From florist to consumer
Lucas Vos visits Kees Tol for the recordings of the TV program Hollands Beste Bloemstylist – the Dutch search for the best flower stylist. This season the tv programme is supported with a campaign to strengthen the sales position of florists to get more consumers buying more flowers and plants.
See video below
Sunday, 13 September 2015, marks the start of the second season of the highly successful television programme, Holland's Best Flower Stylist. Together with the Association of Florists (VBW) and Flower Council Holland, we are supporting the programme this year with a florist and consumer campaign under the banner of the florist label "My Florist". This will help to strengthen the sales position of florists and get more consumers buying more flowers and plants (part of the Strategy 2020 Consumer Programme).
What does the campaign involve?
The bouquet of the week is the main theme in the campaign. Each week the focus is on one flower that has to be incorporated in the bouquet of the week. The voice-over tells viewers that they can buy this lovely bouquet through "My Florist" to stimulate customers going to the flower shops. The florist is described as the perfect place to find craftsmanship, a wide assortment and good quality! We help florists to make commercial use of the programme by:
- Free Point-of-Sale material for the shopfloor to draw the consumer's attention to the bouquet
- Video & photo material for inspiration
- Timely information about the products being used in this week's episode
- Use of text and images for social media & profiting from all the media attention
We inspiring the consumer and teach them about flowers and plants by incorporating fun and useful facts and beautiful images of the highlighted flowers at www.mijnbloemist.nl/hbb during the episodes. Via the various media channels, we guide the consumer to this page where they can also access their local 'My Florist'.
It is a great opportunity for florists to join in such a beautiful programme. Florists can participate in the campaign if they are a member of VBW and part of the "My Florist" label. In the coming weeks we are going to make all florists and buyers at the florist clocks enthusiastic to turn the television programme and the campaign into a success. Florists who join now get a free 6-month membership and can profit from participation in the campaign!