|
|
critical mass
marketing
poinsettias
Learn
how this public-relations campaign reaches millions of European
consumers.
by
Dr. Susanne Lux
In Europe, more than 100
million poinsettias are sold in the weeks leading up to
Christmas. As with many potted plants sold in Europe,
poinsettias face a developed market with a high share of
consumers age 60 and older. In order to reach younger
generations, poinsettia breeders Dümmen, Fischer/Syngenta
Flowers, PLA/Ecke and Selecta Klemm started the
poinsettia marketing campaign “Stars for Europe” in 2000.
Today, Stars for Europe operates in 16 European countries
and spreads the message about poinsettias to millions of
consumers. Here’s a look at how Stars for Europe is reaching
those customers as well as how a campaign like this can work in
the United States.
cost-effective
communications
Marketing campaigns
for flowers and plants have a big advantage: Instead of paying
millions for expensive branding, these products can be promoted
cost-effectively by generic marketing, which includes more than
point-of-sales activities or advertisements on television, radio
and billboards. A powerful tool for marketing flowers and plants
is public relations. It’s much easier to receive media coverage
on “generic” products like plants than on specific brands or
special products.
The first step in a public-relations campaign is to
establish relationships with the media. Knowing key persons in
the editorial offices is essential.
Follow-up and continuity are also important for
the success of public relations. At the beginning of the
campaign, poinsettia press materials were published across
Europe about 550 times. In 2003, they were published more than
1,200 times. In 2008, about 2,000 media outlets reported on
poinsettias, resulting in an audience of about 360 million
people.
getting the word out
Media kits in 13
languages are sent to several thousand media outlets all over
Europe. When targeting high-end consumer media, it is important
to provide a broad range of pictures so each magazine can choose
according to its style. Articles providing useful information
help the media have easy access to good, reliable material.
Different topics usually are addressed, such as decorating with
poinsettias, poinsettias as gifts or the start of the poinsettia
season.
Material for journalists can be downloaded from the Web
site www.starsforeurope.com. Web sites also are available
for consumers.
promotional
activities in the store
In 2005, Stars for
Europe decided to link public-relations measures with
promotional activities in stores, starting with a campaign for
German retailers. The promotional kit included posters and
fliers, and in the first year, about 400 were sold for the
equivalent of $50 each in Germany. In 2008, more than 600
promotional kits were sold to retailers in Germany. Meanwhile,
more countries have adapted the promotional materials.
“stars for north
america”?
The starting point
for generic marketing activities is an agreement for collecting
funds for the campaign. With Stars for Europe, Dümmen, Fischer/Syngenta
Flowers, PLA/Ecke and Selecta Klemm agreed to raise a marketing
license fee of 0.5 euro cent per cutting.
Marketing activities for poinsettias in North
America could be even more cost-effective than in Europe. In
Europe, 16 countries and 13 languages are involved. In North
America, a campaign focusing on the United States, Canada and
Mexico could reach about 450 million consumers speaking three
main languages. Thousands of stores could be equipped with
poinsettia promotion materials. Consumers want information about
their plant purchases, and a campaign like ours has helped meet
that need while promoting our industry.
Dr. Susanne Lux, of mec
marketing and ethics consulting, is a consultant in the
horticultural industries. She provides market analysis and
manages campaigns at “Stars for Europe,” the European poinsettia
campaign. You can reach her by telephone at (011)
49-264-498-1333 or by e-mail at
susanne.lux@meclux.de.
Photo courtesy of “Stars for Europe.”
|
|
Critical
Mass offers experts in the floral business a monthly forum to
express their views on a variety of topics of importance to the
industry. These viewpoints are not intended to reflect the
opinions of anyone at Super Floral Retailing or
Florists' Review Enterprises, Inc. |
|
|
|
|
Super Floral Retailing • Copyright 2009
Florists' Review Enterprises, Inc. | |
