The Horticultural Research Institute, the research affiliate of AmericanHort, has announced 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 here.
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.”