On Tuesday 21 June , Flower Council Holland hosted the one-year Year Presentation of the Flower Council of Holland ( FCH ) . During the trend of the mean solar day , colleagues apportion their accomplishment and next program . They also welcomed Ruurd Hielkema , Senior Research Consultant at Motivaction . He apportion perceptivity into how the consumer perspective for flowers and plants have evolve since 2018 . Finally , raw Managing Director , Yvonne Watzdorf , introduced herself and share her imaginativeness for the future at FCH .
RecapThe Flower Council of Holland is responsible for class - round generic packaging of flowers and plant . This is a combined cause in collaboration with growers , trade companies , and others in the sphere .
The military campaign are intended to increase the overall awareness of flower and plants . They are created in close collaboration with the sphere , through stakeholder sessions where grower and bargainer are ask over to give input , which is take into account in the cause . During his presentation , Ruurd Hielkema showed the result of the promotion activity over the preceding few class , which substantiate that consumer appreciated these efforts . They have grant the campaigns an average of 8 on a graduated table of 1 to 10 .
Shopper activation have a more unretentive - condition preference . These promotions are produce with growers , retail merchant , and their provider . The effect is a alluring crack for the end consumer , resulting in higher sales , less waste , and in effect product video display . An good example of a shopper energizing with Blumen Risse in Germany in fall 2021 direct to a 114 % increase in sales of hebdomadary bouquets . Or the December shopper activation with supermarket chain Jumbo , for which the flush council is nominate for the ISMI Shopper Marketing Award .
" our main object is to increase the consumer ’s purchasing design . Motivaction ’s evaluations show that our communication always has a positive influence on the consumer ’s buying intent , particularly with our main aim audience : the Aesthetic Explorers and Status Seekers . That is why campaign and shopper activations will keep on to be fundamental in quislingism with the sector in the coming years . "
take in this video for an overview of our campaign and body process in 2021 .
depend ahead"Our appealing campaign are point at catching the consumer ’s tending . To ensure that we keep doing so , we fare up with fresh , new campaigns adding to exist crusade that have been head for the hills for a longer period of sentence . While we are still fleshing out the details of new campaigns for both flowers and plant , we were capable to apportion some general direction for new campaigns . For flora , this will link to how nature provides for us , while for flower , it will bond in with how they are a source of happiness . See our Communication Calendar 2023 - 2025 below for the current planning of our effort in the coming years . "
Collaboration is keyAs Yvonne said during her closing oral communication , change is the only unceasing factor in our study . " We see how late events in the world have caused consumer to realize the ( sum ) value of flowers and plants . And we see the divergence we can make together . Therefore , we ’d wish to bid you to the discussion to find out how . Together , we can effectively keep flowers and works top of mind with our consumer . It might take a radical Modern approach , or only require thin adjustments . At any pace , we can achieve it together . "
For more informationFlower Council of Hollandwww.flowercouncil.co.uk
