This month, horticultural company Monrovia is rolling out a Heat Lovers Campaign aimed at increasing consumer awareness and driving sales of plant varieties that thrive in hot weather. The national marketing program is designed to highlight retail locations and attract new home gardeners.
Retailers can easily participate in the campaign by ordering a rack of heat-loving plants. Specifically, garden centers that order one rack of heat-loving #1 gallon perennials or one rack of #2 gallon or larger heat-loving shrubs will receive a Heat-Resilient Plants poster for in-store merchandising. Additionally, participating retailers will be featured on Monrovia’s “Find a Garden Center” tool, giving them increased visibility to potential customers.
“Our ‘Find a Garden Center’ tool has seen significant growth this spring,” said Katie Tamony, Chief Marketing Officer and trend spotter for Monrovia. “Visits to this part of our website have more than doubled this season, with over a quarter million visits from March 1 to May 30. This means that retailers featured on the tool are reaching hundreds of thousands of motivated shoppers. This increased visibility demonstrates that specific garden centers have the plants, inspiration, and solutions that home gardeners are looking for.”
Monrovia will promote the top-performing summer plants through newsletters, social media, digital marketing, and other consumer outreach programs. The company has also created a dedicated landing page highlighting heat-resilient plants, including drought-tolerant varieties, sun lovers, and those that can withstand high humidity.
