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Transition >> Garden Messenger

to Colour your life

Amanda LongDirector

Optima Marketing & PR

Garden Messenger – building on success

K/ledge of Positive effectcampaign on sales06 - 95% 06 - 68%07 - 93% 07 - 79% 08 - 96% 08 - 71%

• Media results EXCEEDED targets each yr

• How do we build on this?

OPTIMA MARKETING & PR

Challenges

Branding not related

GM lot of time to mature

CYL – new stronger but relatively complicated offer with extra strands

Charge for DVD

Ltd introduction budget


What are we doing? (Trade)

Link to GM – web, newsletters etc Presentations/seminars at trade showsGCA p/ship - conferences + Green CityPPH dedicated comms – newsletters, emailsTrade press features & annoucementsPilot projects


Retailer finds out about CYL at GCA Associates network night


Trade press features


What are we doing? (Media + consumers)

Stronger offer – consumer link + increase of articles/images

Link to GM – web, press packs etc Presentations/seminars at trade showsLinks with key assoc. GMG Media flyers - seasonal hard copyDirect contact – phone, emailUse Green City to add value – CHELSEA 09


Adding value


Chelsea 09 - reaching the mediaOPTIMA MARKETING & PR

Chelsea 09 - reaching the public

Issues…

- Slow filter due lots info + different audiences (within trade mixed commitment/generations/roles)

- Media business changing

- Competition makes charging a problem

- Without major ad campaign get slow build


We are getting results…

+ Strong offer with potential to meet market needs

+ Slow start but getting there

+ Building link with Green City adds value

+ Get v positive feedback – plan to use this


‘I’m delighted with Colour your life. The materials are flexible & work with our consumers. The website alone will save me about a month’s work!’

Dave Rigby, Pimbo Garden Centre

‘We love Colour your life! The materials and resources are well thought out and easy to use.’

Tony Jones, Barton Grange Garden Centre


When they get it, they love it…!


Business

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