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Hartley Botanic Strategic Promotional Activity

Hartley Botanic design and manufacture the finest Greenhouses and Glasshouses money can buy, and have done so in the UK since 1938. They combine strong English heritage and tradition with technical innovation, unrivalled design and everlasting performance. With offices in the UK and USA, their products are prized by gardeners around the world.

We have been working with Hartley Botanic since we were founded back in 2011. Over the years, we’ve taken time to truly understand their business and gain in-depth insights into their market and target audience. This long-lasting relationship has, in turn, allowed us to continuously deliver on their needs and objectives.

Our team have supported every element of their marketing in the UK and USA – from enhancing the brand to achieving local, national and international recognition via press adverts, to driving campaigns, sales and special offers. We’ve also assisted in promoting their appearances at national events and flower shows, such as the prestigious RHS Chelsea Flower Show, RHS Hampton Court Palace and RHS Flower Show Tatton Park. As well as flower shows and events in the States too.

Hartley Botanic brochure

The Challenge

Hartley Botanic are one of the leading brands in Glasshouses and Greenhouses, endorsed by the RHS and recipients of a Queens Award, so ensuring their message and branding is consistent throughout their marketing is essential. Though a well-known and beloved brand, Hartley Botanic needs to stay fresh. That’s why, from the very start of our relationship, we have pushed to improve the way we communicate with their target audience.

As well as ongoing and ad hoc marketing, throughout the year Hartley Botanic have approximately eight separate sales promotions that can run from three to six weeks. Each of these promotions must be distinctly branded, and planned and managed to a T, in order to make sure that communications go out on time and to the right audience.

Each promotion includes (at minimum):

  • A printed and digital sales booklet
  • A microsite
  • Website assets
  • Digital banners
  • An ongoing email campaign
  • Press ads & PR

The Solution

Image Database:

Hartley’s products are of the highest quality and within Relative’s marketing the imagery displayed is at the absolute forefront of all of our advertising. We have created a collaborative database of thousands of regularly updated, high resolution and clearly named and filed images of which both Hartley and Relative have access. These images span the breadth of Hartley’s reach and include real product imagery from all around the world.

We begin by ensuring that all images are of the utmost quality. This is essential in order to embody the high standards that Hartley Botanic strives for. We will often retouch a number of photos to enhance their natural beauty, occasionally using a 3D computer render for products that have not yet been manufactured, dropping them into beautiful garden settings to bring them to life.

By using imagery of the highest standard we ensure that the Hartley Botanic brand – and all it represents – consistently shines throughout.

Sales Brochures & Booklets:

One of the most important touchpoints in the Hartley Botanic customer journey are their now iconic sales brochures and booklets. These brochures and booklets use the ‘wow factor’ to entice their audience and promote Hartley’s regular offers.

We collaborate on all aspects – from conceptual work to design development and copywriting. Moreover, we manage the printing process to ensure quality is maintained throughout. We care as much as the client about providing the best possible platform from which the customer can embark on their Hartley Botanic journey.

Once refined to perfection, the quality of the brochures reflects the strong brand image. The brochures are then delivered nationally and internationally as the first piece of marketing to those who have shown interest in a Hartley Botanic greenhouse, aiming to turn admirers into customers.

Press Adverts:

In order to further support Hartley Botanic and display the wide range of products as well as boosting brand awareness amongst their target audience, we produce press adverts for a variety of media.

Our adverts have graced the pages of some of the most iconic gardening magazines like The Garden and The English Garden, as well as national press such as The Daily Telegraph. In the USA, the Hartley Botanic adverts are found in magazines such as The Week, English Home, Fine Gardening and many more.

Digital Assets & Email Campaigns:

By communicating to both existing customers and those that have shown an interest in Hartley Botanic products via newsletters and social media, we can keep them up to date with any relevant news, gardening tips and promotions.

We also share the exceptional content that is published on their website each month, alongside some of the remarkable images we have of Hartley Botanic structures installed across the globe.

Both the email marketing and social media strategies are instant and trackable, helping to successfully demonstrate ROI.

We have always been conscious that the adverts and marketing materials need to tell a strong and consistent story about the Hartley Botanic brand. You can’t find a Hartley Botanic greenhouse in garden centres or on the supermarket shelves, so everything we do is their ‘shop window’, and we need to use it effectively to communicate with their customers.

The Results

Whether they are running a limited-time offer or a longer campaign designed to attract and engage their target audience, we are responsible for the concept, design and creation of the promotional materials. We ensure that everything we craft reflects their reputation as a brand leader. Using our signature creativity, whilst adhering to the brand’s guidelines, we guarantee consistency in messaging and assure quality at every stage of the process.

These efforts have proven their merit – generating increased sales in both the UK and USA.

In recent years Hartley Botanic have grown their business – particularly in the USA and other overseas markets – achieving an impressive growth of 144%. What’s more, in 2021, they were awarded the Queens Award for International Trade after significantly increasing global sales in the USA. In fact, the US has overtaken the UK as Hartley’s strongest market.

Having a strong and consistent brand identity, synonymous with excellence, instantly recognisable across the horticultural world, and that embodies everything the brand stands for has helped the company to achieve this growth.

Hartley Botanic is an exceptional company to collaborate with, and we look forward to seeing where our continued partnership takes us next!

We hope that this case study has given you an idea of our knowledge, experience, and expertise in this area. We specialise in graphic design & branding, website design & development, and SEO. If you have any questions, would like to find out more or would just like a chat about what we could do for you, please get in touch on 01204 493382 or [email protected]. We look forward to speaking to you soon.

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