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| Pelargonium decoration prepared for RDC Radio stand during The Warsaw Book Fair in 2018. |
The aim of the initiative is to promote long-term pelargonium sales in Europe. Public Relations Agency PiART responsible for the activities for the green industry was chosen to continue implementing communication and marketing strategy in Poland. For many years, pelargonium has been a favourite balcony plant here, but mostly chosen by the oldest generation. Thanks to the campaign, PiART is awakening a need among young people to buy more pelargoniums. We observe that each year pelargoniums are chosen by younger people as their favourite summer plants. They appreciate their advantages such as low price, good quality, decorative character, beautiful colours and easy-care.
We’ve divided our activities into two groups and are addressing them to consumers and trade. We reach consumers through social media activities on Facebook and our own social media channels, online marketing and cooperation with influencers. In two years Facebook MojaPelargonia profile is observed by almost 4500 followers in different age and became very interactive. We have already received hundreds of photos of pelargoniums from our followers. Almost every day we receive pelargonium pictures of their balconies, gardens or made in their cities. We collect them and once or even twice a week show them in a special gallery. We are running competitions for a beautiful balcony award and activate bloggers to write about pelargoniums.
Kamila Żmijewska, the top PR Expert for Flowers Markets in Poland, cooperates widely with media. We’ve placed pelargonium studio decorations on popular morning TV programs on commercial and Public channels. We give TV and radio interviews with care tips, and we sponsor balcony and garden design programs with pelargoniums.
We attract potential pelargonium clients at different commercial events by promoting pelargoniums in original ways, for example by creating a giant picture frame covered in colourful pelargoniums where we giveaway plants in return for posting a selfie in the frame on Instagram or at workshops where participants have a possibility to decorate pelargoniums. We also cooperate with trade – including wholesale markets, garden centres and florists – and provide them with POS materials such as care flyers and posters, and we place adverts and banners in trade media with links to our campaign website, www.pelargoniumforeurope.com
Let’s enjoy Pelargonium together. Follow us on FB MojaPelargonia and Instagram mygeranium.
For more information about this Public Relations project please contact Kamila Żmijewska, PiART PR Agency in Warsaw. Or simply send the email here.
