Congratulations and Thanks
It’s been said before,
but I’ll say it again – Conference 2011 was pivotal
for the Association, its members and our industry.
- Congratulations to those who attended and
supported the Board’s desire to move the Association
into “front footing development” mode. Our
proposals received overwhelming support and while I am sure
some were in “support it and wait and see” mode,
it was most heartening to have us agree on the basic
- Thanks go to attendees, for I recognise that
there is a fair bit of “trust us, we know what
we’re doing” in our proposals, and that requires
a quantum leap of faith given the sums of money
involved. Rest assured though there is little I regard
as more important than getting our Strategic plan and
Consumer Promotions Plan into the market place.
In summary the AGM
- New fee levels as circulated with
June’s newsletter. These will be invoiced in
August and will take into account the first installment
invoice we sent in May to cover the period from 1 April to 31
July. We will willingly accept payments over six months
for those who wish to establish an automatic payment
- A Development and Promotions levy –
also as per the details sent with June’s
newsletter. We will invoice this in two parts –
October and March.
Our Strategic plan sets us on a
solid development path; I welcome your feedback and thoughts on
our plans and how we might shape the environment we work in for
the betterment of members.
Welcome to the new “Go
Gardening” [insert new logo]
A major component of the
Consumer Promotions Plan is the launch of our new
“consumer facing brand” –
Go Gardening. What’s new you might
ask? Well, until now Go Gardening has been restricted to
our consumer magazine with many other consumer facing
activities and materials under the guise of Gardening New
Zealand and NGIA.
Likely the public is confused,
and Hotfoot, our chosen agency, viewed Go Gardening as an ideal
consumer brand – it’s descriptive of our consumer
face, has existing positive market presence and is a clear and
strong call to action. Hence from spring our entire
consumer engagement will be under the auspices of “Go
- Television advertisements extolling the virtues of
gardening and shopping with Go Gardening stores – that
is you, our members.
- A redesigned magazine
- New websites and Facebook
- Go Gardening branding elements for use in store –
see some ideas on the insert
- Point of sale materials around the products and themes
feature in the TV ads.
Television and the Magazine
Everything kicks off during
August with key dates being determined by spring’s Go
Gardening magazine (29 August) and an 8 week television
campaign (25 September to 20 November).
There will be two TV ads
– one being the above mentioned “Go
Gardening” benefits and branding module, the second
featuring a range of products from yet to be determined
The magazine will work hard to
support the TV campaign, and the TV ads will strongly advocate
the magazine and the need to get into a Go Gardening
store. Note the TV campaign spans both the spring and
summer edition of the magazine so there’s plenty of scope
for enhanced consumer activity.
And hello from the new “Gardening New
In a similar fashion,
we’ve retained “Gardening New Zealand”, given
the branding a facelift (really more of a new face) and
redefined its use to encompass our “industry
face”. We’ll use it in our work with our
members, government and other third parties.
Hence the title of this
newsletter “Gardening New Zealand News”.
We however remain “The
New Zealand Nursery and Gardening Industry Association”
and exist for the benefit of all members. While the
initial major thrusts of our Strategic Plan appear
“retail and consumer centric”, developments around
nursery best practice, member professionalism, training and
skills, workshops and seminars are not far away.
Some concern was expressed at
conference that we were not meeting the needs of nurseries that
do not feed products through to retailers and consumers –
for example nurseries with a large revegetation market or those
supplying orchards, market gardens and the like. If you
fit into these or a like category, we’d welcome your
thoughts on just what we might need to do.
A Communication Strategy
While some 70 member companies
were represented at conference (153 delegates – our best
turnout in recent times) we still have a big job getting the
message to, and receiving feedback from other
members. We will have Regional Cluster Forums and
briefings throughout the country in July and August.
While the timetable and venues are not confirmed, we’ll
be in around 10 centres. I urge all of you to get to one
of these meetings – and bring a colleague, be they member
Auckland, week commencing 16
And in 2013 we’ll more
than likely be heading back to the South Island and aligning
future conferences with a general policy of “main
centres” and the week following the July school
An industry wide levy akin to
Australia and other New Zealand horticultural sectors featured
in feedback at conference. Rest assured it’s on the
list – see Objective 6 in our Strategy – second
item in “Financially viable”. We’ve
work to do at government, member and non-member levels, and
this begins second half of the year.
Support your fellow members
An idea mooted at conference
called for members to support other members – after all
that’s one of the reasons for joining many
organisations. If we anticipate encouraging consumers to
shop with members, should our members not act in a similar
fashion through the supply chain? To that end we provide
a member list with this newsletter and ask that you consider
who you are doing business with.