Very 



e Words 



Nancy E. Adams 



LANT LABELS: two very simple words which by 

 themselves may seem dull and ordinary but, if devel- 

 oped correctly, can become crucial selling tools on 

 the front line of plant sales. Whatever their shapes or 

 sizes, labels are vital in providing information to cus- 

 tomers and creating an excitement and desire to pur- 

 chase the plant item. Are you using plant labels to 

 your best advantage? 



Marketing research, conducted in 1992 at Michigan 

 State University, shows that the public wants certain 

 information on plant labels. The information most 

 consumers felt was most important is presented first, 

 followed by the second most important, etc. 



1. WHERE TO PLANT IT. 



Should it be placed in full sun or shade? We com- 

 monly see labels which provide this information with 

 the use of a sun icon or some other similar symbol. 



2. ANNUAL OR PERENNIAL. 



While we often expect customers to understand the 

 difference between annuals and perennials, it's sur- 

 prising the number of home gardeners who could use 

 some guidance in this area. Take this opportunity to 

 teach them. 



3. GENERAL CARE INFORMATION. 



Most plant labels devote a considerable amount of 

 space to providing this type of information. This in- 

 cludes water requirements, fertilizer needs, flowering 

 habits, planting instructions, and pruning suggestions, 

 if necessary. 



4. PLANT HEIGHT AT MATURITY. 



As a customer, I would hate to buy a plant for my 

 front flower border, only to find that it grows five feet 

 tall and completely obscures the rest of my land- 

 scape. Are the plant heights listed on your labels ac- 

 curate for your local growing conditions? 



5. COMMON NAME OF PLANT. 



It's interesting that this item falls so low on the list. 

 With the impact of Martha Stewart and the cable-TV 

 gardening channel, we are bombarded with requests 

 for specific plant material; however, the general pub- 

 lic is often more interested in the other features. 

 This becomes particularly apparent when new plants 

 are introduced to market. Customers may not remem- 

 ber the name of bacopa, but they will remember that 

 it performed well in their container garden last year 

 as a low-growing, white-flowered, constantly blooming 

 plant which loved full sun You will have to help sup- 

 ply the name! 



Are you surprised that price hasn't yet been men- 

 tioned? Of course, it is important to consumers but 

 they must first be inspired to buy the plant. Only 

 then will they look to consider the price. Prices 

 should be easy to find (preferably located on each 

 pot or pack), easy to read, and, if necessary, barcoded. 



Interested in increasing add-on sales? Consider 

 the use of promotional labels which will guide cus- 

 tomers concerning products that will enhance their 

 plant purchases. Market it as preventative health care 

 for plants . . . their very own HMO. Fertilizers, trel- 

 lises, decorative containers, growing media, drip irri- 

 gation, etc., can all be effectively highlighted on pro- 

 motional labels. The plant owner will be happy with 

 your concern for their new "baby" and you'll be 

 happy with the increased sales. A word of caution; a 

 rule of thumb is no more than two labels per plant or 

 pot. Too many labels create a cluttered look confus- 

 ing to customers. 



Growers are always experimenting with new plant 

 material or varieties which fall outside the range of 

 commonly available plant labels. Where will you find 



APRIL. MAY. 1998 



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