What Proven Winners Can Teach You: Marketing Lessons from the Garden


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Let me start with a little disclaimer:

I am not a gardener and I most likely will never be one. While I do visit Home Depot regularly, I spend as little time as possible in the garden section. Over the last few years, the majority of plants we have purchased for our home landscaping have met a disastrous end under the Texas sun.

This should now be history after I came across the best marketing sign I have ever seen at in the Garden Center:

(click to see full size image)

While there were lots of little signs all over the garden section with little instructions of where and when the different plants needed sun, this one stood on on many levels:

  • Clear end-cap placement
  • Distinctive packaging
  • Positively strong and recognizable product name (who ever got fired for buying PROVEN WINNERS)

And most important was the clear, crisp messaging with strong value points. Rest assured that these flowers are heat resistance, fit anywhere in your garden, need little maintenance, and play well with the rest of your plants. With these features is there any wonder they are the #1 plant brand?

I am sure I paid a premium for these Proven Winners but the feeling that I was getting some extra value for my purchase (plus a flower that might hang around a bit longer) was worth it in my book. I also know that their Product + Packaging + Placement +Promotion found the perfect buyer, the clueless plant persona, at the exact right time.

Excellent execution!

Republished with author's permission from original post.

Josh Duncan
Director of Product Marketing currently working at a software startup. Excited about product marketing, technology, customer experience, and the impact of social media and content marketing.


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