1. Transition >>
Garden Messenger
to
Colour your life
Amanda Long
Director
Optima Marketing & PR

2. Garden Messenger –
building on success
K/ledge of Positive effect
campaign on sales
06 - 95% 06 - 68%
07 - 93% 07 - 79%
08 - 96% 08 - 71%
• Media results EXCEEDED targets each yr
• How do we build on this?
OPTIMA MARKETING & PR

3. Challenges
 Branding not related
 GM lot of time to mature
 CYL – new stronger but relatively
complicated offer with extra strands
Charge for DVD
Ltd introduction budget
OPTIMA MARKETING & PR

4. What are we doing? (Trade)
Link to GM – web, newsletters etc
Presentations/seminars at trade shows
GCA p/ship - conferences + Green City
PPH dedicated comms – newsletters, emails
Trade press features & annoucements
Pilot projects
OPTIMA MARKETING & PR

5. Retailer finds out about CYL at GCA
Associates network night
OPTIMA MARKETING & PR

6. Trade press features
OPTIMA MARKETING & PR

7. What are we doing?
(Media + consumers)
Stronger offer – consumer link + increase of
articles/images
Link to GM – web, press packs etc
Presentations/seminars at trade shows
Links with key assoc. GMG
Media flyers - seasonal hard copy
Direct contact – phone, email
Use Green City to add value – CHELSEA 09
OPTIMA MARKETING & PR

8. Adding value
OPTIMA MARKETING & PR

9. Chelsea 09 - reaching the media
OPTIMA MARKETING & PR

10. Chelsea 09 - reaching the public

11. Issues…
- Slow filter due lots info + different audiences
(within trade mixed commitment/generations/
roles)
- Media business changing
- Competition makes charging a problem
- Without major ad campaign get slow build
OPTIMA MARKETING & PR

12. We are getting results…
+ Strong offer with potential to meet
market needs
+ Slow start but getting there
+ Building link with Green City adds value
+ Get v positive feedback – plan to use this
OPTIMA MARKETING & PR

13. ‘I’m delighted with Colour your life. The materials
are flexible & work with our consumers. The website
alone will save me about a month’s work!’
Dave Rigby, Pimbo Garden Centre
‘We love Colour your life! The materials and
resources are well thought out and easy to use.’
Tony Jones, Barton Grange Garden Centre
OPTIMA MARKETING & PR

14. When they get it, they love it…!
OPTIMA MARKETING & PR