Usa

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Usa

  1. 1. North American Program 2008/09
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 2008/09 Program • Online Website / Newsletter • Association Sponsorships • Press Trip / Press Articles • Conference Speaker • Perennial Marketing Contest
  6. 6. 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
  7. 7. Plant of the Month Link
  8. 8. 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
  9. 9. Retail Road Show
  10. 10. On-line newsletter sponsorship
  11. 11. 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
  12. 12. Press Trip July ’08
  13. 13. Conference Speaker • International Plant Propagators’ Society (IPPS) Annual Symposium – Ronald Houtman – New varieties, variety trials • Landscape Ontario Congress – Jan Habets – The Green City
  14. 14. 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

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