Make your
he nights are drawing in, the pavements are crunchy with fallen leaves, and you’re starting to feel an
unaccountable desire for mulled wine, log fi res and glitter on everything. It’s human nature. Which is why, when everything else is getting a bit grey it’s time for that oh so stylish, seasonal, scarlet plant to take centre stage – the poinsettia! It’s the start of the annual Stars
for Europe campaign to help encourage poinsettia sales in the UK and Europe, and once again they’ve got a host of festive treats in store to help you sell more.
What’s the point of
promoting poinsettias? Poinsettias have, in recent years, started to get a bit of a dodgy reputation. People are wary of them due to reports of their toxicity, the idea that they die easily, and their somewhat old- fashioned image. But nothing could be further
from the truth! Poinsettias are GORGEOUS! Just look at the designs on the preceding pages. You can do all sorts of things with them, and make them into arrangements that are chic and funky and perfect for any interior or occasion. There’s even a poinsettia bridal bouquet in there! Their toxicity is no worse than
28 F&wb Autumn/Winter 2013
FINANCED BY STARS FOR EUROPE WITH FINANCIAL AID FROM THE EUROPEAN UNION
Christmas Stars shine bright T
any other euphorbia (in fact milder than many) – if you’ve got sensitive skin just make sure you wear gloves, or wash your hands after handling them. And as for their dying easily – it’s all about knowing how to care for them properly, and once you know, it isn’t diffi cult.
How does it help me? The campaign is designed to help you in two ways. Firstly, we’re targeting consumer press – from the lifestyle glossies to local papers to blogs, we’re sending them press releases and gorgeous images to encourage them to feature poinsettias. The more people read about them, the more they associate them with Christmas, which means that people are much more likely
One of the training fi lms on
sfe-web.com - this one shows you how to make poinsettia hand-tieds
to buy one, even if they never have before. Last year we got 100 pieces of coverage – this year we’re aiming to smash that! And secondly, there is a wealth
of materials on the Stars for Europe trade website www.sfe-
web.com, completely free, just for you.
What marketing materials are available online and how
do I use them? Have a browse around the festive marketing treats on www.sfe-web. com. You’ll fi nd: - YouTube videos showing you step-by-step how to make loads of gorgeous new poinsettia arrangements, including how to use them in hand-tieds – it’s like your own personal Christmas design dem, in your tea-break!
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