If you are a plant
wholesaler... |
As a crucial link between plant producers and end customers,
your business packs a powerful punch in the supply chain.
The information you communicate reaches a lot of people and can
have a substantial impact on a variety's longevity and your
earnings from supplying it.
Read on to discover how Planting Stories' services can help your
business. |
Strategy
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Useful for
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Of course, the customers and suppliers you work with come in all
shapes and sizes, so the strategy you adopt needs to reflect your
personal set of cards.
As a mid-chain player, your biggest promotional responsibility is to
pass on product information from your suppliers to the people next in
line who continue to effect how a variety or range sells.
At the same time, you may have or want to create branded programs which
encapsulate a set of values in a single sales
story. These brands need to be carefully considered and craft-fully
communicated if they are to add value to the products they cover.
Your sales materials need to be well-presented, your representatives
need to be well-educated, and your client-focussed thinking needs to be
tuned-in.
While some suppliers will be better at providing product information
than others, your role is to present accurate and inspiring stories that
clearly explain how these products will prove profitable for your
customers.
Your strategy needs to take into account both what your customers want
and how well your offerings match up.
Read more about strategy |
► Creating brand identities
►
Making sure your publicity hits the right people
at the right time
►
Spending your budget wisely to get maximum
benefit. |
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 and
product ranges. This applies whether your plants are destined
for retail or for the private or public landscaping sector.
For retail products, you'll probably need customised description
versions to meet the differing concerns of retailers and
consumers. Even if you don't produce p-o-p materials, providing
the relevant information adds value to your products and could
tip the scales when your customers are making decisions.
For plants destined for landscape use, presenting appropriate
sales stories that demonstrate each variety's cost-effective
qualities could give you the edge over your competitors.
Depending on your positioning in the supply chain, you may want
to produce press releases to generate interest from retail
buyers via the trade press, or even to encourage pull-through
sales via consumer media.
You may also benefit from having an expertly presented branding
story, business profile or news announcement created for you.
Read more about copywriting |
► Trade
catalogues
► Websites
► Direct mail to customers
►
Promotional leaflets etc used at
trade shows
►
Entries in trade directories
►
Advertisements - trade and consumer publications
►
Press releases for trade and consumer publications
►
Product descriptions for trade
publications special features
► Packaging
► Point of sale materials |
Communications
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Useful for
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One of the easiest ways to let your customers know about your
business and the great varieties
and service you offer is by distributing press releases to
writers of relevant publications.
Press releases can lead to free publicity, but only if the content is
considered newsworthy and relevant by the editors concerned. Planting Stories can advise on the suitability of your
information and also on the best time to distribute it.
You can make use of the trade press to attract retail buyers, and the consumer press to
encourage pull-through sales. Naturally, the timing of such
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
product range is in their line of sight. One of the easiest ways
to achieve this is to post your product information on
Garden
Press Info.
In particular for consumer media, you can influence long-term
publicity potential by giving writers sample plants to grow.
Read more about communications |
► Making sure your information reaches the
people who write the publications relevant to your marketing
plan.
► Promoting your varieties within the trade
► Promoting your varieties to consumers
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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
locations or events you choose. Both
can be costly exercises, so you want to be sure your money is spent
wisely.
With options ranging from traditional on-page print advertising to web
and e-news banners to inserts, wraparounds and the various opportunities
afforded by event sponsorship or retailer partnerships, 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
► Promoting your varieties to the consumer market
► Attracting trade partnerships
|
Looking for the fastest, easiest way to get your
information seen by writers?
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Relations 2008-2009
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