If you are a plant
breeder / varieties agent... |
As the original source of products which may find their way into
all four corners of the world, the information you provide will
influence their reputation and sales potential right through the
supply chain to the end consumer.
You've chosen your varieties for good reasons, so let everybody
know what those are! You'll encourage sales to your immediate
customers at the same time as helping them move your products
further along the supply chain. And that will keep them coming
back for more - just as long as your plants live up to the
reputation you create for them.
If you are lucky enough to
be working with distributors who exercise an active and
inventive marketing strategy, providing them with excellent
material to work with will help them to do an even better job
for you.
As the product originator you are in a powerful position to take care of
your own destiny!
Read on to discover how Planting Stories' services can help your
business. |
Strategy
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Useful for
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Your focus needs to be on having informative,
inspiring descriptions for each of your varieties, backed up with a
strategy for how and when these get used and seen by other people.
At some point in your plants' journeys to their end users, p-o-p
materials and press coverage will probably figure in the marketing mix,
and it's in your interests to influence how your varieties are
presented.
Even if it's not you making the pot tags or distributing the press
releases, it's important to know who is and what you can do to help get
the best results.
You have the opportunity to kick-start the media interest machine by
distributing samples of your varieties to garden writers and other
influential communicators. If you are not in a position to do this
yourself you can instruct your producers or distributors.
In the case of plant varieties - especially new ones - a little strategy
goes a long way when it comes to raising awareness, influencing opinion
and timing your publicity to coincide with
product availability.
A smart strategy will help you have more control over how your products
are promoted right through the sales chain.
Read more about strategy |
► Making sure your plant
varieties are promoted accurately and effectively, right through the
supply chain.
►
Making sure your publicity hits the right people
at the right time.
► Spending your budget wisely to get maximum
benefit.
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Copywriting
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Useful for
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Informative,
well-written product descriptions which highlight sales features
are essential partners for each of your plant varieties. You'll
get great value out of these as they can be put to use in your own
catalogue/website, in your customers
sales materials and eventually for retail p-o-p.
These descriptions can be elaborated upon to produce
press releases that inspire media publication in
both trade and consumer sectors. The resulting publicity can stimulate sales
right through the supply chain, delighting the wholesalers and retailers
who sell on your behalf.
You may also benefit from having an expertly presented branding
story, business profile or news announcement created for you.
Having well-written publicity materials in
circulation adds to your own sales story as a business partner
with breeders or distributors you hope to work with
in the future.
Read more about copywriting |
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Catalogues
► Websites
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Promotional leaflets etc used at
trade shows
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Entries in trade directories
► Crop culture articles for trade
publications
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Press releases for trade and consumer publications
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Product descriptions for trade
publications special features
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Advertisements in trade publications |
Communications
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Useful for
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One of the easiest ways to let the world know about your
business and the great varieties
you offer is by distributing press releases to writers of
relevant publications.
Via the trade press you can attract distributors, wholesale buyers,
professional landscapers and
retailers to take on your products, or breeders to come to you
with theirs.
Via consumer media (magazines, websites, books, broadcasts,
lectures) you can raise product awareness and encourage pull-through sales,
increasing product demand and keeping your immediate customers
happy. You can increase long-term publicity potential by also
distributing product samples.
Naturally, the timing of all
publicity needs to be carefully considered to fit with
your production and distribution schedules.
Trade publications run many features that focus on specific
services and products, so it's always good to make sure your
entire product range is in their line of sight no matter how
long items have been on the market.
Press releases can lead to publicity that costs a fraction of
the equivalent advertising space, but only if the content is
considered newsworthy and relevant by the editors concerned.
Planting Stories can advise on the suitability of your
information.
Read more about communications |
► Making sure your information reaches the
people who write the publications relevant to your marketing
plan.
► Raising awareness of your varieties in
various countries.
► Promoting your varieties within the trade
► Promoting your varieties to consumers
► Gathering names and addresses for distributing plant samples
to media contacts
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Advertising and sponsorship
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Useful for
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Advertising and sponsorship are guaranteed ways to make sure your
information appears in the publications or at the events you choose. Both
can be costly exercises, so you want to be sure your money is spent
wisely.
With options ranging from directory listings to traditional on-page print advertising to web
and e-news banners to inserts, wraparounds and the various opportunities
afforded by event sponsorship, it pays to know your way around.
As a former advertising sales manager I know what to look for in a deal
and can negotiate on your behalf to get you the most effective package.
Read more about advertising and sponsorship |
► Promoting your varieties within the trade
► Attracting trade partnerships
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