Best Themed Promotion - New Hopetoun Gardens - Plants for Wildlife and Gardeners

With the Scottish garden centre market being flat for the past five years, New Hopetoun Gardens decided that if they kept doing the same thing the same way, they would get the same results, so they made some changes to their marketing.

Best Themed Promotion - New Hopetoun Gardens - Plants for Wildlife and Gardeners - image: HW
Best Themed Promotion - New Hopetoun Gardens - Plants for Wildlife and Gardeners - image: HW

The aim of the new marketing plan was to talk to existing customers, have a story and events to capture new and returning customers, and keep the garden centre's profile and reputation up in its marketplace.

Annual themed promotions included grow your own with a potager theme in 2009 and a Tuscan potager theme in 2010. In 2011, New Hopetoun promoted cut your own foliage and flowers. With massive publicity around the plight of bees and the importance of pollinators, this seemed an obvious theme for 2011/12.

Gardening for wildlife has been a consistent theme for New Hopetoun Gardens since its 1996 sponsorship of the Plant for Life Garden with Scottish Natural Heritage at Beechgrove's TV garden. Rejuvenated for 2011/12, the message was that wildlife gardens do not need to be no-go areas for humans; plants must be as good for us as for garden visitors; your garden can be urban or rural; gardens can be of any size and fragrance; year-round interest and low maintenance are all possible.

In 2011/12, New Hopetoun's marketing activities included adopting St Johns Avenue Flowerbed in local town Linlithgow, a makeover of the Garden for Life at Beechgrove that featured on TV and sponsoring the Floral Hall and creating a show feature at June's Gardening Scotland.

Despite awful weather, by the end of June, turnover was up 1.5 per cent for the first eight months of New Hopetoun's financial year and customer numbers were up 3.9 per cent. Garden centre takings in June were up nine per cent and customer numbers up 2.5 per cent.

- Judge's comment

"The heading is broad but I was impressed at the way the garden centre took it to new audiences" - Gavin McEwan

Finalists
Scotsdales - The Diamond Jubilee
Fermoy's - Grow at Home
Endsleigh Garden & Leisure
Marie Curie Cancer Care - The Great Daffodil Appeal

The Horticulture Training Company brings together two industry specialists - Horticulture Week and award-winning trainer MorePeople - to deliver effective, value-based, training solutions that reflect the needs of horticultural businesses today.


Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Read These Next

Dazzling display of new plants at Four Oaks Trade Show 2017

Dazzling display of new plants at Four Oaks Trade Show 2017

A wide range of first-time exhibitors and established names will showcase a wealth of new varieties at September's Four Oaks Trade Show, says Matthew Appleby.

Product and service showcase

Product and service showcase

Fresh solutions to production problems can be found among the array of products and services being introduced at the Four Oaks Trade Show, Sally Drury reports.

Four Oaks Trade Show 2017 - Exhibitor List

Comprehensive list of the exhibitors at this year's show and where to find them.


Opinion... Unbeatable delight of quality plants

Opinion... Unbeatable delight of quality plants

Viewing top-quality plants, both growing and on sale, always gives me pleasure.

Editorial ... More analysis and insight from bumper HW issue

Editorial ... More analysis and insight from bumper HW issue

Welcome to this bumper 72-page July edition of Horticulture Week magazine, packed with exclusive analysis, insight and expert advice on the biggest issues impacting all sectors of the UK horticulture industry right now.

Edwards: Will a weak pound and tariffs on imported stock be good for UK nursery production?

Edwards: Will a weak pound and tariffs on imported stock be good for UK nursery production?

At the time of writing - a few days after the general election - sterling has weakened and we still have no idea of what Brexit means.


Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +
Horticulture Jobs
More Horticulture Jobs

Tim Edwards

Boningales Nursery chairman Tim Edwards on the business of ornamentals production
 

Read Tim Edwards

Ornamentals ranking

Top 30 Ornamentals Nurseries by Turnover 2017

Top 30 Ornamentals Nurseries by Turnover 2017

Tough retail pricing policies and Brexit opportunities drive the top 30 growth strategies.

Pest & Disease Tracker bulletin 

The latest pest and disease alerts, how to treat them, plus EAMU updates, sent direct to your inbox.

Sign up here

Are you a landscape supplier?

Horticulture Week Landscape Project Leads

If so, you should be receiving our new service for Horticulture Week subscribers delivering landscape project leads from live, approved, planning applications across the UK.

Peter Seabrook

Inspiration and insight from travels around the horticultural world
 

Read more Peter Seabrook articles