2024-10-16

Plantarium / Groen Direkt – the green retail fair

Plantarium / Groen Direkt – the green retail fair
 
Author:
Sales and Marketing

This year the Plantarium / GROEN Direkt trade fair took place again in August in the Netherlands. The strategic decision to combine the trade fairs that previously operated separately is increasingly paying off. The exhibition halls were well filled and a positive atmosphere could be felt between the national and international exhibitors and visitors. Overall, Plantarium / GROEN Direkt is well on the way to the future.

With this blog post we would like to tell our readers about some special features that we noticed during our tour on the trade fair.

Novelties
Among the many new launches at the trade fair, prizes were awarded in three categories - the Green Retail Awards. The prize for the best novelty was won by Agastache 'Agapk' (BEELICIOUS PINK) from Vitroflora. The richly flowering variety impressed with its large, pink flower spikes on dark pink calyxes.

The award for the best marketing innovation went to Naturosa® from Meer Plant BV. According to the jury, this concept impressed with its strengths in many areas: “Biodiversity, user-friendliness, peat reduction and disease resistance. Several strong strains are available within the concept and the offering continues to expand. A strong point is that the POS material can be developed in consultation,” said the jury.

The trade fair visitors were able to vote for the third “Visitor Favorite” award and at the end of the trade fair Catharanthus roseus Soirée® Light Pink Dark Eye from MNP / Suntory was clearly chosen as the trade fair favorite.

In addition, there were other great innovations to admire from the various exhibitors, such as the “Jingle Bells” from De Jong Plant BV, an Ilex verticillata with magnificent red berries that are wonderful as winter decorations and are also popular with birds .

Concepts / brands
A long-term marketing plan pays off - a practical example of this is the garland hydrangea “Runaway Bride®” and its sister variety “French Bolero®”, which were also exhibited at the trade fair and recorded very good sales last year. The Europe-wide public relations work in the B2B but also in the B2C area is having an impact and the awareness of the garland hydrangea has been significantly increased. 

At this trade fair, visitors were greeted to the right and left of the entrance with “oversized” pots of the two varieties.

Runaway Bride® at the De Jong Plant BV stand and in front of the main entrance of Plantarium/GROEN Direct 
Runaway Bride® at the De Jong Plant BV stand and in front of the main entrance of Plantarium/GROEN Direct

The new brand “First Editions®” from Bailey Nurseries was already presented at IPM. In the meantime, the new layout has become anchored in the perception of customers and has been very well received. We are pleased to be the production partner for this project with its enormous range of products.

Color themes
Color themes are a real eye-catcher at the point of sale because they offer a harmonious overall picture and attract the attention of potential customers. If the picture labels and advertising materials are designed in a harmonious color concept, an inviting ambience is created that encourages customers to take a closer look at the products. The color concept looks particularly harmonious when the colors of the label or pot cover match the flower colors.

This trend was also shown at Plantarium / Groen Direkt, as you can see from the examples in the photos attached.

We are pleased if we were able to give you an exciting insight into the latest trade fair topics. If you are also planning to take part in a trade fair or would like to launch new products – the teams at Media Concept Switzerland and Gregg Marketing are your partners.

 

Author:
Luisa Gregg
Sales and Marketing
After graduating from International Business & Management, Luisa Gregg has deepened her knowledge of marketing activities and has been responsible for brand management in the green industry since then. Since March 2016 she has worked at Gregg Marketing as sales and marketing manager and writes regular contributions to this blog.

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