July 2022 - 40
MARKETING
Marketing a
Cause
Today's consumer is looking
for purchases that give back.
By Teresa McPherson
S
ocial responsibility in business
has gone from important
to essential. Customers
are increasingly scrutinizing the
companies they buy from - and
want to know that their values
align. Studies have found that
72% of Americans say they feel
it is more important than ever
that the companies they buy from
reflect their values.
From a generational standpoint,
71% of millennials said they would pay
more for a product if they know some
of the proceeds go to charity.
Marta Maria Garcia is head of
marketing and retail in North America
for Dümmen Orange. She says
companies have to " have a backbone
and a purpose " if they want to appeal
to millennials.
" Everybody's pretty aware that the
millennial is in a different mindset, "
she says. " [They are] about making
a difference and every single trend
I see reinforces what this group
believes - between their social
media channels, or where they're
putting their money, or the type of
products they are buying. There is a
higher purpose for everything that
they do. "
The program includes
a printed pot with
Yellowstone branding.
Promoting Petunia
Dümmen Orange knew it had
something special when a yellow
petunia stood out in its product
selections.
" Back in 2020, when the team
here was doing product selections on
new colors of petunia, there was this
amazing standout yellow petunia that
was in the running, " Garcia says.
She says they brainstormed
promotional ideas and the retail
director at that time suggested doing
a cause marketing program with
Yellowstone Park.
" Tying it into nature was a very
natural fit for our products, " she
says, and the partnership between
Dümmen Orange and Yellowstone
Forever, the official nonprofit partner
of Yellowstone National Park, began.
The Yellowstone petunias are sold at
independent garden centers and at
Lowe's throughout North America.
40 | LAWN & GARDEN RETAILER | JULY 2022
" When the program was put
together, it was presented to several
key retailers - at that time, it was
presented to mostly big boxes -
and the one that jumped on it
immediately was Lowe's. " She says
that while it was agreed that it
would be a big box exclusive, they
still wanted to take the program to
other non-competing channels like
independent garden centers.
" And we had this conversation with
Lowe's ... they share other programs,
like Monrovia, with the IGC channel
because the consumer who goes to
both entities is quite distinct, and if
they share the same consumer they go
to both places. So we were allowed to
take this program to IGCs. "
July 2022
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