This targeted campaign will get the message of great gardening success across to Britain’s gardeners.
This year, Scotts Miracle-Gro is spending a total of £6 million on TV media, from mid-March – in plenty of time to capture Easter interest – to mid-June. The campaign will ensure customers come flocking to garden centres and stores to buy products that they know give great results, from the brands they know and trust. The TV spend is split by brand into: Miracle-Gro® £2 million; Roundup® £2 million; EverGreen® £1 million; and Weedol® £1 million.
The products that will feature are:
- Miracle-Gro® Flower Magic® NEW for 2013
- Miracle-Gro® Expand ‘n Gro™
- Miracle-Gro® Patch Magic®
- Roundup® Gel & Roundup® Pump ‘n Go
- EverGreen® Complete
- Weedol® Rootkill Plus™ RTU & tubes.
Targeting consumers
Thanks to the company’s innate knowledge of the garden market and extensive consumer, trade and market research, Scotts Miracle-Gro is using the campaign to target keen ABC1 gardeners, who are known to regularly buy gardening products and show pride in having great looking gardens.
Paula Parker, Scotts’ UK Marketing Director, said: “Rather than using a scattergun approach, we are targeting our advertising at gardeners and other consumers that we know are more than willing to spend the money needed to make their gardens look great. This will have great benefit for the whole gardening market, driving customers to garden centres and stores, where they will lavishly spend on their gardens.”
The TV campaign is backed up with in-store promotions, national consumer magazine advertising, compelling point of sale material and exciting packaging and merchandising to ensure retailers get the most benefit from the advertising and can look forward to great sales.
Don’t get caught out – get your orders in quickly
These are all must-have products that every retailer should be stocking throughout spring and summer to take full advantage of this strong publicity, marketing and promotional activity and ensure maximum sales. With a busy spring ahead, and Easter coming early, don’t get caught out – be fully prepared and get your orders in early.
Contact your local sales representative now to place your orders.
