Stars for Europe makes it easier than ever for food retailers to drive poinsettia lovers into store

Stars for Europe (SfE) – the European-wide marketing initiative dedicated to promoting the joy of poinsettias to food retailers and consumers – has this season created a new work package of texts that retailers can use to directly communicate with shoppers in their local area.

Through a series of press releases that grocery store owners can tailor and personalise, SfE has armed retailers with everything they need to drive sales in-store by positioning themselves as a responsible and knowledgeable resource for all things poinsettias.

Covering core topics including poinsettia care and watering, plus craft ideas and a unique poinsettia advent calendar, this new work package makes poinsettias much more accessible, informative and enticing.

Dr Suzanne Lux, who leads the Stars for Europe initiative, said: “We recognise that poinsettias represent a significant sales opportunity throughout the festive season, but with resources so stretched due to the frantic nature of Christmas within the retail environment, we know that not all stores will have the time to devote to promoting their incredible poinsettia displays.

“Through our new content, which can be easily adapted by each individual food retailer, store owners can quickly and easily engage with their local media and consumers whilst promoting the joys of poinsettias. Positioned at the heart of the festivities, we want poinsettia lovers and poinsettia newbies to come together to enjoy these stunning blooms, whilst also ensuring a strong sales period for sellers of our beloved poinsettia.”

SfE’s retailer press texts can be accessed by visiting: Download Text retailers (docx) >>

Top tips for optimising local PR opportunities
• Take the time to familiarise with your contacts at your local newspaper or radio station. Sending content to the right person will increase the chances of coverage.
• Don’t be shy to ask them what they need – introduce yourself and your business, let them know what you have in the pipeline, and they may be able to identify other opportunities to raise your profile.
• When sharing news, keep it short and concise. Include the key details within the opening paragraph. Ensure that you also include all contact details or include a ‘call to action’ so that readers know where to find out more.
• If budgets allow, do consider advertising to support your editorial plans.
• Be mindful of sending news out ahead of time but so early that it will be forgotten! For news items, consider issuing about one – two weeks ahead of time. For events, create a timeline of activities – announcement, deadlines for tickets or similar – and use the same two-week rule for sharing with your local news contacts.