Program set for 2011 Seeley Conference

Floriculture’s Biggest Challenge: Creating MindShare Opportunities

In today’s post-recession marketplace, the “reborn consumer” is asking tougher questions. She is making more critical decisions as to what is really important and what she really needs.

Marketers can no longer assume the consumer will return to buy what she has bought before. Indeed, total consumption levels have already returned to pre-recession expenditure levels, but not every subsector of the economy has rebounded, as the consumer is spending differently, buying more in some categories and less in others.

Join us at the 26th annual Seeley Conference and we’ll explore these questions through thoughtful relevant presentations by industry leaders and lively group discussion.

  • Why are people blind to the plants and flowers that surround them in everyday life?
  • Can the industry overcome plant blindness and increase mindshare in the consumer by understanding and communicating that our products are necessities in people’s lives and not mere luxuries?
  • How has consumer mindset changed during the Great Recession? Will spending ever go back to the way it was before?
  • Can we focus our value proposition on the unique ways in which plants enhance the quality of life by economic contributions, environmental eco-systems services, and health/well-being benefits of flowers in interior and exterior landscapes?
  • How do others do it? Case studies of firms using social media to articulate THE “more than pretty” value proposition
  • What is the role of advocacy groups, promotion programs, or city-wide beautification programs?
  • What happens when an entire city takes on a green attitude?
  • Does engaging your neighbors improve your bottom line? Case studies of major greenhouses and nurseries who are opening up their facilities for public inspection and good-will generation
  • Creating the Urban and Destination Connection: Case studies in building involvement with plants and flowers
  • Do we need to rethink our offerings one product at a time, or does everything we do need a major makeover to connect with the consumer?
  • How to put it all together and build consumer mindshare for your products and business?

June 27 – 29, 2011  Ithaca, N.Y.

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Featured speakers include:

  • Ian Baldwin, garden retail consultant
  • Tim Farrell, floral designer
  • Susan McCoy, president, The Garden Media Group
  • Katy Moss Warner, president emeritus, American Horticultural Society
  • Lisa Paschke, vice president for marketing and sales, Bachman’s, Inc.
  • Adam Schwerner, director of the Dept. of Natural Resources for the Chicago Park District
  • Beth Zwinak, manager of Tagawa Gardens, Centennial, Colo.
  • Full profiles and additional speakers


Register online. Pay online with credit card.

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