HTA drive focuses on promotion and practice

An autumn gardening campaign aimed at encouraging new gardeners to plan ahead for the following season is part of the HTA's new marketing strategy Rising to the Challenge.

Other focus areas of the strategy include better market information, developing the HTA Garden Spender Segmentation to enable better local market analysis, promoting National Garden Gift Vouchers and cards, a Plant of the Month promotional campaign and a planteria improvement programme.

Research will be carried out to develop new services for older people and younger homeowners, while also highlighting best practice in e-commerce and digital communications.

HTA marketing director Andrew Maxted said: "With growth in the UK economy continuing to prove elusive, businesses in the garden industry are having to work even harder and ever smarter to compete for spending on garden products and services.

"This highlights the opportunities that a growing population and renewed interest in gardening brings and sets out initiatives to help members realise these."


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