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General Information
Distance Marketing
@ Flowermarketing Nice reaction of a new C&C: “We aspire to become a market leader in flower wholesale, of course we need the InFlorist presentation”
The link between your company and the Eastern European market.
Our Goal: improve communication between flower production companies and Eastern-European florists to create demand for specific flowers and brands. By doing this, participating producers increase demand for their flowers. Our main activity is “in-store marketing” in the Eastern European wholesale companies. We do this through big TV screens that are situated at Eastern European flower-wholesalers. They play the Distance Marketing presentation. By showing your commercial message in this presentation, you can bring your products under the attention of wholesalers and their customers 365 days of the year. There is no limit in the number of new messages that you can communicate. This way you can always show your newest varieties and commercial messages in the market. How does In Store Marketing work? The essence is the Distance Marketing TV-presentation. You can buy time from our presentation to show your message.*
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Your promotional time will be played more then 40.000 times per week in the different Eastern European Cash & Carry’s. By doing this, your promotional campaign reaches many thousands of florists in the different metropoles in Eastern Europe. It is possible to constantly update your message in combination with the name of your farm and brand. This way florists are constantly engaged with your information and inspiration which is branded with your logo. They see how they can use your product, or the story behind it. In many cases, this leads to an increase in sales. Other activities Besides the promotion through the TV-screens, Distance Marketing performs numerous promotional activities for the customers who are also in our presentation. All activities are focused on the Russian speaking countries. For example: • Inflorist Inspiration Magazine • inflorist.ru website, which is like a search engine for high quality products from the horticultural industry, focussed on the Russian-speaking flower traders. • Personal representation in Eastern-Europe during 12 business visits around Russia every year.
* If space available (the presentation is limited)
Brokers. They are buying what their customers abroad are ordering.
Distance Marketing
Importing companies / Wholesalers / Casy & Carry’s. They order what the florists are asking for.
Distance Marketing creates the demand here.
Our activities in Your farm Eastern European / company Cash & Carry’s create demand from the bottom Brokers of the chain. We aim at creating interest in your Importing products, which companies the florists and Wholesalers wholesalers can Cash & Carry’s order immediately. Eastern European florists
This way the demand comes back to you.
uses the Pull-marketing strategy
Eastern European Florists. Talking with florists, we see that they order products which they know well. But florists have limited knowledge of what is available around the world. They are depending on what the Cash and Carry offers them and what information they manage to get theirselves. Florists are seeking for information about what is available and how they can use it to come up with refreshing flower work. When we analyse the supply chain, we can draw the following conclusions:
Florists want to be informed, to make nice bouquets etc. Cash & Carry want to inform their customers, to create extra sales opportunities • As a producer of flowers you want to show your commercial message on the end • •
of the chain to create demand for your products and brand. This is the pull marketing strategy that was mentioned earlier. Using the pull-marketing strategy. Use in-store marketing to make sure that the Eastern-European traders know your products, brand and specifications. By surprising the florists every day with new inspiration regarding your product and brand, you can create demand and you are building your brand every day again! “The power of marketing is to repeat!”
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General Information
Distance Marketing
In-store communication through the TV-presentation. Through the Distance Marketing presentation you are always present in 79 wholesale companies.
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In t h
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InFlorist Inspiration Magazine reach wholesalers, florists and consumers
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TV screen presentation reach wholesalers and the shopping florists
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Communication Model
Search engine for the Eastern European traders more then 2.000 Eastern European visitors per month
InFlorist Inspiration Magazine. All connected wholesalers receive the InFlorist Inspiration Magazine twice a year. This is a service we started because wholesalers wanted to give their customers a source of inspiration before the ‘big flower holidays’. Because of this we bring out two Inspiration magazines per year. The topics are: “Inspiration for St. Valentines day and Women’s day” and “Inspiration for the 1st day of school”. Search engine for Eastern European traders, InFlorist.ru On the website you can find all quality brands that are working with Distance Marketing. Therefore, the website has a lot of visitors who are searching for quality products. Inflorist.ru appears first when you google “Flowers and plants from Holland” in Russian out of 630.000 results. Personal representation: Distance Marketing makes more than 12 business trips per year to the wholesalers that are in our network. During this visits Distance Marketing also represents their customers.
How do you create demand? St. Petersburg Communicate your Unique Selling Points (USP’s). Tell your potential final customers what makes your product so special. It is your responsibility to communicate to your potential customers. Distance Marketing communicates your message 365 days a year in 79 Kiev wholesale companies to thousands of shopping florists. Distance Marketing work area: In store marketing is played in all Russian speaking countries like: Russia, Kazakstan, Belarus and Ukraine. The card shows an impression of these locations.
Coverage area Distance Marketing
Moskou Samara St. Petersburg
Moskou Kiev
Novosibirsk Samara
Astana
Novosibirsk
Some numbers about the reach of your promotion:
More then 40.000 views of your company
•
Astana
brand every week.
79 connected Cash & Carry’s
•
5
“
“Robbin Meulemans and his Distance Marketing activities are well known among leading flower wholesale companies in Russia, which are choosing to support digital commerce and realizing a great potential it still has in such a hectic, yet developing and inviolately flower minded market like Russia� Asiya Suleymanova, Representative FloraHolland Russia
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Distance Marketing FloraHolland experiment Results of In Store Promotion 2015
Background FloraHolland and Distance Marketing have co-operated to find out the results of the “In-store narrowcasting� performed in Eastern-Europe. Thanks to this close co-operation we found some wholesalers who were willing to show us their sales numbers regarding these promoted varieties. Besides this, FloraHolland performed field research in Russia at these, and other wholesalers. The results can be found this brochure.
method of research Early 2015, we have started collecting data about two novelties promoted on the presentation screens in Russian wholesale companies. Before we promoted them, we made a baseline-measurement of all measured varieties. Therefore we could clearly see the effect on the sales of the promoted varieties. Besides, we performed a split-test by measuring the sales of a novelty which was not promoted on the TV-screens. This gave us the opportunity to compare the sales results of the promoted novelties with the novelties which were not promoted.
@ Flowermarketing Observation in visiting a number of C&C’s in Moscow: with our presentation we do not only reach florists, the buyers and sales-staff of the C&C know the products by heart as well!
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Distance Marketing FloraHolland experiment Results of In Store Promotion 2015
Results Cash & Carry
1
Average Growth
Week
1
2
3
4
5
6
7
8
9
10
11
12
Number of stems sold of promoted novelty 1
0
48
120
288
576
528
624
576
600
624
600
648
Growth of the number of sold stems from novelty 1 compared to last week (%)
0
+100
+150
+140
+100
-8
+18
-8
+4
+4
-4
+8
Number of stems sold of promoted novelty 2
0
30
70
130
200
150
220
260
260
240
250
260
Growth of the number of sold stems from novelty 2 compared to last week (%)
0
+100
+130
+86
+54
-25
+47
+18
0
-8
+4
+4
Number of stems sold of the NON promoted novelty
0
0
0
0
0
0
50
0
0
0
50
0
Growth of the number of sold stems from the NON PROMOTED novelty compared to last week (%)
0
0
0
0
0
0
+100
-100
0
0
+100
0
+8
(In general) Growth of the number of sold stems compared to last week (%)
0
-4
-8
-4
+10
+50
+198
+103
-50
-19
-30
-21
+19
Total sold
5232 +42
2070 +34
100
* How to read these growth numbers: the number of sold stems from Novelty 1 grows from week 6 - 7 from 528 to 624 stems, this means that the growth in week 7 is 18%, because if we multiply 528 with 1,18 we have 624 (the number of sold stems this week).
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63%
0%
-63% 1
2
3
4
5
6
7
Weekly growth in percentage of general sales and promoted variety sales.
Total number of ordered stems per week per novelty.
250%
700
8
9
10
11
Int. Women’s day orders
12
Novelty 1
188% 525
125% 350 Novelty 2
63%
175 0% non promoted novelty
-63%
0 1
2
3
Weekly growth in % of general sales (in stems) comparing to last week
700
4
5
6
7
8
Weekly growth in % of promoted variety sales Novelty 1
9
10
11
Weekly growth in % of promoted variety sales Novelty 2
12
1
2
3
Number of stems sold from the promoted novelty 1
4
5
6
7
Number of stems sold from the promoted novelty 2
8
9
10
11
12
Number of stems sold from the non promoted novelty
9
Distance Marketing FloraHolland experiment Results of In Store Promotion 2015
Results Cash & Carry
2
Average Growth
Week
1
2
3
4
5
6
7
8
9
10
11
12
Number of stems sold of promoted novelty 1
0
24
48
96
144
192
264
312
360
408
384
384
Growth of the number of sold stems from novelty 1 compared to last week (%)
0
+100
+100
+100
+50
+33
+38
+18
+15
+13
-6
0
Number of stems sold of promoted novelty 2
0
20
40
80
130
130
140
180
190
190
200
200
Growth of the number of sold stems from novelty 2 compared to last week (%)
0
+100
+100
+100
+63
0
+8
+29
+6
0
+5
0
Number of stems sold of the NON promoted novelty
0
0
0
0
50
0
0
0
100
50
0
0
Growth of the number of sold stems from the NON PROMOTED novelty compared to last week (%)
0
0
0
0
+100
-100
0
0
+100
+50
-100
0
+4
(In general) Growth of the number of sold stems compared to last week (%)
0
-10
-12
-16
-7
-43
+147
+221
-47
-28
-30
-22
+13
Total sold
2616 +39
1500 +34
200
* How to read this growth numbers: the number of sold stems from Novelty 2 grows from week 4 -5 from 80 to 130 stems, this means that the growth in week 5 is 62,5%, because if we multiply 80 with 1,625 we have 130 (the number of sold stems this week).
10
0%
-94% 1
2
3
4
5
6
7
Weekly growth in percentage of general sales and promoted variety sales.
Total number of ordered stems per week per novelty.
281%
500
8
9
10
11
12
Int. Women’s day orders Novelty 1
188%
375
94%
250
0%
125
Novelty 2
non promoted novelty
0
-94% 1
2
3
Weekly growth in % of general sales (in stems) comparing to last week
500
4
5
6
7
8
Weekly growth in % of promoted variety sales Novelty 1
9
10
11
Weekly growth in % of promoted variety sales Novelty 2
12
1
2
3
Number of stems sold from the promoted novelty 1
4
5
6
7
Number of stems sold from the promoted novelty 2
8
9
10
11
12
Number of stems sold from the non promoted novelty
11
Distance Marketing FloraHolland experiment Results of In Store Promotion 2015
Results Cash & Carry
3
Average Growth
Week
1
2
3
4
5
6
7
8
9
10
11
12
Number of stems sold of promoted novelty 1
0
24
48
120
216
312
264
216
312
432
408
432
Growth of the number of sold stems from novelty 1 compared to last week (%)
0
+100
+100
+150
+80
-44
-15
-18
+44
+39
-6
+6
Number of stems sold of promoted novelty 2
0
10
40
80
150
250
270
270
330
320
310
320
Growth of the number of sold stems from novelty 2 compared to last week (%)
0
+100
+300
+100
+88
+67
+8
0
+22
-3
-3
-3
Number of stems sold of the NON promoted novelty
0
0
50
50
0
50
50
100
0
0
50
50
Growth of the number of sold stems from the NON PROMOTED novelty compared to last week (%)
0
0
+100
0
-100
+100
0
+100
-100
0
+100
0
+17
(In general) Growth of the number of sold stems compared to last week (%)
0
+2
-10
-4
-10
+20
+18
+90
-52
-23
-32
-15
+7
Total sold
2784 +44
2350 +57
400
* How to read this growth numbers: the number of sold stems from Novelty 1 grows from week 4 -5 from 120 to 216 stems, this means that the growth in week 5 is 80%, because if we multiply 120 with 1,80 we have 216 (the number of sold stems this week).
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94%
0%
-94% 1
2
3
4
5
6
7
Weekly growth in percentage of general sales and promoted variety sales.
Total number of ordered stems per week per novelty.
375%
500
8
9
10
11
12
Novelty 1
281% 375 Novelty 2
188% 250
Int. Women’s day orders
94%
125 0%
non promoted novelty
-94%
0 1
2
3
Weekly growth in % of general sales (in stems) comparing to last week
500
4
5
6
7
8
Weekly growth in % of promoted variety sales Novelty 1
9
10
11
Weekly growth in % of promoted variety sales Novelty 2
12
1
2
3
Number of stems sold from the promoted novelty 1
4
5
6
7
Number of stems sold from the promoted novelty 2
8
9
10
11
12
Number of stems sold from the non promoted novelty
13
Distance Marketing FloraHolland experiment Results of In Store Promotion 2015
Conclusion As we have seen in the sales statistics, sales started growing after the beginning of the In-Store Promotion. It’s clear that the growth in sales of the promoted novelties is bigger then the general growth in sales at this wholesaler (with the exception of International Women’s day). In week 7&8 we notice a weekly growth of the general sales up to 200%. This demand comes mainly from the biggest and well known varieties. New varieties do not grow that fast during this extreme holiday.
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The split-test gives in all 3 wholesale companies a clear picture that the sales of the promoted varieties are growing the fastest. If we compare this with the novelty which was not promoted, we can see a very big difference in de development of sales. The second graph clearly shows how the sales of the promoted varieties grow steadily and that the opposite happens without promotional activities in the Russian wholesale companies.
“
“We show the presentation in our wholesale company and this helps us with selling the flowers and plants from the presentation, because our customers see the products on the screen, and they ask for it” Ararat Grisha, Direct0r Tsevttochniy Ray St. Petersburg
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“
“A lot of our customers are playing the Distance Marketing presentation in their wholesale companies. It is a good way to promote products to Eastern-European customers. I notice that my customers react positive on this presentation and that it has a positive effect on the sales of the products that are in the presentation� Oksana Chevchenko, Sales Manager Eastern Europe Hamiplant
Prins Clausstraat 204 2291 WG Wateringen, Holland
T +31 (0)6 42 53 44 67 @flowermarketing
info@distance-marketing.nl www.distance-marketing.nl