How to sell more Christmas trees in Europe Kan vi øge afsætningen af juletræer i Europa?

C H A L L E N G E S A N D O P P O R T U N I T I E S F O R T H E C H R I S T M A S T R E E I N D U S T R Y How to sell more Christmas trees in Europe Kan vi øge afsætningen af juletræer i Europa? 20. - 21. AUGUST 2014

We change public perception and create behavioral change Vi rykker den offentlige mening og skaber adfærdsændringer A joint venture between PR, Advertising & Strategic Communication MORTEN HOLM, CEO HOLM KOMMUNIKATION BJØRN STENE, CEO MENSCH 2

International campaigns Internationale kampagner 3

Associated agencies & partners Samarbejdsbureauer og partnere W O R L D W I D E G R E AT B R I TA I N G E R M A N Y S W E D E N N O R WAY F I N L A N D 4

Agenda Which challenges does the industry face? Hvilke udfordringer står industrien over for? Could the industry join forces and launch an European campaign to increase demand? Kan industrien stå sammen og lancere en europæisk kampagne for at øge efterspørgslen? What have other industries done? Hvad har andre brancher gjort? Case from The Brewers of Europe Objectives and tools for an European campaign Mål og redskaber til en europæisk kampagne PR, advertising, social media and events Next step 5

Challenge Udfordring S U P P LY C H A L L E N G E D E M A N D Two options: 1) Stimulate demand 2) Accept price cuts To muligheder: 1) Stimulere efterspørgslen 2) Acceptere prisnedsættelser 2014 2020 6

From a communication perspective Fra et kommunikationsperspektiv The industry could join forces and launch an European campaign. We can innovate the current perception of an old but very special product. We can intensify the positive stories about the Christmas tree. Industrien kan stå sammen og lancere en europæisk kampagne. Vi kan videreudvikle den nuværende opfattelse af et gammelt, men meget særligt produkt. Vi kan styrke de positive historier om juletræet. 7

C A S E What have other industries done? How The Brewers of Europe will fight a decline in beer consumption through a Pan-European campaign. Hvad andre brancher gør? Hvordan The Brewers of Europe vil forhindre et faldende ølforbrug igennem en pan-europæisk kampagne. 8

The Positive Story of Beer The Brewers of Europe

Objectives of the campaign Change the negative emotional perceptions of the category: Old fashioned Not Exciting Inappropriate with my partner The long term strategy: To position beer as a socially acceptable drink for both men and women as a natural part of their active lifestyle.

To change the category perceptions we will target women Women are the gatekeepers of the category: Women have a poor perception of the category: fattening (59%), too masculine (52%) and not modern/contemporary (63%) 50% of consumers are women

Campaign idea: Female Beer Fandom Communication strategy: From: Beer is His drink To: Beer is our drink By communicating: Beer is my drink

The campaign insight My choice of alcoholic beverage says something about me and I fear being misunderstood when drinking beer. I want my choices to say I am confident, intelligent, independent and feminine.

The Love Beer logo The love beer logo features a sophisticated glass which communicates moderation/feminism along with the slogan love beer presented in an elegant handwritten font.

A multi-media campaign based on an eco-system PR Platform Print Web Banners OOH TVC s

Initial thoughts - A Christmas tree campaign Indledende tanker En juletræskampagne 23

Campaign objective Kampagnemål Increase sales of Christmas trees in Europe Øge salget af juletræer i Europa A coherent European effort is key It will reduce cost and maximize result! En sammenhængende europæisk kampagne er afgørende Det vil reducere omkostningerne og forbedre resultatet! 24

European campaign toolbox Europæisk kampagne-værktøjskasse S O C I A L M E D I A PR E V E N T S A D V E R T I S I N G 25

Initial examples of campaign elements Eksempler på kampagneelementer 26

A C T I V I T Y ( E X A M P L E ) Advertising Reklame ALL RIGHTS RESERVED 27

A C T I V I T Y ( E X A M P L E ) Advertising Reklame ALL RIGHTS RESERVED 28

A C T I V I T Y ( E X A M P L E ) Advertising Reklame ALL RIGHTS RESERVED 29

A C T I V I T Y ( E X A M P L E ) Advertising Reklame ALL RIGHTS RESERVED 30

A C T I V I T Y ( E X A M P L E ) Advertising Reklame ALL RIGHTS RESERVED 31

A C T I V I T Y ( E X A M P L E ) Advertising Reklame ALL RIGHTS RESERVED 32

A C T I V I T Y ( E X A M P L E ) Advertising Reklame ALL RIGHTS RESERVED 33

A C T I V I T Y ( E X A M P L E ) Advertising Reklame ALL RIGHTS RESERVED 34

P R A C T I V I T Y ( E X A M P L E ) Survey Analyse Conduct surveys European + local Gennemfør analyser Europæisk + lokal NEW SURVEY: Germans prefer a high and wide Christmas tree Knowledge about market preferences. Survey results makes great media stories. Content based PR. Kendskab til markedspræferencer. Analyseresultater er gode mediehistorier. Indholdsbaseret PR. EUROPEAN SURVEY: There are more Christmas trees in Norwegian homes compared to the rest of Europe 35

P R A C T I V I T Y ( E X A M P L E ) Innovation expands the market and creates PR Innovation udvider markedet og skaber PR Invent new ways to sell and market the Christmas tree Cooperation with local artists about unique designer Christmas trees. Opfind nye måder at sælge og markedsføre juletræet på Samarbejde med lokale kunstnere om unikke designer-juletræer. Small trees as hostess gifts. Små træer som værtindegave. Tell the positive story about the contemporary Christmas tree. Expand target group. News value. Udbrede den positive historie om det moderne juletræ. Udvide målgruppen. Nyhedsværdi. 36

P R A C T I V I T Y ( E X A M P L E ) The Christmas Tree Inspiration Juletræsinspirationen S o c i a l i n s p i r a t i o n Innovation, home decoration & knowledge A website, blog and social media will connect and provide inspiration on various types of decoration. + Practical information on how the tree will stay fresh, etc. S o c i a l i n s p i r a t i o n Innovation, pynt & viden Website, blog og sociale medier vil forbinde og give inspiration til forskellige typer pynt og dekoration. + Praktisk information om, hvordan man forlænger træets holdbarhed. Public support. Highlight the positive stories. Engage target group through social media and website. Support sale. Offentlig opbakning. Understrege de positive historier. Engagere målgruppen igennem sociale medier og website. Understøtte salg. 37

P R A C T I V I T Y ( E X A M P L E ) Donate a Christmas tree Donér et juletræ Cooperation with an aid agency People who buy a Christmas tree can donate a tree to a poor family for an extra 25 percent. Philanthropic initiatives make great media stories. More Christmas trees in more homes. Samarbejde med en nødhjælpsorganisation Folk, der køber et juletræ, har mulighed for at donere et til en fattig familie for 25 procent ekstra. Filantropiske initiativer er gode mediehistorier. Flere juletræer, i flere hjem. 38

P R A C T I V I T Y ( E X A M P L E ) Pan-European Green Friday Pan-europæisk Green Friday The new initiative Green Friday launched today GREEN FRIDAY marks the beginning of the Christmas season. On that particular day all Christmas tree vendors sell two trees for the price of one. GREEN FRIDAY markerer begyndelsen på julen. På denne dag kan man købe to juletræer for et træs pris. Public awareness media attention. Makes up for a great TV feature. Offentlig opmærksomhed medieopmærksomhed Gode TV-muligheder. 39

P R A C T I V I T Y ( E X A M P L E ) Ambassador collaboration Ambassadørsamarbejde Cooperation with relevant celebrities, who work within nature, farming or suchlike. Samarbejde med relevante kendisser, som arbejder inden for natur, landbrug eller deslignende. Supports the key message and gets the attention of the media. Understøtter hovedbudskabet og får mediernes opmærksomhed. 40

P R A C T I V I T Y ( E X A M P L E ) Blogs Media cooperation with the largest and most relevant blogs about promoting the Christmas tree. Spread message through influencers. Reach a large target group. Create attention and facilitate a conversation. Make use of several media platforms. Mediesamarbejde med de største og mest relevante blogs for at sætte fokus på juletræet. Sprede budskabet igennem meningsdannere. Man når en bred målgruppe. Skaber opmærksomhed og faciliterer dialog. Benytter flere medieplatforme. 41

Next step 42

Plan for a 3 year campaign Plan for en 3-årig kampagne Y E A R 1 Funding Compile toolbox Campaign launch Y E A R 2 Implement toolbox Intensify media Learnings Y E A R 3 Intensify media with EU funds Planning year 4-6 Y E A R 1 Strategy & concept PR, social campaign Y E A R 2 Paid media, PR, social media Y E A R 3 Paid media, PR, social media 43

Questions? Spørgsmål? 44

Funding model Finansieringsmodel Each grower pays 15 euro pr. hectares per annum in a three-year campaign. Hver juletræsdyrker betaler 15 Euro pr. ha. pr. år for en 3-årig kampagne. Establishment of The Association of European Christmas Tree Growers Objective: To run and maintain the European project. Etablering af Foreningen af Europæiske Juletræsdyrkere Mål: At drive og vedligeholde det europæiske projekt. Efterår 2014: Etablering af foreningen. Fall 2014: Establishment of The Association. 31. Marts 2015: Deadline, indbetaling af bidrag. March 31 2015: Deadline, financial contribution. 1. April 2015: Kampagnearbejdet påbegyndes. April 1 2015: Commence campaign development. 45