Upload
remy-steijger
View
307
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
North American Program
2008/09
Challenges of the North American Marketplace
• Regulatory / Border Challenges– Plants with soil can not be imported or
exported– Product line eligible for export very limited– Phytosanitary regulations and inspection
practices a deterrent to potential customers
Challenges of the North American Marketplace
• Demographics– Huge marketplace to cover– Large range of hardiness zones
• (from zone 2 to 10)
– Different “attitudes” between American and Canadian marketplaces
Challenges of the North American Marketplace
• North American requires a B2B program:– Perennials and some lining out stock are
the main product lines– Nursery growers and retail distribution
centres are the target markets
2008/09 Program
• Online Website / Newsletter
• Association Sponsorships
• Press Trip / Press Articles
• Conference Speaker
• Perennial Marketing Contest
On-Line Newsletter
• Complete revamp of site – Launched in January 2009– New features, including “Ask the Expert”– Direct “news” from The Netherlands
• Translated articles from de Boomkwekerij• Improved Site Optimization Strategies (SEO)_
– Improved analytics capabilities
Plant of the Month Link
Association Sponsorships
• New for 2009
• Main purpose is to “ease the way” for possible Colour Your Life campaign in North America
• North American demographics make it desirable to work with trade organizations
Retail Road Show
On-line newsletter sponsorship
Press Trip / Press Articles
• 2008 replaced journalist with technical writers
• Better guarantee of published articles
• Summer timing is more and more of an issue for North American journalists
• Trip has been combined with Plantarium and/or winner’s trip
Press Trip July ’08
Conference Speaker
• International Plant Propagators’ Society (IPPS) Annual Symposium– Ronald Houtman– New varieties, variety trials
• Landscape Ontario Congress– Jan Habets– The Green City
Perennial Marketing Contest
• Discontinued after 2008– Declining participation despite increased
promotional efforts– Retail market increasingly difficult to target
• Finish up program with a winner’s trip in August of 2009