In a retooling of the Dig.Drop.Done. campaign, which I’ve written about here, it looks like we won’t be seeing the three cartoon-y “ladies” who were central to a bulbs-as-lifestyle marketing narrative. They’ll be dropped, at least for the time being. Are they done? Maybe so—it seems people didn’t really dig them as much as the Woodbine agency hoped they would.
The agency told bulb wholesalers that they would focus more on social media, giveaways and working with retailers to come up with ways to make bulbs more fun in displays and in-store events. This was all part of a report Amy passed along from the bulb industry’s annual conference.
I found other parts of the report interesting. In the continuing effort to reinvigorate bulb sales, a dialogue between Holland growers and garden centers is producing suggestions. I liked the talk of garden centers becoming places to relax among the beauty of plants, more destinations than utilitarian shopping stops. I know that’s how I use my garden centers here, especially in winter and early spring. A further observation about bulbs was that they’re trigger plants; seeing them along roadways and in other gardens reminds people that it’s time to get the garden started. There’s another way to spend marketing dollars.
As for the ladies, apparently they were just as bizarrely wide of the mark as they seemed. And expensive, I’m guessing.
There is plenty that is salvageable about this effort. The how-to is good, the slogan succinct. And, basically, I want any bulb-buying promotion to work. But the central premise clearly came from those who don’t know how to make a connection between pop culture and plant culture.