Plant Development Services , Inc. ( PDSI ) commemorate significant growth in engaging Millennial and Gen omega audience in 2023 thanks to a multi - bifurcate selling scheme that refocused the company ’s branding and societal media . Yielding three-fold - digit emergence on cardinal societal channels , a 110 % addition in pageviews on EncoreAzalea.com , and a 15 % increase in online gross sales , PDSI ’s emerging consultation outreach scheme is creating brand awareness and phylogenetic relation among new generations . As data indicates that Gen Z is on cartroad to outpace both Millennials and Gen X in homeownership , the 2022 National Gardening Survey uncover that these generation also show a rising interest group in horticulture , highlighting the significance of engaging consumers ages 18 - 44 early and often .
Photo credit Birmingham Botanic Gardens
" In today ’s ever - alter landscape , understand the preference of younger generations is key to our success , " Kevin Northrop , VP Marketing . " Our strategic efforts have resulted in real emergence across our brand , underscoring the grandness of a Gen Z and millennian - focussed strategy for go the garden industry forward . "
recognise the acquire landscape of their audience , in 2022 , PDSI take on a rebranding of its celebrated Encore ® Azalea collection to target jr. consumers while maintaining the strong fundament build up over the retiring 25 long time . Drawing brainwave from comprehensive food market research , the rebranding enterprise unveil a pop - acculturation - enliven perspective that captures the nitty-gritty of new generation through a modern , playful lens with taglines like " Bingeworthy Blooms . " The campaign focalize not only on the looker of the blooms but also the promise of their recurring splendor : enjoying bountiful blooms is as wanton as hitting " look out next sequence . "
PDSI ’s societal medium engagement and reach also experienced significant ontogenesis in 2023 following a comprehensive realignment of its existing channel . steep new ocular stigmatisation and concepts enliven by viral social subject matter , PDSI ’s social mass medium footprint has notably expanded on Instagram , with Encore Azalea and Sunset ® Plant Collection ’s communication channel feel a 275 % increase and a 104 % increase in reach over the past year , respectively . This development has been further catalyzed by strategic collaborations with influencers represent a diverse spectrum of geographic region , horticulture styles , and backgrounds , admit Linda Vater , Misilla dela Llana , Erin Schanen , Sandra Mao , Claudia Weekes , and many others .
Photo Credit Encore Azalea , Photo Credit Sandra Mao
Finally , PDSI leveraged the post - pandemic excitement for in - person experiences to bestow its plant collections face - to - face with new audiences . Beginning the yr with a partnership to add the dynamic new southerly Living ® Plant Collection Border at the Birmingham Botanical Gardens , these new works will put up the garden ’s sizable youth and family unit audiences an inspiring fusion of innovation and gardening .
southerly Living Plant Collection also engage the state ’s top place / DIY cognitive content creators at the 2023 Haven Conference , marked by a trendy seventies - inspired booth and a " Can You Dig It " tagline that alluded to the brand ’s easygoing outside living esthetic . At the booth ’s plant - filled indoor " porchscape , " influencers were invite to discover newfangled industrial plant combination , ask horticulture questions , and learn top top for photographing plant for an online audience . PDSI will continue to leverage in - person case as testing ground for imaginative concepts , horticultural creativity , and fresh electronic messaging that resonates with emerging garden consumers .
PDSI stay unswerving in its commitment to encouraging and supporting new generations in embracing the beauty and benefit of horticulture . The success of the company ’s recent merchandising translation , evident in its outgrowth and expanding online influence , underlines a dedication to inspiring these audience in their horticulture endeavor .
For more information : Plant Development Serviceshttps://plantdevelopment.com/
