We are pleased to announce this Must Have Perennials® Blog of news on a new, two-brand marketing strategy! We have developed this strategy to benefit North American and European perennial plants markets.
Now breeders, propagators, growers and distributor sales reps will have a one-stop-shop of information on commercial production and garden use of key perennials for North American and European gardeners.
Rozanne® and her friends are leading the way
Many of you already know Perennial Phenom, Geranium ‘Rozanne’! She won the PPA’s 2008 Perennial Plant of the Year! Similarly, she also received the RHS Award of Garden Merit. In addition, the public recently voted her as “The Plant of the Centenary” at RHS Chelsea Flower Show.
Her friends will be a group of star performers and supporting cast.
Rozanne and Friends™ – a new industry Consumer brand – is focused on promoting the Must Have Perennials® variety list to the Consumer through its own website, (www.rozanneandfriends.com). Rozanne and Friends® is replacing the Blooms of Bressingham brand of perennials.
Geranium Rozanne’s very successful consumer marketing has made it the world’s most popular plant on social media—with over 107,000 Likes on Facebook!
Rozanne’s “Friends” will be a constantly developing range of new perennial plants. Each will boast outstanding garden performance, versatility and functionality. This strategy meets the needs of the consumer, together with offering exceptional value for money.
We are developing in-store Point of Sale material over the next six months to assist Retailers in maximizing sales potential. This material links with the Rozanne and Friends® national marketing campaigns.
We are also developing a Rozanne and Friends® Garden Design Program over the next year. To the Consumer, this will highlight plant combinations and much needed information on how and where to use all perennials. It will also be at the center of marketing communications to both the Trade and Consumer.
Must Have Perennials
Must Have Perennials® – a new industry Trade brand – will provide an integrated marketing vehicle to support our industry. We assist Breeders, Young Plant Producers, Finished Plant Producers and Retailers in bringing new, innovative perennials to market.
This will include the continued marketing of top-selling perennials (previously marketed under the Blooms of Bressingham brand). This includes Geranium Rozanne®, the world’s top-selling perennial. The existing licensee network is not changing.
Must Have Perennials® has its own website (www.musthaveperennials.com), which is being further developed to provide thorough information on each variety, including growing data, seasonal marketing ideas and advance news of new introductions. The site will also include access to new marketing materials created for Trade use in sales promotions.
Additionally, Must Have Perennials® will identify current key perennial varieties for different production regions and by season of interest.
In addition, coordinated effort with Rozanne and Friends® will present regional-seasonal garden designs of these current key varieties and their new Rozanne friends.
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