Across 22 European countries, the Pelargonium for Europe (PfE) campaign is combining consumer campaigns with offers specifically for the garden retail trade. Consumers and specialist garden sector retailers are being advised as to the care, history, numerous varieties and uses of geraniums. The programme also aims to raise awareness of the high standards in European plant breeding and production.
PfE is the marketing initiative of the European geranium growers Dümmen Orange, Elsner PAC, Florensis, P. van der Haak Handelskwekerij, Selecta One and Syngenta Flowers. The initiative was founded in 2016 with the aim of promoting and securing geranium sales in Europe in the long term. The campaign is now running in 22 countries. In Bulgaria, Croatia, Romania, Slovakia, the Czech Republic and Hungary, the marketing measures are subsidised by the EU as part of the “Stars Unite a Europe in Bloom” campaign.
Through the campaign, garden sector retailers have access to content and materials to adapt their marketing activities to their own individual needs to help strengthen marketing expertise of the garden retail sector, giving fresh impetus to specialist retailers and customer communication.
- POS materials – Range of indoor and outdoor advertising materials that can be used right at the point of sale. Some media, such as posters and banners, are available for simple and free download from the PfE trade website.
- The image database offers a selection of professional geranium photography in a variety of styles, featuring geraniums in range of colours, sizes and uses. Specialist garden retailers can use the images for public relations, advertising, social media or the development of their own POS materials at no cost.
- The press releases provide extensive information about geraniums, from decoration and DIY ideas to care tips and interesting facts about geranium history and the different species. Garden centres, florists and retail nurseries can use all or part of the texts for their own purposes, for example to create press releases or adverts for local PR.
- The PfE publishes a series of short and longer videos featuring decorating ideas or care tips every year – all of which are available for retailers to use on their own websites or social media channels.
- PfE operates a range of social media channels which may prove helpful and/or inspiring for garden retailers to customise and share via their own channels