No One Puts Orchid in the Corner, aka a Box

As many of you know, I had the great fortune to attend the TPIE (Tropical Plants Industry Expo) in Fort Lauderdale, Florida last week. My husband spoke during their short course on his favorite topic, Online Marketing. He says a business must “Create Value or Die” and that most of the current companies in our industry will go the way of the Woolly Mammoth if they don’t start changing their online marketing dogma. (But that’s another story…)

I walked the show and, of course, expected greatness from this show because it is always touted as the best winter show in the industry for marketing and new products.

After walking this show, I’m certain my expectations about marketing plants are way too high. I’m not so sure they can ever be met. I’m optimistic, so there’s still a scintilla of hope in my ever challenged mind, but boy, was I disappointed.

Don’t get me wrong, this was a great show. There was lots of marketing going on, some of it clever, and it was easily walked in a day, which is nice.

I did notice a LOT of money being spent on marketing to the attendees. For goodness sake, there were two hot air balloons in the most perfectly matched shade of red, celebrating the newest red mandevilla from Suntory’s Sun Parasol brand. We could see the balloons (two of them) from our hotel balcony. We could see them along the entire walk from the hotel to the convention center. We could see them from the convention center. They were pretty dang awesome.

But…

Were they worth the money?

I remember them and the red shade of the balloons, which was perfectly matched to the marketing materials in the show and the lanyards they sponsored that held our name badges. I don’t think I’ll ever forget it. It was quite possibly the most daring (and possibly the most expensive) marketing I’ve seen in the plant world. No one rode in the balloons. They were just there as large red beacons with huge banners depicting a close up image of the blooms of this new mandevilla.

They were marketing to the trade show attendees, who are hopefully buyers from garden centers. Will this ever reach consumers? Will a consumer buy one red mandevilla over the next because of the pretty red marketing materials?

You tell me…

Was this a waste of money? It certainly got everyone’s attention.

I also saw lots of cool plants, if you like tropicals, that is. New elephant ears and succulents, like this really unusual new Alocasia ‘Loco’. Loco is right! You might think it was sprayed with a pesticide or left out in the cold too long by the curling of the leaves, but it sure is a novel, new selection.

There were lots and lots of palm trees, from one row to the next and bromeliads were certainly plentiful. I also saw a load of orchids, but the Silver Vase company took the cake. They are trying a new marketing idea. Orchids in a box. They call this the “eco-friendly” gift.

Orchids in boxes?

Not just any old box, but a thick, glossy box with a plastic window. The kind of box that would contain a brand new baby doll. All this is topped off by a thick plastic handle with which you can carry this so called eco-friendly gift to your betrothed. I picked up the box. It was sturdy and I suppose I get it from a gift plant point of view, but why put a plant in a box?

Are they not beautiful enough as a pot full of blooms? What were they thinking? Make it easier for lazy Americans to carry? No paper needed for wrapping on cold days? I will admit seeing orchids I want on really cold days and turning away because I know they would be damaged once they hit the cold air, but come on!

Really? Seriously? A box??

While I was holding the box, I looked all over for some recycling info on this so called eco-friendly gift. It didn’t exist.

I think this is a major PR snafu (waiting to happen) on their part.

I don’t think I’ve picked up a box lately, even junk food or crackers, that didn’t have “please recycle” on the back. Have you?

How can they add non-recycled, thick, glossy paper and plastic to a plant that comes from nature and call it eco-friendly?

For shame Silver Vase!

No one puts orchids in a box, just like no one put Baby in the corner (in memory of Patrick Swayze). I find it maddening, but I know they were just trying something different. I don’t think they thought this one through so well.

One company that markets plants well is Costa Farms. Their booth was well planned and thoughtful. Every bit of space had a message and the entire booth told a meaningful, educational story.

That’s what I’m talking about people!

Not to mention they are the folks behind the O2 For You houseplant marketing plan. If you haven’t seen this in your local garden center or home store, you will. It’s a pretty catchy campaign. It’s thoughtful and it makes complete, clear sense. Plants make oxygen (O2)….so, add some to your life and you’ll have O2 for you.

Cool, right?

So kudos to you, Costa Farms, for impressing me when I was least expecting it. They also did a great job of letting every attendee know they were all over the social media channels. They had cards announcing their Twitter personality and they also plastered their Facebook and Twitter monikers on their towering booth components. It was clear to me that they may be one of the few companies embracing this modern technology – except yours truly, that is.

While in Fort Lauderdale, we also had the most wonderful, authentic Mexican food and tasty margaritas in a lovely cantina named Carlos & Pepe’s. The weather was a bit too cool for Florida in January, but it was certainly warmer than Baltimore when we left. Of course, as always happens when we decide to head to warmer climes in winter, we returned to three near 60 degree days in Baltimore.

That’s crazy weather…

Crazy weather makes me long for spring even more despite the fact that we have nearly two months of pretty cold days ahead. Spring makes me think of the foam flower (Tiarella cordifolia) patch I have planted on the slope in front of our house. When it’s in full bloom, it stops traffic. The combination of the blooming foam flowers and the foliage of the newly emerged coral bells (Heuchera sp.) in lovely shades of eggplant, lime and orange prompts most passers-by to ask, “What are those?” and “Where can I buy some?”

The best performers in my garden are Tiarella ‘Elizabeth Oliver’ from Charles and Martha Oliver of The Primrose Path and Tiarella cordifolia ‘Octoraro’ one of the new selections in the River Series from Sinclair A. Adam, Jr. of Dunvegan Nursery. Octoraro could very easily replace English ivy (Hedera Helix) and periwinkle (Vinca minor) in commercial landscapes and home gardens. It’s truly native, can tolerate heat, humidity and drought ridden soils. It has wonderful winter color and enormous, often 4″ wide leaves that emerge new each spring. It spreads at a moderate pace of one to two feet per year, so it’s a terrific, native ground cover with gorgeous spring blooms.

I am also pleased to announce two brand new selections of native coral bells (Heuchera sp.) from the royal breeding lines of The Primrose Path. Plants Nouveau will be representing The Primrose Path for the introduction of ‘Stainless Steel’ and ‘Dark Chocolate’. These fantastic new selections were bred for exceptional foliage, heat and humidity tolerance AND cut flower quality blooms.