Ball Horticultural Co. is rolling out its multimedia blitz promoting Wave petunias for the coming spring. One of the messages is, “Accept the accept the gardener in you.”
An new Wave television commercial will run on leading lifestyle channels and more networks than ever before to reach a broader audience. Print advertising will continue in trade and consumer publications, as well as online advertising on popular consumer sites. There also will be a viral marketing campaign to build word-of-mouth buzz for Wave, leveraging social media like blogs, YouTube and MySpace to grow the Wave Consumer community. Public relations efforts will promote Wave in consumer magazines, radio and TV shows.
Growers will be kept in the loop with post cards before and after Pack Trials and at trade shows and events. Growers will also receive the Wave Fan Club email communications and can take advantage of online support for the campaign at www.wave-rave.com.
Another new product that will debut this year are pink 9-packs to promote the new Shock Waves. “The 9-pack provides a perfect way to set Shock Wave petunias apart at retail,” says Kristin Ludwig, marketing manager for Wave petunias. “Having distinct packaging forms tailored to different Wave products not only gives consumers more options for purchasing Wave–all easy to spot in their unique pink color–but also allows garden centers to differentiate each series on the retail bench.”