New Danziger Marketing Aims to Create Consumer Brands
At Flower Trials 2017, Danziger will reveal a new strategy to take its breeding and production to the next level by including marketing to create consumer brands from varieties such as its AMORE Petunia.
A series of marketing activities will kick off during Flower Trials 2017, June 13-16.
Danziger has produced a “teaser” video invitation for the trials featuring the message, “Are you ready to share your love?” The short film, shot in Leiden, Holland, shows different people receiving a hand-delivered package containing an AMORE potted plant.
“While potted plants are usually bought by a person for his or her own use, we wanted to open a new selling opportunity by transforming the AMORE series into a gift,” said Anna Chernyavsky, director of sales – bedding and perennials.
With another marketing initiative, 200 visitors at Danziger’s Flower Trials 2017 will have the opportunity to “share their love” in an original piece of interactive marketing, inviting them to send their loved ones a box of AMORE with a personal greeting card.
Another marketing campaign, “Share your love in the cities,” aims to extend the end-consumer base for the AMORE series by targeting organizational buyers such as parks and municipalities. Danziger has teamed up with Florensis to plant the AMORE series in a variety of romantic locations in city parks. The first event took place at Vondell Park Amsterdam on May 10, and will be followed on June 5 with a special “share your love” event held in the park, featuring live music, special activities and branded AMORE giveaways.
AMORE has its own dedicated website, www.amore-danziger.com, providing clients and customers with a centralized place to find everything they need regarding the brand, from product information to photos of AMORE events and a range of branded marketing materials.
Bidens is another crop that Danziger aims to reinvigorate through an imaginative marketing and branding approach. Danziger is adding to its Bidens collection, beginning with never-before-seen colors such as bright pink. The entire assortment will be promoted through a marketing campaign called “TIMELESS.”
For more information on Danziger at Flower Trials, visit www.flowertrials.com/en/participants/danziger-imperial-plants.
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