Botanical better targeted by campaigns in 201602 December 2016
Keeping flowers and plants constantly top of mind with the consumer - that’s what Flower Council of Holland (FCH) devotes themselves to every day. They make sure that consumers become and remain inspired to buy flowers and plants. FCH have set out the most significant activities and results in 2016 below.
In 2016 the growers who are members of Royal FloraHolland and the traders who are its customers jointly invested in the generic promotion of flowers and plants. With a total sum of €14.5 million, FCH has been able to reach and engage millions of consumers, and thereby given a positive boost to sales of flowers and plants in Germany, France, the Netherlands and the United Kingdom.
Optimum return in the most important markets
FCH promotes the sale of flowers and plants in four countries with an attractive market size and substantial Dutch market share. With its consumer brands Funnyhowflowersdothat.co.uk and Thejoyofplants.co.uk FCH provides inspiration in each country in the language of the country concerned, taking account of local preferences and trends. The campaigns, content and promotions thereby reach a large international group of consumers.
High profile campaigns, surprising promotions
FCH develops effective campaigns with flowers and plants in the leading role. In-depth market research shows that these eye-catching campaigns hit the mark, and ensure that people talk about flowers and plants. Alongside campaigns, inspiration is also provided with relevant and sparkling content, both online and off-line. This is of interest to consumers, the flower and plant sector and the press. From handy tips, detailed information, remarkable stories and fun facts through to inspiring images. All the images and text can be downloaded free of charge and used for marketing purposes. FCH therefore works with the sector to ensure that flowe
FCH has run several campaigns last year. Some examples are:
- Flower Agenda
- House- and Garden plant of the month
- National Gallery London
- #favouriteflower campaign
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