Checklist for successful geranium customer events

• 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