Promotion plan 2017-2019
365 days of flowers
How is your product being promoted by
florists?
Jacqueline Doornekamp
Concept Factory
What are we seeking to achieve with promotion?
To raise demand for
flowers in order to improve
pricing.
Who are we trying to reach with promotion?
Florists: they buy 83% of your
flowers in the most important sales
countries.
But we also want to reach bouquet
makers and
retailers.
What are the main sales countries?
The promotional activities focus on the countries
where most of the turnover is generated
OPPORTUNITY
FOCUS
27%
Brigitte
Janny
Liz
How do we aim to increase demand?
By exciting their interest in our flowers, thereby
getting them to buy our flowers.
How do we excite the florists?
The seasonal experience of the florists and their
customers is key! We will translate this into:
• Range
• Craftsmanship; in visual and textual form
• Bouquets
• Flower info and care information
All this comes together in '365 days of flowers'
The '365 days of flowers' magazine
4 times a year
32.000 copies per season (in 4 languages):
•Delivered to florists in Germany, Britain, Belgium
and the Netherlands
•Through 50 exporters, also in other important
countries
What else do we surprise florists with?
•A website and social media; Facebook, Twitter,
Pinterest
•Fun activities to bring growers and florists together
•Presence at florists' events
•Publicity; also of the florists' trade press
•Posters, fliers
Beautiful photography
Website and social media
The Facebook page
'365 days of flowers'
with almost 10,000 fans is one of
the biggest florists'/flower fan sites
in the Netherlands.
Fun activities
E.g.
•Grower 'raids' florist
•Breakfast at the
growers'
•Photo opportunity
at the growers' for
extra publicity in
news media
Presence at florists' events
"Seasonal flowers are
present at an average of
six florists' events per
year, reaching over 500
florists per event."
Publicity
Posters & fliers
When will we be satisfied?
Through promotion we will contribute to the market position and
visibility of seasonal flowers. We will assess the results of the
campaign at the start and finish of this project according to the
following three points:
1. The extent to which florists value the campaign.
2. The impact the campaign has on florists' intention to buy.
3. Degree to which florists experience that
consumers buy more seasonal flowers.
What are we concretely trying to achieve?
We want ‘365 days of flowers’
to reach at least 65%
of florists in the most
important sales countries.
What is measured annually?
Make measurable - activity level
Objective
1. '365 days of flowers' magazine
• 14,400 florists in NL/BE, UK, DE receive the magazine
directly
• 2,500 florists are reached directly through trade fairs in
DE, NL and BE
• Remaining 15,100 copies distributed through some 40
exporters
2. Online platform and social media
Realization of new platform and 10% growth per year
Facebook: average 2,500 hits per day (NL)
DE and UK: average 1,500 hits per day
Instagram: 15% growth after launch
Pinterest, YouTube: 10% growth per year
3. Activities program
A. PR - Number of publications and reach
through wholesalers' media, florists' media
(e.g. trade magazines and platforms)
B. Realization of seasonal campaigns
C. Florists' trade fairs
A. Minimum 1 publication per country min. 5 publications
per season; min. 6 million consumers reached
B. Min. 1 activity per season
C. Min. 2 per season, 500 florists per event
What is the annual budget?
Budget €275,000
Growers’ contribution
Breeders’ contribution
From provision
€ 220,000
€ 15,000
€ 40,000
How will the be budget spent?
Outline of annual budget spend
1. 4x seasonal magazine
€120,000
2. Online platform 365 days of flowers
€25,000
3. Fairs, publicity and fun campaigns
€32,500
4. Photography and content
€35,000
5. Sponsoring and opportunities
€8,000
6. Communication - growers and traders €13,500
7. (Board) organization and realization
€41,000
What is the cost for you as a grower?
0.06% of your turnover.
That amounts to €60
per €100,000
Duration of '365 days of flowers' promotion plan
1 January 2017 to 31 December 2019
Who will ensure the execution of the project?
Three FPCs are our clients:
•Bulb Flower Assortment
•Summer Flowers
•Ornamental/berrying/forced
shrub
Execution: PurE seasonal flowers promotion committee
2,200 growers
Concept Factory
Who will execute the project?
Concept Factory will control the realization of all the
activities as instructed by the promotion committee.
Jacqueline Doornekamp is project manager.
Brigitte
Jacqueline
Liz
Who will provide support?
Gerard Gardien,Janny
Market and Brigitte
Product Project Lead
is on the committee for Royal FloraHolland
Liz
Thank you. For taking the time to read the 2017-2019
promotion plan. This plan will be put to a vote among
the members on 11 May. You can also cast your vote
online.
The PurE seasonal flowers promotion committee:
Marcel van Tol, FPC member for the Summer Flower growers,
Robert-Jan Kolster, FPC member for Cut, Berry and Forced Shrub growers
John van der Slot, FPC member for Flower Bulb Assortment growers
Siska van Kessel, for the African growers
Doorke van Balen for the Israeli growers
Daan Kneppers, for Plantum (breeders and plant suppliers)
Kitty de Jong, for the Flower Bulb Assortment growers
Henk van de Berg, for the Summer Flower growers
Adrie Klaasse Bos – Bos, for the Summer Flower growers
Bianca van Eijk, for the Summer Flower growers
Matthijs Beelen, independent chair
Gerard Gardien, FloraHolland Market and Product Project Lead
Jacqueline Doornekamp, Concept Factory Project Manager