/ EVERYTHING IN THE GARDEN'S BLOOMING
Living Gardens is one of Lincoln's largest garden centres, situated five miles or so outside of the City. Despite having the largest range of patio paving, decorative aggregates and hard landscaping products, a tremendous plant centre and extensive range of garden furniture and equipment, awareness of Living Gardens has, traditionally, been low. Lava has brought in to raise awareness of the garden centre and establish a reputation for quality and personal service.
activity
Lava devised a multi-faceted, hard working PR campaign for Living Gardens.
Lava's market research discovered that whilst other garden centres were more established and better known amongst potential customers, they were considered 'cold' and 'uncaring'. Lava recommended that Living Gardens communicated its personal touch in all PR and marketing activity.
With the central theme in place, Lava worked with Living Gardens to establish a series of press opportunities around personal occasions. The garden centre searched (and found) Lincolnshire's longest married couple in time for a Valentine's Day reward; canvassed mum's on what they really wanted for Mother's Day; developed a patriotic patio kit in the guise of England's national flag in time for St George's Day and discovered that the caveman cook is on the verge of extinction for National BBQ week.
The chance for a charity to win a £2,500 garden makeover was offered to readers of Lincolnshire Life, resulting in a double page spread to launch the initiative and a full page on the successful entrant.
A monthly email newsletter and the establishment of the Living Gardens club have also worked in tandem with Living Gardens' revised advertising strategy.
Lava capped its activity off with a weekly gardening column in the Lincolnshire Echo's Staying Supplement, with Living Garden Centre's managers taking it in turns to answer readers' problems.
RESULTS
/ Four full pages in Living Gardens' priority media - the Lincolnshire Echo
/ Extensive coverage in Lincolnshire Life
/ A more focused marketing, PR and advertising campaign that's delivering real results for the company
/ Living Garden Centre's brand values clearly communicated to potential and existing customers
/ Sales nearly 20% up year on year, despite appalling weather!