At Flower Trials 2017, Danziger will reveal a new strategy to take its top-of-the-line breeding and production to the next level, including marketing to create consumer brands from varieties such as its Amore™ Petunia.
A series of marketing activities will kick off around Flower Trials 2017, June 13-16.
Amore: potted plant marketing
Danziger has produced a “teaser” video invitation for the exhibition 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 of love 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,” says Anna Chernyavsky, Director of Sales - Bedding & Perennials. Danziger has decorated the display to look and feel like Paris, with chanson background music, complementary macaroons and flowering pots.
With another marketing initiative, 200 lucky visitors at Danziger’s Flower Trials 2017 expo 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.
In an additional marketing campaign entitled, “Share your love in the cities,” Danziger aims to extend the end-consumer base for its Amore™ series by targeting organizational buyers such as parks and municipalities. For this new campaign, Danziger has teamed up with partner Florensis to plant the Amore™ series in a variety of romantic locations in city parks. The first event was held at Vondelpark Amsterdam on 10 May, and will be followed on 5 June with a special “share your love” event held in the park, featuring live music, special romantic activities and branded Amore™ giveaways.
Amore™ has its own webpage, 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: reinventing a traditional category
Bidens is another crop that Danziger aims to reinvigorate through an imaginative marketing and branding approach. “Over time, the Bidens market has earned a perception as being traditional, almost boring, and dominated by yellow coloring and low innovation,” says Chernyavsky. After extensive breeding and crop development, Danziger is adding to its extensive Bidens collection, beginning with never-before-seen colors such as bright pink.
The entire assortment will be promoted through a marketing campaign called “Timeless™.” “This time our brand will not stand for a series, but rather for a crop, accompanied by a promise to bring the best of the known, together with a new, innovative generation that will be breaking the former rules of the category,” says Kaplan. “The name ‘Timeless’ expresses the idea of combining respect for the established and successful, with excitement for the new and innovative.”
New varieties
Among Danziger’s hundreds of varieties at Flower Trials 2017, highlights include:
- Timeless™ - Bidens, to be presented for the first time with its new brand (New Generation of Bidens)
- Nesia™- Nemesia (heat resistance and delicate fragrance)
- Pazzaz™ - Portulaca (floriferous nature with moderate trailing habit),
- Pazzaz™ Nano– Portulaca (flower opens up very early in the morning, enabling a touch of color even with the morning coffee in the patio)
- Campino™ Portulaca (outstanding qualities from the growers’ pot and up to end-user’s garden/excellent shelf-life at point of sale
- SUN HARMONY™ (ideal for garden with high tolerance to high and low temperatures)
- Littletunia™ and Capella™ - Petunia series (splendid display throughout, from the grower pot up to the end-user)
For more information on visiting Danziger at Flower Trials, please visit. www.flowertrials.com/en/participants/danziger-imperial-plants.