actuate by the discussion regarding whether the levy for generic promotion should still be compile by Royal FloraHolland , the Flower Council of Holland has decided to carry out consumer research so as to demonstrate the issue of generic forwarding . This inquiry - carried out by main international market research agency Motivaction - has also identify the risk that could result from ending generic advancement for blossom and plants .
fact and figures“We incessantly measure the effectiveness of our campaigns on consumers ’ purchasing aim , ” read Dennis van der Lubbe , Managing Director of the Flower Council of Holland . “ We look into whether consumer are encourage to bribe these production after view a heyday or flora military campaign . On average , around 70 % of our quarry radical answered this question as plausive , and that is a great grievance . The aim of this survey was to go a gradation further and hit insight into the direct shock of movement on sale . The survey focalize on two movement during the past year : ‘ We necessitate More prime ’ and ‘ The Trend Collection ’ . In reference with Motivaction , the decision was made to re - get in touch with the consumers who had see these campaign and had expressed a positive intent to buy to check whether they had actually bribe flowers and plant recently . By unite these two sight , it was possible to make up one’s mind whether consumer who see a campaign actually buy more heyday than those who did not see the campaign . ”
The resultsThe two campaigns and the research were carried out internationally . The ‘ We take More flower ’ campaign and the ‘ Trend Collection ’ crusade both assume place in Germany , France , the United Kingdom , and the Netherlands . “ The results were exceptionally positive . If we restrain ourselves to the overall findings , we can see that it has been shown for the two appraise campaigns that substantially more sale have been accomplish as a final result of hoi polloi construe these campaigns . Across the four land where the hunting expedition took seat , 8.5 million consumers buy extra flowers , 6.6 million consumers bought more houseplants , and 5.7 million consumers purchase more garden plant , ” tell Ruurd Hielkema , older research consultant at enquiry agency Motivaction . Dennis van der Lubbe total : “ If we practice median retail monetary value , that gives additional retail sales of around € 300 million . The full investment for these two campaigns was around € 3.5 million . ”
The competitive status of flowers and plants“As a sphere , we should not forget that we invariably compete with other class for the consumer ’s spend ” , says Van der Lubbe . “ If we await at flowers , for illustration , we recognise that luxury coffee and perfume are contend for gift items . These categories pass a media budget in the Netherlands which is 8 to 12 times great severally than we can deploy ( rootage : Nielsen 2016 - 2020 ) . With the potential going of the generic promotion campaigns , we execute the serious risk - amongst others - that blossom will be bought less as a natural endowment item . ”
Not previously researchedThe Flower Council of Holland did not commission such research previously . “ As marketing professional , we have always been convince that advertising flowers and plant have a positive effect on sales . That is the reason why advertising exists and why all brands and organizations from diminished to turgid invest in it . Such a subject is expensive , and we would prefer to expend the money on promotion for the sphere , ” state Dennis van der Lubbe . “ But now that word have again bulge up about the promotional levy en masse , we think it was the right prison term to investigate this once and for all . It ’s excellent that the positive encroachment on gross revenue has now finally also been demonstrated with figures for the Flower Council of Holland ’s campaigns . ”
For more informationFlower Council of Hollandwww.flowercouncil.co.uk
