2019-08-15

Fire and Ice – innovative plant marketing

Fire and Ice – innovative plant marketing
 
Author:
Managing Director Media Concept Schweiz AG

The connection of consumer wishes with innovative plant products is often a wishful thinking. The RiPlant AG with managing director Richard Petri, works exactly on such tasks. How can you inspire and thrill the consumer at the point of sale? The answer is simple. The "Feelgood shopping mentality" must be linked to the "to-go mentality". This blog post explains how this can succeed.

"2/3 of all buying decisions are made spontaneously," says Petri. Therefore, it is only logical that such concepts should be conspicuous and quickly comprehensible. "With two well-known grasses, marketed under the slogan" Fire & Ice - Planting "your safari! "are marketed, it is clear that these are heat- or cold-resistant.

Pennisetum rubrum ‘Red Savannah’
Pennisetum rubrum ‘Red Savannah’
Festuca ‘Blue Mountain’
Festuca ‘Blue Mountain’

The smaller sizes are ideal for terrace vessels or balcony boxes. The plants are cultivated as minirooters on a Selecta one farm in Africa and finished by local gardeners. The compact plants in square pots made of recycled plastic are individually marketed on CC-trolley, equipped with sustainable wood labels.

A printed cardboard box is provided so the customer can individually compose four plants and conveniently take them home.

Assembling done by the consumer – the Fire and Ice sales tray 
Assembling done by the consumer – the Fire and Ice sales tray

The slogan "planting your safari!" also refers to the relationship of these cultivars with natural grasses in Africa. The eye-catching features at the point of sale with African nature motifs in a silhouette style reinforce the slogan.

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"Feelgood" is Petri's commitment to donate part of his proceeds to mountain farmers in Ethiopia. These have been cultivating the grassy high pastures of Guassa for centuries. They have become important conservationists for rare, endangered species of animals and plants. "A few cents per plant can help effectively," says Petri. "Above all, we help women with beekeeping and planting apple trees, which flourish very well at the equator at 3,000 m." Petri calls this his own "Feelgood", and hopefully many others will join in.

You are interested in developing innovative plant concepts? We look forward to hearing from you for a joint conversation – also with Richard Petri.

 

Author:
Robert Wacker
Managing Director Media Concept Schweiz AG
Robert Wacker has been working in the green industry since 1980. For 20 years, he has been developing marketing and sales concepts for breeders, producers and retailers. As Managing Director of Media Concept Schweiz AG, he regularly writes articles for this blog.