To coincide with the start of the 2018 bedding & balcony plant season, Selecta is instigating the second stage of its consumer campaign to sell its Pink Kisses® mini carnations on the German market. Following its successful launch in 2017, the carnation expert from Stuttgart is expanding its communication activities to include an online shop aimed specifically at its target audience of young women, along with extensive sales support for retailers in presenting the flowers attractively.
Under the slogan, "Pink Kisses® as beautiful as our friendship", Selecta one is using a consumer campaign to position its popular variety of pot carnation as a symbol of friendship among young women and as the ideal small gift for best friends. The flower marketer is therefore directly addressing a younger target audience, in order to establish the use of its mini carnations beyond that of traditional perennial bedding plants.
Following its successful launch in 2017, with over 30 million contacts via target audience-relevant media and events, Selecta one is maintaining its current communication strategy and will also be adding an online shop and ready-made POS solutions as part of a redesigned retail campaign in 2018. From spring 2018, a number of exclusive Pink Kisses® gift arrangements will be sold online, thereby ensuring that the mini carnations are more widely available for the young, Internet-savvy target audience. At the same time, sales and counter displays are intended to make it easy to position Pink Kisses® outside perennial and tree departments, thereby helping brick-and-mortar retailers to attractively present these products to a young target audience. Retailers can rent a mobile promotional stand directly from the Stuttgart plant grower to assist with their own campaigns. The customisable "friend stick" can also be requested directly from Selecta one or Floramedia.
Selecta one will present its 2018 campaign at IPM 2018 in Essen (Hall 2, Stand 21), where the team will be happy to provide further information.
In 2017, Selecta one took a new approach with its sales strategy. Instead of focussing purely on B2B marketing aimed at gardeners and resellers, the ornamental plant expert directly targeted end consumers for the first time, with its nationwide "Pink Kisses® as beautiful as our friendship" campaign. By specifically appealing to young women aged between 18 and 35 via social media, prominent influencers, publications in target audience-specific online and printed media and events, it was able to successfully position its mini carnations within the target group as the ideal small gift for best friends.
Press Release: Pink BOOM! Selecta one continues to expand consumer campaign for Pink Kisses® mini carnations (PDF)