If the subject was roses, the authority would be Gold Award winner Jackson & Perkins. The company’s New Roses 1999 catalog edition seduces the judging panel with its stunning photos, romantic copy, and overall expertise on the abundant varieties of the roses it sells. “Just beautiful,” marvels one judge.
The merchandising is undoubtedly directed to those passionate about rose gardening. “Anybody who is into roses will find something in this book,” says a judge. Page after page brims with various roses in a rainbow of colors, while accessory products such as trellises, benches, and garden statues further enhance the beauty of the flowers.
Jackson & Perkins encourages its customers to take on new adventures in gardening. For instance, customers can join its “test panel,” which gives them an opportunity to track the growth and hardiness of some of the catalog’s newer roses. “This is a great merchandising tool,” says one judge. And if that weren’t enough, the catalog also offers buyers a chance to create their very own rose – for $75,000. As a judge says, “Jackson & Perkins has done everything possible to make itself the premier rose grower.”
The marketing power of this catalog lies in its ability to “make everything exclusive and special,” a judge says. For instance, the catalog emphasizes the new strains of roses, particularly the Diana, Princess of Wales rose, from which 15% of the purchase price is donated to a memorial fund in support of causes that were “dear to Diana,” the copy states. “This makes new roses an even more interesting concept,” says one judge.
Copy is also a highlight. The description of the Diana, Princess of Wales rose is as delicate as the flower itself: “A classic hybrid tea of outstanding character and flower form. Ivory petals overlaid with a clear pink blush reflect the warmth and radiance of Diana’s spirit.”
Jackson & Perkins remains a leader in customer service. The order form details shipping instructions for the roses, as well as return and exchange policies. The judges approve of the book’s effort to educate customers about what it takes to ship the roses and about what customers can expect once the roses arrive.
All in all, the catalog’s ability to make customers feel special and its complete knowledge of roses distinguish it from the rest – and give Jackson & Perkins a very rosy outlook indeed.