TV NEWS COVERAGE

INCREASES SALES

FOR GLOBAL HORTICULTURAL COMPANY

Capability: Market Communications

Axiom Tools: PR

Business Objective

  • Create awareness, consideration, and retail sales for a premium “annual” flower that costs more than triple the cost of comparable varieties

Strategy

  • Create a morning TV news PR campaign that spotlights plant attributes
  • Position the plant as ideal for non-gardeners because of its “bullet-proof” performance in a variety of climates
  • Schedule TV news segments featuring live TV news interviews in top 10 markets and network news

Results

  • Achieved 100+ TV news interviews in 24 months
  • News coverage convinced skeptical commercial plant growers and garden center growers and retailers to risk growing and stocking this plant variety
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