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Do you have a response to this article? Send an e-mail to Mitch Whitten.

The breakfast, held at New York's Herald Square Macy's, was the kick-off for the "Memories" promotion. Evidence of spring and her showy blooms were everywhere, as the kick-off was appropriately planned to coincide with Macy's Annual Flower Show. Now in its 24th season, the flower show is an impressive array of blooming plants all displayed above the merchandise counters at the store. Attracting hundreds of thousands of visitors, the flower show was a perfect venue to launch the promotion and display, for the first time, the Accent Miracle Collection impatiens created by Goldsmith.

The gathering gave the key players an opportunity to meet and see the fruits of their efforts. Nancy Brinker, founder of The Susan G. Komen Breast Cancer Foundation, which was named for her late sister, was there. "I am happy to be involved with your industry and excited by the opportunities this partnership presents," Brinker said. The event further cemented the relationship among all.

A new corporate presence at the promotion was Elizabeth Arden, who joined the cause as the exclusive cosmetic partner for the program. In an effort to celebrate and raise awareness for "Memories," Elizabeth Arden offered a free gift with any purchase of $47.50 or more from its cosmetics counter. The gift, a decorative 4-inch ceramic pot complete with growing media, Accent Miracle Collection seeds and growing directions, was wrapped in clear cellophane and tied with a pink ribbon to symbolize breast cancer awareness. In addition, Elizabeth Arden created a lipstick named "Blossom," which was tied to the package.

The Elizabeth Arden counter was a virtual billboard for "Memories, Milestones & Miracles." A 6-foot, black-metal frame was constructed in the shape of the symbolic pink ribbon. The frame had holders for decorative 4-inch pots, which were filled with impatiens that covered the frame. Behind the counter, a full-sized, blow-up photo of the ribbon planted with the impatiens wowed all who walked by. Sources reported sales up 23 percent during the event and directly attribute the increase to the promotion. The addition of Elizabeth Arden as a corporate partner and the company's willingness to incorporate our plants as part of its efforts further proves the value of this promotion for our industry.

Media spotlight
National exposure continued the next day when Richard Goldsmith and Nancy Jacks Montgomery of Goldsmith Seeds visited the White House. A formal presentation of the "Memories" ceramic planter was made to Hillary Clinton by Richard, Nancy, Nancy Brinker and Myrna Blyth, editor of Ladies' Home Journal. The Accent Miracle Collection and the "Memories" promotion had hit the big leagues. LHJ hopes to include a photo in an upcoming issue.

An impressive TV satellite tour also took place over the coming days. Myrna Blyth appeared live on 14 morning shows and was taped for an additional seven. Very rapidly, word of the partnerships and their importance to the cause got out.

The May LHJ hit the newsstands in April. The featured special report had a "memory story" from Hillary Clinton, a "milestone story" from Linda Ellerbee and a "miracle story" from survivor Barbara Bradfield. An inset to the article showed a photo of the ceramic window box, a brief summary of the promotion and a reference to the list of participating garden centers on subsequent pages.

The list, its advertising value at close to half-million dollars, was somewhat disappointing to me. Granted, the type was small and in no particular order, but the fact that the list only took up two pages bothered me. Only a little more than 200 retailers (not counting stores with multiple locations) had the vision to see the value of the promotion. There are more than 15,000 garden centers in the country. How is it possible that so few got involved?

In light of that fact, Goldsmith Seeds realized that many consumers would be interested in contributing to the cause, but would not have a participating garden center near them to buy from. Goldsmith decided to package the Accent Miracle Collection seeds and offer them through a fulfillment company. By calling an 800 number, consumers can purchase the seeds and a pink enamel pin for $10 -- $2 of which goes directly to Komen.

Retailers go the extra mile
In speaking with Nancy Jacks Montgomery, I learned that shortly after the article hit the streets she began receiving calls from garden centers fearful that they either had not ordered enough or asking if they could participate. Retailers told her of customers calling them or shopping at their stores with the article in hand. E-mails arrived at Komen from its Arkansas chapter, upset that there were no participating garden centers in the state. (The Arkansas chapter plans to get involved themselves next year by personally knocking on retailers' doors to encourage participation.)

Homestead Gardens in Davidsonville, Md., really got into the promotion. Karin Specht pre-sold the baskets and planters using in-store fliers and posters (customers bought the product sight unseen). Homestead got payment up front and as a thank-you to participating customers, gave them a 10-percent discount on any purchase made on the day of pickup. A banner hung in the store that read "Help Homestead Gardens Fight Breast Cancer." A special area in the annual section was devoted to "Memories." Homestead contacted the local Komen chapter, who displayed Homestead's baskets in a booth at the Baltimore Women's Show, which attracts over 35,000 attendees in early May. Homestead Gardens took the promotion to another level, proving to its customers its commitment to the cause.

On an even grander scale, the Midwest Landscape Network, made up of 15 firms in Ohio -- including Berns Garden Center in Middletown and Delhi Flower & Garden Center in Cincinnati -- presented an impressive garden at the Cincinnati Flower Show. The display, "A Garden of Hope -- Memories, Milestones & Miracles," won a gold medal and the prestigious American Horticulture Society Citation, the top award in the country for flower shows. Steven Wills, the Ohio group's executive director, said the response to "Memories" was tremendous. Attendees from all over the state wanted directions to participating garden centers where they could buy the baskets and planters. The garden appeared in more than seven TV spots, was live on CBS and was picked up by ABC and NBC. Steven partially attributes the huge success to enthusiastic Komen volunteers from the local chapter.

"They have the contacts to the press. They supported our efforts greatly and were working to encourage support for both before and after the show."

"Memories, Milestones & Miracles" may not have been without its share of first-year glitches, but its reception by the public should prove to our industry its importance and value. Those who participated and went the extra mile by contacting a local Komen chapter were amazed by the spirit of the volunteers. It's the efforts of all the partners and the addition of new players to the cause that will enable "Memories" to continue to grow year after year.

© 1998 Branch-Smith Publishing