© 2008 Ball Horticultural Company

Ball Horticultural CompanyInternational Breeder, producer and distributor of ornamental flowers to professional growers100+ years in businessPrivately held, third generationFocus on innovation and world-class service

Ball Trials 1938

Geo. J. Ball Founder

Gardens at Ball 2008 Anna Ball

How we distribute Nationwide Plug and Plant supplier networksLocated close to your grower = fill last-minute orders fast! High-quality inputs quickly and cost effectively!

In 2008, Ball Network suppliers In 2008, Ball Network suppliers grew over 1.3 billion plugs and 213 grew over 1.3 billion plugs and 213

million cuttingsmillion cuttings

Where we test it Over 60 N.A, university and private locations Company owned trial sites: CA, IL, FL, Costa Rica, Holland, U.K., France, ChinaFounding member, All-America Selections

Erie Basin Trials 2007

Colorado State 2007

University of Florida ‘07

Trialed and tested varieties for the landscapeRegional expertiseWide variety of annuals, perennials, tropicals, shrubs, ornamental grasses

What we sell

Albelia ‘Raspberry Profusion’

Colocascia ‘Coal Miner’

Petunia Wave

Angelonia ‘Serena’

Getting Smarter: Marketing to Today’s Consumer

Selling X & Y

Jeff Gibson

Ball Horticultural Company

www.simplybeautifulgardens.com

A New Era:

• Whose our Customer• Understanding generation X & Y• Why they don’t garden• Opportunities for success• Challenges to overcome

Consumers

• Findings from our research….– Focus Groups– Internet Survey– Store observations

Gardening groups, by age

64%

12%

11%

13%

17%

14%

12%

12%45%

64%

56%

60%

8%

10%

13%

11% 20%

14%

15%

32%

0% 20% 40% 60% 80% 100%

Total (n=906)

<35 yrs (n=168)

35-44 yrs (n=213)

45-54 yrs (n=195)

55+ yrs (n=330)

Percent of Respondents

Acitve Gardeners Declining Gardeners Lapsed Gardeners Non-gardeners

Gardener Type – By Age

Q9. Which of the following best describes your gardening activities?

4%

42%

72%

5%

7%

7%

5%

4%

3%

3%

3%

2%

32%

30%

34%

18%

52%

58%

61%

60%

0% 20% 40% 60% 80% 100%

Total (n=606)

<35 yrs (n=121)

35-44 yrs (n=155)

45-54 yrs (n=143)

55+ yrs (n=187)

Percent of Respondents

Master Gardener Gardening Enthusiast Casual Gardener Unethusiastic Gardener

Q11. Over the last few years, would you say that your time invested in gardening has…?

Q12. Why has the time you have invested in gardening [increased/decreased]?

Increased Somewhat

36%

Increased significantly

10%Decreased

16%

Remained the same38%

Time Invested in Gardening

Why has the time invested in gardening increased? (n=277)

• Garden expanding (36%)

• More time (24%)

• More space (22%)

• Enjoy gardening / More interest (11%)

• Plants need more maintenance (7%)

• Improves value of home (4%)

Why has the time invested in gardening decreased? (n=99)

• Less time (37%)

• Physical limitations (30%)

• Less space (11%)

• Fewer plants (10%)

• Move to condo (5%)

• Weather/Climate (5%)

• Cost of gardening (4%)

Who are the non-gardeners?

Q1b. Have you ever done any flower gardening as an adult?

73%

40%

62%

50%

44%

27%

38%

56%

50%

60%

0% 20% 40% 60% 80% 100%

Total (n=300)

<35 yrs (n=47)

35-44 yrs (n=58)

45-54 yrs (n=52)

55+ yrs (n=143)

Percent of Non-Gardeners

Yes, have flower gardened as an adult (lapsed gardener) No, never flower gardened

Overall Interest

• Once a gardener, always a gardener!– Decline isn’t from existing gardeners

leaving or doing less…..

– Less new gardeners coming in!

Why don’t they garden?“I don’t have time…”

2 out of 3 reluctant

gardeners would garden more if they had time

Reasons for not gardening

41%

11%

33%

19%

20%

8%

17%

14%

14%

14%

9%

38%

55%

11%

31%

20%

35%

13%

16%

10%

5%

10%

0% 20% 40% 60% 80% 100%

Do not have time to garden

Not interested

Physical limitations

Gardening is too much work

No area to garden in

Do not know how to garden

Where I live is not conducive to gardening

Waste of money if results didn’t turn out

Gardening is too expensive

Critters would eat my flowers

Worried about disappointing results

Percent of Non-Gardeners

Lapsed gardeners (n=181)

Never gardened (n=119)

Q1c. What is the main reason you did not flower garden this past season?

Q1d. What are the other reasons you did not garden this past season?

Reasons For Store SelectionBy Primary Store

Q19/20. Reasons you shop at your primary store?

50%

58%

34%

46%

55%

16%

11%

5%

5%

63%

45%

74%

19%

28%

60%

43%

2%

12%

40%

55%

26%

79%

33%

4%

4%

23%

2%

0% 20% 40% 60% 80% 100%

Broad Selection

Close Proximity

Healthy Flowers

Time efficiency - Other items available at store

Well organized gardening department

Knowledgeable and helpful staff

Unique flowers

Price

Unique arrangements

Percent of Gardeners

Home Center (n=181)IGC (n=258)Discount (n=92)

Reasons Would Leave/Shop Somewhere Else for Plants

Q21. What reason would most likely make you leave a store and shop somewhere else for flowering

plants.

Q21/22. Reasons you might leave a store and shop somewhere else for flowering plants.

Younger gardeners (<45 yrs)

are more likely to say this

82%

63%

62%

44%

34%

34%

21%

17%

6%

46%

15%

20%

5%

5%

5%

2%

1%

0% 20% 40% 60% 80% 100%

Flowers that seem unhealthy

Narrow selection

Flowers are too expensive

Disorganized gardeningdepartment

Store is too busy

Uneducated sales associate

No unique flowers

Not enough sales associates

No unique arrangements

Percent of Gardeners (n=606)

Main Reason

All Reasons

Convenient AND Fresh

• In today’s society, convenience is king– But ‘healthy plants’ is table stakes to

get in the game

I won’t buy it if….

• It looks unhealthy

• No price

• No name

• No sun/shade indicator

Raise perceived value“the plants look fresh and healthy”

• Best quality possible• Careful plant selection• Upgrade packaging• Tell a story

… and charge for it

Generation X & Y

• 1965-1994 (14-43)

• 110-120 million of us

• $275+ billion spending

• Work balance

• Tech savvy

Generations

• Boomersindividualism, self-fulfillment

• Generation Xalternative, skeptical

• Generation Yconnected, social

Why don’t they garden? “so many other options”

• Technology

• Home renovation

• Travel

• Gourmet food

• Designer fashions

TREND WATCH: healthy lifestylesthe 80 billion dollar industry

• Healthy & attractive

• Food & fitness

• $68 billion in 2004

• $84 billion in 2007

Home ownership at highest level 38% new home owners under 35

• Approaching 70%

• 3\4 Single Family

• Generation X

The positives “I love my backyard and deck”

• Home ownership

• Healthy lifestyles

• Environmental awareness

My first home…

Q13. Which of the following is the primary reason you began flower gardening as an adult?

Primary Reason They Garden

Q7b. Which statement best reflects your primary reason for gardening?

12.5%

17.9%

28.2%

24.2%

18.8%

23.1%

23.5%

18.2%

25.0%

28.2%

15.5%

6.1%

0.0%

4.6%

10.2%

39.4%

0% 20% 40% 60% 80% 100%

Master Gardener

Gardening Enthusiast

Casual Gardener

Unenthused Gardener

Feel responsible Add beauty and richness

Relaxing/stress reducing Improves home value

“Zero” for home value!

Primary Reason Garden

Q7b. Which statement best reflects your primary reason for gardening?

THENGardening main hobbyPride in ‘show’KnowledgeableShared with familyAll agesGarden for funGarden to ‘look at’

NOWLow-priority hobbyPride in ‘curb appeal’Unfamiliar; insecureSolo event – stress reliefPre- and post- kid HH’sGarden for functionGarden to ‘live in’

Trend: Function

• Gardening for ‘function’ ultimately becomes gardening for ‘fun’– It’s a process.

Go get ‘em!

• New home owners feel an obligation– Permission marketing!

Emotional Connectivity

• Technically connected yet personally isolated

• “Tech me you love me”

• The need for emotional connectivity

• A culture of emotions

• A need for expression – a craving for personal touch

TREND WATCH: sustainability“plants are little oxygen makers”

• A better choice • Leading edge• A national priority• Marketable• Industry issue

The negatives “I don’t have a green thumb”

• Time & effort

• Money

• Knowledge

Least Important Characteristic in Purchasing Decision

Q32b. Which characteristic is least important in your decision to purchase?

Reduce intimidation“they talk down to me”

• Personalized attention

• Signage & information

• Low-maintenance options

• Websites and resources

Sun vs. shade above all else

Q24a. Which information is most important to provide on a flowering plant’s label?

TREND WATCH: garden centersefficient & effective

• Outdoor living destinations• Service oriented• Changing product mix• Community involvement

2007-2008New Variety

Spotlight

Simply Beautiful®

• Available exclusively through independent garden centers

• Includes hundreds of top-performing varieties

• Provides maximum results with minimum fuss

• Two exclusive varieties

• SimplyBeautifulGardens.com includes gardening tips & tricks, plant info, etc.

Expect Success!

Fusion™ Peach Frost Exotic Impatiens

Watermelon Coleus

Long-lasting color. Simple to choose. Simple to use.

Why do people garden?

1. Better mental health, nutrition or fitness

2. Increased curb appeal & property value

3. Better home environmentTechnoMetrica Market Intelligence, April 2008

Long-lasting color. Simple to choose. Simple to use.

Why Simply Beautiful?Exclusive to independent garden centers

Trust Simply Beautiful to deliver the plants that keep customers coming back!•High-impact, big-color annuals

•Upscale, identifiable package

•Info-rich consumer support

Long-lasting color. Simple to choose. Simple to use.

ballhort.com/retailers: List your business now!

Portal site for IGCs

Program & product information

Monthly retail report e-newsletter signup

Long-lasting color. Simple to choose. Simple to use.

simplybeautifulgardens.com: Grows consumer confidence!

Redesigned consumer site launches Fall 2008

Plant search & Garden center locator

Gardening tips & resources

Simply Beautiful e-newsletter sign-up & archive

Long-lasting color. Simple to choose. Simple to use.

National Publicity

Consumer PRInfluences more than 200 million consumers

Long-term relationships with key Garden Writers

Gaining recognition with alternative media (web, blogs) 

Trade PRPress releases about program successes

Constant trade media contact

Continuous promotion of new varieties

2008 Pack Trials

Ball Horticultural Company

Solutions Showcase

Step Up to Sustainability

• 2008 Pack Trial Theme

• Sustainability Kiosks• Plants grown in rice

hull containers• Alliance 47 tags• Product messages

focused on sustainability in production and at retail

Sustainability Kiosks

• Use fewer chemicals

• Change what you put in your soil

• Grow in greener pots

• Reduce planting waste

New Products

• Vegetative materials– Coleus– Geraniums– Alternanthera– Lysimachia– Double

Impatiens

New Products

• Cool season crops – Nemesias– Bacopas– Osteos– Pansies– Iceland Poppies– Delphinium– Alyssum

New Products

• Ball Flora Plant vegetative intros

Made for the Shade

• Impatiens– New Guineas– Double Impatiens– Exotic Impatiens– Leading series of

single Impatiens – Super Elfin

– Semi-double Impatiens

• Coleus• Iresine

New Guinea Impatiens

• NGI Divine • Seed NGI in

306 packs

New Guinea Impatiens

• NGI Celebrette Icy Blue

Coleus Henna

• New!!!• Unique fringed

foliage• Shade tolerant• Sun tolerant

Coleus Indian

Summer

• New!• Brilliant foliage• Shade Tolerant• Sun Tolerant

Coleus Mint Mocha

• NEW!!!• Lobed leaves in

brilliant colors.• Sun tolerant• Shade tolerant

Coleus

• NEW! Coleus Dark Chocolate

• NEW! Coleus Kong Salmon

Hot Summer Survivors

• Lantanas• Thunbergia• Purslane• Ruellia• Tacoma• Begonias• Salvias• Angelonia• Plectranthus

Zahara Zinnia

• NEW!!!• Heat tolerant full

sun, bright colors for the heat.

• 20% larger flowers than other Zinnias in this class.

• Unique lemon yellow and scarlet.

Salvia Mystic Spires

• Great for summer patio pots.

Plectranthus Mona

Lavender

• Plectranthus Mona Lavender

• Great for fall programs

Lantanas in general

• Hot Summer Survivors!!

• Drought Tolerant

• 2 growth habits– Landmark – Lucky

Landmark Pink Glow

Landmark Sunrise Rose

Landmark Citrus

BabyWing & DragonWing

Begonia• Guaranteed

success with consumers.

• Sun to shade• Dragon Wing –

Southern Living’s favorite plant!

Juncus Twister

• NEW!!!• Curly Juncus• Unique accent

plant

Angelonia

• Success with Serena

• Interest in spreading/basket types – 1ppp for 6” and gallons vs 3 ppp with Serena

Tecoma Mayan Gold

• NEW!!!• Esperanza• Heat tolerant• Full sun• Widely used in

the South

Ruellia Southern Star

• Blue• White• Pink• Compact

‘Katie’ type Ruellia from seed

Toucan Purslane

• Fuchsia• Yellow• Scarlet• Hot Mix• Purslane

from seed

Helenium Dakota Gold

• Full of yellow flowers all summer

• Drought tolerant

• Full sun• Heat tolerant

Color Essentials

• Geraniums– 6 series

• Callibrachoa• Petunias• Marigolds• Verbena• Vinca

Aztec Verbena

• Better Mildew tolerance in CSU Trials

• Two growth habits

• Magic types more flat growing

Geraniums

• Allure• Designer• Fantasia• Showcase• Colorcade• Galleria

Geranium Allure Pink

Picotee

• NEW!!!• White florets

edged in pink• Nice contrast

with dark foliage

Suncatcher Petunias

• Early flowering under low energy production

• Great for early spring markets

Cabaret Callibrachoa

• Proven performers in a great range of colors.

• Best pH tolerance in the market

Aztec Verbena

• New last year – Dark Red

• Superior mildew tolerance

Petunia Yellow

Madness Imp.

• Yellow flowering multiflora Petunia with improved more compact habit.

Dreams Fuchsia

• Bright new color for Dreams grandiflora Petunia series

XP• XP – Extra

uniform– NEW! Vinca

Pacifica XP– NEW! Vinca

Mediterranean XP– NEW! Panola

Pansy XP– Super Elfin

Impatiens XP– Verbena Quartz

XP

Vinca Mediterrane

an XP

• NEW!!!• New, more

trailing, basket Vinca.

Vinca Pacifica XP

• Burgundy Halo AAS

• Icy Pink XP

Fantastic Foliage

Ornamental Pepper Calico

• NEW!!!• Variegated

foliage w/ornamental fruit

Ornamental Pepper Purple Flash

• NEW!!!• Variegated,

purple foliage.

Ornamental Pepper Sangria

• NEW!!!• Purple to red

fruit covers arching branches.

Talinum Limon’

• Accent plant with lime green foliage.

• Long flower spikes with small blooms and colorful seed pods add interest.

Fantastic Grasses

• 7 Grasses made easy!

• Timed for uniformity and ease of production.

• Unique, popular plant class.

New Grasses!!!

• Deschampsia Zephyr• Juncus Blue Dart • Juncus Twisted Arrows

Juncus Twisted Arrows

• NEW!!!• Juncus Twister

& Juncus Blue Arrows in one multi-seed pellet

Eco Friendly

Gardening

Sustainability

• Circle of Life• Ellepots• POP including

posters

Sustainability

• Circle of Life• Alliance 47 trays• Compostable

pots• Circle of Life six

packs• Ellepots• POP including

bench tape

Wave

• New Wave marketing program.

• 1st full year of Shock Wave major market acceptance

• New Easy Wave Pink Marble Mix

Wave

• New Wave marketing program.

• 1st full year of Shock Wave major market acceptance

• New Easy Wave Pink Marble Mix

Wave Petunias

• Shock wave– 9 Packs– Hanging

baskets• Easy Wave

– Tricolor baskets– combos– 9 packs/6 packs

• Double Wave– 3 bright colors

Shock Wave®

Small-flowered Spreading Petunia• NEW Ivory

• NEW Pink Shades

• NEW Pink Vein

• NEW Purple

• NEW Rose

• NEW Buzz Mixture

• NEW Electric Mixture

Shock Wave®

Petite flowers in high-voltage color for small spaces

• Makes consumers look like professional garden decorators

• Best season-long, highest-color impact of any petunia money can buy

• Extreme proliferation of small flowers

• Fast recovery after rain or weather

• Self-cleaning plants stay flower-filled for outstanding displays

Wave® Purple Shock Wave® Purple

Shock Wave® Ivory• Cream margin with soft yellow

throat

Shock Wave®

Pink Vein• Soft blush-pink background with

violet-rose throat and veins

Shock Wave®

Buzz Mixture• Includes Ivory, Rose and Pink Shades

Electric Mixture• Includes Purple and Pink Vein

Week 1 Week 2 Week 4

Shock Wave® Growth

Shock Wave Electric Mix

Shock Wave® RecoveryShock Wave Purple

During Rain 3 Hours After Rain

Pansy and Pansy Pals

• Alyssum Clear Crystals

• 2 new Matrix Pansies

• 1 new Matrix Mix• All new Panola XP• Matrix hold-ability

demonstration• New AAS Blue

and Purple Rain

Pansy Panola XP

• NEW!!!• Uniform

series across all colors

• Unique colors• Bright mixes

Panola Sunburst

Panola Beaconsfield

Matrix Pansies

• NEW!!! Rose• NEW!!! Rose

Wing• NEW!!!

Raspberry Sundae Mix

Matrix Hold-ability

at retail

Pansy Pals

• Erysimum Citorna• Diascia Diamonte• Diascia Wink• Nemesia Poetry• Nemesia Aromatica• Dianthus Floral

Lace• Snapdragon

Snapshot• Myosotis Mon Amie

Alyssum Clear

Crystals

• Tetraploid Alyssum in colors!

• White• Lavender

Shades• Purple• Mix

Rain Pansy

• Blue & Purple• AAS winner

Serenity Osteospermu

m

• Best flower power and uniformity in Osteos.

• Improved colors

Perennials

• Darwin Acquisition

• Full range of seed and vegetative perennials

• Broad range of suppliers with a variety of product forms.

Ball Ornamentals• Woody ornamental

products• Clean stock

programs• Unique materials

for a range of climates and conditions

• Crossover materials for nursery production

The GardensAt Ball

Come see us!

The Gardens at Ball

Jeff GibsonJeff GibsonBusiness Manager – Business Manager –

landscapelandscapejgibson@ballhort.comjgibson@ballhort.com

For Simply Beautiful, For Simply Beautiful, contact contact

Bill CalkinsBill CalkinsBusiness Manager – Business Manager –

Independent Garden Independent Garden CentersCenters

Ball Horticultural CompanyBall Horticultural Companybcalkins@ballhort.com