The push is on for push-through marketing Having arrived in San Diego on April 1 to begin a week of visiting companies participating in this year's pack trials, I found myself seated on a rental car shuttle bus with several employees of Fred C. Gloeckner Co., who were in California for the same purpose. Gloeckner vice president of marketing and planning for new product development Andrew Lee told me that he has received mixed reactions to the company's Fantasy Colors for poinsettias. These spray dyes were formally introduced at last year's OFA Short Course. Available in 10 colors, the dyes can be used to create a whole new look with poinsettias not only for Christmas, but for other holidays and non-holiday flower-giving occasions. Lee said use of the dyes has the potential to expand the early seasonal sales of poinsettias, the period when many of the non-red and novelty colors are sold. Although the company recommends dyeing poinsettias with lighter-colored bracts (white, cream, pink and marble), red poinsettias can also be sprayed. Gloeckner is also offering glitter that can be applied to the bracts to make them sparkle. Lee said he has heard from poinsettia purists, both growers and retailers, who said they would never consider producing or selling a "painted" live poinsettia. At the same time he has heard from growers and retailers who are pleased with consumer response to the dyed poinsettias, especially with the returns they have received for the plants. Lee said wholesale growers reported receiving $1-$3 more per pot and some retailers were doubling the price of the painted plants and couldn't keep them in stock. Lee said the dyed poinsettias have drawn the attention of consumers, especially women, who may have not considered purchasing a live plant in the past. We may never see a naturally bred blue-bract poinsettia, but consumers are buying them -- some that even sparkle -- and they don't seem to care whether the color is natural or sprayed on. More marketing opportunities While most visitors come to the pack trials to see new varieties, an increasing number of breeding, propagating and distributor companies are showing growers and retailers how their products can be marketed. In some cases, I spent as much or more time talking to exhibiting company personnel about marketing programs and related products than I did new varieties. In some cases company representatives were more enthused discussing the marketing programs than the new varieties -- and I wasn't talking to a "marketing" person. Until recently much of our industry has been focused on what's new in plants, with less attention paid to how these new varieties could be marketed. Even for the seasoned grower, there is a learning curve when it comes to producing a new variety or species. What some growers may find even more difficult is trying to convince a retailer who is unfamiliar with a plant to consider selling it and providing that retailer with ideas on how to market it. Increasingly the breeding and distribution companies are looking to provide growers and retailers with ideas to market both new and old varieties. Several companies participating in this year's pack trials showed how their varieties fit into plantings for various seasons of the year. Some of these plants were referred to as season extenders. Another marketing idea played off upcoming color trends. Other marketing ideas focused exclusively on a variety series playing off the series name similar to the Wave petunia program, which many consider to be one of our industry's biggest marketing successes. Whether any of these other marketing efforts will achieve the consumer recognition of the Wave program is yet to be determined. But they definitely make it easier for growers and retailers to offer consumers something more than a plant in a pot. They increase the chances of consumers relating to our products - -even if they're blue sparkly poinsettias. Send this article to a friend Enter your e-mail address: Enter your friend's e-mail address: Click the image below to send: © 2004 Branch-Smith Publishing