Thursday, July 25, 2013

Capitalizing on Talent and Offering Successful Publicity

Each summer, the OFA Short Course hosts horticultural professionals from all 50 states and more than two dozen countries to discuss industry perspectives and present innovative ideas that propel businesses forward. It’s the world’s largest horticultural tradeshow and the opportune time for meeting with media members, garden center retailers, greenhouse and nursery growers, interior plantscapers, landscapers, and florists to stay abreast of breaking news, original trends and exciting developments.

Each year, we have clients who exhibit their new varieties, collections or other products at the Short Course, such as the case with the well-respected team from Terra Nova Nurseries. Our staff has the pleasure of managing media relations annually for Terra Nova prior to, during, and after the event.

For the recent OFA show, July 13-16, we created a press campaign on the company’s behalf. This involved presenting and publicizing Terra Nova’s cutting-edge breeding techniques and new 2013 “Sneak Peek” varieties to the show’s attending media members. In addition to crafting a press kit for Terra Nova, our efforts also included pre-scheduling VIP media tours of the company’s exhibit space and coordinating interviews between company leaders and industry trade media representatives.

During one of the media interviews we lined up for our client, Dave Doolittle, Terra
Nova Nurseries' director of marketing, described the company's 2013 varieties to Green Profit magazine's managing (and very talented) editor Jen Polanz.
By capitalizing on our client’s recent efforts to breed top-notch, trailing and rust-resistant heucherellas, we secured an exclusive video interview with GIE Media Horticulture, Inc. In the video below, Michelle Simakis, assistant editor with Garden Center magazine, interviews Dave Doolittle, who showcases the top-performing heucherellas.


Video courtesy of GIE Media Horticulture Inc.

Following OFA Short Course 2013, GIE Media continued to post and share the video with readers and followers as a means of communicating all the “need-to-know” information about the Heucherella Falls™ series and Heucherella Cascade™ Series. 

Michelle Simakis, associate editor with Garden Center magazine, gets the inside
scoop on Terra Nova Nurseries' newest heucherella introductions from Dave Doolittle, director of marketing at Terra Nova Nurseries.
Our thanks to all of the media members who interviewed Terra Nova Nurseries during OFA!

To our blog readers in all 11 of our industry sectors, if your company is interested in gaining brand and product recognition within your trade as well as among consumers, consider including our public relations and branding services into your 2013-2014 business plan. Feel free to contact us for a free assessment by emailing info@eberlycollardpr.com or posting your questions / comments below.

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