For the third time, the Magical 150 days challenge will take place to promote the Magical hydrangea. Especially on social media, the plant can be found a lot with the hashtag #magical150dayschallenge to inform the consumer about the long flowering time and color-changing properties of the hydrangea. According to marketing manager Sandra van der Knaap, the ‘branding’ of flowers and plants will only increase in the future.
The Magical 150 days challenge started on the first of May. A month before the start, Dutch and German consumers could sign up to receive a free hydrangea as a gift in honor of the campaign's kick-off. Together with consumers who bought a plant at the garden centers and florists, they will be sharing the blooming process of their plants on social media. “The goal of the campaign is to make the consumer aware of the unique qualities of these indoor hydrangeas and to let them know that they are not difficult to take care of. We reach the campaign's target audience through influencers and our own vlogs.”
The in-store story
Eventually, the efforts should lead to an increase in sales, and to achieve this, in-store promotion is not overlooked. “80 percent of the decisions to actually buy a product are made when already inside the store, and for the market, this is where the opportunities lie. We note that a lot of the in-store communication in garden centers is about the price.” Sandra expects to see this change in the upcoming years. “Consumers are looking for a story, and those stories can be found everywhere because flowers and plants are perfect products to tell stories about. However, producers and garden centers will need to work together and put in the time and effort to find a gripping way to tell these stories, but the opportunities are definitely there.”