2. Challenges of the North
American Marketplace
• Regulatory / Border Challenges
– Plants with soil can not be imported or
exported
– Product line eligible for export very limited
– Phytosanitary regulations and inspection
practices a deterrent to potential customers
3. Challenges of the North
American Marketplace
• Demographics
– Huge marketplace to cover
– Large range of hardiness zones
• (from zone 2 to 10)
– Different “attitudes” between American and
Canadian marketplaces
4. Challenges of the North
American Marketplace
• North American requires a B2B
program:
– Perennials and some lining out stock are
the main product lines
– Nursery growers and retail distribution
centres are the target markets
6. On-Line Newsletter
• Complete revamp of site
– Launched in January 2009
– New features, including “Ask the Expert”
– Direct “news” from The Netherlands
• Translated articles from de Boomkwekerij
• Improved Site Optimization Strategies (SEO)_
– Improved analytics capabilities
9. Association Sponsorships
• New for 2009
• Main purpose is to “ease the way” for
possible Colour Your Life campaign in
North America
• North American demographics make it
desirable to work with trade
organizations
14. Press Trip / Press Articles
• 2008 replaced journalist with technical
writers
• Better guarantee of published articles
• Summer timing is more and more of an
issue for North American journalists
• Trip has been combined with
Plantarium and/or winner’s trip
21. Conference Speaker
• International Plant Propagators’ Society
(IPPS) Annual Symposium
– Ronald Houtman
– New varieties, variety trials
• Landscape Ontario Congress
– Jan Habets
– The Green City
22.
23.
24.
25.
26.
27. Perennial Marketing Contest
• Discontinued after 2008
– Declining participation despite increased
promotional efforts
– Retail market increasingly difficult to target
• Finish up program with a winner’s trip in
August of 2009
