Responding to the need for an effective, fully integrated approach to marketing perennials, Perennial Plant Products has announced the launch of a new, two-brand marketing strategy being developed for their European & US markets.
Designed to involve the entire supply chain from Breeder to end Consumer, the new strategy involves the creation of two separate brands, one for our Industry and the other focused on the end Consumer. Each is supported by its own individual branding, including new logos and websites, but with an integrated marketing communications approach to drive market growth. Over the next six months, the new elements of the program will be shared with breeders through to the end Consumer.
Must Have Perennials™ – the new Industry Trade brand – is being designed to provide an integrated marketing vehicle to support Breeders, Young Plant Producers, Finished Plant Producers and Retailers in bringing new, innovative perennials to market, as well as the continued marketing of the existing ranges of top-selling perennials, up to this point marketed under the Blooms of Bressingham brand. This includes Geranium Rozanne™, the world’s top-selling perennial. Note that the existing licensee network is not changing.
Must Have Perennials™ has its own website (www.MustHaveperennials.com) and is being further developed to provide full-range information on each variety, including growing data, seasonal marketing ideas and advance news of new introductions. The site will also include access to new marketing collateral to be created for the Trade to use in the promotion of sales to their own customers.
Rozanne and Friends™ is the new Consumer brand, focused on promoting the Must Have Perennials™ range to the end user through its own website (www.Rozanneandfriends.com) and individual branding. This will build on Geranium Rozanne’s very successful consumer marketing which has made it the world’s most popular plant on social media with over 65,000 likes on Facebook.
Geranium Rozanne™ has established itself as the world’s top-selling perennial and has earned many prestigious awards from around the globe. Rozanne™ now has an established personality arising out of an innovative social media campaign over the past 18 months.
Rozanne’s “Friends” will be a constantly developing range of perennial plants, each with outstanding garden performance, versatility and functionality to meet the needs of the consumer, together with offering exceptional value for money.
A range of in-store Point of Sale material is being developed over the next six months to assist Retailers in maximizing sales potential, linking with future Rozanne and Friends™ national marketing campaigns.
A new Rozanne and Friends™ Garden Design Program is also being developed over the next year. To the end Consumer, this will highlight plant combinations and the provision of much needed information on how and where to use all perennials. It will also be at the center of marketing communications to both the Trade and end Consumer.