Pelargonium for Europe is a marketing initiative active in 10 countries founded by breeders to promote and ensure long-term geranium sales across Europe, coordinated by Green Marketing Europe (GME). The initiative has detailed its marketing plans for 2019, specified by country.
France
BHR is an association for horticulturists and nurseries, and organiser of an important French trade fair. They will organize:
- Newsletters to around 10,000 trade contacts
- Geranium promotion at Salon du Végétal press conference
- Collaboration with bloggers
- Radio competition
- TV broadcast
- Possible event at a plant park
- Facebook and magazine competitions
- Special customizable POS service for retail
Germany
Anne Niesing PR and Prêt-à-Communiquer are experienced in reaching over 100 million people with the campaign. They're predicting around 1750 clippings this year.
- Ongoing contact with gardening editors
- Collaborations with consumer magazines with photoshoots for interior and style offices
- Competitions for readers
- TV cooperation with geranium studio decoration
- Radio cooperation e.g. a kids Mother's Day broadcast, teaching gardening project for schools, bringing pelargonium into the office
- Blogger collaborations
- Press event with live floral performance and DIYs
- Pop up consumer store in Berlin with selfie booth
- Video partnership
- Social media competitions and influencer collaborations
Benelux
Concept Factory specialise in horticulture marketing so they've got experience and contact lists for the important Dutch market.
- TV item on national television
- Collaboration with consumer event like Libelle Zomerweek or hanging basket workshops for influencers
- Providing trade companies with ready-to-use social media content
- Connecting with retail companies and offering presentations
- Sending newsletters to thousands of trade contacts
UK
JE Communications are an experienced boutique PR agency with a range of floral and lifestyle clients.
- Meetings with journalists – consumer and trade media
- Blogger collaborations
- Competitions with consumer magazines
- Press/influencer event to coincide with Clerkenwell Design Week and Chelsea Fringe festival – a geranium installation with the Zetter Townhouse Hotel
- McQueens Flower School collaboration - installation with geraniums
- Collaboration with retailers and trade bodies
Poland
PiArt have both close connections with trade organisations and consumer media, creating full and varied campaigns with cutting-edge PR ideas.
- Instagram blogger collaborations
- National TV interviews and product placements
- Photoshoots for magazines
- Sponsoring plant display for radio station at book fair for radio interview about geraniums
- Geranium selfie frame at cultural festivals like Daisy Days and Saska Kępa dance event
- Collaboration with a foundation and children's workshop
- Facebook advertising, competitions and WOMM with online commenting and conversation
- Collaboration with 15 bloggers in lifestyle, interiors, DIY, gardening
- Workshops at wholesale market for geraniums in boho style
- Collaboration with florist trade portal and calendar
Italy
Ad Mirabilia are a consumer PR agency with experience promoting creative messages to sell geraniums.
- Media communication in two themes: the gentle side of the geranium with relaxing, comforting colours and the energy of geranium pushing vivacity, summertime, happiness and plant parties
- #GeraniumParty influencer activity with a group of bloggers creating dedicated posts e.g. getting 7000 Likes each
- Special POS creation and promotion
Austria
Blumenmarketing Austria run Beetgeflüster magazine which has 60,000 garden centre and producer circulation. Long-term partners Blumenbüro Österreich will continue to run their campaign as well.
- TV spot
- Collaborations with magazines like Garten + Haus and Sabine
- Trade collaboration with Gartner und Florist
- City of Vienna event
- Geranium prize competition
- Culture cooperation e.g. at Schloss Hof palace
- Trade promotion through partners' regional offices, on their websites and social media
Sweden
Blomsterfrämjandet are a flower industry organisation with a large following on their own blog, website and social media channels and have close contacts with consumer press.
- Strong press coverage at both consumer and trade level
- Sharing photos, videos, POS and trade content across a range of partner's social media channels and blogs
Switzerland
Grayling are an internationally recognised PR agency and the initiative's Swiss partners have long-term experience on horticultural campaigns like the pelargonium project.
- Ongoing media relations and gifting projects to guarantee coverage
- Collaboration with lifestyle and DIY media
- Two to three blogger/ influencer collaborations with different topics e.g. balcony, gardening, table decoration and care advice
Pelargonium for Europe