2016 Marketing GuideIn Motion

TABLE OF CONTENTS

Working Together To Promote and Sell Distinctively Better™ Plants 5

Nursery News and Updates 7

Featured Plants: The Best of Distinctively Better™ 8

Healthy Plants, Healthy Ear th 10

Using Consumer Insights To Create Powerful Marketing 12

Powerful Point of Purchase Offerings 14

Meeting the Shopper Online: shop.monrovia 16

32 Monrovia In Motion 2016 Marketing Guide

Which Monrovia plant will be your best seller next

spring? How will you excite your loyal customers and

inspire new ones? How can you get more value from

your Monrovia par tnership?

We’re dedicated to helping you grow your business.

We star t by providing you with the healthiest, hardiest,

most beautiful plants in the industry, working with

you to create an unrivaled selection at your garden

center. We conduct innovative consumer research

to gain valuable insights. Then we create programs

and support materials to help you connect more

powerfully with your customers.

Your feedback helps us continuously improve our

methods. This guide gives you an overview of our

exciting plant and program enhancements for 2016.

We hope you’ll use it as inspiration for work with your

Monrovia Sales Craftsman.

Working Together To Promote and Sell Distinctively Better™ Beautiful Plants

52016 Marketing Guide

Based on market demand, consumer research, and your insights…

• We have increased our inventory at our nurseries to make your favorite plants more available.

• We continue to introduce many cool new and interesting plants.

• We are increasing our quantities of in-demand topiary plants.

• We continue to invest in larger sizes to meet your needs.

• We have ensured consistent Monrovia quality coast to coast.

• We have improved our shipping logistics, getting your plants to market faster and more efficiently.

Nursery News and Updates

76 Monrovia In Motion 2016 Marketing Guide

Blue Enchantress® HydrangeaHydrangea macrophylla ‘Monmar’ PP

#25,209

An exquisite, new re-blooming hydrangea with stately ruby-black stems supporting big, beautiful, mophead flowers. Blooming continually through summer, the flowers are blue in acid soils and pink in more

alkaline soils, and age to a vintage cream-splashed green. Prized for cut or dried

flower arrangements. Perfect for a dappled shade border.

Brakelights® Red YuccaHesperaloe parviflora ‘Perpa’ P.P.

# 21,729

Vibrant, brake-light red blooms are a great color improvement to the species.

Unlike others of the species, this compact new selection rarely sets seedpods,

meaning more prolific flowering over an exceptionally long season. Plant in

mass for a dramatic effect in xeriscapes and waterwise gardens. Good container

specimen. Evergreen.

Emerald Colonnade® HollyIlex x ‘RutHol1’ P.P.#23,905

A handsome new male evergreen holly. This versatile shrub is ideal for use as a single specimen or small group planting. Planted in mass, it forms a superb hedge,

screen or windbreak. Well suited to containers and tolerant of shearing, making

it an ideal topiary specimen or formal accent to entryway or garden.

Baby Pete™ Lily Of The NileAgapanthus praecox ssp. orientalis

‘Benfran’ P.P. #21,705

This unique variety blooms weeks earlier than others. A dwarf, compact form with

short, wide leaves, produces masses of blue flowers just above the foliage. Flowers rarely set seed pods, resulting in a longer bloom season. Plant along pathways, group at an entry or use in

mixed containers. Perennial.

Bountiful Blue® BlueberryVaccinium corymbosum ‘FLX-2’

P.P.# 19,381

An award-winning variety with the bluest foliage of all! Pink-blushed white flowers produce a large crop of sweet, juicy berries on a compact, mounded

shrub. Perfect for massing in the landscape or featuring in large tubs. Self fertile, though planting another

variety may yield a more prolific harvest. Requires just 150-200 winter

chill hours. Semi-evergreen in mild climates.

Crimson Kisses™ WeigelaWeigela ‘Slingco 1’ P.P. #23,654

A new, compact reblooming weigela with a tidy, rounded shape

covered with dark, lipstick-red flowers kissed with a white eye. A versatile

shrub to back a flower border or to feature in front of larger shrubs.

Early trials exhibit hardiness to zone 4.

Working with breeders and plant explorers from around the world, our featured plant collection represents the best of the best. Using consumer insights and market trends, we create an assortment that offers the greatest value and continuous sales growth. Plants with attributes such as easy care, drought tolerance, and edibles are high on our list; varieties with

more frequent flowering, compact habit, stronger fragrance or improved container performance also deserve attention.

Our assortment of Featured Plants for 2016 includes a variety of highlights (see below).

For more details on Featured Plants, contact your Monrovia Sales Craftsmen.

Featured Plants: The Best of Distinctively Better™

What Does Distinctively Better™ Mean?• THE PLANT: Choosing to grow plants that are disease- and pest-resistant, with strong root systems, greater resistance to pests and disease, and more vibrant flowers.

• THE VARIETY: Growing more than 3,500 varieties of annuals, perennials, shrubs, edibles, and trees sourced from all over the world.

• THE SOIL: Using a custom-blended living soil that includes compost, mycorrhizae, and time-release fertilizers to nurture a plant to its fullest potential.

• THE CARE: Nurturing and handcare provided by the best craftsmen in the business.

98 Monrovia In Motion 2016 Marketing Guide

OUR GROWING PRACTICES INCLUDE:

• Choosing only the strongest pest- and disease-resistant plant varieties.

• Growing healthy plants as habitats and food providers for pollinators.

• Relying on science to guide constant improvements in plant care.

• Practicing natural methods in an effort to reduce the use of chemicals.

• Protecting all organisms that are not harmful pests.

WE REDUCE OVERALL CHEMICAL USE BY:

• Inspecting plant material carefully to prevent exotic or quarantined pests from hitching a ride.

• Relying on horticultural techniques that have been proven over time.

• Hand-weeding and using organic mulches.

• Using Integrated Pest Management (IPM) techniques such as biological controls and beneficial insects.

Healthy Plants, Healthy Ear th

WE WORK TO PROTECT POLLINATORS:

• We grow hundreds of plants that create habitat and food for pollinators.

• We monitor research focused on the health of bees and other pollinators.

• We share IPM and beneficial insect practices across all of our nurseries.

• We track pesticide used per nursery, and make a commitment to reduction.

• We test new alternatives and partner with researchers at our nurseries.

• We communicate and share insights with customers, consumers and pollinator protector organizations.

WE CONSERVE WATER AND OTHER RESOURCES:

• Our nurseries use recycled irrigation water.

• We use irrigation automation so that sites can monitor conditions carefully.

• We use micro-irrigation to minimize wetting of foliage.

1110 Monrovia In Motion 2016 Marketing Guide

Last year, Monrovia conducted a landmark study* of homeowners across the U.S., seeking to understand what motivates and challenges them in buying and caring for plants.

Our goal: To identify new connections and methods to reach consumers, raise our brand awareness even higher, and engage with people when and where they need help the most.

Insights gained from this study helped inform these significant improvements to marketing:

• Redesigned info-labels and tags, using visual icons to communicate plant needs more effectively and quickly to busy shoppers.

• Invested in digital marketing techniques to reach consumers when they browse online for planting ideas and information. Our geo-targeted approach allows us to identify consumers

within 10 miles of your garden center, and deliver online ads on their desktop computer or mobile device when they’re searching for plants.

Using Consumer Insights To Create Powerful Marketing

*Contact your Monrovia Sales Craftsman for a condensed report of the study.

LET’S COLLABORATE!

• Use our high-resolution photos• Utilize our online banner ads on your

web site• Create a social media campaign with us

Ask Your Monrovia Sales Craftman for details!

GEO-TARGETED ONLINE ADS

FACEBOOK PLANT SAVVY

• Connected to network of bloggers and influencers to create stories about gardening with Monrovia plants.

• Improved social media strategy, resulting in significant growth in followers and engagement on Facebook, Pinterest, Instagram.

• Redesigned e-Newsletter Plant Savvy to deliver design ideas and solutions, resulting in subscriber growth and increased open rate.

And this is just the beginning….

1312 Monrovia In Motion 2016 Marketing Guide

Our in-store merchandising programs capture impulse shoppers, helping them make

choices and reinforcing the quality they associate with our green Monrovia containers

and healthy plants. Our colorful posters use stunning photography and accurate

information to showcase more than 250 themes and different varieties.

Powerful Point of Purchase Offerings

Water-wiseplants from Monrovia

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www.monrovia.comSunset-2015_POSTERS.indd 1 5/18/15 10:10 AM

Enchantress® upstages other

rebloomers with her unique

ruby-black stems showcasing

a nearly non-stop show of

beautiful, mophead flowers.

Blooms on old and new wood

for a lovely, long lasting effect.

w w w . m o n r o v i a . c o m

COLORcontinuous

ENCHANTRESS® HYDRANGEAHydrangea macrophylla ‘Monmar’ P.P.A.F.

978_P2_Enchantress_Pstr.indd 1 12/30/2013 2:57 PM

Bountiful Blue™ Blueberry Vaccinium corymbosum ‘FLX – 2’ P.P.A.F.

You can grow Blueberries in

warmer climates!Stunning blue foliage turns purple in fall

Dainty white flowersSweet, juicy berries

MON-0073_blueberry_poster_fin.indd 1 8/16/10 3:03 PM

w w w . m o n r o v i a . c o m

Monrovia®

H o r t i c u l t u r a l C r a f t s m e n ® s i n c e 1 9 2 6

s u c c u l e n t s f o r

styl ish WaterWise

Gardens

POINT OF PURCHASE POSTERS

Scan to fi nd out more about this plantwww.monrovia.com

Monrovia Distinctively Better® Plants

Baby Pete™ Lily Of The NileAgapanthus orientalis ‘Benfran’ P.P.# 21,705

This exceptional dwarf selection

blooms weeks earlier than

other Agapanthus! Plant along

pathways or use in mixed

containers.

099571

CommonPlant_ic-1.indd 38 4/23/13 6:49 AM

Scan to fi nd out more about this plantwww.monrovia.com

Monrovia Distinctively Better® Plants

Grecian Pattern PlantAcanthus mollis ‘Oak Leaf’

Intriguing tropical effect from

large, oak leaf-shaped foliage and

striking spikes of white fl owers.

Great addition to perennial

borders.

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CommonPlant_ic-1.indd 63 4/23/13 6:50 AM

Key Bene�ts

Flowering Time

Average Size

Special Features

Frosted Violet Coral Bells

Heuchera 'Frosted Violet'

Violet purple foliage with deep burgundy veins form a vigorous but neatclump which is accented by small, dainty pink, pearl-like flowers on wirystems. The silver hairs that cover the top of the leaf give it a shiny or frostedappearance. Color becomes enhanced when the cool weather arrives. An

Late spring to late summer

Clumping, mounding foliage to 12 in. high, 18 in. wide; flower stems 30 in.tall.

Dramatic Foliage Color

THRIVES

IN FULL SUN

OR SHADE

PartialSun

Key Bene�ts

Flowering Time

Average Size

Special Features

Winter Jewels® Apricot Blush Lenten Rose

Helleborus 'Apricot Blush'

From Marietta O'Byrne's meticulous breeding program, this hybrid featuresvarying shades of peachy-apricot blooms with darker rose veining, specklingor picotee edges. Emerging in early spring from vigorous clumps of foliage,these large, three to four inch nodding flowers last for weeks. Prefers full sun

Peachy-apricot blooms appear early spring

Reaches 18-22 in. tall, 20-24 in. wide.

Shade Loving

Key Bene�ts

Flowering Time

Average Size

Special Features

Red Velvet Yarrow

Achillea millefolium 'Red Velvet'

Rich, velvety red flowers are the most fade resistant to date. Tall stalks holdthe flat clusters above the ferny gray-green foliage. Easy to grow, droughttolerant and attractive to butterflies. Herbaceous.

Summer

Fast growth to 1 ft. tall, 3 ft. in bloom, spreading to 5 ft. wide.

Attracts butterflies

THRIVES

IN FULL SUN

OR SHADE

FullSun

CO-BRANDED BEDMARKERS AVAILABLE WITH YOUR NAME

End Cap PostersBedmarkers

1514 Monrovia In Motion 2016 Marketing Guide

Contact your Sales Craftsman today to become a

shop.monrovia retailer!

Shop.monrovia offers online shoppers another way to engage with the Monrovia brand…and yours!

• Since its 2014 launch, shop.monrovia.com has grown by 200%.

• Average order size doubled in 2015 to more than $107 per order.

Why it can work for you:• The National Retail Federation projects

that online sales will grow between 7 and 10 percent in 2015. The younger the shopper, the greater the increase.

• Customers who engage with brands online report spending 20 to 40 percent more on that company’s products.

shop.monrovia is part of our customer engagement and customer service—buying a plant easily and conveniently is just a click away!

Every Monrovia plant ordered online is delivered to a participating garden center.Participating garden centers receive:

1. Engagement with customers on shop.monrovia

2. Retail markup on every order3. Opportunity to upsell shoppers on

companion plants, planting material, tools, and gifts

4. Marketing materials including posters, counter cards, training, online ads to run on your web site to lead them straight to you!

Meeting the Shopper Online: shop.monrovia

Poster 24" x 36"

monrovia.com shop.

Purchase your plants online at shop.monrovia.com

When your plants reach prime condition, we hand select the strongest, most

beautiful specimens, specially for you.

Pick up your plants at the participatinggarden center of your choice, and watch

your plants thrive in your garden!

Monrovia... High-bred. Well-fed. Loving care.

BUY ONLINE!

Counter Card

Purchase your plants online at shop.monrovia.com

When your plants reach prime condition, we hand select the strongest, most

beautiful specimens, specially for you.

Pick up your plants at the participatinggarden center of your choice, and watch

your plants thrive in your garden!

Monrovia... High-bred. Well-fed. Loving-care.

monrovia.com shop.

BUY ONLINE!

Online Ads

“Hand Selected for” Sticker

monrovia.com shop.

Hangtag

monrovia.com shop.

Staff Button

monrovia.com shop.

Hand selected for:

1716 Monrovia In Motion 2016 Marketing Guide

DIE-LIN

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m o n r o v i a . c o m