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Turn-around for trees
Garden MessengerPlant Promotions for 2007
Helping you pick the winners!
For beautiful blossom in spring and attractive fruits and foliage in autumn,Malus
or ornamental apple, is hard to beat. Add to this their compact size andthe availability of varieties that are resistant to scab and mildew and you've gotthe ideal tree for most gardens. This fact is reflected in the way that many gar-den writers list Malus
among their top small garden trees.
The challenge for retailers is to get people buying
plants. For this reason, 65 cultivars of Malus
and planting trees – on the face of it they don't
recently studied by the plant certification body
seem to offer the quick benefits that customers
‘Naktuinbouw' in Holland. They focused on
have come to expect. But sell their strengths in
commercially important features of the plants
an imaginative way and you could see this product
including colour of buds, blossom and fruit, as
Malus ‘Golden Hornet'
group become a real winner. It's all about hitting
well as their susceptibility to disease.
consumer hot-buttons and with blossom, foliage
and fruit on offer, there is plenty opportunity to
‘Evereste' (PERPETU) was awarded the
stars including ‘Golden Hornet' with light purple-
get the message across.
highest commendation of three crowns for its out-
white flowers and beautiful fruits and ‘Rudolf', with
standing characteristics. A small tree reaching
dark-purple to pink flowers, fabulous foliage and
Research organizations have an essential role to
approximately 4.5m, it has a wide pyramidal crown,
play in this process because they can focus on
blossom that ranges from light purple to pink-white
A further 20 varieties performed well in the tests.
characteristics that impact on the marketability of
and orange/red fruits. Seven others received two
All successful varieties are listed in the tables below.
Awarded three crowns
Flower bud colour
Dark purple pink
Light purple pink/white
Awarded two crowns‘Adirondack'
Dark purple pink
Light purple white
Dark purple pink
Dark purple pink
Yellow with orange blush
toringo ‘Brouwers Beauty'
Yellow orange yellow
Other positively judged cultivars
baccata ‘Street Parade'
‘Weepcanzam' (CANDIED APPLE)
toringo ‘Sargent's Elegant'
s = for special purposes; these plants have a specific ornamental or user value and therefore a wide application is not always possible.
Turn-around for trees
Making trees a number one consumer priority is a tough assignment. But the very aspects that make them
challenging as a product group can be turned around to make them highly desirable.
Sowing the seed for trees
available at the information gazebo.
features that bring benefits throughout the year.
In general, a tree is not an impulse purchase.
A ‘tree line' staff member who is never too far from
Think of ornamental apple (see product feature)
The right tree can transform a garden and provide
the trees will be able to help with basic plant needs,
which delivers blossom, foliage and fruit, or fabulous
enhanced amenity for years to come.Trees have big
as well as getting the tree into the trolley. It's also
with wonderful foliage right through
personalities and matching the tree to the situation
essential that tree lines look tidy and attractive.
the growing season. Evergreens can offer warmth
is essential for success.This extends beyond merely
Static information on ‘how to plant a tree' is a great
and interest in the winter months and magnolia or
soil types and situation, certain trees ‘fit' in certain
help to remind even experienced gardeners of the
cherry mark spring with beautiful flowers. Appeal
situations.This would be a great subject for a feature
basic procedure and a delivery service (free within
to customers' environmental consciousness.Trees
in a gardening club newsletter, or for in-store POS
a certain radius of the centre?) will ensure that
do make the world a better place for everyone and
to help customers make their choice. Mood posters
bigger trees aren't broken before they get home.
shade, better air quality, habitat for wildlife and
are also handy for getting customers on track for
Offering a planting service (at a cost) can make a
being plugged into the rhythms of the year are all
trees, and can help to ‘sow the seed' when they are
huge difference to sales if you have the capability
becoming key consumer triggers.
visiting for other products.
and on big-ticket trees is very desirable as it's in
your interests to know that the tree has been
Be part of something bigger
Why not look into a partnership project with a tree
Remove the barriers to purchase and you will see
charity, wildlife group or community initiative.Trees
your tree sales increase.
can change lives, here and in other parts of the world.
Most people don't want loads of trees so they'll be
Tree promotions can be an effective way of bringing
When it comes to trees, customers usually plan, or
more willing to pay for a bigger specimen that looks
some new elements to the shop floor that can really
at least think in advance what they want.They will
good from the start. Stock well grown specimens
add interest.Visit the new Green City initiative
then use the facilities of the centre to confirm their
and highlight the benefits of bigger stock.
website at www.thegreencity.co.uk to get in the
choice, because potentially a tree represents a long-
picture with trees and their wider benefits. Plus look
term commitment. For this reason, make sure there
Promote the benefits
up the United Nations Billion Tree Campaign for
are plenty of reference books and product posters
Many trees suitable for gardens offer a range of
more inspiration www.unep.org/billiontreecampaign
See you at the 2007 shows!
Don't miss Plantarium
Visit Groot Groen Trade Show
22nd to 25th August • Boskoop
4th and 5th September
3rd to 5th October • Zundert
Make sure to visit us at the
See you at the premier hardy nursery
Dutch Pavilion. Come along
Put a date in your diary
stock trade show.
and find out about the new features in our promo-
for this annual show
tional campaign for 2008 and what's in it for you!
including hardy nursery
Throughout the pavilion there'll be top quality pro-
stock and suppliers
duct and the opportunity to speak with the sup-
to the landscape and
pliers. Plus look out for the Garden Messenger
plants and themes in John Stanley's ‘Lifestyle Display
Gardens' as part of this year's retail seminar sessions.
PROMOTIONAL POINTERS FOR YOU
Entice and entertain
Summer is here! At this time of year holidays, tennis and the sheer heaven ofjust lazing in the sun are your competition! Make sure it's game set and matchto you by creating some summer fun for your customers to ensure footfall.
Serve up super summer days out
Go garden wild
such as solidago with its prairie look are ideal to
It's summer holidays so give families a wildlife
promote – strong solidago yellows glowing under
themed event to increase footfall and get them
the summer sun will blast the sleepiness out of any
spending. Get your customers going garden wild
planteria on even the hottest summer afternoon.
with a themed promotion of all things wild and
There are masses of opportunities for add-on sales
wonderful. Wildlife magnets such as buddleia and
here too – from bird food and feeders to bird
lavender are perfect to include. Plus perennials
baths and water features. Plus you could really get
the summer holidays off to a swinging
start for local families with a few
extra activities (space allowing) –
anything from a bug hunt round the
centre to inviting your local Bird of
Go for local branding
Prey centre to bring along a few
Farmers markets are ever increasing in popularity
feathered friends too!
– this is one farm cart to definitely jump on! Why
not host your local farmers market in your car
Go for high culture
park or if space is tight invite along a few individual
They do it in parks all round the
local producers or craftspeople? Be sure to have
country – why not at your garden
your own special stand promoting top and soft
centre? Offer your customers a
fruits for the garden.
night of culture by bringing in a local
quintet or quartet to give a recital.
Keep the pressure on!
You could include a glass of bubbly
From start to finish keep the heat on to benefit
and some strawberries in the ticket
sales in your planteria. Remember entertain and
price to get the party going.
entice your customers. It's your job to get them
Decorate the seating area with some
out of their deckchairs. Don't let you customers
stylish planters – try echinacea and
just loll in the garden this season – at least not
flowering grasses and make sure there
until they've spent some money at your centre
are some on sale to take home too.
and done some gardening.
A1 for impact!
Have you got your A1 posters up for ‘Summer into Autumn'? Every retailer receiving the Garden Messenger
seasonal POS packs should have received a white poster tube last December containing 4 stunning seasonal
plant promotion posters – 1 for each season of the year. Make sure you dig out the gorgeous ‘Summer into
Autumn' poster and get it up on the shop floor.
Use your A1 poster to get maximum attention for your promotional activities.
Spot on for giving your customers ideas as soon as they walk into the centre, put it up in the entrance area.
Alternatively, these posters will look great in the café or at the entrance to the planteria where it will do a
great job of catching your customers' attention.
Don't stop there…
Visit www.gardenmessenger.co.uk for more materials and information.
If you need more copies of the A1 set please e-mail: [email protected]
Get sales soaring with these great promotional plants and themes
GARDEN MESSENGER PLANT PROMOTIONS FOR 2007
Summer chic with echinacea
Red hot and gorgeous with red flowering
Garden wild with buddleia and solidago
and flowering grasses
and foliage plants
The wilder garden chimes with many consumer
Promote this selection of plants as the perfect back-
Sell more summer with burnished colours to keep
trends. Use it to promote buddleia and solidago this
drop to fun in the sun for you, your family and
the garden looking hot. Create a celebrity-quality
month. Show how Buddleia davidii
will keep children
friends.They're very stylish and reflect the mood of
presentation that will fire your customers' imaginations!
absorbed with dancing clouds of butterflies. ‘Black
hot summer days. Pennisetum alopecuroides
Include sumptuous velvety clematis glowing deep rich
Knight' (dark purple flowers) or ‘Royal Red' are
is compact, with bottle-brush flowerheads. Pennisetum
red - try ‘Rouge Cardinal'. Acer palmatum
is a fabulous
good choices, as are ‘White Profusion', with its huge,
is a mound forming grass with dark green
foliage plant that catches fire (depending on variety),
fragrant blooms or the delightful ‘Fascinating' which
leaves and bears beautiful flowerheads up to 14cm
as the leaves begin to turn. Potentilla presents perennial
produces lilac-pink flowers. Solidago looks wonderfully
long. Zebra grass (Miscanthus
) or Reed grass
red choices at this time of year. Use the vivid reds of
naturalistic. ‘Goldenmosa', ‘Crown of Rays' or ‘Cloth
) both have loads to offer. The perfect
‘Gibson's Scarlet' to colour the ground level of the
of Gold' are all good choices. Easy to care for and
partner for flowering grasses is Echinacea
display. Also include Virginia creeper (Parthenocissus
tolerant of dry conditions, these are perfect for the
Coneflower. Echinacea purpurea
is an absolute winner,
and its glorious autumn reds.
flowering from August through to October.
Top fruits for all gardens with
Fabulous foliage with
Perfect for gifts and decorations with
Malus and Pyrus
Picea and Helleborus
Wow – there is nothing like offering your customers
Here's an exciting range of evergreen shrubs with
Put plants at the centre of Christmas in your store
a plant that they can enjoy eating the fruits from.
stunning foliage and sumptuous sounding names such
this year. Mix tradition and contemporary style for an
There are plenty of options of trees for small gardens
as ‘Silver Queen',‘Golden Prince' and ‘Emerald ‘n' Gold'.
planting combo, the
and orchards from the two top fruit families Malus
Fully hardy and able to cope with the winter frosts
result – exquisite evergreen foliage and the extra
. And with lots of cultivars grown to provide
to come, these cultivars are superb for your winter
special surprise of flowers at this time of year.This is
culinary and dessert apples and pears you could get a
patio range. Stimulate your customers to pep up the
THE gift for a mum who's got it all or ideal for adding
full on fruit fest going in your centre.Why not include
patio as the grey weather sets in with some striking
to the festive décor. Put together a display with a
everything from apple and pear dunking to pear flan
colourful foliage. A generous display showing off the
couple of choices of attractive planters ready to go
and apple pie? Make your autumn event top of
silver, golds and shades of green in the range will
and a gift wrapping service to make this a Christmas
highlight these winter treasures and get them flying
offer your shoppers can't refuse.
out the door.
Up to Date
appears twice a year (July and January) and is published by Plant Publicity Holland • PO Box 81 • 2770 AB Boskoop • Holland
Tel: 0031 172 217550 • Fax: 0031 172 218350 • Email: i[email protected]
• Website: www.pph.nl
UK & Rep. Of Ireland Bureau • PO Box 252, Carlisle, Cumbria CA6 6YA • Contacts: Mark and Amanda Long • Tel/Fax: 01228 577277
Email: [email protected]
• Websites: www.gardenmessenger.co.uk or www.gappdesk.co.uk
Design and production: KopArt Amstelveen • The Netherlands
Campaign financed with the assistance
of the European Community
INESC MAT - Media Arts and Technology Description of the Research Project 1 Project Proposal 1.1 Summary of the Research Programme This research program aims at achieving innovation in various scientific and technological fields within the domain of Media Arts and Technology. Expected outcomes wil range from knowledge production (high-impact scientific publications and publications in the general media) to innovative prototypes and modular technologies of use to industry as wel as end-users. Media Arts and Technology (MAT) research fuses emergent media, computer science, engineering, and electronic music and digital art research, practice, production, and theory. This relatively new field of inquiry focuses on cultural content (music, video and film, TV, radio, performing arts, etc.) and its integration with the most recent Information and Communication Technologies, including the field of Human Computer Interaction. The research areas comprise a vast number of aspects ranging from multimedia processing and analysis, new media formats, content creation, searching, integration, adaptation, diffusion and presentation. The application domains of MAT range from improvements in conventional areas such as computer graphics, sound and music computing and artificial intel igence through enablers of new media industries up to new development of health therapies, education, fashion, and tourism, for example.
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