Bailey Nurseries
Challenge:
A family-owned business now in its fourth generation, Bailey Nurseries is one of the largest wholesale growers in the country. After 96 years of implementing a business-to-business marketing strategy, Bailey approached Initio to help them determine whether they should follow suit with competitors who had moved towards strong consumer branding programs.
Solution:
A comprehensive exploration of the company, including innumerable hours spent with the family, customers and staff members, led us to an understanding of the essence of the company and ultimately enabled us to define what makes them unique. Known for their constant innovation, persistent efforts to help the industry and a remarkable openness about their practices and processes, Bailey had a strong reputation throughout the industry. Most notably, Bailey Nurseries remained loyal to a century-long partnership with independent garden centers (IGC's) as it watched other top growers in the industry sell their product to mass channels at a preferred price, leaving IGC's in a struggle to survive. Unlike competitors who were turning their backs on those who had helped them build their brands, Bailey was the only grower that could make the claim that they had remained loyal to IGC's by never selling into the mass channel. Being as unique as a unique selling point can get, along with the company's reputation for supporting the industry as a whole, we positioned Bailey as "the trusted partner." To support this position, we advised Bailey to continue their b-to-b program focused on IGC's. An integrated brand approach with a consistent design aesthetic and messaging, to support the "trusted partnership" position, ran throughout all communications.
Results:
New business was generated. New brands were successfully introduced. In the last 4 years, Bailey has experienced a 63% growth in sales. Gaining a leadership position in the industry, other marketing opportunities have been opened to the company, including penetration into the European and Asian markets. Giving back brings growth.