Join our huge Calliope® retail campaign this spring
Spring 2018 will be the season of the Calliope®. We’re launching a major retail drive to create strong pull and make Calliope® the must-have pelargonium for gardeners.
Our campaign of targeted initiatives includes: social media, press, a presence at the UK’s most prestigious flower shows (RHS Malvern and The RHS Chelsea Flower Show), garden centre demonstrations across Germany, Switzerland and England, beautiful point-of-sale materials, and community engagement with schools, communities, and garden centres across Britain through our partnership with Cultivation Street. Recently, for example, British TV garden celebrity David Domoney has been filmed with our Calliope® at Pershore College (a national centre for horticulture) to promote the Cultivation Street community programme.
As growers, we’d like you to benefit from our efforts by joining our consumer-led campaign. Please talk to your local sales representative who can give you all the details of the programme.
You can also join the conversation on Facebook and Instagram (@CalliopeFlowers) or visit our dedicated new consumer website www.Calliope.Flowers. There is even a dedicated grower and retailer portal with useful information specific to your needs.
Why are we doing all of this? Because in 2017, our in-depth consumer research in the UK and Germany* revealed exactly what gardeners want from plants. They highlighted: long-lasting flowers (80%), outstanding, intense colours (71%) flowers all-season long (71%) and plants that are worry-free (73%). The strikingly beautiful Calliope® range, which offers five types in 34 colours, embodies all of these features. Growers should add Osmocote® or high quality slow release fertilizer to every pot for excellent performance when in the garden.
This is our biggest campaign ever. It is a significant opportunity for growers and retailers alike to achieve a higher retail price, increase sales, and attract impulse buyers who are looking for an easy way to colour their lives. Calliope® is unlike any other geranium with more flowers in vibrant and intense colours, super easy to care for and longer lasting for you to enjoy from April until the first frost. That’s why we invite you to be part of it.
* Syngenta market research 2017, 600 participants in the UK and Germany