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Welcome WHO ARE WE / WHAT DO WE DO? Our focus is on marketing - PowerPoint PPT Presentation

Nov 07, 2022 •153 likes •521 views

Welcome WHO ARE WE / WHAT DO WE DO? Our focus is on marketing packet seed and young plant products to the end consumer via our retailer customers and/or via our own direct marketing We represent all major packet seed producers across

  1. Welcome

  2. WHO ARE WE / WHAT DO WE DO? • Our focus is on marketing packet seed and young plant products to the end consumer via our retailer customers and/or via our own direct marketing • We represent all major packet seed producers across Europe • We sell ‘00’s millions packets and young plants to end consumers every year • We all operate in hugely competitive & changing markets • Fleuroselect Home Garden Association provides valuable marketing support to its Members • Our annual Conference is greatly valued by all delegates • We need exciting new varieties that meet the needs of today’s consumer markets!

  3. HOME GARDEN ASSOCIATION UPDATE Harm Custers & David Arnold

  4. HG CONFERENCE 2015

  5. HG CONFERENCE 2015  22-23 September  Aalsmeer (NL)  Approx. 90 participants from Europe and beyond (South-Africa)  Theme: The Consumer and Retail Experience

  6. VISITS

  7. VISITS

  8. TOP SPEAKERS Consumer trends & retail:  Nancy van Kleef – VIRetail  Richard van Hooijdonk

  9. Did this conference meet your expectations ? 98% from 58 people say: YES 100% 95% 90% YES 85% 80% 2010 2011 2012 2013 2014 2015 52 58 41 48 22 58 Forms Forms Forms Forms Forms Forms

  10. If yes, will you visit the HCG again ? 92% will visit the HGC again 100% 98% 96% 94% 92% Visit again 90% 88% 86% 84% 2010 2011 2012 2013 2014 2015 52 58 41 22 58 48 Forms Forms Forms Forms Forms Forms

  11. Financing of HGSA activities  Activated this Fleuroselect B.U. 6 years ago  Yearly organization of this conference (information, inspiration, networking)  Set-up of the plant of year concept (Free of Charge Publicity Tool)  Vegetable breeding companies can become members as well  General organization, information, support and backup for members  The FS board and all members agreed to invest EUR 40.000  Acknowledge that home gardening is an important part of our industry  Do more in specific for HG members and try to attract new members  Now we need to become self-supportive

  12. How to become financially self-supportive  New members create extra membership income fees  Members making more use of FS awarded varieties  More sales of awarded varieties makes higher FS royalty income and will stimulate breeders to enter more varieties  Develop a special award for the very best HG varieties  Sponsoring  Users to pay for the plant of the year campaign  We prefer to keep this a free of charge generic PR tool  Other ideas

  13. Do you use Fleuroselect awarded varieties? Fleuroselect conducts trials of new varieties entered by members on approx. 16 private trial grounds spread across Europe. Both indoor and outdoor trials can be conducted. The best varieties receive recognition either by Approved Novelty, Gold Medal or FleuroStar Award. Innovative varieties Excellence in breeding Variety with the Protection against reproduction technical breakthrough highest WOW factor

  14. GOLD MEDAL FOR HOME GARDENING?  Additional income for the Organisation  Additional promotion opportunities for the B.U. Changes in trialing system  Dedicated trials  Capable of direct sowing  …….

  15. Join your colleagues - become a Member! And many more… . By the members, For the members!

  16. PLANT OF THE YEAR CAMPAIGN 2016 was the …..

  17. LOGOS AND PHOTOS

  18. IN THE TRADE

  19. BLOGS 2016, L’Année du Cosmos Celebrate Year Of The Cosmos In 2016 With Mr Fothergill’s Fleuroselect Year of the Tomato 2016 Jetzt Schmuckkörbchen säen The Year of the Cosmos – 2016 Year of the Cosmos 2016

  20. Press Release in EN, GE, NL & FR to the international IN THE MEDIA professional and amateur press Year of the Cosmos draws new varieties from UK seed companies Nov ovelties elties launched to launched to celebrate celebrate Year of Year of the Cos the Cosmos mos during during 2016 2016 Im Jahr des Schmückkörbchens Everything you need to know about Cosmos, the flower of 2016 2016 ist das Jahr des Schmückkörbchens, Tanz in den Sommer 2016, l’Année du Cosmos

  21. EDITORIAL Distributed in EN, GE, NL & FR to the international amateur gardening press

  22. Dutch gardening monthly: circulation 100.000

  23. EDITORIAL Distributed in EN, GE, NL & FR to the international amateur gardening press

  24. Dutch gardening monthly: circulation 100.000

  25. SOCIAL MEDIA

  26. TRIAL AT RHS WISLEY - 80 entries - Supported by 14 companies

  27. TRIAL AT RHS WISLEY • People’s Choice Trial • Award Garden Merit Trial • Expert Judging panel including Peter Seabrook and Graham Rice • Results known in October

  28. VIRAL TWEET 57 Re-tweets 162 Likes

  29. STILL ATTENTION FOR SUNFLOWERS Sunflower Circle in 2016 Write- up in “The Garden” - April 2016

  30. TRIAL AT JARDIN DES PLANTES, PARIS

  31. ONLINE VOTING

  32. FACEBOOK

  33. 2017

  34. Upcoming • All Marketing Material sent to you last spring • Editorial for international consumer press • Trial at Wisley: People’s Choice Trial and Award Garden Merit trial for both Zinnia and Runner Beans • Possible Media attention on BBC Gardeners World • Trial at Jardin des Plantes

  35. 2018 MARIGOLD & PEPPER

  36. 2018 MARIGOLD & PEPPER

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