Flower Office Holland looking for more effective sector promotion

Bloemenbureau Holland (Flower Office Holland) by means of generic promotion, for many years taken care of increasing the interest in flowers and plants with consumers. For this, Bloemenbureau Holland (BBH) develops targeted promotional campaigns to increase awareness towards flowers and plants. In order to better match the BBH campaigns and the activation to the consumer on the shop floor, additional activities are increasingly required. Both trading companies and growers therefore need a framework and the means (marketing tools) to achieve that.

Change process

The board of BBH, in close cooperation with commercial partners and growers, has developed a plan for this purpose. To form a bridge between, on one hand to keep creating consumer interest, and on the other to activate and stimulate direct sales on the shop floor. This spring, therefore, a change process has been started that should lead to a more effective manner of sector promotion for flowers and plants. With the ambition to bring marketing efforts in the ornamentals sector to a higher level.

Marketing activation gets defined

In order to come to a new approach of sector promotion within the ornamental plant sector, a sector promoter will be appointed, overseeing two executive agencies. BBH with an adjusted working method. And in addition, a new part of the sector promotion: marketing activation, so that increasing interest and activation are linked together. In close cooperation with trading parties and growers, the coming period will be used to set up the necessary organization and to mark the necessary frameworks clearly.

The aim is to start with the new organization by the end of 2017, whereby generic promotion and marketing activation will be used to stimulate consumer perception and the marketing of flowers and plants.

For more information, please contact Boy van Droffelaar - Chairman Bloemenbureau Holland (+31 (0)655 121 424 or by mail)