US (OR): Summer retail program drives awareness for garden center customers

This month, Monrovia is celebrating summer with a Heat Lovers Campaign designed to increase consumer awareness and drive sales of varieties that thrive in the heat.

Monrovia's national marketing program can put a retail location front and center for new home gardener consumers. "Best of all, participation is easy."

Garden centers that order one rack of heat-loving #1 gallon perennials or one rack of #2 gallon or larger heat-loving shrubs receive a Heat-Resilient Plants poster for in-store merchandising and a featured spot on Monrovia's "Find a Garden Center" tool as a participating retailer.

"Our Find a Garden Center tool has seen exciting momentum this spring," says Katie Tamony, CMO and trend spotter for Monrovia. "Visits to this part of our website have more than doubled this season. We've had more than a quarter million visits from March 1 to May 30. That means retailers who are featured on this tool are reaching hundreds of thousands of motivated shoppers. This increased visibility shows that specific garden centers have the plants, inspiration and solutions home gardeners are looking for."

Monrovia will be promoting these top summer performers in newsletters, social and digital marketing as well as other consumer outreach programs. They've also created a landing page highlighting heat-resilient plants including drought tolerant varieties, sun lovers and those that can take on high humidity.