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Colour your life in CzechMiroslava Paclová
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CYL 2009 in Czech
• HORTIservis.cz participated at Colour your life compaign Materials for gardening centres:
• DVD • Monthly information
about plants • Booklet• Graphic support
• Press material: • Monthly press release • Press release for
horti-fair Flora Olomouc
• Radio and TV • Stand at exhibition
For Garden
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Gardening retail
• 325 gardening centres and sales outlets on our mailing list currently
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Top gardening centres
• Outstanding profiling of gardening centres of the best quality.
• Two associations of gardening centres.
• Total 28 centres (14 + 14 + 4SK) + cca 10 independent top centres.
• Both groups offer excellent services to their customers. They have their own educational programmes.
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The new way for gardencentres
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The new way for gardencentres
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The new way for gardencentres
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Development of gardening retail
• New gardening centres and good-quality shops are continually founded.
• The choice of plants, other gardening material and the standard of sale is rising.
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EU support for garden centres
• One garden centre in the same day
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Gardening centres
• The shops do not face such competition as in western European countries (one first-rate shop covers about 35 – 50 km distance).
• They still lack even basic marketing knowledge. Their use of publicity materials is minimal.
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POS materials
• They are unable to start working with sent materials independently.
• They need presentations, an impulse and individual approach.
• We try to make sample presentations, but is extremely demanding.
• Many gardeners still do not work regularly with electronic information.
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POS materials
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Retail in nurseries
• A distinct part of the sales still goes on in nurseries
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Exhibition For Garden
• Our biggest presentation this year.
• Prague• 5th-8th March 2009• Number of exhibitors:148• Total area: 5 475 m2
• Area of stands: 3 532 m2
• Number of visitors: 36 545 • Countries: 4• (CZ, PL, D, NL)• Number of journalists: 142
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Presentation For Garden
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Cooperation with the media
• The original number of 300 cooperating editorials of which many just passively accept our releases.
• 45 cooperate actively and permanently, though they rely on us to provide detailed materials, which is time consuming.
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Cooperation with the media
• Cooperation has been deepened with the permanent group of the press with the increase in page numbers.
• The press especially welcomed the instructions for pruning and planting.
• The total number of cooperating press subjects has decreased. Many have reduced their pages and changed their content.
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Cooperation with the media
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Press presentation
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WEB sites
• Monthly press releases and photos at www.rostlinamesice.cz
• Wide information for both retail sellers and customers at www.colour-your-life.cz
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Radio and TV
• There has been an increase in the interest from TV and radio.
• We regularly answer the questions of viewers and listeners.
• We have a big feedback and we also contribute to the nationwide TV web.
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Prime time, Sunday 17.50 hours
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Other activities
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Important news
• There has been an enormous decrease in the purchase of plants in supermarkets in favour of gardening centres and first-rate gardening shops.
• They offer better-quality plants and consulting.
• The markets do not have any qualified staff for this.
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Thank you for your attention