The ‘It Starts with a Pot’ campaign is designed to show people that gardening does not have to be complicated but that it can be straightforward and fun.
Commenting on the campaign HTA Chief Executive Carol Paris said, “Through this campaign we are hoping to encourage more people to enjoy their outdoor space this spring. We are trying to demystify gardening and demonstrate how just by planting a few pots, or indeed any other containers, you can provide colour and impact to your outdoor space effectively.”
She adds, “Garden Industry Marketing Board members are encouraging the wider industry to embrace the campaign by using the logo on marketing materials, with in-store promotions and linking in with events and activities such as Garden Re Leaf Day (14 March), Cultivation Street (launch at the Ideal Home Show 14-30 March) and National Gardening Week (14-20 April).”
The HTA will be working with consumer media on related feature pieces around planting in pots as well as providing ‘It Starts with a Pot’ logos and further resources which will be available at www.the-hta.org.uk/iswap. There will also be plenty of social media activity including a Pinterest page which already includes plenty of inspirational ideas. View and contribute at www.pinterest.com/startswithapot.There will be plenty of twitter activity too using the hashtag #plantapot.
The HTA will also be showcasing ‘It Starts with a Pot’ with trade and consumer media at the Garden Press Event on 13 February at The Barbican in London.
A starter for ten – ideas for incorporating ‘It Starts with a Pot’ theme into existing in store activities and events.
- 1. Product merchandising – putting plants with alternative containers like welly boots, tea cups, watering cans, clogs, shopping bags etc.
- 2. Feature displays – examples of small space gardens grouped together to create a centre piece or individually positioned around the garden centre.
- 3. Occasions – promoting pots and containers suitable for gifts on occasions/events such as Mothers’ Day, Easter Day, World Cup, Halloween, Christmas.
- 4. In store kids’ activities – plant a pot for Mothers’ Day, decorate a pot, making bird feeders from pots, making paper pots, recycled pots.
- 5. Themed pots – grouping plants to create recipe pots for cocktails, chefs, salad, grow your own and showcase by placing examples in the café, cookware area and so on.
- 6. Seasonal pots for spring, plant of the month pots.
- 7. Planting demonstrations and activities.
- 8. Plant pots in cafes – growing herbs on the table, bread in pots – helping to making the connection between growing and eating.
- 9. Competition to grow in the most unusual container and post onto your Facebook page or bring in store to display.
- 10. Interesting and fun displays of pots in store.
The possibilities are endless – let us know what you plan to do with the ‘It Starts with a Pot’ theme and email us at iswap@the-hta.org.uk.
Visit www.the-hta.org.uk/iswap for further information and to download the logo. ‘It Starts with a Pot’ was one of a number of ideas to stem from a Garden Industry Marketing Board (GIMB)* workshop in October 2013. GIMB members came up with numerous ideas which have been developed into four concepts for an overarching industry wide campaign aimed at consumers in their 30s and 40s who are not currently heavily engaged in gardening and/or garden product purchasing. These four concepts are being consumer tested early in 2014 before a final decision is made on which one to go with for a 2015 PR campaign.
