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 ?
