NGGV media activity during National Gardening Week
The National Garden Gift Voucher (NGGV) marketing team ramped up media activity during National Gardening Week in April in a bid to increase sales and garden retail footfall. This included running competitions in national newspapers, sponsoring a syndicated gardening column in 50 local newspapers and setting up competitions with 100 local radio stations.
Tony Stacey, NGGV Marketing
manager, commented, ‘The coverage we achieved during National Gardening Week was good. NGGV is a product that lends itself to media competitions, allowing us to get our brand in front of millions of people for very little marketing spend.’ The media coverage generated by the campaign totalled a staggering 16.5 million impacts.
The shopping journey of an NGGV customer
The routine of gift shopping is a familiar one: jostle for a parking space, walk through the car park, check your pockets as you go for your phone and wallet, and then you start the search for that perfect present. Just then, for a brief moment, you switch off autopilot and are susceptible to distractions within your environment. Called the ‘search stage’, those vital seconds give retailers a chance to communicate important messages using point-of-sale material. POS has the ability to reach out to customers, stop them at a desired product and lead to a sale – but only if the material is positioned effectively. So, where should retailers use NGGV
POS in their stores to achieve sales? External Hanging a banner in the car park, positioning an A-frame at the front door and a decal on the window will all help reassure customers
Large Banners A-Frame Window decal
Table Top Merchandiser
that the store sells/redeems NGGV. Help desk Placing a table-top merchandiser on the help desk/customer information counter will help staff close the sale when NGGV enquiries are made. Café/restaurant Table talkers on café tables raise product awareness. To capture impulse purchases, retailers might consider selling vouchers in the café. Gifting aisle Using shelf-edge barkers, clip strips and posters to advertise NGGV in the gifting aisles will assist customers looking for gifts. Main aisle/walkway Place a freestanding merchandising unit in a high customer flow area. Customers who have popped in to buy vouchers can’t miss it, while someone unsure of what to buy as a gift will be susceptible to an impulse purchase rather than leaving empty handed. Checkouts Till stickers and table-top merchandisers placed on checkouts will provoke impulse sales. Table Talkers
news
in brief
Pansy and viola favourites Following the unique display of more than 5000 pansy and violas at RHS Garden Wisley in Surrey, ‘Delta Midnight Sun’ pansy from Syngenta, and the ‘Sorbet Pink Halo’ viola from Ball Colegrave were crowned winners of the public vote. RHS Head of horticultural trials and relations Kylie Balmain said, ‘We have been overwhelmed by the public interest in the display. With the continued support of the HTA and the horticultural trade, the RHS is planning a summer display at Wisley that will focus on begonias. Our ambition is to develop an RHS People’s Choice brand to raise the profile of selected plant groups and, more directly, support retail sales of seasonal impact plants.’
Hozelock win Chelsea accolade The Flexi Spray from Hozelock has been selected as the winner of RHS Chelsea Flower Show Garden Product of the Year 2013. The judging panel, which included Dragons’ Den entrepreneur Deborah Meadon, also shortlisted The
Provenance
Company’s Twool Twine, Sneeboer’s Royal Dutch Hoe, and Town & Country’s bamboo gardening gloves.
Main Walkway Entrance Car Park
_All NGGV POS is FREE to HTA members and available to order online at
www.htamembers.co.uk or by phone 01527 508175
Exit
Shelf Edge, Barkers Clip Strips and Posters
Freestanding Merchandising Unit
Till Stickers Table Top Merchandisers
HTA Garden Centre Catering Conference The HTA Garden Centre Catering Conference has been shortlisted for Conference of the Year at the Trade Association Forum Awards. This follows the success of this year’s sell-out conference which brought together all those involved in garden centre catering from large chains to small
independents.The winners will be announced at the 2013 Best Practice Awards Ceremony which takes place next month in London.
HTAnewsI June 2013 I
www.the-hta.org.uk 7
Gif
tingaisle
Gif
tingaisle
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32