The consumer communication concerning Hydrangea Forever&Ever® has been intensified even further. In addition to the existing messages, the benefits of Forever&Ever® are clearly communicated in the shop through a new and unique sales aid. Thanks to the use of QR codes, more extensive information can be easily found online, as well as on smart phones and tablets. Facebook, Twitter and YouTube are also used with the aim of informing the consumer. Forever&Ever® customers also use these media to exchange personal experiences.
Reason for these improvements has been a study into the 2011 Forever&Ever® consumer campaign, which study was conducted by a student of HAS Den Bosch, University of Applied Sciences. Main conclusion was that consumers clearly noted the distinctiveness of Forever&Ever®. However, they were unable to name the exact benefits of these garden hydrangeas compared to the ordinary hydrangea macrophyllas.
New sales aid
In response to this need, the marketing team implemented improvements that are three-tiered.
A unique sales aid, with a support base, has been developed for use in the shop. Its characteristic feature is that the benefits and differences are instantly clarified. Therefore, the consumer, based on this information, can make a
decision as to which plant to choose, there and then. Additional important advantage is that the sign is very easy to set up by the garden centre workers. In addition, it can simply be included in the regular logistics channel from nursery to garden centre.
QR code
Both the label and the sign communicate a QR code. When the consumer scans this QR code with his smart phone, he is led to the Forever&Ever® service page straight away. Here he can find all the information needed to plant and maintain Forever&Ever®. In order to ensure this information is clearly legible, the Forever&Ever® website has been technically adjusted so that it can be easily viewed on smart phones and tablets.
Social Media
The use of social media is rising exponentially. Forever&Ever® responds to this in the form of a Facebook page, a Twitter account (@4everhortensia) and by placing videos on YouTube. The objective is to inform consumers even more clearly and specifically, while at the same time providing consumers with a user-friendly tool for sharing their experiences with Forever&Ever® with others.
Hydrangea Forever&Ever®
Contrary to other Hydrangea macrophylla, Hydrangea Forever&Ever® flowers on annual and perennial wood. Each branch, therefore, flowers, regardless of pruning or frost. In other words, if the plant is pruned immediately after the frost period, it is guaranteed to flower that same year, in abundance, throughout the summer. For further information, see www.forever-ever.eu.
Source: Hydrangea Forever&Ever®