Oh Christmas Tree!
In my hometown it happens every year, right after Thanksgiving - the invasion of out-of-towners seeking the perfect Christmas tree from Jones Tree Farm in nearby Shelton. Car after car is loaded up. Strapped on the roof or in the trunk are balsams, blue spruces and Fraser firs. For many, it's a tradition that includes tail gate parties and games - truly the most wonderful time of the year as Andy Williams likes to remind us every year at this time. You would think that Christmas tree farmers are rolling in the dough. That isn't the case.
It's hard to believe the sale of fresh tree has actually declined from $37 million in 2003 to $31 million in 2007 according to the Agriculture Department, while sales of artificial trees have nearly doubled to $17.4 million across the same time frame. It stands to reason, based on the fact you'd be hard pressed to tell the difference as the quality and look of artificial trees have come a long way since the dreadful imposters back in the 60's.
While tree farmers want to dismiss "fake" trees, there still is no ignoring the dip in sales, not to mention the increase in competition and cost. Growing and cultivating trees is a consuming passion - one where there isn't a return until 12 years out. There is a move afoot to fight back against artificial trees.
Wanting to take a page out of the success book from campaigns like, "The Incredible Edible Egg," "Pork, The Other White Meat," and "Got Milk," Christmas tree farmers - all 12,000 of them - want to emulate the nation's dairy, beef and cotton farmers. The Agriculture Department has begun public consideration of a proposed Christmas tree promotion program that if approved would raise $2 million a year that is meant to offset the competitive advances of the artificial tree industry.
The program would charge producers and importers 15 cents on each tree. A Christmas Tree Promotion Board would be in charge of the program. Although the $2 million seems modest, it is in line with other programs overseen by the Agriculture Department - like the watermelon promotional program that is pegged at a $2.7 million marketing expenditure level.
What works to the benefit of Christmas tree growers is the concentrated timeframe of Christmas tree purchases. Media goes a long way over a four-week period, plus the geographic constraints as well. It makes sense to support local farmers who make a living growing Christmas trees and ensuring that there is open farming land and not new housing subdivisions.
What communications firm wouldn't want to work on this campaign? It is Americana, the holidays and nostalgia all wrapped up in a neat package. It offers visibility and a chance to demonstrate your creative chops. There is nothing ho-ho about the potential promotion. The one caveat - no bashing of artificial trees - that's off limits. It is no coincidence. According to the Census Bureau, up to 92 per cent of the artificial trees are created in China. Christmas tree farm promotions will know only one road - the high one. Creating dissatisfaction is one strategy that is absolutely off limits.
There is plenty of creative inspiration - the search, make that the endless search for the perfect tree, hayrides, time spent with family, being outdoors in the winter. It's a scene that is played out year after year that never gets old. Putting up an artificial tree implies you are giving in. Getting older and moving a step toward bah-humbug status. Here's hoping that the Agriculture Department approves the Christmas tree program. It's right for a lot of reasons.
Keywords: Fresh Cut Christmas Trees; Marketing Christmas Trees; Sales of Fresh Cut and Artifical Christmas Trees
Searching the aisles of a retail store for an artificial Christmas tree just doesn't have the same appeal as walking the back forty looking the real thing. But recent economic realities have people rethinking a lot of their needs and purchases, including Christmas trees.
Smart approach keeping any proposed promotions in a positive light. Although at point of sale I would not be surprised to be asked if you prefer the smell of plastic or fresh balsam filling your living room during the holiday season.
My headline submission for an ad would be: Fresh Cut Christmas Trees - It's What the Big Guy in the Sky Would Want You to Buy.
Ho-Ho-Ho!
Another interesting development is the sale of fresh cut Christmas trees at large retail chains like Home Depot and Lowe's. They can sell them for nearly half the price of the independent tree farm, assumably because they are selling so many more.
However these corporations don't play buy the same set of rules, as this article points out. One particular Home Depot attempted to create dissatisfaction around a family-owned Christmas tree business in operation over 50 years. In this case, experience beat size.
http://www.standard.net/topics/business/2010/11/29/local-business-claims-home-depot-disparaged-their-christmas-trees
Who am I to comment on a Christmas tree post - a Jewish kid from New Yawk who is used to menorahs and latkes and songs by the Maccabeats (Yeshiva University a cappela group)? Well, it's all about traditions the sensual and emotional feelings we get when we experience them. I get it and it is a great point! traditions are powerful elements of our identity and to treat them artificially feels almost dishonest. I applaud the effort to reinforce tradition and I applaud the effort to support Christmas tree farmers. I would never be comfortable with "Stouffers Frozen Latkes" - that's no way to celebrate Hannukah! Taking the time to make them, filling the kitchen with the aroma them cooking and trying to figure out Grandma's recipe - now youare talking tradition. Isn't that what the holidays should be about/ Sure we can make things easier and faster with fake trees and pre-made foods, etc but we lose the richness of tradition and with it a bit of our identity. To me The Tree have it!