Dutch summer annuals suppliers choose radio and TV promotion

More than 75% of suppliers of Summer Annuals (garden plants) voted in favor of the 2016 promotion plan, FloraHolland reports. During the product meeting on Thursday 10 December, the 2016 promotion plan, which is fully aimed at Dutch consumers, was presented.

Dutch TV program: Robs Grote Tuinverbouwing
The promotion plan stands on the shoulders of the results achieved in 2015 via product bartering on the 'Robs Grote Tuinverbouwing' television program. Based on the experiences had there, this aspect will be developed further. In 2016, viewers will be invited to visit the nursery, for instance.

Radio and TV promotion
New to the promotion plan are the radio advertisements planned for NPO Radio 2 and NPO 3FM. These broadcasters have the largest listening audience within the chosen target group in the Netherlands. The radio promotion campaign will be deployed in the spring of 2016 as the weekend approaches, while consumers are on their way home. The campaign will run for at least 6 weeks and to increase penetration, it will be combined with a TV campaign.

The promotional activities will be linked to the BBH's outdoor campaign as much as is possible and while consumers are being inspired about garden plants, the products will be featured on TV and radio.

Long-term strategic promotion plan
On the recommendation of the FPC, the suppliers have now consciously approved the plan for one year. It is the FPC's ambition to use the first six months to develop a long-term strategic promotion plan, preferably together with other FPCs that represent garden plants. Investigations into the practical possibilities will begin immediately.

Source: FloraHolland