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Ball Horticultural Company Geo. J. Ball Founder Ball Trials 1938 Gardens at Ball 2008 International Breeder, producer and distributor of ornamental flowers to professional growers 100+ years in business Privately held, third generation Focus on innovation and world-class service Anna Ball © 2008 Ball Horticultural Company How we distribute Nationwide Plug and Plant supplier networks Located close to your grower = fill last-minute orders fast! High-quality inputs quickly and cost effectively! In 2008, Ball Network suppliers grew over 1.3 billion plugs and 213 million cuttings Where we test it Erie Basin Trials 2007 Colorado State 2007 University of Florida ‘07 Over 60 N.A, university and private locations Company owned trial sites: CA, IL, FL, Costa Rica, Holland, U.K., France, China Founding member, All-America Selections What we sell Petunia Wave Angelonia ‘Serena’ Colocascia ‘Coal Miner’ Albelia ‘Raspberry Profusion’ Trialed and tested varieties for the landscape Regional expertise Wide variety of annuals, perennials, tropicals, shrubs, ornamental grasses Getting Smarter: Marketing to Today’s Consumer Selling X & Y Jeff Gibson Ball Horticultural Company www.simplybeautifulgardens.com A New Era: • Whose our Customer • Understanding generation X & Y • Why they don’t garden • Opportunities for success • Challenges to overcome Consumers • Findings from our research…. – Focus Groups – Internet Survey – Store observations Gardening groups, by age Acitve Gardeners Total (n=906) Declining Gardeners 56% <35 yrs (n=168) Lapsed Gardeners 11% 64% 0% 20% 14% 10% 45% 55+ yrs (n=330) 11% 13% 64% 45-54 yrs (n=195) 20% 8% 60% 35-44 yrs (n=213) 12% 40% Non-gardeners 15% 32% 60% Percent of Respondents 13% 17% 14% 12% 12% 80% 100% Gardener Type – By Age Master Gardener Total (n=606) 3% <35 yrs (n=121) 3% 35-44 yrs (n=155) 3% 45-54 yrs (n=143) 4% 55+ yrs (n=187) 2% 0% Gardening Enthusiast Casual Gardener 32% Unethusiastic Gardener 60% 18% 5% 72% 30% 7% 61% 34% 58% 42% 20% 7% 5% 52% 40% 60% Percent of Respondents Q9. Which of the following best describes your gardening activities? 4% 80% 100% Time Invested in Gardening Why has the time invested in gardening decreased? (n=99) • Less time (37%) • Physical limitations (30%) Remained the same 38% • Less space (11%) Increased significantly 10% • Fewer plants (10%) • Move to condo (5%) • Weather/Climate (5%) • Cost of gardening (4%) Decreased 16% Why has the time invested in gardening increased? (n=277) • Garden expanding (36%) • More time (24%) Increased Somewhat 36% • More space (22%) • Enjoy gardening / More interest (11%) • Plants need more maintenance (7%) • Improves value of home (4%) Q11. Over the last few years, would you say that your time invested in gardening has…? Q12. Why has the time you have invested in gardening [increased/decreased]? Who are the non-gardeners? Yes, have flower gardened as an adult (lapsed gardener) No, never flower gardened 60% Total (n=300) 40% 38% <35 yrs (n=47) 62% 50% 35-44 yrs (n=58) 50% 56% 45-54 yrs (n=52) 44% 73% 55+ yrs (n=143) 0% 20% 40% 27% 60% Percent of Non-Gardeners Q1b. Have you ever done any flower gardening as an adult? 80% 100% Overall Interest • Once a gardener, always a gardener! – Decline isn’t from existing gardeners leaving or doing less….. – Less new gardeners coming in! Why don’t they garden? “I don’t have time…” 2 out of 3 reluctant gardeners would garden more if they had time Reasons for not gardening 41% 38% Do not have time to garden 11% Not interested 55% 33% Physical limitations 11% 19% Gardening is too much work 31% 20% 20% No area to garden in 8% Do not know how to garden 35% Where I live is not conducive to gardening 17% 13% Waste of money if results didn’t turn out 14% 16% 14% 10% Gardening is too expensive Lapsed gardeners (n=181) 14% Critters would eat my flowers Never gardened (n=119) 5% 9% 10% Worried about disappointing results 0% 20% 40% 60% Percent of Non-Gardeners Q1c. What is the main reason you did not flower garden this past season? Q1d. What are the other reasons you did not garden this past season? 80% 100% Reasons For Store Selection By Primary Store 50% Broad Selection 63% 40% Close Proximity 45% 58% 55% 34% Healthy Flowers 74% 26% Time efficiency - Other items available at store 46% 19% Well organized gardening department 79% 55% 28% 33% 16% Knowledgeable and helpful staff 60% 4% 11% Unique flowers 4% 5% 2% Price 5% Unique arrangements 2% 0% Q19/20. Reasons you shop at your primary store? 43% 23% Home Center (n=181) IGC (n=258) Discount (n=92) 12% 20% 40% 60% Percent of Gardeners 80% 100% Reasons Would Leave/Shop Somewhere Else for Plants Flowers that seem unhealthy 46% Narrow selection 15% Flowers are too expensive 63% 20% Disorganized gardening department 5% Store is too busy 5% Uneducated sales associate 5% 62% Younger gardeners (<45 yrs) are more likely to say this 44% 34% 34% No unique flowers 2% Not enough sales associates 82% 21% 1% Main Reason 17% All Reasons 6% No unique arrangements 0% 20% 40% 60% 80% Percent of Gardeners (n=606) Q21. What reason would most likely make you leave a store and shop somewhere else for flowering plants. Q21/22. Reasons you might leave a store and shop somewhere else for flowering plants. 100% Convenient AND Fresh • In today’s society, convenience is king – But ‘healthy plants’ is table stakes to get in the game I won’t buy it if…. • • • • It looks unhealthy No price No name No sun/shade indicator Raise perceived value “the plants look fresh and healthy” • Best quality possible • Careful plant selection • Upgrade packaging • Tell a story … and charge for it Generation X & Y • 1965-1994 (14-43) • 110-120 million of us • $275+ billion spending • Work balance • Tech savvy Generations • Boomers individualism, self-fulfillment • Generation X alternative, skeptical • Generation Y connected, social Why don’t they garden? “so many other options” • Technology • Home renovation • Travel • Gourmet food • Designer fashions healthy lifestyles the 80 billion dollar industry TREND WATCH: • Healthy & attractive • Food & fitness • $68 billion in 2004 • $84 billion in 2007 Home ownership at highest level 38% new home owners under 35 • Approaching 70% • 3\4 Single Family • Generation X The positives “I love my backyard and deck” • Home ownership • Healthy lifestyles • Environmental awareness My first home… I purchased a home and wanted to decorate the yard 53% My family gardened and it put me in touch with my family/roots 16% I began with vegetable gardening which got me interested in flower gardening 15% I purchased a home/condo/townhouse with established flower bed 6% Like flowers / plants; wanted to decorate 5% 4% I was given the gift of a potted flower that got me started 0% 20% 40% 60% 80% Percent of Gardeners (n=606) Q13. Which of the following is the primary reason you began flower gardening as an adult? Primary Reason They Garden Feel responsible Relaxing/stress reducing Unenthused Gardener 24.2% Casual Gardener Add beauty and richness Improves home value 18.2% 28.2% Gardening Enthusiast Master Gardener 17.9% 12.5% 0% 6.1% 39.4% 23.5% 15.5% 23.1% 28.2% 18.8% 20% 40% 25.0% 60% 80% “Zero” for home value! Q7b. Which statement best reflects your primary reason for gardening? 10.2% 4.6% 0.0% 100% Primary Reason Garden The way my yard looks is a direct reflection on me. I feel a responsibility to beautify it. 24% 23% To add beauty and richness to my life It is relaxing and reduces stress in my life 19% It improves the value of my home and increases curb appeal 10% It allows me to connect with nature 8% It provides a creative outlet and oppurtunity for self expression 8% It allows me to maintain a family tradition and stay connected with family/roots. 5% 0% 20% 40% Percent of Gar Q7b. Which statement best reflects your primary reason for gardening? THEN NOW Gardening main hobby Pride in ‘show’ Knowledgeable Shared with family All ages Garden for fun Garden to ‘look at’ Low-priority hobby Pride in ‘curb appeal’ Unfamiliar; insecure Solo event – stress relief Pre- and post- kid HH’s Garden for function Garden to ‘live in’ Trend: Function • Gardening for ‘function’ ultimately becomes gardening for ‘fun’ – It’s a process. Go get ‘em! • New home owners feel an obligation – Permission marketing! Emotional Connectivity • Technically connected yet personally isolated • “Tech me you love me” • The need for emotional connectivity • A culture of emotions • A need for expression – a craving for personal touch sustainability “plants are little oxygen makers” TREND WATCH: • A better choice • Leading edge • A national priority • Marketable • Industry issue The negatives “I don’t have a green thumb” • Time & effort • Money • Knowledge Least Important Characteristic in Purchasing Decision 25% Full green leaves Cost 23% Bloom size 23% Long season of blooming 8% 7% Multiple buds Intensity or vibrancy of color 6% Multiple blooms 6% 4% Fullness of plant 0% 20% 40% 60% Percent of Gardeners (n=606) Q32b. Which characteristic is least important in your decision to purchase? 80% Reduce intimidation “they talk down to me” • Personalized attention • Signage & information • Low-maintenance options • Websites and resources Sun vs. shade above all else 62% Sun vs. Shade 12% Name of flower Amount of water required 6% Height of plant when mature 5% Peak time of year for blooming 5% Spread/Width of plant when mature 4% Soil needs 4% 0% 20% 40% 60% Percent of Gardeners (n=606) Q24a. Which information is most important to provide on a flowering plant’s label? 80% garden centers efficient & effective TREND WATCH: • Outdoor living destinations • Service oriented • Changing product mix • Community involvement 2007-2008 New Variety Spotlight Simply Beautiful® Expect Success! • Available exclusively through independent garden centers • Includes hundreds of topperforming varieties • Provides maximum results with minimum fuss Fusion™ Peach Frost Exotic Impatiens • Two exclusive varieties • SimplyBeautifulGardens.com includes gardening tips & tricks, plant info, etc. Watermelon Coleus Why do people garden? 1. Better mental health, nutrition or fitness 2. Increased curb appeal & property value 3. Better home environment TechnoMetrica Market Intelligence, April 2008 Long-lasting color. Simple to choose. Simple to use. Why Simply Beautiful? Exclusive to independent garden centers Trust Simply Beautiful to deliver the plants that keep customers coming back! •High-impact, big-color annuals •Upscale, identifiable package •Info-rich consumer support Long-lasting color. Simple to choose. Simple to use. ballhort.com/retailers: List your business now! Portal site for IGCs Program & product information Monthly retail report e-newsletter signup Long-lasting color. Simple to choose. Simple to use. simplybeautifulgardens.com: Grows consumer confidence! Redesigned consumer site launches Fall 2008 Plant search & Garden center locator Gardening tips & resources Simply Beautiful e-newsletter sign-up & archive Long-lasting color. Simple to choose. Simple to use. National Publicity Consumer PR Influences more than 200 million consumers Long-term relationships with key Garden Writers Gaining recognition with alternative media (web, blogs) Trade PR Press releases about program successes Constant trade media contact Continuous promotion of new varieties Long-lasting color. Simple to choose. Simple to use. 2008 Pack Trials Ball Horticultural Company Solutions Showcase Step Up to Sustainability • 2008 Pack Trial Theme • Sustainability Kiosks • Plants grown in rice hull containers • Alliance 47 tags • Product messages focused on sustainability in production and at retail Sustainability Kiosks • Use fewer chemicals • Change what you put in your soil • Grow in greener pots • Reduce planting waste New Products • Vegetative materials – – – – – Coleus Geraniums Alternanthera Lysimachia Double Impatiens New Products • Cool season crops – – – – – – – Nemesias Bacopas Osteos Pansies Iceland Poppies Delphinium Alyssum New Products • Ball Flora Plant vegetative intros Made for the Shade • Impatiens – – – – New Guineas Double Impatiens Exotic Impatiens Leading series of single Impatiens – Super Elfin – Semi-double Impatiens • Coleus • Iresine New Guinea Impatiens • NGI Divine • Seed NGI in 306 packs New Guinea Impatiens • NGI Celebrette Icy Blue Coleus Henna • New!!! • Unique fringed foliage • Shade tolerant • Sun tolerant Coleus Indian Summer • • • • New! Brilliant foliage Shade Tolerant Sun Tolerant Coleus Mint Mocha • NEW!!! • Lobed leaves in brilliant colors. • Sun tolerant • Shade tolerant Coleus • NEW! Coleus Dark Chocolate • NEW! Coleus Kong Salmon Hot Summer Survivors • • • • • • • • • Lantanas Thunbergia Purslane Ruellia Tacoma Begonias Salvias Angelonia Plectranthus Zahara Zinnia • NEW!!! • Heat tolerant full sun, bright colors for the heat. • 20% larger flowers than other Zinnias in this class. • Unique lemon yellow and scarlet. Salvia Mystic Spires • Great for summer patio pots. Plectranthus Mona Lavender • Plectranthus Mona Lavender • Great for fall programs Lantanas in general • Hot Summer Survivors!! • Drought Tolerant • 2 growth habits – Landmark – Lucky Landmark Pink Glow Landmark Sunrise Rose Landmark Citrus BabyWing & DragonWing Begonia • Guaranteed success with consumers. • Sun to shade • Dragon Wing – Southern Living’s favorite plant! Juncus Twister • NEW!!! • Curly Juncus • Unique accent plant Angelonia • Success with Serena • Interest in spreading/basket types – 1ppp for 6” and gallons vs 3 ppp with Serena Tecoma Mayan Gold • • • • • NEW!!! Esperanza Heat tolerant Full sun Widely used in the South Ruellia Southern Star • • • • Blue White Pink Compact ‘Katie’ type Ruellia from seed Toucan Purslane • • • • • Fuchsia Yellow Scarlet Hot Mix Purslane from seed Helenium Dakota Gold • Full of yellow flowers all summer • Drought tolerant • Full sun • Heat tolerant Color Essentials • Geraniums – 6 series • • • • • Callibrachoa Petunias Marigolds Verbena Vinca Aztec Verbena • Better Mildew tolerance in CSU Trials • Two growth habits • Magic types more flat growing Geraniums • • • • • • Allure Designer Fantasia Showcase Colorcade Galleria Geranium Allure Pink Picotee • NEW!!! • White florets edged in pink • Nice contrast with dark foliage Suncatcher Petunias • Early flowering under low energy production • Great for early spring markets Cabaret Callibrachoa • Proven performers in a great range of colors. • Best pH tolerance in the market Aztec Verbena • New last year – Dark Red • Superior mildew tolerance Petunia Yellow Madness Imp. • Yellow flowering multiflora Petunia with improved more compact habit. Dreams Fuchsia • Bright new color for Dreams grandiflora Petunia series XP • XP – Extra uniform – NEW! Vinca Pacifica XP – NEW! Vinca Mediterranean XP – NEW! Panola Pansy XP – Super Elfin Impatiens XP – Verbena Quartz XP Vinca Mediterranean XP • NEW!!! • New, more trailing, basket Vinca. Vinca Pacifica XP • Burgundy Halo AAS • Icy Pink XP Fantastic Foliage Ornamental Pepper Calico • NEW!!! • Variegated foliage w/ornamental fruit Ornamental Pepper Purple Flash • NEW!!! • Variegated, purple foliage. Ornamental Pepper Sangria • NEW!!! • Purple to red fruit covers arching branches. Talinum Limon’ • Accent plant with lime green foliage. • Long flower spikes with small blooms and colorful seed pods add interest. Fantastic Grasses • 7 Grasses made easy! • Timed for uniformity and ease of production. • Unique, popular plant class. New Grasses!!! • Deschampsia Zephyr • Juncus Blue Dart • Juncus Twisted Arrows Juncus Twisted Arrows • NEW!!! • Juncus Twister & Juncus Blue Arrows in one multi-seed pellet Eco Friendly Gardening Sustainability • Circle of Life • Ellepots • POP including posters Sustainability • • • • Circle of Life Alliance 47 trays Compostable pots Circle of Life six packs • Ellepots • POP including bench tape Wave • New Wave marketing program. • 1st full year of Shock Wave major market acceptance • New Easy Wave Pink Marble Mix Wave • New Wave marketing program. • 1st full year of Shock Wave major market acceptance • New Easy Wave Pink Marble Mix Wave Petunias • Shock wave – 9 Packs – Hanging baskets • Easy Wave – Tricolor baskets – combos – 9 packs/6 packs • Double Wave – 3 bright colors Shock Wave® Small-flowered Spreading Petunia • NEW Ivory • NEW Pink Shades • NEW Pink Vein • NEW Purple • NEW Rose • NEW Buzz Mixture • NEW Electric Mixture Shock Wave® Petite flowers in highvoltage color for small spaces • Makes consumers look like professional garden decorators • Best season-long, highest-color impact of any petunia money can buy • Extreme proliferation of small flowers • Fast recovery after rain or weather • Self-cleaning plants stay flowerfilled for outstanding displays Wave® Purple Shock Wave® Purple Shock Wave® Ivory • Cream margin with soft yellow throat Shock Wave® Pink Vein • Soft blush-pink background with violet-rose throat and veins Shock Wave® Buzz Mixture • Includes Ivory, Rose and Pink Shades Electric Mixture • Includes Purple and Pink Vein Shock Wave® Growth Shock Wave Electric Mix Week 1 Week 2 Week 4 Shock Wave® Recovery Shock Wave Purple During Rain 3 Hours After Rain Pansy and Pansy Pals • Alyssum Clear Crystals • 2 new Matrix Pansies • 1 new Matrix Mix • All new Panola XP • Matrix hold-ability demonstration • New AAS Blue and Purple Rain Pansy Panola XP • NEW!!! • Uniform series across all colors • Unique colors • Bright mixes Panola Sunburst Panola Beaconsfield Matrix Pansies • NEW!!! Rose • NEW!!! Rose Wing • NEW!!! Raspberry Sundae Mix Matrix Hold-ability at retail Pansy Pals • • • • • • • • Erysimum Citorna Diascia Diamonte Diascia Wink Nemesia Poetry Nemesia Aromatica Dianthus Floral Lace Snapdragon Snapshot Myosotis Mon Amie Alyssum Clear Crystals • Tetraploid Alyssum in colors! • White • Lavender Shades • Purple • Mix Rain Pansy • Blue & Purple • AAS winner Serenity Osteospermum • Best flower power and uniformity in Osteos. • Improved colors Perennials • Darwin Acquisition • Full range of seed and vegetative perennials • Broad range of suppliers with a variety of product forms. Ball Ornamentals • Woody ornamental products • Clean stock programs • Unique materials for a range of climates and conditions • Crossover materials for nursery production The Gardens At Ball Come see us! The Gardens at Ball Jeff Gibson Business Manager – landscape [email protected] For Simply Beautiful, contact Bill Calkins Business Manager – Independent Garden Centers Ball Horticultural Company [email protected]