Checklist for successful geranium customer events

With this checklist, you are perfectly prepared for successful customer events that will delight your gardening customers and showcase your geraniums at their very best.

• Set goals, e.g. attract more customers, appeal to new target groups or increase sales
• Identify your target group(s), e.g. new balcony owners, young people, DIY enthusiasts or regular customers
• Choose an appropriate event format. Possible formats include planting campaigns, service events, e.g. on-site planting station, offering advice, DIY workshops, and themed campaigns, e.g. ‘insect-friendly balcony’
• Plan the scope realistically — large event vs. small campaign area

• Schedule the event during the main selling season for geraniums (April to June)
• Choose a date that suits the target group, staff and expected number of visitors
  o Weekend: often higher visitor numbers
  o Weekday: often quieter, more time for advice or planting services
• Consider the weather and location
  o Plan an alternative for outdoor areas
  o Consider covered alternatives
• Check for competing events in the region
  o City festivals/events
  o Holiday periods
• Allow sufficient time for publicity
• Plan the event’s duration realistically, e.g. a three-hour promotional window instead of an all-day event

• Plan for sufficient quantities of geraniums and companion plants for the promotional area, the promotion itself and additional sales. Order these well in advance
• Arrange logistics and replenishment for the promotional period
• Have additional products such as pots, growing media, fertilisers, etc. ready
• Place the promotional area in a clearly visible location within the sales floor
• Provide inspiration for customers with displays, e.g. sample plantings in balcony boxes or planters; themed areas for balcony gardens; colour concepts; or insect-friendly planting

• Calculate staffing requirements for preparation, installation and consultation
• Plan breaks and relief staff
• Ensure sufficient consulting expertise is available on site, e.g. planting advice, variety selection, location and other care questions. Train staff in advance. Comprehensive information about geraniums is available at meine-geranien.de, for example.
• Clearly allocate tasks within the team, e.g. consulting, cashier duties and planting service
• Take peak times into account
• Prepare simple alternatives for times when there are few staff members, such as a DIY planting station or fixed consulting hours

• Offer planting activities with advice, e.g. planting balcony boxes or pots that participants have brought with them or newly purchased, assistance with plant selection and combinations
• Set up promotional areas for the start of the balcony and terrace season
• Plan themed activities, for example:
  o Insect-friendly balcony and pot planting
  o Colour concepts for balconies and terraces
  o Easy-care plant combinations
• Integrate sustainability themes, e.g. combination with herbs, homemade insect hotels
• Consider social media-friendly presentation areas, e.g. photo areas, sample plantings

• Announce the event well in advance, ideally several weeks beforehand
• Combine different channels:
  o Social media
  o Your own website
  o Newsletter
  o Advertisements in local press
  o Notices or posters onsite
  o Flyers or notices at the tills
• For workshops or planting campaigns, offer registration (online or onsite)
• For larger campaigns, inform or invite local media, e.g. daily newspapers, city magazines, local online portals
• Send a reminder shortly before the date, e.g. via social media or newsletter

• Take photos during the event, e.g. activity area, planting activities, finished plantings
• Collect customer feedback
• Record short videos, e.g. planting steps, consultation situations, overall atmosphere
• Publish content on social media on the day of the event
• Important: Obtain consent from identifiable individuals

• Save images for later use, e.g. website, social media, next event announcement
• Evaluate participant and sales figures
• Reuse photos and content
• Improve event concept for next season

✔ Goal defined
✔ Date during the main sales season for geraniums
✔ Goods + additional products available
✔ Staffing planned realistically
✔ Event advertised visibly
✔ Digital registration possible?
✔ Follow-up planned

You can download the checklist via the link here.