Marketing and Promotions
Outstanding exposure
and innovative technologies
PMA is a marketing-orientated company ensuring that the needs of the customer form the basis of all decisions and actions. Our marketing strategies are based on doing the best for each breeder and realising the potential of each individual variety. PMA's primary objective is to realise profit thorough customer satisfaction. Marketing your new variety begins with the careful selection of growers to trial. PMA operates on a network approach when licensing plant growers. This allows us to match the plants to the most suitable growers and licensees throughout Australia, and also agents internationally.
This has advantages for all parties. The growers and licensees are offered plants which best compliment their existing product range and with which they are most likely to succeed. PMA invests a lot of time travelling and visiting growers throughout Australia and agents internationally to inspect their facilities to fully understand their individual strengths and capabilities.
PMA may work with specific growers to develop market penetration strategies, with product launch and promotion techniques devised together. Once the product has become established within the marketplace PMA may then work towards developing a broader licensing strategy whilst taking care not to saturate the market and reduce the new plant to a commodity item. Our aim is to establish your new plant firmly within the marketplace for many years ahead, not simply saturate the market within the first couple of years and then see sales decrease.
PMA may licence one or multiple growers in each state to ensure we gain maximum market exposure. Each grower will have different sales channels and cross over will not occur. PMA selects growers to cover avenues to retail garden centres, chain stores and landscape markets. This ensures the plant has different paths to reach the end consumer.
Breeders can rest easy knowing their variety is part of a strong portfolio of carefully selected plants. This portfolio includes some of the best new varieties in the world today. We find growers are keen to trial PMA varieties as they know that plants in our portfolio are solid and any new introductions will have considerable merit.
The new label is great. We especially liked the QR barcode. Everyone in the nursery was impressed
with this.
Boomaroo, VIC
PMA uses different marketing strategies, and evaluates each plant on its own merits. A strategy that is useful for one plant may be unsuitable for another. We have developed close relationships with the horticultural media in all forms. We are in constant contact with journalists, national magazines, newspapers, landscapers, radio and TV to ensure coverage both within the industry and to the buying public. We aim to provide open and honest communication to all media representatives, and make it easy for them to access information and photographs.
Below are some samples of recent advertising
Click to enlarge:
Good photography is critical to the success of all plant varieties. PMA prides itself on using images of the highest possible standard. This equates to clear, focussed, high resolution images that accurately portray the key features of each variety. This can range from detailed close ups of individual flowers through to full photographs of large trees. Beautiful imagery is a powerful tool in horticultural marketing.
Where possible, we offer all our target markets a range of images that depict the plant in a variety of applications – from garden to container and from foliage to flowers. Showing the full versatility of a plant is very important.
Labels Go Techno!
PMA is proud to be the first horticultural company to introduce QR coding to Australia.
PMA continues to be at the forefront of new technology, currently rolling out the implementation of QR (Quick Response) barcodes on plant labels. Simply scan the QR barcode with your mobile phone camera and it will link you directly to the PMA website. This provides instant information to consumers directly at the point of sale. Look for this symbol on our labels and try it today.
Download a Factsheet about PMA's implementaion of QR barcodes (PDF) >
PMA plants are displayed with eye catching labels to create maximum impact. All our artwork is done in house by experienced professionals. Our design team is specialised in horticultural marketing and goes the extra mile to ensure your variety will stand out from the crowd. It is important to create an individual, strong brand for each new plant, and to extend this branding across all promotional material. The label is often the first and only contact that a consumer will have with a variety, so it is important that the label presents the plant in the best possible light. Outstanding imagery, eye catching design and key phrases are all important elements of a great label. The backs of our labels provide the key attributes of each variety, optimum growing conditions, suggested uses and care advice.
PMA believes in creating strong brands that will last the test of time. Every plant is treated as an individual and is given its own design identity. We continue branding right across labels, fact sheets, web pages, point of sale material, banners and advertising. A strong presence will give your new plant the best chance of success.
