Established 1996
Established 1996 !
Multi Award Winning
Gold Winner - Branding Design Effectiveness Awards
Overall Grand Prix Winner Design Effectiveness Awards
Services !
• • • • • • • ! • ! •
Branding !
Design for Print !
Packaging & Point of Sale !
Web Design !
Corporate Video & AV Presentations !
Corporate Communications !
Social Media Advertising Marketing & Consultancy
Horticulture !
Sustainability !
Core Specialist Sectors
Institutions (Education, State) !
Property & Finance !
Festivals, Events & Hospitality
Selection of Clients AIB Abbey Nurseries Bank of Ireland Base Wood Fired Pizza Co Barretstown Camp Bobby Kerr Bord Bia Butlers Chocolates CBRE Chilly Moo Connacht Gold Cregan Associates Crisis Pregnancy Agency DDDA Docklands Business Forum Dublin Port Company Dunlaoghaire Rathdown CC Dulux
Durkan Residential Ecologic Datacentres EBS Fingal County Council Fitzgerald Nurseries Hanly Castle Hotels Harcourt Properties Insomnia IFA Irish Dental Nurses Association Irish Potato Federation K&K Produce Keenan Systems Love Plants Largo Foods / Tayto Park National Gallery of Ireland Mater Private Hospital Love Plants
Largo Foods / Tayto Park National Gallery of Ireland Mater Private Hospital Microsoft National Trust (UK) NUI Galway O’Connor Nurseries O2 Panda Waste Management Rennicks Schram Nurseries Spring Nurseries Seasons Biodome Project Taste a Memory Foods Tully Nurseries UCD Waterways Ireland William Fry
7
Irish Design Effectiveness Awards 8 Grand Prix Award Winner Gold Award Branding Winner
It’s Garden Time !
Workshops !
Website !
Advertising !
Sales Promotion Material
Rediscover Your Garden! To discover hints and tips on getting the most out of your garden, find out about gardening events in your area, avail of special offers and be in with a chance to win a garden ‘Hangout’ as seen on RTE’s Dragon’s Den, log onto www.bordbia.ie/gardentime.
Growing the success of Irish food & horticulture
www.bordbia.ie/gardentime
Dulux Moda !
Name, Corp ID Packaging Advertising 20% above sales targets
Winner Silver Award Packaging Design Effectiveness Awards
National Gallery of Ireland !
Brand Website Series of 7 videos
19
Reasons for Decline
 There has been no large communication initiative from the wider industry recently !
Belief that artificial trees are more environmentally friendly (Right this wrong) !
Cheap availability of artificial trees !
Decline of family Christmas traditions !
Poor tree maintenance knowledge !
Perception that Recycling is a Hassle
How to Target Influencers... REAL Christmas Trees have a Wide Appeal !
Pester Power Magic of the Christmas Tree You can actually smell Christmas!
Children
!
Mums
Nostalgia Want the Christmas they had as Children for their own kids
!
Dads
Fantastic engagement with the kids Doing Dad stu! Getting a real tree is for real men! !
Couples
Romantic A real fire & Real Tree at Christmas
Ground Rules
 By thinking strategically about the markets needs and desires around Christmas and satisfying these you can make a great impact on sales for the first year. !
Even a relatively small budget can have good impact if - One key message is consistantly delivered. - Spent creatively using a variety of media and tecniques & most importantly... - Supported locally on the ground by EVERYONE !
You can make a huge difference to sales the first year. However, this should be at least a 3 year campaign Building up awareness and changing behaviour year after year The benefits of an annual campaign far outweigh a once off burst of activity !
You must all agree to commit for at least a 3 year period
Christmas !
What an amazing theme! !
You own it and all the incredible marketing appeals that go with it. !
Nostalgia Family Tradition Peace, Love and Joy !
By showing a commitment to promote your own industry by raising a budget, Bord Bia, is likely to assist with PR Support, Online Awareness Campaigns, Social Media Support and perhaps even funding.
The Artificial Tree is The Villain! ‘Artificial’ is too nice
FAKE Christmas Tree! It is a
! This is a WAR between REAL and FAKE! ! Christmas has many Villains. Use them as negative re-enforcement eg: Don’t be a Scrooge this Christmas - Get a Real Christmas Tree!
Key Motivational Messages to the End Consumer... Medium term message
Christmas is not Christmas without a REAL Christmas Tree
Something New & Exciting
Short term message
!
An Urgent Call to Action. !
“The REAL Christmas Tree Season Has Arrived!”
Influential Sub-messages
Buying a Real Christmas Tree as a Fulfilling Family Tradition
The Environmental/ Green Value of a REAL Christmas Tree The Environmentally Responsible Choice
The Social & Emotional Benefits Smell, Pride, Creating a Real Xmas Atmosphere
The Economic Benefit of supporting small Irish businesses A Farm Family Tradition.
Why buy a REAL Christmas Tree? .... Joy !
Spirit of a Real Christmas
Recyclable
Releases Oxygen Prevents Soil Erosion Naturally Sustainable Removes Carbon Dioxide
Beautifies The Landscape Provides an Animal Habitat You Can Smell Christmas in the Air
Supports Local Small Businesses Traditional Emotional Link
90% of Your Respondents said Scent was the most important component when buying a Real Christmas Tree !
This indicates that the purchase has an overriding emotional, personal and sensual appeal. More than any cognitive appeal about value, sustainability, ecology, job creation etc. !
People are looking for the Traditional Spirit of Christmas when buying a REAL Tree. The Power of Nostalgia and Tradition is overwhelming and we just need to inspire this in the target market and remind them of the true magic of Christmas.
The Power of Nostalgia & Sentiment . . .
Key Elements to a Promotion Campaign ! !
Evolve the Brand and messaging to make it more relevant and personal, Agree on one national message. !
Activate the Brand In-Store and Point of Purchase Messaging, Leaflets (Benefits & maintenance) !
Make the Website more consumer focussed - 2 sections (Industry and Consumer) (Countdown to Christmas, Tips, Visually appealing, Real V Fake, Disposal Tips, Media Zone !
Social Media: Challenge the public to get behind the brand using engaging viral campaigns !
Sales Promotions: Add value to the proposition using clever token, trade-in and awareness techniques !
Public Relations: Develop press pack and promote in weeks coming up to Christmas with a series of releases and photocalls !
Radio Advertising: Programme Sponsorship and /or engaging Nostalgic advertisements with a broad appeal. !
Online Advertising: Targetted awareness banner advertising promoting the website and key message !
Press Advertisng: If budget allows. Lead with strong brand messaging !
Local Promotional Toolkit: Engage grassroots and build an army of local evangilists and promoters by kitting them out with customisable press releases, logos, posters, banners, ad arwork and audio etc,
Taglines‌ ! !
Have a National Schools Competition to find the 2014 tagline‌ Show examples eg: ! !
Have a Real Tree House ! !
Pining for the Real thing? ! !
Heaven Scent ! !
Why Fake it? Have a Real Tree! ! !
Why put a Dummy in the window? When you can have the Real thing!
Taglines… ! !
Have a National Competition to find the tagline…
A Real Tree makes a Real Christmas
because…
Whatever is chosen, use this on everything. Frequency is very important !
Online, On Signage, Press, Photocalls, POS in Garden Centres etc.
Sales Promotion Ideas
“GIFTS ARE LIKE HOOKS”
Sales Promotion Ideas !
The Great FAKE Christmas Tree Scrappage Deal !
Scrap Your FAKE tree with us and get we will dispose of it safely for you AND give you a trade-in discount off your new REAL Christmas Tree. !
Emphasising that FAKE trees are just fit for scrap !
Encouraging a move to replace a FAKE with a REAL tree !
This is mainly to gain PR as it makes for a good PR story and engrains a negative image on FAKE Trees
Sales Promotion Ideas !
10% Discount Voucher off Next Year’s Tree !
With each purchase give an early bird discount voucher off next year’s tree and take a reservation by logging the customers phone number &/or email and then following up when in stock the following year. !
Give the customer an opportunity of winning a prize if they submit their details (eg a Hamper) !
This builds a relationship between the customer and the outlet !
Builds a database of clients for pre-promotion next year via direct email campaign !
Builds a database for ongoing market research
Sales Promotion Ideas !
Value Added Promotions !
Joint Promotion with Retailer !
Real Value, Christmas Trees - with 20% off Lights !
Real Value, Christmas Trees - with 20% off Decorations
Sales Promotion !
100 Family Tickets to the Christmas Panto to be Won !
Get a chance to win when you buy a REAL Christmas Tree !
See if you can get the cast to mention a ‘Real Christmas Tree’ within the script?
Social Media Strategy
Social Media !
Photo Competitions !
Best Dressed Tree !
Funniest Photo Around the Tree !
HOW TO SPOT A FAKE
Viral Video !
Could be a Christmas Angel complaining about being stuck on top of a FAKE tree.
Simple Cut Out concept launched as a viral competition for kids & teens.
Viral Video !
Could be a Christmas Angel complaining about being stuck on top of a FAKE tree.
Baby’s with cute voiceovers are always a winner...
Viral Video !
Could be a Christmas Angel complaining about being stuck on top of a FAKE tree.
& then there’s June Rodgers ...
Viral Video !
Could be a Christmas Themed Animated Infographiic with a beautiful piece of copy written script, explained with a childs voice
Viral eMail !
E-Card for Christmas to all businesses and large groups reminding them of the benefits of a real Christmas Tree !
This could take the form of an infographic or as a different slant on the traditional Christmas Tree Fairy/Angel. !
This depends on building a good database of addresses. Perhaps starting with the respondents of the research and adding a lead generation mechanism to the website.
Social Media !
Use existing Celeb news...and re-tweet !
Someone’s always buying a REAL Christmas Tree somewhere as a Photo Opportunity... !
“Courtney Stodden not pining for Doug as she goes Christmas tree shopping with hunky man”
Social Media !
Use existing Celeb news...and re-tweet !
Someone’s always buying a REAL Christmas Tree somewhere as a Photo Opportunity... !
“Courtney Stodden not pining for Doug as she goes Christmas tree shopping with hunky man”
Social Media !
Use existing Celeb news...and re-tweet !
Someone’s always buying a REAL Christmas Tree somewhere as a Photo Opportunity... !
“Courtney Stodden not pining for Doug as she goes Christmas tree shopping with hunky man”
Advertising You Pay...
PR You Pray...
But if done smartly and innovatively within a structured PR campaign, it can reap huge rewards...
Public Relations !
Make a HUGE deal in giving a REAL Christmas Tree to various Dignitaries, Good Causes and Celebs etc. !
An Taoiseach & Temple Street - Established What other opportunities are there locally? The Lord Mayor of each Major City/Town etc. !
REAL Christmas Tree Message & Website on display Patrick Syme with An Taoiseach Enda Kenny T.D. Oliver Syme and Robin Syme The winning tree was donated to Temple Street Children's Hospital
Add pagentry eg. Whitehouse
Add nurses, carers and children
Public Relations !
Takeover TV !
The Late Late Toy Show !
Real Xmas Tree Jumper!
& there’s one for everyone in the audience!
& there’s one for everyone in the audience!
Local Engagement - Promotion Pack !
CD with: The Campaign Brand Identity Promotional Posters, Banners HTML email + eMailable PDF’s and JPGs Promotional Pull-Up Designs Christmas Card design !
PR Pack: Local Press Release Template High res Press Shots Infographic !
Press Ad as Qtr, Half & Full page !
Radio Ad as an MP3 and WAV file for local Radio (with space at end to announce local producer details) !
Plus: Guide and ideas on local promotions
Local Engagement !
Can be as simple as... !
Sponsoring a regional Debating Competition between schools: !
The Great Annual Christmas Tree Debate: Real vs. Artificial (aka Fake)
Use every outgoing piece of paper, and every electronic document as business promotion. You have business cards, but you also put out a lot of other documents in the course of doing business. Check these to make sure you're using their promotional possibilities to full advantage. !
Business stationery is an ideal campaign promotion tool. Is the campaign name, logo, contact information and slogan on your envelopes as well as on your letterhead? !
It's not just an envelope, it's a business promotion tool! You're sending it out anyway, so why not make it work for you? !
The same goes for outgoing faxes, bill payments, receipts; whatever paper you send out should carry your full campaign message. !
And don't forget to make sure that your email has a complete campaign signature with a link to the website.
Each member should take responsibility to actively participate in social media !
If you're an Internet user, spend some of your online time on business promotion. !
Posting messages in forums (a.k.a. bulletin boards) is a great way to make your campaign known to people you would otherwise be unable to contact. !
Create an online debate on REAL V FAKE at every opportunity !
Facebook, Twitter, Linked In !
Newspaper coments boxes !
Blogs
Become a local celebrity !
Approach Local Radio and Press regarding airtime and editorial !
Provide useful tips on choosing a tree and maintaining it. !
Use supportive material in Toolkit ! r e w o r G e e r T s a m X l a c o L s ay s L A E R t i p e e K o Better t
Demonstrations at Point of Sale !
Benefits of Real Tree Tree Health & Maintenance Pre-promoted by outlet Pull-up & giveaways
How Much Can We Afford to Spend? Activity
Min Budget
€10k=€15k
€20k=€30k
€30k = €40k
Brand & Messaging
€1k
Yes
Yes
Yes
Web Improvements
€3-€4k
(Yes Some)
Yes
Yes
Public Relations
€4-€6k
(Yes Some)
Yes
Yes
Social Media
€2k
Yes
Yes
Yes
Online Advertising
€3k
Yes
Yes
Yes
Radio Advertising
€10-€20k
No
Yes
Yes
Press Advertising
€20-€30k
No
No
Yes
Sales Promotion
€6-€10k
No
Yes (Some)
Yes
Promotion Toolkit
€3-€4k
(Yes Some)
Yes
Yes
A Real Tree makes a Real Christmas!