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We promote special flowers in season,
2000 growers make the 365 days of flowers promotion campaign possible. They grow more than 132 different flowers in more than 15 countries, and trade them through Royal FloraHolland. That means you can enjoy a diversity of special flowers every day.
The 365 days of flowers campaign wants to get these special flowers on the shopping lists of florists, garden centres and other sales outlets. We do this by stimulating your senses and by inspiring, informing and activating in four European countries with these four main activities:
Online seasonal magazine
Online seasonal magazine
Theme magazine
Theme magazine
Social media
Social media
Activation campaigns
Activation campaigns
Basis of the campaign
Basis of the campaign
Online seasonal magazine
With the online seasonal magazine, florists have sales opportunities to hand every season. Each edition is bursting with practical sales ideas, useful flower stories and a well-stocked promotion pack.
- 4 editions per year: February, May, August, November
- 4 languages: NL, GE, EN, FR
- 6.200 subscribers
Theme magazine
The 365 days of flowers theme magazine is the magazine for ambitious florists. Trends are translated into ready-to-use sales opportunities, it elevates inspiration to an appealing and practical level, and it offers background information about special flowers.
- 2 editions per year: April and September
- 48 pages
- 4 languages: NL, GE, EN, FR
- 26.000 copies
Distribution
The theme magazine is sent directly to florists in the Netherlands, the UK, Germany (subscribers to BLOOMs, Gestalten und Verkaufen) and Belgium (KUFB members). Exporters and wholesalers also facilitate the widespread distribution of the magazine. These are all the distribution partners of the 365 days of flowers campaign:
Activation campaigns by season
‘Spring is here again’
Neuroscience research shows that smell is the sense that is most directly linked to the past. This explains why the scent of a flower from your youth immediately evokes memories of the place where you smelt that flower. Or of the moment, such as with the fragrance of the flowers in your bridal bouquet. Fragrance historian Caro Verbeek is involved with Odeuropa, whereby historic scents are brought to the present day. Inevitably, this also involves floral fragrances!
Pick the summer
If you put seasonal products in the spotlight, you create a sense of scarcity. For example, when the peony season starts in May, you can celebrate that as a real festive occasion. The sunflower season then erupts in the summer. Focus on one flower, and all the flowers will enjoy the boost!
Share autumn
With flowers we can emphasise emotions and touch one another from the heart. A bouquet that you have put together with care gives energy and makes the world a little bit more beautiful. Contemporary gifting occasions like Neighbours Day or Grandparents’ Day offer sales opportunities for you as a florist. In the autumn edition of the seasonal magazine we explain why your customers are open to this. You will also receive practical tips plus a ready-made promotion pack. So you can get to work straightaway!
Celebrate winter
Winter is a relatively short period in our sector. Whilst meteorological winter lasts from 1 December to 28 February, our industry is more inclined to look to Christmas, and then spring burst onto the scene straightaway at the start of the new year. With the campaign we support these two important consumer needs: to celebrate life - being together, and the desire for spring - the consumer looking ahead eagerly.
Basis of the 365 days of flowers campaign
2000 growers fund the 365 days of flowers campaign
All the suppliers of the bulb flower range and seasonal flowers affiliated with Royal FloraHolland fund the campaign. Breeders (of summer flower seed) thereby make a financial contribution.
132 special flowers are promoted
All the flowers in the ‘auction categories’ bulb flower range and seasonal flowers fall within the scope of the 365 days of flowers campaign.
Growers decide the content of the 365 days of flowers campaign
A Board and an activities committee have been appointed for the campaign, which deal with the strategic planning and operational execution respectively. The Board is monitored by the FPC Summer Flowers. All the growers involved work on a voluntary basis.
How the product list is produced every year
Product specialists select the product list for each season once a year. Account is thereby taken of objective indicators such as seasonal supply, market size, and an proportionate spread across product groups. This ensures a diversity of products and variation across the years.
1.500 inspiration images at your disposal
The 365 days of flowers campaign has a media bank that is packed with more than 1500 images which you can use free of charge. How? Click on the link below to enjoy immediate access to all the available images. If you share the images, please don’t forget to tag or credit @365daysofflowers.
365 days of flowers stimulates your senses with special seasonal flowers. This promotional campaign is made possible by cut flower growers affiliated with Royal FloraHolland. They thereby help you exploit seasonal sales opportunities.
Agency: Concept Factory
Social media
The 365 days of flowers campaign has a loyal fan base, and grows it every day by implementing social advertising effectively. These are also forums where floral stories and flowers from the affiliated growers are shared.
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