Is promotion the answer?
December 7, 2017 at 3:33 pm #17130
I read your recent Flowers and cents? It should be of no surprise that the industry is not capitalizing on Thanksgiving. The solution is quite simple-Marketing. Ours is the only major commodity that has given up on marketing. Consumers’ money is sought by many and we do nothing to even protect what we have had. We need to implement the promotion order that was written, and approved by the majority of the industry, ten years ago.
Your piece shows two factors affecting moving forward with a promotion order. First, a decline in the market. The reason for the decline in this previously profitable holiday is simple, no marketing. The second shows there should be a willingness on the part of Colombians to support an order since they are on firmer financial footing than when it was first proposed. We have been waiting a long time for an opportunity to put the plan in place. We should act now. It is now a time to gather the political support within the industry. We had almost the entire industry behind the order that has been written and now we could make it unanimous.
The shame is that the industry relies on retailing to move the product. Many retailers are doing very well by investing a lot in marketing. However, most do not. The heavy lifting of generating new flower buyers should be funded by the product through the chain to the consumer. This is what the promotion order provides.
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