Promoting a positive sector image requires teamwork, and the first campaign from the 'Greenhouse Horticulture Positioning Programme' collaboration has been launched.
We’ve spent the past few months working hard to optimise our strategic approach. And to better inform you about our partnerships and communications, we’re redesigning the newsletter. From the next edition, we will be covering select topics with more room for knowledge, updates on partnerships and information about co-created campaigns that aim to promote a positive image of the sector.
Promoting a positive sector image requires teamwork
We believe that the world is a better place with sustainably grown flowers and plants. And we want to convey this enthusiasm to consumers. We are eager to work together with you (growers and traders) to achieve a future-proof sector. In 2023, we began collecting personal stories from growers with a focus on flowers and plants and the role of sustainability. We will be using the initial experiences to further shape this communication approach in the months ahead.
Greenhouse Horticulture Positioning Programme launches first campaign
As part of the ‘Greenhouse Horticulture Positioning Programme’, we are working closely with Greenports Nederland, Glastuinbouw Nederland, Royal FloraHolland, GroentenFruit Huis, Plantum, the Dutch Federation of Fruit Vegetable Organizations (FVO) and Versnellers Sierteelt to build a greener and more sustainable future for the Netherlands. Together we aim to bring more synergy to external communications. As part of our participation in this partnership, the first campaign ‘Green Power Ahead’ was launched on 18 April and more activities will be organised in the period ahead. Want to find out more?
Social listening pilot: what is it and how can you benefit from it?
Social listening means monitoring online comments about organisations, brands, products, target groups or a sector. We recently launched a social listening pilot which involves keeping a check on a wide range of social media. Using keyword searches related to sector-relevant topics, we gain insight into what kinds of things are said about certain topics. The first results have already yielded very interesting information. We look forward to sharing the results with you in the next newsletter.
Want to collaborate with us?
We are looking for growers and traders who would like to actively collaborate with us. For example, would you be interested in participating in our roundtable discussions and sharing your opinions on important issues within the sector? Or perhaps you have an interesting story to share with consumers or a nice location we can use for photo or video shoots? Register your interest (without any obligation) via partnernetwerk@bloemenbureauholland.nl.
WHAT DID WE DO AND ACHIEVE?
The first results of our new approach
Reaching consumers with positive stories about flowers and plants is our expertise. We do this in innovative ways, using unique PR events and content activities aimed at a broad target audience. By clicking the button below you can read all about our efforts and the results.
High turnout at consumer & sustainability presentation
How do consumers view the sustainable impact of flowers and plants? Apart from an extensive annual international survey, we also use a monthly tracker to monitor consumer sentiment towards sustainability in relation to flowers and plants. On 19 March, we shared the interim results in a webinar.
From May 23 to May 29, the Libelle and Margriet Zomerweek will take place. This year, the sunny event is entirely dedicated to flowers, Festa da Flor. Also Flower Council of Holland will be present. With interactive workshops in collaboration with some influencers, we will show consumers how they can create a summer bouquet themselves with their favorite flowers. And with flowers that fit within any budget. Articles will also be published in Libelle, Margriet, and Flair in the three weeks following the Libelle and Margriet Zomerweek to highlight the positive effects of flowers.
AI tool proves to be a game changer with enormous potential for Mother’s Day 2024
After the very successful Valentine’s Day campaign, we’ve now further developed our unique AI tool for Mother’s Day together with Fleurop. The website aibloemist.mooiwatbloemendoen.nl gives consumers in the Netherlands the possibility to compile their own bouquet of flowers to match the personality of the receiver. The royal association of floral retailers VBW also supports our Mother’s Day activation by sending a newsletter to its members.
Updated image bank with new From Grey to Green images
To make the most of springtime opportunities, we’ve developed new content for our continuous ‘From Grey to Green’ campaign. This spring, we’re focusing on turning balconies into green oases and providing tips for selecting the most suitable flowers and (outdoor) plants. The images that have been added to our image bank can be downloaded and used for your own communications free of charge.
The Flower Council of Holland provides with international consumer marketing and communication on flowers and plants on behalf of growers and traders in the Netherlands. The goal is to stimulate demand by inspiring and informing consumers about the positive effects of flowers and plants.
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