Tulip shopper activation results puts a spring in our step
January - the month that is synonymous with grey and cold. So playing to the desire for spring proved to be a brilliant move for a shopper activation activity around the tulip in the Netherlands. With our ‘Put spring on your table’ message, we made January synonymous with tulips and the associated spring feeling. We encouraged shoppers to make a trip to their florist and buy tulips early in the season. Read on to find out more about the results.
Good collaborations, good result
The content of the promotion
Chef, cookery book author and columnist Yvette van Boven was the face of the shopper activation. She appeared on all the available POS material, which consisted of an A1 sandwich board poster, a life-size cardboard cut-out of the chef, a countertop display, and 100 bouquet cards per florist that included the unique promotion codes. As a result customers could not overlook the promotion.
Tulips were not just in the spotlight on the shopfloor. 11 pages of delicious.magazine also gave extensive coverage (through recipes) to tulips and spring flowers. Part of this content was then used on Mooiwatbloemendoen.nl, with a link to the shopper activation. The promotion was highlighted through social media, which meant that the campaign was fully rounded.
We will be meeting with TPN in May to discuss plans for a tulip shopper activation for 2020 in both the Netherlands and Germany. We will draw on our learnings from the last promotion and examine carefully how we can reach florists even more effectively to encourage participation in the next campaign.