Ball Horticultural Company • International Breeder, producer and distributor of ornamental flowers to professional growers • 100+ years in business • Privately held, third generation • Focus on innovation and world-class service Geo. J. Ball Founder Ball Trials 1938 Anna Ball Gardens at Ball 2008
How we distribute • Nationwide Plug and Plant supplier networks • Located close to your grower = fill last-minute orders fast! • High-quality inputs quickly and cost effectively! In 2008, Ball Network suppliers grew over 1.3 billion plugs and 213 million cuttings
Where we test it Erie Basin Trials 2007 • Over 60 N.A, university and private locations • Company owned trial sites: CA, IL, FL, Costa Rica, Holland, U.K., France, China • Founding member, All-America Selections Colorado State 2007 University of Florida ‘07
What we sell • Trialed and tested varieties for the landscape • Regional expertise • Wide variety of annuals, perennials, tropicals, shrubs, ornamental grasses Petunia Wave Angelonia ‘Serena’ Colocascia ‘Coal Miner’ Albelia ‘Raspberry Profusion’
Getting Smarter: Marketing to Today’s Consumer Selling X & Y Jeff Gibson Ball Horticultural Company www.simplybeautifulgardens.com
A New Era: • Whose our Customer Understanding generation X & Y • Why they don’t garden • Opportunities for success • Challenges to overcome
Consumers • Findings from our research…. • Focus Groups • Internet Survey • Store observations
Gardener Type – By Age Q9. Which of the following best describes your gardening activities?
Time Invested in Gardening • Why has the time invested in gardening decreased? (n=99) • Less time (37%) • Physical limitations (30%) • Less space (11%) • Fewer plants (10%) • Move to condo (5%) • Weather/Climate (5%) • Cost of gardening (4%) • Why has the time invested in gardening increased? (n=277) • Garden expanding (36%) • More time (24%) • More space (22%) • Enjoy gardening / More interest (11%) • Plants need more maintenance (7%) • Improves value of home (4%) Q11. Over the last few years, would you say that your time invested in gardening has…? Q12. Why has the time you have invested in gardening [increased/decreased]?
Who are the non-gardeners? Q1b. Have you ever done any flower gardening as an adult?
Overall Interest • Once a gardener, always a gardener! • Decline isn’t from existing gardeners leaving or doing less….. • Less new gardeners coming in!
Why don’t they garden?“I don’t have time…” 2 out of 3 reluctant gardeners would garden more if they had time
Reasons for not gardening Q1c. What is the main reason you did not flower garden this past season? Q1d. What are the other reasons you did not garden this past season?
Reasons For Store SelectionBy Primary Store Q19/20. Reasons you shop at your primary store?
Reasons Would Leave/Shop Somewhere Else for Plants Younger gardeners (<45 yrs) are more likely to say this Q21. What reason would most likely make you leave a store and shop somewhere else for flowering plants. Q21/22. Reasons you might leave a store and shop somewhere else for flowering plants.
Convenient AND Fresh • In today’s society, convenience is king • But ‘healthy plants’ is table stakes to get in the game
I won’t buy it if…. • It looks unhealthy • No price • No name • No sun/shade indicator
Raise perceived value“the plants look fresh and healthy” • Best quality possible • Careful plant selection • Upgrade packaging • Tell a story … and charge for it
Generation X & Y • 1965-1994 (14-43) • 110-120 million of us • $275+ billion spending • Work balance • Tech savvy
Generations • Boomers individualism, self-fulfillment • Generation X alternative, skeptical • Generation Y connected, social
Why don’t they garden?“so many other options” • Technology • Home renovation • Travel • Gourmet food • Designer fashions
TREND WATCH:healthy lifestylesthe 80 billion dollar industry • Healthy & attractive • Food & fitness • $68 billion in 2004 • $84 billion in 2007
Home ownership at highest level38% new home owners under 35 • Approaching 70% • 3\4 Single Family • Generation X
The positives“I love my backyard and deck” • Home ownership • Healthy lifestyles • Environmental awareness
My first home… Q13. Which of the following is the primary reason you began flower gardening as an adult?
Primary Reason They Garden “Zero” for home value! Q7b. Which statement best reflects your primary reason for gardening?
Primary Reason Garden Q7b. Which statement best reflects your primary reason for gardening?
THEN Gardening main hobby Pride in ‘show’ Knowledgeable Shared with family All ages Garden for fun Garden to ‘look at’ NOW Low-priority hobby Pride in ‘curb appeal’ Unfamiliar; insecure Solo event – stress relief Pre- and post- kid HH’s Garden for function Garden to ‘live in’
Trend: Function • Gardening for ‘function’ ultimately becomes gardening for ‘fun’ • It’s a process.
Go get ‘em! • New home owners feel an obligation • Permission marketing!
Emotional Connectivity • Technically connected yet personally isolated • “Tech me you love me” • The need for emotional connectivity • A culture of emotions • A need for expression – a craving for personal touch
TREND WATCH:sustainability“plants are little oxygen makers” • A better choice • Leading edge • A national priority • Marketable • Industry issue
The negatives“I don’t have a green thumb” • Time & effort • Money • Knowledge
Least Important Characteristic in Purchasing Decision Q32b. Which characteristic is least important in your decision to purchase?
Reduce intimidation“they talk down to me” • Personalized attention • Signage & information • Low-maintenance options • Websites and resources
Sun vs. shade above all else Q24a. Which information is most important to provide on a flowering plant’s label?
TREND WATCH:garden centersefficient & effective • Outdoor living destinations • Service oriented • Changing product mix • Community involvement
2007-2008 New Variety Spotlight
Simply Beautiful® Expect Success! • Available exclusively through independent garden centers • Includes hundreds of top-performing varieties • Provides maximum results with minimum fuss • Two exclusive varieties • SimplyBeautifulGardens.com includes gardening tips & tricks, plant info, etc. Fusion™ Peach Frost Exotic Impatiens Watermelon Coleus
Why do people garden? Better mental health, nutrition or fitness Increased curb appeal & property value Better home environment TechnoMetrica Market Intelligence, April 2008
Why Simply Beautiful?Exclusive to independent garden centers Trust Simply Beautiful to deliver the plants that keep customers coming back! High-impact, big-color annuals Upscale, identifiable package Info-rich consumer support
ballhort.com/retailers: List your business now! Portal site for IGCs Program & product information Monthly retail report e-newsletter signup
simplybeautifulgardens.com: Grows consumer confidence! Redesigned consumer site launches Fall 2008 Plant search & Garden center locator Gardening tips & resources Simply Beautiful e-newsletter sign-up & archive
National Publicity Consumer PR Influences more than 200 million consumers Long-term relationships with key Garden Writers Gaining recognition with alternative media (web, blogs) Trade PR Press releases about program successes Constant trade media contact Continuous promotion of new varieties
Step Up to Sustainability • 2008 Pack Trial Theme • Sustainability Kiosks • Plants grown in rice hull containers • Alliance 47 tags • Product messages focused on sustainability in production and at retail
Sustainability Kiosks • Use fewer chemicals • Change what you put in your soil • Grow in greener pots • Reduce planting waste