Achimenes
--- The beginning of the campaign – Part V
What marketing is required to
promote a new flowering plant to retail garden centers?
What is needed to introduce
Achimenes to the gardening public?
There is such a hunger for new
colorful flowers they will sell themselves.
But, they say: “Falling in love
with your product is the doom of many sure things”
The sequence of events is grow a
crop, tell the garden center buyer you have something new, deliver to store and
they immediately sell out.
But nobody knows what
Achimenes are and what to do with them.
Horticulture trade magazines have no mention of Achimenes among the
hundreds of color pictures showing the newest clones.
Big budget brands promote what’s
coming ahead of a big bang introduction.
Can a slow roll out work? Put
Achimenes in the store and hope for the best.
We’ll see.
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