Growers don’t need to order 100,000 plant tags to use custom designed tags.
“With the proper vision and a plan in place, any grower can move to custom tags,” says Jillian Novosad, sales director for MasterTag. “I don’t believe there’s an obstacle that holds any of our customers back from trying it out.”
While some growers opt for custom plant tags out the gate, many work their way up to it. It all comes down to what their goals are and the message they want their tag to communicate.
But before making the move to custom, it’s helpful for growers to know what their options are. Understanding these options starts with knowing what custom looks like in practice.
What Does ‘Custom’ Mean?
In the plant tag space, “custom” means growers design tags specifically for their brand instead of using generic stock tags. Growers who decide to go this route often include the following on their plant tags:
- Their logo
- Their brand colors
- A QR code that links back to their website (if available)
Instead of leaving a garden center with a generic red geranium, for instance, customers will leave with a geranium that’s branded by a grower or breeder. This gives the impression that they aren’t buying just any geranium off the shelf.
Simply by having their name on a plant tag, growers can strengthen their brand and retail positioning as well as return purchasers.
The Custom Plant Tag Process
At MasterTag, the process of creating custom plant tags is simple and collaborative.
It involves the sales and marketing departments connecting with the customer during a design consult. It’s helpful for all three parties to be aligned on what style the tags and labels will carry as well as the care information printed on them.
“At the beginning of the project, our team focuses on listening during the consult. Growers should be doing 80% of the talking while we absorb their vision,” Novosad says.
While growers have packed schedules, this conversation is essential for the design team to create the grower’s vision. It reduces the amount of revisions needed and allows MasterTag to get plant tags and labels into the hands of growers much faster.
Once the design is finished, it typically takes around four to six weeks for growers to receive their tags and insert them in their plants.
The custom tag design process can be easy to complete, but growers tend to have concerns about cost and volume before committing.
Common Apprehensions
MasterTag encourages growers to get custom tags when it makes sense for their business, and that typically depends on the kind of plant they need tags for.
“Where we see a lot of constraints is on the nursery (trees and shrubs) side of the industry. Where the plant volume is significantly less,” she explains. “But when it comes to high-volume crops like annuals, they’re probably growing 1,000 or more of each variety, so custom tags make more sense.”
The minimum order for custom plant tags is usually 1,000. However, MasterTag can accommodate customers if they need fewer.
And while many assume custom exceeds their price range, MasterTag works with growers to find a tag or label solution that is priced to fit their operation and budget.
The Benefits of Custom Tags & Labels
Taking the custom approach is typically worthwhile for growers from a branding and sales perspective.
“Not understanding how the custom process works sometimes deters growers,” Novosad explains. “But we’ll work with our customers to make it as simple as possible and create a tag that stands out in the market.”
If growers would like to change the design on their current plant tag or label design down the road, they can. However, most keep it for a few years before trying something new.
Many times, growers find that using custom tags and labels is worth it to effectively tell their brand’s story and sell more plants. This is especially important in an industry that relies heavily on the seasons — growers need to reach customers in the spring, when their desire for flowers is at its peak.
“The spring season is limited, but it’s also the top time to drive sales,” she says. “The best way to show a plant in its prime is through the tag and the images included on the tag. Our plant library provides us with a plethora of options depending on what growers would like to appear on their tags.”
When to Go Custom or Stick with Stock
There are benefits to both custom and stock tags—it just depends on a grower’s priorities. Sometimes they need a tag ASAP, and other times they have more time to tell their brand’s story in more detail.
“I think there’s a time and a place for when stock is the solution,” Novosad says. “It can come down to the weather, running a smaller operation, or needing a plant tag as quickly as possible.”
Moving to custom doesn’t have to be a lengthy process as long as the grower has an idea and a plan in mind. In fact, Novosad has seen an increase in growers ordering custom tags for their plants.
“Growers want to establish their own direct brand instead of falling under a house brand or stock look,” she says. “Custom tags help establish a larger presence to build trust and confidence with the garden shopper.”
While the process may seem daunting at first, using custom plant tags is within reach for every grower. Whether it makes sense or not depends on their goals, the plants they’re growing, and how high the demand is for their product.
And with MasterTag, growers don’t have to purchase 100,000+ tags at a time. They can start small with 1,000 tags per variety and add to their order over time if they find it worthwhile for their business.
