From
Pelargonium for Europe
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• June 2018 •
Pelargonium for Europe is a marketing initiative founded by pelargonium breeders to promote and ensure long-term geranium sales across Europe. Our trade news is here to keep breeders, growers, retailers and interested trade parties informed with what the campaign is doing in 10 different countries.
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What happened last month
Just a few of the many activities completed & clippings achieved
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Events & special activities
Our partners have been holding pelargonium events all over Europe...
Netherlands • Pelargoniums sponsored Libelle Zomerweek, a famous women's festival with around 80,000 visitors, which took place from 21 - 17 May on the beach in Aalsmeer in Holland. Geraniums contributed greatly to the atmosphere and were mentioned as a sponsor. Clippings will follow in August and again next year.
Germany • We have created a DIY video for creating a modern geranium planter, and we're promoting it across all channels. Watch it on YouTube.
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Poland • The 'Saska Kępa Feast' is a busy street party that takes place in a trendy neighbourhood in Warsaw with attractions such as live music, food corners, fashion parades and a craft market. This year, pelargoniums were placed at the centre of the event in the form of a huge colourful pelargonium picture frame where people could take photos of themselves and post them on social media in return for pelargonium giveaways.
The Warsaw Book Fair is the largest international book event in Poland and this year hosted nearly 800 exhibitors from 32 countries. At the event, the Polish Public Radio station stand was decorated with pelargoniums.
UK • A geranium installation was designed by two award-winning landscape designers in front of Zetter Townhouse, a popular London hotel, as part of the Chelsea Fringe gardening festival. The activity was backed by a PR campaign which led to several consumer and trade clippings and social media activity. Influencers were invited to afternoon tea at the hotel and the installation proved so popular that it has been extended to the end of June.
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Consumer press clippings, blogger & media collaborations
Here are just some examples of the many clippings and geranium coverage our partners have created...
Austria • A collaboration with Bundesländerinnen to include top story geranium promotion across nine different lifestyle websites with 98,056 unique users, and integration into its newsletter which is sent to 56,732 people. See the first and second advertorials here.
Netherlands • Publication in Margriet magazine with a readership of 382 000.
France • Collaboration with Détente Jardin, a gardening magazine, to run a competition where readers vote for their favourite geranium colour. The prize includes geranium seeds, a tote bag, a guide to growing your own geraniums, geranium-scented soap and geranium and rosemary flavoured tea.
Germany • Media cooperation with Homes & Gardens to create a four-page feature all about geraniums and a two-page Bild der Frau reportage.
Italy • Press clippings in; donnamoderna.com - one of the most popular weekly women's lifestyle magazines; Elle.it - leading fashion magazine; an insert and front cover mention in Casa in Fiore - a monthly publication dedicated to gardening lovers; Blogarredamento.com - a website about the best Italian interior design blogs, and Dettaglihomedecor.com - a blog about home and interior design.
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Trade press clippings & activities
We're always encouraging the green trade to buy, sell and plant more geraniums. Here are a few examples...
Austria • Florists created an impressive table decoration for a banquet with flowers on a bed of pelargonium, to decorate an event at a castle - see photos (copyright: Österreichische Blumenwerbung GmbH).
Italy • Trade press clipping in floricultore.it, a long-standing monthly magazine for the green trade.
Poland • Newsletter about geraniums distributed by Forum Kwiatowe, the leading trade portal for Polish florists.
Several countries • Many of our partner agencies have their own databases of trade contacts - garden centres, producers, florists, etc. and they send email newsletters to promote the sales of geraniums to these networks.
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Words from one of our partners
Feedback from our European partner agencies & organisations
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Kamila Żmijewska from our Polish agency, PiArt, talks about the campaign:
“I am very happy that Poland was one of the selected countries to take part in the pelargonium campaign. For many years, pelargonium has been a favourite balcony plant here, but mostly chosen by the oldest generation. Thanks to the campaign, we’re awakening a need among young people to buy more pelargoniums. We’ve divided our activities into two groups and are addressing them to consumers and trade.
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"We reach consumers through social media activities on Facebook and our own social media channels, WOMM and cooperation with influencers. We also widely cooperate with media, we’ve placed pelargonium studio decorations on popular morning TV programs, we give TV and radio interviews with care tips, and we sponsor balcony and garden design programs with pelargoniums. We try to attract young people at different commercial events by promoting pelargoniums in original ways, for example by creating a giant picture frame covered in colourful pelargoniums where we giveaway plants in return for posting a selfie in the frame on Instagram, tagged #kochamypelargonie (we love pelargoniums). We also cooperate with trade – including wholesale markets, garden centres and florists – and provide them with POS materials such as care flyers and posters, and we place adverts and banners in trade media with links to our campaign website.”
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