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Anthony Tesselaar USA recently unveiled its consumer-marketing plants for 2012. The company will tap several media channels to promote its brands, including Flower Carpet roses, Tropicanna cannas, Volcano phlox and Storm agapanthus.
Scripps Networks: HGTV and DIY Network
This year marks Anthony Tesselaar USA’s 11th year of promoting Tesselaar products on HGTV and the Scripps Network. The lineup in 2012 includes a four-month long program with Scripps Networks including HGTV, DIY Network, hgtv.com and diynetwork.com, from March through June.
Tesselaar’s branded plants, including Flower Carpet, Tropicanna and Volcano phlox will sponsor a HGTV’s Family Gardening Club. In this package, users can find monthly gardening projects from HGTV in which the whole family can participate. This event will span across HGTV.com, DIYNetwork.com, HGTVRemodels.com, and FrontDoor.com and will cover popular spring topics like decks/patios/outdoor spaces, decorating, fast-home fixes, landscape/hardscape and backyard gardening from the unique point of view of each network.
Specifically, Tesselaar plants will be the featured sponsor with Scripps’ Decks, Patios and Outdoor Spaces spring event. The Tesselaar/Scripps online promotion will yield more than 14 million impressions in 2012. Tesselaar’s Scripps promotion program also includes 15-second TV ads on HGTV and DIY Network; HGTV newsletter sponsorship; a photo library featured on HGTV.com; and ongoing banner and pre-roll advertisements.
Paul Parent Garden Club Radio
Also included in the 2012 marketing program is a series of 30-minute live interviews promoting Tesselaar products on Paul Parent’s Garden Club Radio show from January through June 2012. Paul Parent’s popular syndicated Sunday morning garden show airs on 53 stations nationwide along with Joy Internet Radio. The show reaches more than a million radio listeners throughout in the Northeast and nationally - from Atlanta, Pittsburgh and Denver to smaller cities and towns. It is also available worldwide by podcast and via several internet radio sites.
Parent’s show airs on Sunday mornings from 6 a.m. to 10 a.m. from Kennebunk, Maine. Tesselaar products, including Flower Carpet, Tropicanna and Volcano will also be promoted in Paul’s Garden Club Newsletter from January through June.
Print ads
Other promotions include an extensive print advertising campaign from February through June in a variety of home, shelter and gardening publications including Martha Stewart Living, Fine Gardening, Hearst’s new annual magazine Gardening, Country Living Magazine, Horticulture, Southern Living, Better Homes & Gardens, Gardening How-To, Neil Sperry’s Gardens, State-by-State Gardening and other regional and national publications. The print campaign will reach more than 15 million readers. In addition to print ads, Flower Carpet, Volcano phlox and Tropicanna will be featured in Fine Gardening’s Outdoor Living Backyard Makeover contest and game, which runs on FineGardening.com from March through June 2012.
Growing Wisdom Videos
Tesselaar will continue its relationship with Dave Epstein of Growing Wisdom.com, to develop a strong library of downloadable, consumer-oriented, how-to videos featuring Flower Carpet, Tropicanna, Festival, Volcano and other Tesselaar products.
Social media
The company has expanded its presence online and in social media with @tesselaarplants on Twitter and a Tesselaar Plants Facebook page. The company also has a garden writer and publishes a gardening blog called Your Easy Garden (http://youreasygarden.com/).