR PROMOTING PERENNIALS

ARE YOU CONSIDERING?


1. Use more perennials in general landscape design & installation.

2. I'm a hybridizer, not the dealer-give lectures to promote perennials.

3. Sales by collections-grouping plants by purpose or cultural requirements.

4. Continue to develop the perennial cut flower program in our 14 cemetery locations for use by our visiting public-are expanding beds.

5. Involved with garden clubs-lectures to them and displays at specialist conferences.

6. Hands on flower demonstrations-create your own garden container.

7. Environmental promotions.

8. Lots of pop materials for '93. A version of our wholesale catalog (no prices) for garden centers to sell as a reference book.

9. More workshops, more display gardens (public areas). Guaranteed sales weekly replacements june 15 - sept 30.

10. Handouts 'perennials for rock gardens' 'perennials for borders'.

11. Series of color picture cards (5 x 7) to display with flats of green perennials.

12. Mature specimens displayed in containers around the nursery.

13. More sales tools for perennials-colored pictures with culture information.

14. Videos.

15. Offering additional classes.

16. Participating in more regional supplier presentations.

17. Pricing perennials to three different prices-quality/premium/collector as to difficulty of propagation.

18. Customer classes.

19. Write articles for local papers.

20. Written columns in the newspapers.

21. More display gardens, better signage-labeling. Encourage use of perennials in public areas, talking to civic groups.

22. Plant guarantees, educational programs.

23. Using perennials in municipal plantings that we provide plant materials and design assistance. 958

24. More handouts on perennial care, design gardens.

25. Public speaking; awards; competition; writing articles for the print media.

26. For commercial clients, cost comparisons for installation maintenance vs. Alternatives (turf, annuals, etc)

27. guest lecturers. A cutting garden for the customers to pick from.

28. Environmentally sound practices-native grasses.

29. Display racks to get product up with 8 x 10 signs for each variety.

30. Changing displays during season. Offering more in larger pots later in season.

31. We sell at a farmers market. Newsletter to our old retail clients telling them where to get our plants. Invitation to a field day-we did sell field dug perennials retail.

32. Teaching perennial care to clients-using my garden showing new and old perennials we grow.

33. Flower costume-shirt of ppa 'plant of the year' designed by local artist-garden architecture design.

34. Public garden tours-visit 3-4 gardens in one day-with plant societies and master gardeners on hand to assist.

35. We are seriously considering retail catalog.

36. We promote/participate in a perennial plant workshop in our area every march.

37. Have an 'open garden' weekend for regional landscape architects.

38. All these items should increase sales and interest, but the return on the dollar is the issue.

39. Giving awards to homeowners who design and install exemplary gardens.

40. Try to promote specimen varieties as well as average ones. Put together typical. Gardens for diff. Purposes and sell as package deal.

41. Improved display gardens, more educational seminars w/ hands on training and higher quality newsletters.

42. Much of our sales are wholesale. Would consider faxing a weekly list of plants available to large customers.

43. More imaginative displays. Diversification-dried flowers and fresh cut flowers. Homier atmosphere.

44. Exhibit at home and garden show.

45. Better displays, larger plants and specimen (always in flower) plants.

46. Color flyers on hostas/hemerocallis with culture care on back.

47. More attractive p-o-p posters of perennials.

48. Donate design work-plants to rebuild children's garden at the public library.

49. Sponsor a local public garden.

50. Garden packages-greenhouse tours-esp. For children with free plant or seeds.

51. Increasing my collecting of perennials in my client display gardens.

52. A plant fair in september. Bring a friend who makes a purchase-you will get credit toward your purchase.

53. Sell perennials in a group with design at a package price.

54. Provide a friendly relaxed place for wholesale buyers to shop-toys for the kids, use of facilities and telephones.

55. By advertising in area papers with write-ups about specific perennials that only we carry in our area and state.

56. Collections-height gradation-all season bloom-shade/sun.

57. The best salesperson is the display garden. We're planning on expanding to a half acre.

58. Plantings in public locations-sponsorships of seminars is one of the best ways to target and educate customers.

59. Winter classes for landscapers, garden designs for different

60. cultural sites.

61. Putting all of our production into pots.

62. New introductions for 1993. Promote ppa. Putting great emphasis into marketing strategies for perennials.

63. More classes.

64. Press and garden parties.

65. A calendar with perennial pictures & important gardening dates,etc.

66. Cosponsoring events with local, regional, public gardens.

67. Taking picture of blooming plants, so customers will know color and looks.

68. Display garden at local school.

69. I do slide show to garden clubs.

70. Library on plants for customers, articles in professional journals, teaching courses to customers.

71. A gardening column; we distribute flyers; plant lists and business cards everywhere; we've used 10% off cards and a 10% bring a friend promotion. Open to more ideas.

72. Insignia systems, inc.

73. Mini-seminars and monthly open houses.

74. Use color-code price tags. Quantity discounts if buy 10 or more-25 or more. Free designs for specific sites (sun vs shade) or color schemes. Tried frequent buyer card-didn't like.

75. Better layout design in nursery by category. Information center with sample garden designs- butterfly or hummingbird gardens;info on plants that deer love, etc.

76. I do plant parties. A person invites 15 gardening friends. I bring my plants-explain growth and habit. The best gets 10% of the proceeds of plants sold.

77. Teaching a gardening with perennials course at community college- 9 sessions- 2 at our nursery.

78. Displaying them by color and theme. Doubled sales in previous job doing this.

79. Periodic newspaper articles or weekly columns.

80. Quarterly newsletter to customers-more advertising in mar. And aug. Maintain healthy beautiful stock at all times.

81. Inviting local garden clubs to view unusual perennials in display areas.

82. A rare and unusual plant special mailing.

83. Keep lots of color in sales area. Make display gardens keeping plants in containers.

84. Sharing slides or photos-make copies of perennials available sharing retail fact sheets.

85. Planting, using and disseminating perennials in my garden business.

86. Planting highly visible gardens in my town. Sending the perennial fact sheet out much sooner.

87. Target advertising.

88. Incorporate perennials in most of my landscape plans.

89. Give unusual perennials to clients (on landscape jobs) for long term evaluation.

90. Seminars in the winter on specific genus...Hemerocallis, iris, etc.

91. Have a special display of new plants.

92. We would use posters, colored tags, clip art, signage if acceptable, possible mail flyers

93. better signage, tags, and customer service.

94. Discount for new buyers who join "perennial of the week club".

95. Increase amount and number of display gardens.

96. Supply local wholesale nurseries with starts of perennials to tryout and propagate.

97. Children's garden.

98. Continue in same direction with promotional materials.

99. Using sales persons.

100. We've been featured in several newspapers, magazines, tv programs and hope to do more this year.

101. Developing easy to grow groups of plants to sell to other garden centers.

102. Keeping abreast of the emerging cut flower market-helping with 'pot crop' research.

103. More trade show exhibits-we do no retail sales.

104. By using only a few of the marketing techniques above, sales have doubled.

105. Show clients gardens and pictures of possibilities.

106. Plant auction to benefit local garden club.

107. Layer plantings around property in various different garden displays.

108. Fall promotions-6 x 8 picture cards from my slides-bar coding.

109. School plant sales.

110. Local educational programs.

111. Donating perennial garden to a new community development in area-with plant id tags.

112. Various video programs running full time during busy periods near check out counter.

113. Garden center seminars.

114. Weekly availability plant list to garden centers.

115. Produce and host weekly educational tv gardening program.

116. The 'perennial pack' - a flat with 12 perennials and a garden plan included.

117. Slide presentations to garden clubs.

118. Offer category of plants-cut flower assortment,rock garden, shade loving, ground covers, etc.

119. Promote other culinary-medicinal uses of perennials.

120. Perennial club...Buy a certain number-get one free.

121. Being a central location for perennial exchange program-bring one - get one idea.

122. Weekly plant auctions-aimed at retail public. Daylily lottery.

123. We are non-profit cemetery/arboretum. Best we can do is display and maintain the plants.

124. As a wholesale service we may begin assisting retailers with stocking and displays.

125. Larger "sub dept. Signage" such as hostas-ferns-clematis, etc.

126. Diversify to increase business exposure.

127. We promote perennials from april through sept. `Hard'

128. radio show one hour a week 'gardening racine style'.

129. Farmers market.

130. Advertising in community newspapers-neighborhood association newsletters-sponsor neighborhood awards, etc. Gift certificates.

131. Increase our display gardens.

132. We are a seed company currently putting together a seed growers guide.

133. Give perennials away especially new varieties for people to put in gardens and evaluate.

134. We have information sheets called 'perennial news' which are provided at cost to our customers, garden centers ,etc. They carry our logo and they can personalize them with their business stamp. We have six different subjects so far and plan to expand this line.

135. As a grower we go directly to consumer shows to present perennials and ground covers, etc. As a vital part of any homeowners gardens.

136.I give perennials to all the winners in the local municipal beautification contest. The prizes are picked up at a local garden center ( a credit is given to the local garden center corresponding to the number of prizes).

137. Gift certificates/seminars on how to use tools. What's wrong with my garden, etc.

138. Educational seminars. Open house. Consumer information center.

139. Banners. Information in boxes close to plant sales area.

140. Unit pricing. Discounts on volume sales.

1. 1Sales surveys were not sent to commercial PPA members located in Canada or other countries outside the U.S. because the goal was to estimate the size of the indudstry in the U.S.

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