‘Green & Easy’; This theme is consistent with recent research findings presented in ‘Tuinbeleving 2011’ (a report on consumer gardening trends) showing that consumers see their gardens as a place for rest and relaxation and a way to be in touch with the natural environment.

The same study also showed that people have less time to spend on maintaining their gardens. Accordingly, PPH created a little garden compatible with these preferences. In this way, PPH wants to show growers and buyers how they can use their products to respond to market developments.  Stories behind the plantThis little garden also acquaints visitors with the story behind each plant or concept – to show them that nursery products take on commercial added value when an interesting titbit of information is associated with a plant. When a plant is accompanied by a fascinating informative story, potential buyers automatically pay less attention to the purchase price. Retail outlets such as garden centres can thus use this information to stimulate sales.

Sharing informationAnother objective that PPH had in presenting the story about the plant is the sharing of information. The knowledge possessed by today’s garden owners is decreasing. Growers can act on this by informing consumers, advising them, and inspiring them with examples consistent with trends and preferences.  

Generating media attention

Aim of PPH, the promotion and marketing organisation for the Dutch nursery sector, is running two major campaigns to promote the added value of nursery products. ‘Colour your life’ is aimed at the consumer market and ‘Green City’ focuses on public green space. The underlying vision is that nurserymen can make use of their professional expertise to increase the value of their products with the ultimate goal of encouraging sales. In other words, a unique combination of generic and individual promotion.