26 June saw the Flower Council of Holland presenting its communication plans for 2020-2021 to a select group of engaged stakeholders at the World Horti Centre in Naaldwijk. Here is a brief summary.
Clear and inspiring
The Flower Council is continuing along the strategic path adopted in 2019 with striking campaigns, surprising content and shopper activations. Bert Kranendonk also provided a detailed introduction to FloriWorld, in which he painted a colourful picture of all the experiences that will be ready for visitors to enjoy from spring 2020. The offices of the Flower Council of Holland will also be based in the FloriWorld building from the middle of next year.
2020-2021 communications calendar
The communications activities for 2020-2021 have been outlined in the 2020-2021 Communications Calendar. This shows that consumers will be inspired throughout the year, with a peak in the spring and autumn when the campaign volume will be greater. During the remainder of the year there is a strong consistent basis of sustained marketing communication activities based on relevance and budget. With content through own websites, social media channels, external platforms and influencers, the Flower Council of Holland will pick up the target group’s current interests and establish links to campaigns and shopper activations. The latter - tempting consumers to go to the shop to buy flowers and plants - will remain an important cornerstone in 2020-2021.
What is changing?
From autumn 2020 the Houseplant of the Month, Flower Agenda and Garden Plant of the Month campaigns will be replaced with The Flower and Plant Collection. A select collection of flowers and plants will be launched twice a year based on the Horticulture Sector Style Trends, combined with PR activities, marketing materials, and shopper activation opportunities. New themes will also be developed for garden plants. It was found to be challenging to develop partnerships for shopper activation using the Bodenfrostfreitag theme.
The following applies to all communications: the Flower Council of Holland will do this jointly with traders and growers, relevant brands, media players and influencers with the aim of being even more successful together. Activities are made measurable, and are thereby always open to input and feedback from stakeholders, so that it is clear whether the communications are having the desired result.
For more information
Flower Council of Holland