Colour your life in CzechMiroslava Paclová

CYL 2009 in Czech

• HORTIservis.cz participated at Colour your life compaign Materials for gardening centres:

• DVD • Monthly information

about plants • Booklet• Graphic support

• Press material: • Monthly press release • Press release for

horti-fair Flora Olomouc

• Radio and TV • Stand at exhibition

For Garden

Gardening retail

• 325 gardening centres and sales outlets on our mailing list currently

Top gardening centres

• Outstanding profiling of gardening centres of the best quality.

• Two associations of gardening centres.

• Total 28 centres (14 + 14 + 4SK) + cca 10 independent top centres.

• Both groups offer excellent services to their customers. They have their own educational programmes.

The new way for gardencentres

The new way for gardencentres

The new way for gardencentres

Development of gardening retail

• New gardening centres and good-quality shops are continually founded.

• The choice of plants, other gardening material and the standard of sale is rising.

EU support for garden centres

• One garden centre in the same day

Gardening centres

• The shops do not face such competition as in western European countries (one first-rate shop covers about 35 – 50 km distance).

• They still lack even basic marketing knowledge. Their use of publicity materials is minimal.

POS materials

• They are unable to start working with sent materials independently.

• They need presentations, an impulse and individual approach.

• We try to make sample presentations, but is extremely demanding.

• Many gardeners still do not work regularly with electronic information.

POS materials

Retail in nurseries

• A distinct part of the sales still goes on in nurseries

Exhibition For Garden

• Our biggest presentation this year.

• Prague• 5th-8th March 2009• Number of exhibitors:148• Total area: 5 475 m2

• Area of stands: 3 532 m2

• Number of visitors: 36 545 • Countries: 4• (CZ, PL, D, NL)• Number of journalists:  142

Presentation For Garden

Cooperation with the media

• The original number of 300 cooperating editorials of which many just passively accept our releases.

• 45 cooperate actively and permanently, though they rely on us to provide detailed materials, which is time consuming.

Cooperation with the media

• Cooperation has been deepened with the permanent group of the press with the increase in page numbers.

• The press especially welcomed the instructions for pruning and planting.

• The total number of cooperating press subjects has decreased. Many have reduced their pages and changed their content.

Cooperation with the media

Press presentation

WEB sites

• Monthly press releases and photos at www.rostlinamesice.cz

• Wide information for both retail sellers and customers at www.colour-your-life.cz

Radio and TV

• There has been an increase in the interest from TV and radio.

• We regularly answer the questions of viewers and listeners.

• We have a big feedback and we also contribute to the nationwide TV web.

Prime time, Sunday 17.50 hours

Other activities

Important news

• There has been an enormous decrease in the purchase of plants in supermarkets in favour of gardening centres and first-rate gardening shops.

• They offer better-quality plants and consulting.

• The markets do not have any qualified staff for this.

Thank you for your attention