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France

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Transcript

  • 1. Life’s taking new COLORS …!
  • 2. Our actions in France • Same Press action as PDM • New website : www.colour-your-life.fr • 3 POS collections + films • 2 Liberty DVDs to print and adapt POS • Promoting benefits of plants and gardening
  • 3. Our Targets in France • Consumer Press • Trade Press • Garden Centres • Nurseries
  • 4. Targets in France - 1 • Consumer Press : 400 journalists reached through our data base • Trade Press : 1 weekly newsletter + 1 leading horticultural papers + 3 to 5 garden centres trade magazines
  • 5. Targets in France - 2 • Garden Centres : 1200 points of sales 70 % belong a chain or a group • Nurseries : 8 nationals 30-40 regionals and locals
  • 6. Our Partner in France • VAL’HOR = interprofessional trade organisation for ornamental horticulture : – growers – garden centres – florists – landscape contractors – landscape designers
  • 7. Our Partner in France VAL’HOR : • Partner for La Plante du Mois • Partner for Green City • Partner for Colour Your Life ??
  • 8. Situation in France • Colour Your Life Campaign will be fully in exercise in 2010 • Autumn 2009 first objective : confirming partnership with VAL’HOR
  • 9. First reactions in France • Consumer Press : confirmed interest, like PDM • Garden centres and nurseries : mixed reactions
  • 10. Garden centres • Garden centres are highly concentrated in France – 3 big chains : Jardiland, Truffaut, Botanic – 2 Rising chains (former agrostores) Gamm Vert and APEX – 6-7 smaller groups – Fewer and fewer independant GC
  • 11. Garden centres - 1 • Leading chains are more interested into a PDM-like campaign : – Common choice of one plant or theme per month and coordinated actions growers-retailers-press
  • 12. Garden centres - 2 • Smaller chains are ALSO interested with the possibility of using Colour Your Life DVD for making their own promotional campaign
  • 13. Val’Hor A long and difficult decision process ! Next Meeting September 23rd
  • 14. CYL Strengths • Keeping a PDM-like action line – Coordinated plant promotion trade/press • Offering additional services – Liberty DVDs for individual promotion – Step-by-step films & sheets – Consumer website
  • 15. CYL « not so easy points » • English name : we might have to translate + keeping reference to international campaign : « De la couleur dans votre vie ! » Une campagne Colour Your Life
  • 16. CYL « not so easy points » • Different messages in the same campaign : – Colour Your Life – PDM like campaign – Liberty campaign – Benefits of GREEN
  • 17. Promoting benefits of plants • A real PLUS for the Press • Is the French trade ready for it ? • A risk of being confused ? – Colours : seductio – n, emotion – Health and socian benefits : rational brain
  • 18. What kind of partnership ? • Joined selection of promoted plants • Plus ? – Yearly calendar : Plants + selling advices ? – Merchandizing seminars ? – Other suggestions from other experiences ?
  • 19. MERCI BEAUCOUP !