Hoerr Nursery: Investing in a Relationship

October 20 Hoerr Nursery, Peoria, IL worked with Wachovia Securities in October, 2006 to present an elegant evening event for special guests of the securities firm. The nursery and garden center teamed with Stephen McRaven and Carter Chapman, Wachovia Securities, Peoria and Bloomington, IL to create a unique, relaxing party for a select group of special guests.

Wachovia had approached the nursery because Hoerr Nursery is known for innovative workshops and demos and for having an extremely knowledgeable staff. The securities firm worked with Hoerr Nursery marketing staff and horticulturists to develop a unique project that the guests could each make and take home with them. In addition a demo from a senior Hoerr Nursery designer showed guests how to use holiday greens to create a spectacular container for a foyer, patio or entryway. A special invitation was developed and sent to the guests, and the nursery was in close communication with the securities firm to solidify expectations, refreshments, ambiance, expected numbers of attendees and other logistical and last minute details.

"The Garden Center staff worked extremely hard to get our most spectacular 'twinkly' holiday décor in place for the evening event. We had about an hour in-between when the store closed for the day and when the first guests started arriving," said Jane Mason, marketing director, Hoerr Nursery. "All the special details from fragrances, to music, to little dishes of candy and nuts set around on bistro tables, helped add a festive party atmosphere."

"It was a pleasure working with Mr. Chapman and Mr. McRaven from Wachovia Securities. Their rapport with their clientele added a wonderful relaxed intimacy to the evening, and their guests felt so honored to have an event at which they were the exclusive, special guests," said Mason.

Hoerr Nursery created packets of information for the guests including a coupon. Of the guests attending the evening event, 25% used their $10 off coupon during the evening for purchases, and of the guests using their coupon, 33% of them were new customers to the nursery.

"We are always looking to introduce our Garden Center and its unique line of gifts to new customers. This clientele is particularly attractive to us, so it was a very beneficial evening for us," said Mason.

Carter Chapman, Branch Manager, Wachovia Securities, Bloomington, IL in expressing his expectation that the group will look at the prospect of planning future events with Hoerr Nursery said, "We had a great time and all of our clients did as well."