Under A Foot Plant Company continues to advance its new marketing strategy for spring 2011 by putting powerful tools to work to further promote the STEPABLES brand. An update was done on the company's uniquely recognizable foot shape tag, and new, colorful signs and bench tape have been added to strengthen the visual impact on consumers at the retail level for spring 2011.
The newly designed tag has two new features: First, the popular spokesperson for STEPABLES, the charismatic Happy Guy, is now fully dressed, (he had been naked for the last 10 years); and second, a new, easy-to-understand, color-coded identification system has been designed on the tag and on POP signs to help consumers with their landscaping requirements.
“Match the Dot to Your Spot” points out to consumers how to match the colored dots on their tags to the color-coded landscape application for each STEPABLE plant on the sign. The new system was designed to help consumers identify with the color-coded pictures, which will in turn, make it easy to for them to “Find the Right Plant for the Right Spot”.
“It’s not about spending more money than everyone on earth for your trade show booths or tricky industry gimmicks, or even selling garden centers a notion that your brand is all powerful," said Frances Hopkins, owner and CEO of Under A Foot Plant Company. "It is the overall ability to adapt in an ever-changing economy. It is being vigilant with innovative products and messaging that continues to open channels to connect directly with the consumer. This is how long-lasting love affairs with brands are built, allowing them to flourish in the marketplace. Our marketing strategy has always been extremely simple: Give the consumers the information they need to be successful at the time of purchase. Help them AFTER the sale to continue to grow their plants with confidence, and strive to help them in the future to become great gardeners.”
If you are interested in joining the STEPABLES program as a grower for 2011, or would like to carry the product in your retail store, please contact Hopkins at (503) 581 8915 or write fran@stepables.com for more info.