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

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

Read These Next

Tractors: market roundup

Tractors: market roundup

Manufacturers are working to provide solutions to many challenges. Sally Drury looks at their newest models.



Brightening up gardens in autumn, these daisies are seen as a gem in the gardener's arsenal, writes Miranda Kimberley.

Are tree suppliers seeing the benefit of the health message of trees?

Are tree suppliers seeing the benefit of the health message of trees?

The message that health, the environment and business all benefit from trees is finally getting through, but are nurseries seeing an upturn? Sally Drury reports.

Opinion... Why no-deal Brexit should worry you

Opinion... Why no-deal Brexit should worry you

Whether you voted leave or remain all those years ago, a "no-deal" Brexit should worry you.

I will not be importing oaks this season. Will you?

I will not be importing oaks this season. Will you?

I find myself in a difficult situation. A few weeks ago I was fortunate to be present to hear details of imminent changes to regulations concerning Oak Processionary Moth (OPM) and oak trees. I heard details, asked questions and probed the implications of these changes. That may not sound like a difficult position to be in, yet I am uneasy.

Opinion... Better targets to tackle pollution

Opinion... Better targets to tackle pollution

Lobby groups jumping onto fashionable campaigns, often to promote their own interests, can do much more harm than good. Take, for example, the move against black polythene plant pots and containers.

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

Horticulture Week Top 60 Ornamentals nurseries

See our exclusive RANKING of ornamentals nurseries by annual turnover plus the FULL REPORT AND ANALYSIS

Tim Edwards

Boningales Nursery chairman Tim Edwards on the business of ornamentals production

Read Tim Edwards

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