Life’s taking new

COLORS …!

• Same Press action as PDM

• New website : www.colour-your-life.fr

• 3 POS collections + films

• 2 Liberty DVDs to print and adapt POS

• Promoting benefits of plants and gardening

Our actions in France

Our Targets in France

• Consumer Press • Trade Press • Garden Centres • Nurseries

Targets in France - 1

• Consumer Press : 400 journalists reached through our data base

• Trade Press : 1 weekly newsletter + 1 leading horticultural papers + 3 to 5 garden centres trade magazines

Targets in France - 2

• Garden Centres : 1200 points of sales70 % belong a chain or a group

• Nurseries : 8 nationals 30-40 regionals and locals

Our Partner in France

• VAL’HOR = interprofessional trade organisation for ornamental horticulture : – growers– garden centres– florists– landscape contractors– landscape designers

Our Partner in France

VAL’HOR :• Partner for La Plante du Mois• Partner for Green City

•Partner for Colour Your Life ??

Situation in France

• Colour Your Life Campaign will be fully in exercise in 2010

• Autumn 2009 first objective : confirming partnership with VAL’HOR

First reactions in France

• Consumer Press : confirmed interest, like PDM

• Garden centres and nurseries : mixed reactions

Garden centres

• Garden centres are highly concentrated in France– 3 big chains : Jardiland, Truffaut,

Botanic– 2 Rising chains (former agrostores)

Gamm Vert and APEX– 6-7 smaller groups– Fewer and fewer independant GC

Garden centres - 1

• Leading chains are more interested into a PDM-like campaign : – Common choice of one plant or

theme per month and coordinated actions growers-retailers-press

Garden centres - 2

• Smaller chains are ALSO interested with the possibility of using Colour Your Life DVD for making their own promotional campaign

Val’Hor

A long and difficult decision process !

Next Meeting September 23rd

CYL Strengths

• Keeping a PDM-like action line– Coordinated plant promotion

trade/press

• Offering additional services – Liberty DVDs for individual

promotion– Step-by-step films & sheets– Consumer website

CYL « not so easy points »

• English name : we might have to translate + keeping reference to international campaign :« De la couleur dans votre vie ! » Une campagne Colour Your Life

CYL « not so easy points »

• Different messages in the same campaign : – Colour Your Life– PDM like campaign– Liberty campaign– Benefits of GREEN

Promoting benefits

of plants

• A real PLUS for the Press• Is the French trade ready for it ? • A risk of being confused ?

– Colours : seductio– n, emotion– Health and socian benefits :

rational brain

What kind of partnership ?

• Joined selection of promoted plants

• Plus ? – Yearly calendar : Plants + selling

advices ? – Merchandizing seminars ? – Other suggestions from other

experiences ?

MERCI BEAUCOUP !