Bulb companies team up to drive demand
March 11, 2011 – Dutch and North American bulb
trading companies have teamed up and are committing $5.7 million over the next three years to invigorate consumer demand for flowering bulbs in North America.
March 11, 2011 – A group of 17 flower bulb trading companies have hired brand revitalization agency Woodbine to develop and execute a marketing campaign to invigorate consumer demand for flowering bulbs throughout North America. The participating companies (listed below) are affiliated with Anthos, the Royal Trade Association for Nursery Stock and Flower Bulbs headquartered in Amsterdam, Netherlands. Together, the participating companies account for 85 per cent of consumer sales in North America.
Representing over 30 per cent of the worldwide flower bulb demand, a 2008 North American market study undertaken by Knowledge Networks, Inc., identified opportunities to increase demand among current bulb gardeners while introducing bulbs to a whole new generation of potential gardeners. Based on this study, representatives from Anthos began their search for a North American marketing agency to develop the right message, creative campaign and marketing plan that will invigorate the category. The initial search was narrowed to three agencies, all of whom presented their recommendations to Anthos representatives in 2010.
Woodbine's marketing to women expertise and their experience with revitalizing brands and categories inspired the agency to develop a campaign that gives flowering bulbs new relevance in the context of women's busy lives.
"Woodbine's creative approach is simple, fresh, insightful and will help women think about flowering bulbs in a whole new way " said Henk Westerhof, Chairman of Anthos. "We believe their integrated marketing plan will convince new gardeners to buy bulbs for the first time, while reminding experienced gardeners of all the reasons they love to plant them each year."
The campaign, set to launch during the second half of 2011, will consist of website, consumer advertising, digital marketing, social media, public relations and event marketing. It will also have a trade component targeted to retailers across all channels of distribution. The participating companies have made a three-year commitment to the campaign, totaling $1.9 million per year.
"We believe our campaign has the potential to do for the flower bulb industry what 'Got Milk' has done for the milk industry," said Peter Mitchell, Woodbine President & CEO. "This is a classic category revitalization opportunity for Woodbine and we are excited to get started."
About Anthos: The Royal Trade Association for Nursery Stock and Flower Bulbs
Anthos was established on July 1, 1996, following the merger between the Association for Flower Bulb Traders (1900) and the Association for Plant Traders (1917). Anthos promotes the interests of the member companies that trade in flower bulbs and nursery stock products and the industry as a whole.
Companies participating in the North American campaign are as follows:
W.R. Vanderschoot of Virginia Inc.
Tuberbulb Export B.V.
Vanhof and Blokker Ltd
M. Thoolen Flowerbulbs
MI. Jac.Uittenbogaard & sons
Gebr Langeveld B.V. and Netherland Bulb Company and Garden State Bulb Company
Stuifbergen Bloembollen Export B.V.
Van Zyverden Inc. and Van Bloem Gardens
CJ RUIGROK & SONS BV. and ADR. BULBS INC.
Van Noort Bulb Co. Ltd.
Kapiteyn – Breezand – Holland
M&G en Holland Beauty Corp.
DeVroomen Bulb Co., Inc and Bloomsz, LLC and Van Bourgondiens and Simple Pleasures Flowerbulbs & Perennials and De Ree Holland bv and Bloomsz Canada, LTD and DeVroomen Europe bv and
JOnderwater Export LTD, Veseys Seeds and Tradewinds
Mantel Holland BV