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Pollinator Garden Point-of-Purchase Materials Released: Communicator Toolkit Provides Additional Industry Resources
WASHINGTON and COLUMBUS, OH – March 2, 2016 – The Horticultural Research Institute, the research affiliate of AmericanHort, is pleased to announce the creation of new point-of-purchase materials designed for garden retail display. The signage promotes the Million Pollinator Garden Challenge, a national movement to plant more forage habitat for pollinators throughout North America. The materials carry a simple message for consumers: plant something to support pollinators, and register your garden at MillionPollinatorGardens.org.
Making customers feel good about their purchases has a powerful effect on buying decisions. Research shows that cause marketing not only catches the attention of shoppers, it encourages purchasing and turns customers into advocates for your business. Pollinator health is an increasingly important cause for consumers in all demographics.
Garden retailers have been looking for ways to create awareness and showcase the important role horticulture plays in pollinator health. The Million Pollinator Garden Challenge does the work to drive engagement with customers and inspire them to take action. The pollinator point-of-purchase materials open doors to meaningful conversations with the gardening public. By encouraging consumers to “help us reach one million gardens” by planting and then registering their gardens, retailers have the opportunity to influence purchasing habits and connect their customers to a movement that benefits the environment—something the horticultural community has long strived to do.
“Information and signage addressing horticulture’s role in supporting pollinator health solutions are important,” says Craig Regelbrugge, senior vice president of industry advocacy and research for AmericanHort. “It’s for this reason that we developed point-of-purchase materials to communicate with, educate, and motivate retail customers. These pollinator P.O.P. materials can be an effective addition to industry retailers’ promotions toolkit, while simultaneously promoting an important and global cause.”
Signs, bench cards, and plant tags are all available as print-on-demand items through a special partnership developed between the Challenge’s founders and Garden Center Marketing, a company owned and operated by Timothy Howard.
“It’s great to work with AmericanHort, HRI and the other partners of the Million Pollinator Garden Challenge project,” states Howard. “We know good signage sells more plants. Combining great signs and a great program can only help garden centers sell more pollinator friendly plants.”
The pollinator P.O.P. materials may be viewed and ordered directly through the Garden Center Marketing website at www.gardencentermarketing.com/page/Pollinator-Garden-Challenge-Signage. Additional marketing materials, including a communications toolkit and social media graphics to further support retailer efforts are available via HRI’s pollinator research website: www.growwise.org/ChallengeToolkit.
About the Million Pollinator Garden Challenge
The Million Pollinator Garden Challenge (MPGC), millionpollinatorgardens.org, is a nationwide call to action to preserve and create gardens and landscapes that help revive the health of bees, butterflies, birds, bats and other pollinators across America. We are encouraging millions of individuals, kids and families outdoors and make a connection between flowering plants, pollinators, and the healthy food people eat. The Million Pollinator Garden Challenge was launched by The National Pollinator Garden Network, a collaboration of stakeholders from horticulture business, garden, pollinator, and conservation communities working together to support the health of pollinating animals.
About Clarity Connect and GardenCenterMarketing.com
For 15 years Clarity Connect has provided marketing services and products for the horticulture industry. In 2012 the GardenCenterMarketing.com division was created to help garden centers sell more plants. Now garden centers have a full range of signage solutions including customizable bench cards, pot labels and hang tags. Hundreds of large signs for plant groupings like Sun Loving, Deer Resistant, Perennials and more are complemented by sign holders, custom signage and websites with plant libraries. Learn more at www.GardenCenterMarketing.com.
About Horticultural Research Institute
The Horticultural Research Institute (HRI), founded in 1962, has provided more than $7 million in funds to research projects covering a broad range of production, environmental, and business issues important to the green industry. Funded by hundreds of green industry philanthropists and businesses, HRI provides effective, efficient, and relevant solutions for horticultural business. Supporting research and guiding efforts that form best practices is exactly how HRI helps build prosperous businesses, advance the green industry, and fulfill its core vision. For more information about HRI, its grant-funded research, or programming, visit www.hriresearch.org or contact Jennifer Gray at 614.884.1155.