How can we sell more flowers to more citizenry ? That was the master motion during Floriforum , which was held yesterday on the evening of theInternational Flower Trade Fair . grower , traders , retail merchant and florists would love to be able to look inside the mind of consumer and click the button " Buy Now " . While that ’s not possible ( yet ) , the purchasing behaviour of consumer can be influenced , if you know how .
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The first pace is to understand how the mind works . Martin de Munnik , who with his caller Neurensics studies the effects of commercials on the brain of consumer , who are constantly deliberate between pain and increase . What are the pros and cons ? Through fMRI experiments , all sorts of emotions are measured , return a nice overview of the issue of a commercial .
Martin de Munnik
That yielded interesting insights , according to Dennis van der Lubbe of the Flower Council of Holland . The’We need more bloom ' campaignwas subject to analysis and then fine - tune up to achieve the right-hand balance of emotion the images should invoke .
Dennis van der Lubbe
Measuring is knowing . That implement to the effect of commercials , but also to the data collected and psychoanalyze by British company Bloom&Wild . This e - commerce enterprisingness take up six years ago with commit flowers by mail . COO Phil Burton was on stage to talk about the company ’s ism . Although only a smattering of the 100 employees have their etymon in the flower industry , the caller still manage to send 1.9 million fragrance a year , while expanding to Ireland , France and Germany .
In the panel discussion that followed , Paul Burton of Flower Hub said he was hearing a pile of fresh things . " As a grower , you sometimes feel a bit lonely in the chain " , the former grower from Kenya say . " There is some negativity surrounding nurseries , but here I ’m actually see positive campaign . "
The panel , with from left to right moderator Simone van Trier , Kate Penn of SAF , Paul Burton of Flower Hub and Dennis van der Lubben of the Flower Council of Holland .
The panel soar upwards in on market style , with comment from Kate Penn , of the Society of American Florists , but also from the hearing . For example , the requirement for topically produced flowers : is that a danger to the diligence ? Without a global market , we might as well call it discontinue , was the response from the audience . " We need that ball-shaped trade " .
Dennis van der Lubbe also noticed this style , but he does n’t see it as a threat yet , as long as you continue severalize a story . Just explicate to the consumer why Kenyan flowers are better than topically full-grown I . The same goes for sustainability . The master thing is not doing byplay sustainably , no matter how stately this is , but that people get it on you ’re doing it .
© FloralDaily.com/Jobke Braber - den Hertog
