NEWS
It focuses in particular upon the versatile options for using Poinsettias. Other topics that are regularly ad- dressed include the right way to care for Poinsettias, the range of varieties, and home decoration with Poinsettias. In addition there are umbrella themes that change every year, which show the Poinsettia in its almost limitless versatility. A consumer web- site offers helpful tips for purchasing and using Poinsettias. Tips on decoration are illustrated, using examples with step-by-step photos of how the ar- rangement shown can be copied quickly. Press kits are offered and media contacts have gone into the hundreds of thousands. This promotion initiative is financed by breeders as well as the producers of finished material, by a mar- ginal contribution of 0,005€ per plant, which gener- ates a marketing budget of more than a half-million Euros per year. Most know the famous statement at- tributed to the legendary carmaker Henry Ford, who claimed half of his advertising budget was wasted - but he didn’t know which half. I am mentioning this since it is interesting to know that in the U.S. and Canada Poinsettias are used in the same way: as a Christmas decoration item. During the years where Stars for Europe has been running, it has been inter- esting to see that the market size of Poinsettias in Europe was slightly growing, whereas it has been in decline in North America. Of course one may ques- tion if this is connected to the campaign. In my world it does make a difference.
I
n fact the campaign has been granted subsidies from the European Union, which are adding €2.1 Million for a 3-year period. A single company- or
country-related project could not have achieved this. All in all it is a way that shows an interesting ap- proach to overcome usually exist-ing disadvantages when talking about marketing and promotion of flowers. I would be happy to provide more information to those who are interested. At the end we should all be interested in actively promoting the beauty of our products.
Nils Klemm is President & CEO at Selecta Cut Flowers. You can reach him at
N.Klemm@selectaklemm.de
www.SelectaCutFlowers.com FloralNews 17 12
A new face at Selecta.
Selecta Colombia, a sales division of Selec- ta Cut Flowers, has ap- pointed Paola Coba as its junior sales manag- er. In her new role Paola will support Se- lecta’s market develop- ment activities in Co- lombia.
After
graduating as an agro- nomic engineer at the
Earth University in Costa Rica, she has worked inter- nationally and nationally collecting her experiences in the floriculture industry. “I’m delighted to share my experience in floriculture business with Selecta,” Paola said. “It’s my ambition to work with growers, support them, and build a strong relationship with them.” She brings strong organization skills and a very pro-active and dynamic attitude.
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