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North American Program
        2008/09
Challenges of the North
      American Marketplace
• Regulatory / Border Challenges
  – Plants with soil can not be imported or
    exported
  – Product line eligible for export very limited
  – Phytosanitary regulations and inspection
    practices a deterrent to potential customers
Challenges of the North
      American Marketplace
• Demographics
  – Huge marketplace to cover
  – Large range of hardiness zones
    • (from zone 2 to 10)
  – Different “attitudes” between American and
    Canadian marketplaces
Challenges of the North
      American Marketplace
• North American requires a B2B
  program:
  – Perennials and some lining out stock are
    the main product lines
  – Nursery growers and retail distribution
    centres are the target markets
2008/09 Program
•   Online Website / Newsletter
•   Association Sponsorships
•   Press Trip / Press Articles
•   Conference Speaker
•   Perennial Marketing Contest
On-Line Newsletter
• Complete revamp of site
  – Launched in January 2009
  – New features, including “Ask the Expert”
  – Direct “news” from The Netherlands
    • Translated articles from de Boomkwekerij
    • Improved Site Optimization Strategies (SEO)_
  – Improved analytics capabilities
Usa
Plant of the
Month
Link
Association Sponsorships
• New for 2009
• Main purpose is to “ease the way” for
  possible Colour Your Life campaign in
  North America
• North American demographics make it
  desirable to work with trade
  organizations
Retail Road Show
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Usa
On-line
newsletter
sponsorship
Press Trip / Press Articles
• 2008 replaced journalist with technical
  writers
• Better guarantee of published articles
• Summer timing is more and more of an
  issue for North American journalists
• Trip has been combined with
  Plantarium and/or winner’s trip
Press Trip July ’08
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Conference Speaker
• International Plant Propagators’ Society
  (IPPS) Annual Symposium
  – Ronald Houtman
  – New varieties, variety trials
• Landscape Ontario Congress
  – Jan Habets
  – The Green City
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Perennial Marketing Contest
• Discontinued after 2008
  – Declining participation despite increased
    promotional efforts
  – Retail market increasingly difficult to target
• Finish up program with a winner’s trip in
  August of 2009
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  • 2. Challenges of the North American Marketplace • Regulatory / Border Challenges – Plants with soil can not be imported or exported – Product line eligible for export very limited – Phytosanitary regulations and inspection practices a deterrent to potential customers
  • 3. Challenges of the North American Marketplace • Demographics – Huge marketplace to cover – Large range of hardiness zones • (from zone 2 to 10) – Different “attitudes” between American and Canadian marketplaces
  • 4. Challenges of the North American Marketplace • North American requires a B2B program: – Perennials and some lining out stock are the main product lines – Nursery growers and retail distribution centres are the target markets
  • 5. 2008/09 Program • Online Website / Newsletter • Association Sponsorships • Press Trip / Press Articles • Conference Speaker • Perennial Marketing Contest
  • 6. On-Line Newsletter • Complete revamp of site – Launched in January 2009 – New features, including “Ask the Expert” – Direct “news” from The Netherlands • Translated articles from de Boomkwekerij • Improved Site Optimization Strategies (SEO)_ – Improved analytics capabilities
  • 9. Association Sponsorships • New for 2009 • Main purpose is to “ease the way” for possible Colour Your Life campaign in North America • North American demographics make it desirable to work with trade organizations
  • 14. Press Trip / Press Articles • 2008 replaced journalist with technical writers • Better guarantee of published articles • Summer timing is more and more of an issue for North American journalists • Trip has been combined with Plantarium and/or winner’s trip
  • 21. Conference Speaker • International Plant Propagators’ Society (IPPS) Annual Symposium – Ronald Houtman – New varieties, variety trials • Landscape Ontario Congress – Jan Habets – The Green City
  • 27. Perennial Marketing Contest • Discontinued after 2008 – Declining participation despite increased promotional efforts – Retail market increasingly difficult to target • Finish up program with a winner’s trip in August of 2009