Marketing Blue Mystique™ – the world’s first blue Phalaenopsis orchid

Blue Mystique™, the world’s first blue Phalaenopsis orchid, launched at the 2011 TPIE show to rave reviews including the Cool New Product award. Since then, its uniqueness has drawn much excitement and admiration, and naturally also some controversy. This will always be the case with a product that redefines convention and stands out from the rest.

 

In addition, several other factors added to the challenge of marketing this new product. First, confirmation of the product’s availability and readiness for launch didn’t come until less than 8 weeks before TPIE 2011. Second, strict confidentiality contracts bind use of the product, severely restricting the information that can be released on the creation process.

 

Despite these challenges, Blue Mystique has become a best selling product for Silver Vase throughout the U.S. and Canada, and the company has partnered with companies in California and Brazil for additional expansion of the product.

 

 

To accomplish this success, the product and launch were kept “top secret,” and we created a buzz about a revolutionary new product coming, but didn’t reveal the product’s identity until the show itself.

 

Efforts for launch before TPIE 2011 included: name and logo development, show sponsorships and promotions including column wraps, new product displays, web sites, on-site signage, show directory callouts, sponsor ribbons, etc.

 

A pre-show direct mail before the show featured an oversize design on clear acrylic with a snap off card for people to bring to TPIE booth and enter to win a Blue Mystique branded blue iPod. In addition, pre- and post-show e-blasts reached targeted lists of buyers and media.

 

Targeted print advertising in key retail florist/supermarket publications included pre-show teaser ads that hinted at product without revealing it as well as post show print and digital ads that introduced the product with a splash. All were tied to the mailer and e-blasts.

 

A media event prior to TPIE show opening revealed the new product for the first time. Media kits for each member in attendance included sell sheet, basic cultural info, giveaway, tag, ad slick, CD with logo and plant photography and a press release in a branded folder.

 

We designed distinctly shaped high end literature with metallic ink for maximum attention and positioning as a platinum level product.

 

A fully designed TPIE booth centered around Blue Mystique, and included a branded iPod drawing and music CD giveaways at the show.

 

To continue momentum, drive interest and keep everyone talking about Blue Mystique, we designed additional promotion and sponsorships at the International Floriculture Expo (IFE) show including new product displays, web site ads, on-site signage, show directory callouts, etc.

The strategy also included a full range of digital tools integrated with plant tags featuring embedded QR codes or mobile tags (one of the first in the industry to do so).

 

We developed and designed an all-new company web site with a featured area for Blue Mystique, a full online catalog database, detailed care information, customer testimonials, news stories, press clippings and regular availability updates.

 

Facebook pages were developed for both Blue Mystique and Silver Vase. For much of 2011 the Blue Mystique page employed regular product giveaways, featured photo awards, fan of the week recognition, weekly trivia contests and other promotions to drive interest.

 

Blue Mystique is the world’s first blue Phalaenopsis orchid, so it didn’t just raise the profile of a category, it created the category. In addition, it started a whole new trend of dye-infused plants. In fact, it was the #1 story of 2011 for GreenhouseGrower.com.

 

In addition, it raised awareness for orchids in general and that of flowering potted plants. It has “revived” that category and made it more appealing to the younger generation of consumers.

 

Since the initial launch, Silver Vase has experienced an exponential sales increase. They have debuted additional colors, and others in the industry have introduced additional dye-infused products.

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