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

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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 •524 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

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Welcome

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  • 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!

WHO ARE WE / WHAT DO WE DO?

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HOME GARDEN ASSOCIATION UPDATE

Harm Custers & David Arnold

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HG CONFERENCE 2015

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HG CONFERENCE 2015

  • 22-23 September
  • Aalsmeer (NL)
  • Approx. 90 participants

from Europe and beyond (South-Africa)

  • Theme: The Consumer

and Retail Experience

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VISITS

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VISITS

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TOP SPEAKERS

Consumer trends & retail:

  • Nancy van Kleef –

VIRetail

  • Richard van

Hooijdonk

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Did this conference meet your expectations ? 98% from 58 people say: YES

80% 85% 90% 95% 100% 2010 2011 2012 2013 2014 2015 YES

52 Forms 58 Forms 58 Forms 41 Forms 48 Forms 22 Forms

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If yes, will you visit the HCG again ? 92% will visit the HGC again

52 Forms 58 Forms 58 Forms 41 Forms 48 Forms 22 Forms

84% 86% 88% 90% 92% 94% 96% 98% 100% 2010 2011 2012 2013 2014 2015 Visit again

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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
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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
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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 Protection against reproduction Excellence in breeding technical breakthrough Variety with the highest WOW factor

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GOLD MEDAL FOR HOME GARDENING?

  • Additional income for the

Organisation

  • Additional promotion
  • pportunities for the B.U.

Changes in trialing system

  • Dedicated trials
  • Capable of direct sowing
  • …….
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Join your colleagues - become a Member!

And many more….

By the members, For the members!

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2016 was the ….. PLANT OF THE YEAR CAMPAIGN

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LOGOS AND PHOTOS

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IN THE TRADE

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BLOGS

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

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IN THE MEDIA

Nov

  • velties

elties launched to launched to celebrate celebrate Year Year of

  • f the Cos

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

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EDITORIAL

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

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Dutch gardening monthly: circulation 100.000

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EDITORIAL

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

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Dutch gardening monthly: circulation 100.000

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SOCIAL MEDIA

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  • 80 entries
  • Supported by 14

companies

TRIAL AT RHS WISLEY

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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

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VIRAL TWEET

57 Re-tweets 162 Likes

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STILL ATTENTION FOR SUNFLOWERS

Sunflower Circle in 2016 Write-up in “The Garden” - April 2016

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TRIAL AT JARDIN DES PLANTES, PARIS

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ONLINE VOTING

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FACEBOOK

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2017

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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
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2018 MARIGOLD & PEPPER

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2018 MARIGOLD & PEPPER