Responding to the "need for an effective, fully integrated approach to marketing perennials", Perennial Plant Products has announced the launch of a new, two-brand marketing strategy being developed for their European & US markets.
Designed to involve the entire supply chain from breeder to end consumer, the new strategy
involves the creation of two separate brands, one for the industry and the other focused on
the end consumer.
Each is supported by its own individual branding, including new logos and websites, but with an integrated marketing communications approach aiming to drive market growth. Over the next six months, the new elements of the programme will be shared with breeders through to the end consumer.
New trade brand Must Have Perennials aims to provide an integrated marketing vehicle to support breeders, young plant producers, finished plant producers and retailers in bringing new, innovative perennials to market, as well as the continued marketing of the existing ranges of top-selling perennials, up to this point marketed under the Blooms of Bressingham brand.
This includes Geranium Rozanne, the world’s top-selling perennial. The existing licensee network is not changing.
Must Have Perennials has its own website (www.MustHaveperennials.com) and is being further developed to provide full-range information on each variety, including growing data, seasonal marketing ideas and advance news of new introductions. The site will also include access to new marketing collateral to be created for the trade to use in the promotion of sales to their own customers.
Rozanne and Friends is the new consumer brand, focused on promoting the Must Have
Perennials range to the end user through its own website (www.Rozanneandfriends.com)
and individual branding. This will build on Geranium Rozanne’s consumer marketing which has made it the world’s most popular plant on social media with more than 65,000 likes on Facebook.
Rozanne’s "Friends" will be a developing range of perennial plants, with national marketing and a garden design programme. To the end consumer, this will highlight plant combinations and provide information on how and where to use all perennials.
David Arnold and Alastair Lorimer are behind the marketing.