Marketing at a grass roots level

   David KuackIn July the European Commission announced that it would contribute $39.6 million over three years to assist 12 European Union countries to provide information on and to promote agricultural products. The commission approved 16 programs including flowers and organic products. The total budget for the programs that will run for one to three years is $88.4 million.

The measures that can be financed include public relations, promotional or publicity actions, in particular highlighting the advantages of EU products such as quality, labeling and environmental friendliness of their production. EU finances up to 50 percent of the cost of these programs to promote agricultural products in both EU and third-world countries.

Connecting with U.S. consumers
The week prior to the EU promotional funding announcement, members of the North American floriculture industry met at the OFA Short Course to discuss once again the viability of implementing some type of marketing program for U.S. consumers. Organized by Frank Zaunscherb, president of Zaunscherb Marketing Inc., and marketing consultant Laurie Scullen, the meeting sought input and interest in organizing a grassroots marketing program for the floral industry. Stan Pohmer, CEO of Pohmer Consulting Group and executive director of the Flower Promotion Organization, served as facilitator.

Pohmer pointed out that recent industry sales figures continue to show that sales of floral products in all categories are slowing and that there is an increasing lack of relevance to new users. Even though over 50 percent of Americans are involved in some type of gardening activity, of that number, mowing grass accounts for over 70 percent.

Pohmer said we haven’t made it easy for consumers to buy flowers. Although we communicate relatively well among ourselves as an industry, Pohmer said we have failed to deliver a unified message, especially concerning the benefits of our products, to consumers.

Zaunscherb and Scullen have estimated that the initial cost to start a grassroots program will be $300,000-$500,000. Raising the funds won’t be easy, but the organizers of the initiative believe the momentum and interest that was generated at this initial meeting will continue to build. The next step is to begin to develop a simple message that meets consumers’ needs and that can be reinforced and delivered time and again by industry members. Pohmer emphasized this message would not replace any company’s current marketing program, it  would speak the consumers’ language and use their media. The message would seek to build relationships instead of selling products.

For more: Frank Zaunscherb, (905) 304-5222, frank@zmi.ca. Laurie Scullen, (352) 495-3375; lscullin@gmail.com.