Under the campaign title ?Love the Plot You’ve Got’, the campaign will work to demystify and popularise gardening amongst consumers who currently see the pastime as hard work and primarily for older people.
A ?before & after’ garden installation, designed by the?Edible Bus Stop?company, will feature on the GIMB stand (Hall 20 C49/B48) at?Glee. It will provide inspiration and ideas for suppliers and retailers on how best to reach out to these disengaged consumers, based on insight from consumer research groups.
The campaign aims to support the needs of the whole UK gardening industry, with focus on the entire supply chain – from manufacturers to growers retailers. All participating members will be able to access campaign support materials via?www.loveyourplot.com. This campaign website is currently live with a trade login, which allows members to download logos and brand guidelines. This section will soon include additional collateral including photography and PR tool kits for use in 2015.
A consumer facing website is under construction and will be live in time for launch in January. This will provide helpful and easy to understand blog and video content – such as how to transform your garden on a low budget and planting & growing for beginners.
Retailers will be provided with links and included in a ?find your nearest’ search function, plus opportunities to guest blog and provide key products, trends and events for inclusion will further drive awareness, web traffic, footfall and sales.
Social media channels will launch next year to build an engaged audience of target consumers, distributing relevant content and generating conversations. A PR campaign will work to engage with media outside the traditional gardening titles and sections.
The Edible Bus Stop installation from Glee will be enlarged and taken on a tour of the UK next year to help to show consumers of all ages and experience around the country how an outdoor space can be transformed with limited time, expertise and expense. Any business from with the Industry will have opportunities to become involved in the ?Love the Plot You’ve Got’ roadshow before, during and after it appears in their locality