The most interesting trend I saw this summer while traveling in Europe to visit trade shows and breeders was the annualizing of perennials. What does that mean? It basically means breeders are selecting perennials that can be planted as a tiny input late in December or at least before the beginning of March, and then sold as a pot full of blooms that same year.
That’s nuts, right? What about plants that need to be vernalized? Apparently, vernalizing perennials takes too long, costs too much money and just isn’t cool anymore. And you guessed it, it absolutely means perennials that need to have a cold winter to bloom are no longer showing up in mass quantities in the marketplace.
Beloved plants like Lobelia cardinalis, some echinaceas, dicentra and others are falling out of favor with growers because they can’t be planted and brought into bloom in a few months.
What’s the good news? The cost of perennials has gone down and the new “annualized” perennials make the greatest displays in retail garden centers. In some cases, perennials like campanulas and anemones (top right) and some succulents are being sold as gift plants.
There were two cool marketing ideas that caught my eye. One was full of emotion and one showed use. I’m learning so much about how little today’s consumers know about plants, and the more I think about it, the more I realize we need to tell people how to use them.
These two ideas could help. The More Lips campaign is an overarching POP idea to put emotion into buying common gift plants. More Lips = more love, and more kisses for the person who gave the gift. The campaign was all about love, and the black and white posters had photos of people kissing, children kissing their parents, and even new moms kissing their babies. It was very powerful. There were bench wraps, plastic sleeves and tags to match.
This kind of point-of-purchase marketing grabs the attention of a shopper looking for something to take to their sweetie or maybe someone who just had a new baby. It was well done and I think it would work in grocery stores and in the gift plant section of any garden center or home store. I would buy them. It was like Anthropologie or J. Crew meets Hallmark.
Check out the tags for hedge plants called Privacy Makers (top left). It’s not really showcasing new plants, but new ideas for their use. This booth had everything from beech trees grown to perfection for making a proper hedge, to hydrangeas and common evergreens used to make a hedge around your patio or property. The tags and signage showed couples and families BEHIND the hedges enjoying meals, glasses of wine, and play time. It was such a wonderful way to portray how hedges can be used in any garden space.
The last thing I saw that blew my mind were the fully fruited, probably 20-year-old espaliered pear and apple trees we saw in several displays. For $400-$500, someone could take one home and plant it without all the hard work of training it for the first 5-10 years. This is a great way to carry on a very specialized gardening skill without having to teach someone how.Marketers keep talking about the do-it-for-me generation – well here you go. We do it for them and the art of espaliering a fruit tree is not lost forever. Seems like a win-win situation to me.