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Questions & Answers about the P. Allen Smith & Proven Winners Partnership
- What Is The New Partnership Between P. Allen Smith and Proven Winners?
- How and Why are P. Allen Smith and Proven Winners Working Together?
- What is the Vision behind the Partnership?
- How Is This Relationship Different than Allen''s Work with Flower Fields?
- Is Allen Smith Acting as Proven Winners' Spokesperson?
- Did Allen Select Proven Winners, or Did Proven Winners Select Allen?
- In What Media Will Allen and Proven Winners Work Together?
- What Are The Benefits to Growers and Retailers?
- Why The "Hot 25" Proven Winners Varieties?
- How Were The "Hot 25" Plants Selected?
- What Are The Benefits to Consumers?
- What Is The New Partnership Between P. Allen Smith and Proven Winners?
- How and Why are P. Allen Smith and Proven Winners Working Together?
- What is the Vision behind the Partnership?
- How Is This Relationship Different than Allen''s Work with Flower Fields?
- Is Allen Smith Acting as Proven Winners' Spokesperson?
- Did Allen Select Proven Winners, or Did Proven Winners Select Allen?
- In What Media Will Allen and Proven Winners Work Together?
- P. Allen Smith's Garden Home – a weekly PBS TV series
- P. Allen Smith Gardens – a syndicated weekly TV series
- The Weather Channel
- Woman's Day Magazine
- TV, magazine, and photography work in Allen's own gardens
- Woman's Day Garden & Deck Design Magazine
- Cottage Living Magazine
- pallensmith.com
- America Online
- Allen's upcoming book and book tour
- What Are The Benefits to Growers and Retailers?
- Why The "Hot 25" Proven Winners Varieties?
- How Were The "Hot 25" Plants Selected?
- What Are The Benefits to Consumers?
P. Allen Smith is the leading gardening authority in the United States. He appears in more media and has become the country's most influential gardening expert with consumers. Proven Winners is the leading plant brand in North America. Because of this, Allen and Proven Winners have announced a partnership aimed at promoting gardening using Proven Winners products to consumers throughout North America.
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As the leading gardening authority and plant brand, it only made sense for the two entities to work together. Allen has worked for years to bring the beauty of and appreciation for gardening to increasing numbers of consumers. Proven Winners has worked for years to bring consumers greater success and more beautiful gardens through the best possible plants.
The goal of both Allen and Proven Winners is to inspire consumers to have greater gardening success. By working together, Allen and Proven Winners can create even greater synergies and more successful consumers - and as a result, more beautiful gardens.
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The vision behind the partnership with Allen and Proven Winners is to offer an unparalleled combination of ideas, inspiration, know how, superior products, and simple gardening shopping solutions to consumers. Allen and Proven Winners want to make gardening more successful - and more inspiring.
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About four years ago, The Flower Fields enlisted Allen to be more of an industry spokesperson to introduce their brand to the trade. This effort was quite successful. He appeared on the cover of several industry publications and was keynote speaker at the OFA Short Course, the ANLA convention, the Garden Writers of America convention, S.E. Greenhouse Conference, New England Grows and other key industry events, helping to make the Flower Fields into a well-known industry brand.
Proven Winners, on the other hand, is already a very well known plant brand. Hence, Proven Winners' focus is reaching consumers. Allen's authority with consumers has grown greatly over the past 3-4 years, reaching millions each week with his many media platforms. Proven Winners is working with him to create greater consumer awareness of the beauty of gardening, and the success of gardening with Proven Winners products.
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No, Allen is not a spokesperson for Proven Winners. Instead, Allen and Proven Winners will work more in a partnership to promote gardening, and gardening with Proven Winners products. Since Allen believes that the Proven Winners brand contains the best plant genetics available, Proven Winners products will be incorporated throughout Allen's various media as a way of promoting beautiful gardens through the use of the best plant products available.
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Both wanted to work with each other. Once the arrangement with the Flower Fields ended, this gave Allen the chance to reach out to Proven Winners, whose plants and marketing he greatly respected.
At the same time, Proven Winners saw the growing effect that Allen was having on national gardening media. His reach has grown significantly over the past 3-4 years. It was obvious that Allen's popularity and the number of media platforms he works with has increased greatly; he has become the leading gardening authority in North America. This led Allen and Proven Winners to contact each other to form a different partnership than Allen had with Flower Fields; one focused solely on the consumer.
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As mentioned, Allen's media reach has increased significantly over the past few years. People Magazine has recently called Allen the "gardening guru". He recently has begun making regular appearances on NBC's Today Show and AOL. Allen and Proven Winners will work together to provide plants and gardening ideas in all of the media in which Allen appears:
Additionally, Proven Winners commercials and underwriting credits will run on both the syndicated and PBS weekly TV shows.
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The goal of the combined efforts of Allen and Proven Winners is to increase the sales and value of plants sold by growers and retailers by increasing the enjoyment and success of gardening by consumers. More specifically, Allen and Proven Winners will quickly generate a large amount of pull through marketing and consumer awareness for the "Hot 25" key Proven Winners varieties discussed below – varieties that every gardener should plant and enjoy. Because of the awareness created, these varieties, and the Proven Winners brand by association, will be in more demand and sell faster in both the greenhouse and garden center.
The media exposure Allen will create for the Hot 25 Proven Winners Varieties is poised to generate more consumer awareness than any other type of marketing Proven Winners has used previously. Consumer demand for these varieties will be extremely high.
Proven Winners and Allen will let growers and retailers know about the Hot 25 plants, as well as other plants that Allen will feature in the media, well in advance of the following spring gardening season. This will allow growers and retailers to grow, merchandise and promote these varieties in garden centers for an even greater sales impact.
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Proven Winners has been extremely successful promoting individual varieties through Country Living Gardener magazine and its other media platforms and will build on that success through P. Allen Smith's substantially larger media exposure.
The Hot 18 Proven Winners Varieties will be selected close to a year prior to each Spring. The list will be promoted to the industry, allowing growers and retailers to order and merchandise effectively for successful Spring sales.
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The Hot 25 plants are all varieties that Allen himself selected after seeing the plants in trials and at Proven Winners locations. Allen calls these the "Hot 25" because they have great visual impact, are especially loaded with color, and at the same time are low maintenance. Over the course of the year, he will share his experiences growing these plants in his magazine articles, online in "Allen's Garden" features, and during his TV shows and appearances. Many of these plants are new introductions this year and because these varieties carry the Proven Winners brand they are easy to locate at garden centers across North America.
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More knowledge, more beautiful gardens, and most important, greater inspiration to create a beautiful home living environment. Allen and Proven Winners believe that outdoor living – and outdoor decorating – are important aspects in a healthy and happy life. Allen and Proven Winners hope to inspire gardeners to have more success and a more beautiful garden.
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