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Uk

  1. 1. Transition >> Garden Messenger to Colour your life Amanda Long Director Optima Marketing & PR
  2. 2. Garden Messenger – building on success K/ledge of Positive effect campaign on sales 06 - 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
  3. 3. 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 OPTIMA MARKETING & PR
  4. 4. What are we doing? (Trade) Link to GM – web, newsletters etc Presentations/seminars at trade shows GCA p/ship - conferences + Green City PPH dedicated comms – newsletters, emails Trade press features & annoucements Pilot projects OPTIMA MARKETING & PR
  5. 5. Retailer finds out about CYL at GCA Associates network night OPTIMA MARKETING & PR
  6. 6. Trade press features OPTIMA MARKETING & PR
  7. 7. 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 shows Links with key assoc. GMG Media flyers - seasonal hard copy Direct contact – phone, email Use Green City to add value – CHELSEA 09 OPTIMA MARKETING & PR
  8. 8. Adding value OPTIMA MARKETING & PR
  9. 9. Chelsea 09 - reaching the media OPTIMA MARKETING & PR
  10. 10. Chelsea 09 - reaching the public
  11. 11. 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 OPTIMA MARKETING & PR
  12. 12. 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 OPTIMA MARKETING & PR
  13. 13. ‘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 OPTIMA MARKETING & PR
  14. 14. When they get it, they love it…! OPTIMA MARKETING & PR

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