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Campaign from Green Marketing Europe (GME)
From
Pelargonium for Europe

• August 2018 •

Pelargonium for Europe is a marketing initiative founded by pelargonium breeders to promote and ensure long-term geranium sales across Europe. Our trade news is here to keep breeders, growers, retailers and interested trade parties informed with what the campaign is doing in 10 different countries.

In this special edition you'll find a round-up of the best B2B activities aimed at encouraging companies in the green trade to sell more geraniums.

Best of green trade activities
A round-up of our international B2B events & activities
All of our partner agencies generated trade press clippings promoting and giving advice on selling geraniums, and sharing our PoS materials. Here's what else they did...

Austria

Meetings with trade representatives • One of our Austrian agencies, Blumenbüro Österreich, has nine regional offices. They meet with green trade representatives every two months, where they communicate information and materials from Pelargonium for Europe.

Newsletters • Newsletters encouraging sales of pelargoniums were sent to trade contacts via ihr-florist.at and ihregartengestalter.at, including a competition to win geraniums.
Benelux
Newsletters Email newsletters were sent in April to 2,000 Dutch and Belgian garden centres, and to 2,800 Dutch florists.

Press clippings • 12 different trade publications in the Netherlands and Belgium ran coverage about pelargoniums. 

Social media material 'Ready to go' social media posts about pelargonium were sent to 40 trade contacts.

UK
Press clippings Several trade press clippings were generated including this three page feature in leading garden centre magazine, Garden Centre Retail, sent to thousands of garden centres in the UK.

Germany
IPM Essen Pelargonium for Europe had a stand at the fair within the Blooms area. PoS sales packs and order slips were available and an extra-large geranium display was shown on a wall facing a busy walkway. See pictures of the stand. 

Garden centre competition • A competition was organised by Blooms in cooperation with VDG, the German garden centre association, which gained 4,085 responses emails alone, and another 1,700 postcards returned. This corresponds to a gigantic response rate of around 14.5%. That is almost 6,000 participants who hoped to win throughout the summer. And according to experience, this means that more than 20,000 people have at least thought about the possibility of participating, and have had geraniums on their minds. Feedback messages were as elaborate as the card pictured here.

France
New PoS service Three new PoS kits were created with an online system that allows companies to personalise materials with their own branding and download them. 70 companies downloaded the files, including garden centres and supermarkets.

Salon du Végétal trade fair There was a 9m2 Pelargonium for Europe stand at the trade fair, which had 10,000 professional visitors. A press conference linked to the event was also conducted by our partner agency, BHR.

Green Mania Foire de Paris Geraniums were supplied to the Green Mania stand at Foire de Paris, a major retail fair which had 467,825 visitors.
Poland
Large-scale distribution of PoS 10,000 brochures and 1,000 posters were produced and distributed to companies in cooperation with wholesale markets Bronisze, Tychy, Wrocław, Poznań, Gdańsk.

Trade media cooperations A collaboration with biggest trade portal, Forum Kwiatow,e and Facebook group Polscyfloryści, and wsparcieflorystow.pl. Also, an advertisement in trade magazine NaszDom iOgród-Flora (circulation 5000); and a cooperation with Andrzej Dąbrowski, author of a popular florist platform.

Workshops Sponsorship of pelargoniums for a trade workshop creating 'bouquets and wreaths in boho style' with 30 participants. 

Wholesaler cooperations Collaborations with several wholesale companies as well as the Polish Wholesale Markets Association and its spokesperson, Małgorzata Skoczewska.
Sweden
Trade communication Our partner agency, Blomsterfrämjandet, published trade press releases and content on their website and social media channels.

Italy
Special trade collaboration Personalised communication was created for the Pelargonium for Europe campaign with trade media Edizioni Laboratorio Verde/ Green Up.  A dedicated geranium newsletter was sent to 7,000 active contacts, around 70% garden centre and green trade, as well as florists.

Quick web kit Ready to use posters, banners and Facebook posts could be downloaded for free online by any company in the trade.
Switzerland
Press clippings Press clippings were generated through two trade press releases including a link to order PoS materials, sent to 60 contacts in the Swiss green trade.
PoS sales & downloads
Germany Our partners at Blooms sold approximately 320 banners online and by phone, that's around 1,400 sqm of banner material, as well as 20 large scale posters in addition to almost 600 (A1) posters and around 8,000 care flyers. 

International 
Our PoS website where people in the trade could download materials in various languages to print themselves had 899 views. Italy was the most active country, followed by the Netherlands.
Words from one of our partners
This month we asked Dr. Rainer Krämer, who works for PfE, for his thoughts on the campaign: "This summer was perfect for geraniums. While a number of plants only managed moderately well with the great heat that prevailed in many parts of Europe, pelargoniums blossomed almost without interruption."

"People becoming active with pelargoniums was shown by our competition for garden centres, which had great feedback (see 'Germany' above for more information). Participation cards were distributed in garden centres and almost every 20th card was sent back."
"It is important to involve retailers in the overall campaign, as this will enable consumers to link up with our extensive PR work on pelargoniums and connect it to the real products in the shops, and hopefully buy them locally."

 

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Press releases

Consumer news

 

About Us

Our campaign
German
French
Polish
International
French
PfE is coordinated by Green Marketing Europe (GME)
With thanks to our partners 
Austria - Blumenbüro Österreich
Austria - Grayling
Benelux - Concept Factory
France - BHR
Germany - 
Prêt-à-Communiquer
Germany - Blooms
Italy - Ad Mirabilia
Poland - PiArt
Sweden - Blomsterfrämjandet
Switzerland - Grayling
UK - J E Communications  
See you next month!
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