Parallel to the radio spots, we will advertise in the most important Horticultural Trade Magazines plus Garden- and Lifestyle newspapers and publish many press releases. This long-term marketing programme geared towards the consumer pays off. The comparison of results deriving from two commissioned GfK analysis in 2012 and 2017 shows this clearly. The brand-awareness of consumers towards Gardengirls® increased from 4, 3 % to 6, and 2 % in those five years. This is a very good rate for plants. At the same time, the group of buyers got younger. The percentage of buyers in the important group of 30-39 years of age increased from 8% to 11%.
The horticultural trade benefits from this marketing. Important is now to follow with punctual purchase times and – most important – the correct informative signage at the POS. Only then the consumer can recognize the branded product. As we see the consumer reacts to our slogan “Only original Gardengirls® in pots with the pink logo”.