CONTENTS

Evaluating PromoFlor: Has Promotion Had an Impact?

Manager's Viewpoint

The Rest of the PromoFlor Story...

Editor's Notes

Director’s Corner

Next Meeting

Manager's Viewpoint

by Maureen Varnon
former Marketing Director
National PromoFlor Council

Category-Building Campaigns Worth It

The National PromoFlor Council’s Buzz/Think FlowersTM campaign was an excellent illustration of how advertising works. It reinforced how in today’s cluttered advertising marketplace, an innovative, creative approach that resonates with consumers can increase product awareness better than a campaign that is merely comfortable for the industry to support. Ultimately, it showed advertising could increase sales for a mature product with a high familiarity among consumers.

Prior to developing the Buzz campaign, the National PromoFlor Council conducted research to a) better understand how consumers think about flowers, and b) determine how to make them think about buying flowers more often. Through this research it became clear that there were a number of barriers preventing consumers from buying flowers more often. Consumers often feel flowers are short-lived pleasures only for the self-indulgent and special occasions. The challenge was to address these barriers without sacrificing the beauty and magic inherent in flowers.

The concept of using a bee as the campaign spokescharacter was further tested with consumers. They perceived Buzz as the authority on flowers and a friendly, approachable character who effectively addressed the barriers preventing them from buying flowers more often. Importantly, they viewed the Buzz approach as a new, different way to sell flowers. Buzz made people think about buying flowers throughout the year rather than just for special occasions.

PromoFlor’s $20 million budget was often criticized as not being enough to make a difference. Yet in addition to separately noted sales increases, additional research showed 34 percent of consumers were aware of the “Think Flowers” campaign after only four weeks of advertising. This level was sustained after the first year, with directional increases in the key messages. These results can be attributed to the cutting edge creative approach, an effective media schedule, and a comprehensive, research-based, integrated marketing program.

Industry-funded advertising programs do make a difference, and industries need to support these efforts to maintain and increase consumer demand for products. The challenges these industries face in the future are greater than continuing to implement successful marketing programs. The real challenge in this world where every dollar counts is for industry members to continue viewing advertising as an investment, not an expense.

Maureen Varnon also directed the advertising programs for the NDPRB. Through Varnon Marketing Services, she now provides marketing support for a variety of category-building marketing campaigns.