Shopper Marketing - October 2017 - 18

PROGRAMS

Scotts	Helps	Bonnie	Grow	a	
Path-to-Purchase	Strategy
By Ed Finkel

MarYsville, ohio - Union Springs, Alabamabased Bonnie Plants has been in business for
nearly 100 years, but the live goods category
traditionally has been so commoditized that
Bonnie, like most brands, hasn't attempted
to do much in the way of path-to-purchase
marketing.
But after a couple of decades of partnerships with the Scotts Miracle-Gro Co., Bonnie established a newly energized relationship last year that has Scotts handling all of
Bonnie's media and marketing work. Scotts
in turn looked to Chicago-based Upshot for
ideas on how to build brand awareness and
affinity at retailers including The Home Depot, Lowe's and Walmart.
Bonnie previously relied on in-store signage and sponsorship of gardening-oriented
radio programming. Scotts and Upshot have
worked together to ramp up the in-store presence while adding television, online, social
media and mobile to the path to purchase
for Bonnie shoppers. "We quickly took stock
of what was being done and, where possible,
made adjustments," says Sara Gordon, director of marketing for the Bonnie Plants business at Scotts. "It's in Bonnie's best interests
that the merchandising looks good. What
we had determined was that there wasn't a
strong, cohesive communications strategy in
18

y SHOPPER MARKETING OCTOBER 2017

place."
Scotts and Upshot developed signage
packages consistent within each retailer in
terms of fonts, logos and other graphic elements with a unique look for each, Gordon
says. "We met with each merchant and asked
them what they felt were the key barriers to
getting their shopper to pick up an edible
herb or plant," she says. They tested some signage in the fall of 2016 to see consumer reaction and then did the full rollout in the spring.
In the case of The Home Depot, for example, they came up with the tagline, "Plants
with a Purpose" to encapsulate the brand
promise. "They're buying it because they're
going to feed their family, or their friends at
a barbecue," Gordon says. "It's not just that
Bonnie grows high-quality plants, but we can
help you grow fresh food."
Market research from the National Gardening Association showed that although
Millennials have a "fear of failure" about edible gardening, it is growing among them,
particularly those toward the older end of
the generation, says Sarah Bader, Scotts' director of insights and analytics. The research
also showed, however, that Baby Boomers remain the core, steady consumer. The partners
undertook a "bifurcated marketing strategy"
that targeted younger consumers with digi-



Table of Contents for the Digital Edition of Shopper Marketing - October 2017

Contents
Shopper Marketing - October 2017 - Intro
Shopper Marketing - October 2017 - 1
Shopper Marketing - October 2017 - 2
Shopper Marketing - October 2017 - 3
Shopper Marketing - October 2017 - Contents
Shopper Marketing - October 2017 - 5
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