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MTAC Meeting November, 2008 MailOrder Gardening Association Presented by: Camille Cimino, MGA Executive Director Ken Lane, Chair, MGA Freight Committee Wednesday November 19, 2008 Foreword In this presentation we will: The MGA – Who we are

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slide1

MTAC Meeting

November, 2008

MailOrder Gardening Association

Presented by: Camille Cimino, MGA Executive Director

Ken Lane, Chair, MGA Freight Committee

Wednesday

November 19, 2008

slide2

Foreword

  • In this presentation we will:
      • The MGA – Who we are
      • What we do…Our Mission
      • Our Members…Why we love Direct Mail
      • Our Metrics
      • Review recent Outbound Shipping survey results
      • How to contact us…
slide5

MTAC & the MGA

  • Who we are…
  • The Mailorder Gardening Association is a member organization for companies who sell gardening products to the consumer via paper catalogs as well as the internet.
  • We also represent the grower/wholesale segment of the industry
  • The 3rd Membership Category is our Allied Membership. This segment is represented by any company that provides a service to the cataloger or wholesaler – such as printing companies, gardening magazines, list management companies, PR consultants, shipping companies, etc.

We are celebrating our 75th Anniversary in 2009. Our headquarter Office is in Elkridge, Maryland. Camille Cimino has been the Executive Director since 1987. There are presently around 200 member companies with the majority being catalogers.

slide6

MTAC & the MGA

  • Some of our member companies…
slide7

MTAC & the MGA

  • What we do…Our Mission
  • “To Make Mail Order Gardening businesses the most successful they can be.” This is accomplished by:
    • Promoting its members and the MGA brand
    • Educating and representing its members
    • Protecting the integrity of its members
  • The MGA sponsors 2 conferences annually which provides a forum for networking, education and making new contacts. Convention brochures as well as Membership Literature, has been distributed to everyone here today.
  • The Association’s website is www.mailordergardening.com. The site serves a dual purpose:
    • For Consumers – it is a resource for locating garden catalog companies as well as Hardiness Zone information. There are smart tips for consumers on how to purchase mail order garden products and what to look for and do once you receive them.
    • There is a Member’s Only Section that contains the results of past recent survey results, as well as demographic information on each member company and much more.
slide8

MTAC & the MGA

  • What we do…we mail Packages!!!
  • Average MGA company mails is 60,000 packages annually**
  • Extrapolating this across the membership base provides a range of 1.9mm to 4.0 mm total MGA packages.**

** MGA external research. Estimate based on participation rate and mailer provided volumes.

slide9

MTAC & the MGA

  • What we do…Green Thumb Awards
  • In addition the Education, we also help promote our member companies. In January 1998, we launched the Green Thumb Awards in order to recognize outstanding new garden products available through paper catalog and the Internet.
  • Winners, chosen by an independent panel of garden writers and editors, are selected based on their unique qualities, technological innovation, ability to solve a gardening problem or provide a gardening opportunity, and their potential appeal to gardeners.
  • The award winning companies and their products are featured in news releases and the MGA website. Companies may use the Green Thumb logo in recognition of their receiving the Award. Gardening Magazines and local Newspapers are willing to print articles on these products and their companies.
slide10

MTAC & the MGA

  • Why do we love Direct Mail…it Works!!!
  • "I received my favorite gardening catalogs the day before we got two feet of snow. The gardening Gods were watching over me!”
  • “I just received my order today, just as your e-mails stated it would. I'm very happy, not only with the service I relieved from you, but with the USPS person who knew to put it where it would be kept dry. I know this my be a small thing, but in today's world, when someone gives this kind of service, we, the customer, really appreciate it."
  • “Hi! I just wanted to tell you I received my catalog today and it is gorgeous!!!!!! The colors remind me of last spring and have me pining for another season in the garden.”
slide11

MTAC & the MGA

  • Did you know…Our Metrics

MGA Member Companies “Jump” in 2008 – MGA Member First Generated $743 Million+ in Annual Sales during the 12 month period (Nov. 2007 – Oct. 2008)

Direct Mail and Internet Sales – promotions of seeds, bulbs, nursery stock, gardening aids and outdoor power equipment.

Number of Sales                    Gross Sales                Avg. Order

*2006                6,015,637                              $385,121,074                   $64.02

2008                6,840,496                              $461,801,880                   $67.51       

Variance          824,859                              $ 76,680,806                   

                                        13.7%                                           19.9%

* January – December 2006

Source: MailOrder Gardening Association, Zed Marketing

slide12

MTAC & the MGA

  • Did you know…Our Metrics

Publications – magazine subscriptions and book buyers

Number of Sales                    Gross Sales                Avg. Order

*2006               12,903,276                             $241,420,296                   $18.71

2008                13,284,125                             $281,431,110                  $21.26

Variance         380,849                              $40,010,814

                           8.2%                                           22.9%

* January – December 2006

Source: MailOrder Gardening Association, Zed Marketing

slide13

MTAC & the MGA

  • MTAC Communication with our members…
  • Three MGA Representatives on MTAC
    • Camille Cimino – Mailorder Gardening Association
    • Andy Lagendyk – K. Van Bourgondien & Sons
    • Ken Lane – Hathaway & Lane Direct
  • MTAC Workgroup 119 representation
  • MTAC updates at two MGA conferences annually as well as email updates during the year.
slide14

MTAC & the MGA

  • What’s important to our members…
  • Costs…
    • Printing, paper and postage
    • Outbound Freight expenses
    • People costs…
  • Commissioned Market Research to quantify the MGA in total
    • Results on the next slides
slide16

MGA Outbound Freight Survey

Details

  • 21 Wholesale and 110 Regular Member companies were sent survey via email – 58 responses
  • Web-based to protect anonymity
  • Three email blasts for survey submission
    • June 4, 2007 – All members
    • June 26, 2007 - Reminder
    • July 17, 2007 – Post Summer Conference Last Chance Reminder
  • Forty-two questions measuring…
    • Type of business
    • Usage
    • Packaging/Product specs

Source: Hathaway & Lane Direct

slide18

MGA Outbound Freight Survey

Responses

  • 21 Wholesale and 110 Regular Member companies were emailed the survey
    • 131 total companies surveyed
    • 58 responses (2 via paper response)
    • Greater than 40% participation (!!!)
  • Audience…
  • …Survey spoke to the right people at the right companies.

Source: Hathaway & Lane Direct

survey questions business channel
Survey Questions – Business Channel
  • Most respondents are Cataloguers or run Catalogue/Wholesale operations

Source: Hathaway & Lane Direct

survey questions business channel20
Survey Questions – Business Channel
  • This translates to 95% are in the sweet spot of shipper targets…
  • …and 95% are shipping residences. Again, no surprises..

Source: Hathaway & Lane Direct

survey questions what do you sell any of
Survey Questions – What do you sell ANY of?
  • There is a diverse mix of what products are shipped…

Source: Hathaway & Lane Direct

survey questions what do ship in
Survey Questions – What do ship in?
  • Over 80% of respondents are shipping to their customers in BOXES.
survey questions if boxes what size
Survey Questions – If BOXES, what SIZE?
  • Almost 70% of respondents ship in boxes not subject to shipper dimensional weight surcharges.
survey questions the average weight of a package shipped is
Survey Questions – The average weight of a package shipped is:
  • The predominance of Gardening Hard Goods drives 71% of survey respondent packages above 5 pounds.
  • Weighted average is: 11.1 pounds per package

Source: Hathaway & Lane Direct

survey questions the amount of packages shipped in 2006 was
Survey Questions – The amount of packages shipped in 2006 was:
  • Annual package volumes by respondent vary greatly.
  • Average per respondent is 60,000
  • Extrapolating this across the membership base provides a range of 1.9mm to 4.0 mm total MGA packages.**

** Estimate based on participation rate and mailer provided volumes.

survey questions the month most packages shipped in is
Survey Questions – The Month most packages shipped in is:
  • Overall, respondents are Spring shippers…
    • …converse to most mailers Q4/Q5 shipping curves
survey questions who do you currently ship most with
Survey Questions – Who do you currently ship most with?
  • UPS is clearly the current shipper of choice
  • FedEx growing from prior levels
  • USPS has opportunity for growth
survey questions
Survey Questions

Do you pay a residential surcharge?

  • My guess is the IDK =Yes
  • “Yes” estimate is 93%.

Source: Hathaway & Lane Direct

survey questions31
Survey Questions

Do you pay a fuel surcharge?

  • Assume Sometimes/IDK =Yes
  • “Yes” estimate is 90%.
  • There is an opportunity to negotiate these on behalf of MGA members.

Source: Hathaway & Lane Direct

survey questions33
Survey Questions

What would you do if your Outbound Freight Expenses increased by 5%-10% next year?

  • Let’s face it…rates will continue to go up and members will be forced to do things that are not good for their business
  • This clearly underscores how critical this issue is!
slide34

MTAC & the MGA

  • How to Contact us…

MGA Office: 5836 Rockburn Woods Way, Elkridge, MD 21075

410-540-9830 FAX 410-540-9827 www.mailordergardening.com

slide36

Marketing Solutions

PO Box 1003 – Litchfield, CT 06759 – (860) 567-5275

www.hathawayandlane.com