New generation marketing strategy is yielding success

Added on 11 September 2023

Tags

New generation marketing strategy is yielding success

Plant Development Services, Inc. (PDSI) marked significant growth in engaging Millennial and Gen Z consumers in 2023 thanks to a multi-pronged marketing strategy that refocused the company’s branding and social media.

Yielding double-digit growth on key social channels, a 110% increase in pageviews on EncoreAzalea.com, and a 15% increase in online sales, PDSI’s emerging audience outreach strategy is creating brand awareness and affinity among new generations.

As data indicates that Gen Z is on track to outpace both Millennials and Gen X in homeownership, the 2022 National Gardening Survey reveals that these generations also show a rising interest in gardening, highlighting the significance of engaging consumers ages 18 yo 44 early and often.

“In today’s ever-changing landscape, understanding the preferences of younger generations is key to our success,” says Kevin Northrop, Vice President of Marketing at PDSI. “Our strategic efforts have resulted in tangible growth across our brands, underscoring the importance of a Gen Z and millennial-focused strategy for moving the garden industry forward.”

Recognizing the evolving landscape of its audience, in 2022 PDSI undertook a rebranding of its Encore Azalea collection to target younger consumers while maintaining the strong foundation built over the past 25 years. Drawing insights from comprehensive market research, the rebranding initiative unveiled a pop-culture-inspired perspective that captures the essence of new generations through a modern, playful lens with taglines like “Bingeworthy Blooms.” The campaign focuses not only on the beauty of the blooms, but the promise of their recurring splendor: enjoying bountiful blooms is as easy as hitting “watch next episode.”