This document discusses strategies for transitioning the successful Garden Messenger marketing campaign into a new Colour Your Life campaign. It outlines challenges in linking the unrelated brands and getting trade partners and consumers familiar with the more complex new offer. Tactics proposed to promote Colour Your Life include linking it to Garden Messenger in communications, conducting trade show presentations, partnering with industry associations, producing press materials, and leveraging the Green City event to reach media and consumers. While a slow build is expected due to the amount of information and different audience needs, some positive feedback on the new campaign has already been received.

1. Transition >>
Garden Messenger
to
Colour your life
Amanda Long
Director
Optima Marketing & PR

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. 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. 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
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5. Retailer finds out about CYL at GCA
Associates network night
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6. Trade press features
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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
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8. Adding value
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9. Chelsea 09 - reaching the media
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10. Chelsea 09 - reaching the public

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. 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. ‘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. When they get it, they love it…!
OPTIMA MARKETING & PR