With its Pink Kisses® DIY tour 2019, the breeding company Selecta one gave targeted support to specialist retail this summer. The tour in 20 owner-managed garden centres over a period of five weeks was a complete success for both sides.
In the third year of the Pink Kisses® campaign around the pink mini carnation, Selecta one focussed on the communication at the point of sale with the aim of directly supporting retail and making Pink Kisses® even more known and experienced as a brand. The campaign days in May and June took place in garden centres across all parts of Germany. Many customers – young and old – participated in various actions and got inspired by Pink Kisses®. The Pink Kisses® campaign days brought not only variety and pink joy to the garden centres – the attractive promotion area, which was positioned outside the perennials department, drew also attention to the product presentation. Consequently, customers perceived Pink Kisses® as brand and its positioning as gift.
The cooperation demonstrates once again retail’s conviction of the pot carnation variety Pink Kisses® and its great interest in individual and emotional marketing concepts for plants and the potential for additional sales increases. Overall, the garden centres assessed the Pink Kisses® presentation as professional and rewarding.
Selecta one provided not only an attractive Pink Kisses® stand and promotion material but also an experienced promoter. The tour planning, promotion guidelines including advertising templates for print and online and the national communication for the tour was organized by Selecta one. The garden centres themselves promoted their event regionally. On the respective campaign day, the garden centres provided Pink Kisses® plants and a special area for the promotion. Various activities were offered: free material to decorate and beautify gift wrappings for Pink Kisses®, instant prizes by turning the wheel of fortune, pink accessories for souvenir selfies and photos, promotion material as give-aways and a big sweepstake. A campaign day was accompanied by a blogger who presented creative ideas and realized them together with visitors.
Besides the DIY tour in Germany, Selecta one promoted its Pink Kisses® on several days in the end of May until the beginning of June in three large garden centres in Switzerland. The interest and feedback there were also positively.
The Pink Kisses® DIY tour 2019 is the result of a cooperation of Selecta one with Verband Deutscher Garten-Center e.V. (VDG, association of German garden centres). Interested members could apply for the tour in the beginning of this year. Under the motto “As beautiful as our friendship”, Selecta one markets its successful pink mini carnation with its Pink Kisses® marketing campaign by directly addressing end consumers since 2017.
Review video of the Pink Kisses DIY tour 2019:
Press release: Pink Kisses® conquers garden centres (PDF)