Presentation of AGENCY SIGMA_June_2012 [tryb zgodności]

Presentation of Sigma International
(Poland) Ltd. focused on Flower Business,
Horticulture and Floristry
Warsaw, June 2012
Sigma facts and figures
Board of directors:
Tadeusz Jacewicz - Chairman
Anna Małcużyńska - Director
Dorota Kaźmierska - Vice Director
Team:
40 people
Prizes:
5 Golden Clip Awards
6 IPRA Golden World Awards
Fields of activities:
Flower Business & Horticulture, Floristry , Events,
Ecology, Energy, Finance, FMCG, New
Technologies, Healthcare, Transport and
Logistics, Travel and Tourism, Services
Status:
Founder Member of the Polish Public
Relations Consultancies Association
Range of activities:
Full Service
Partners:
Our Activities
Special Events (shows, seminars, workshops, picnics,
conferences and seminars, media trainings)
Market analysis and research
Corporate and Product/ Brand PR
Media Relations
Internal Communication
Crisis Management
Consulting and Sponsorship
Social media
Public Affairs
Media Monitoring and Analysis
Cooparation with EU
3
Key clients and business partners 2012
Client loyalty examples
Smithfield foods
18 years
Microsoft
17 years
Procter & Gamble
15 years
Flower Council of Holland
11 years
Cisco Systems
10 years
INDESIT
9 years
HEINZ
9 years
STARS FOR EUROPE
8 years
Grupa LOTOS S.A.
8 years
PANASONIC
7 years
Amadeus
5 years
Scope of activities
Thorough market research and analysis
Marketing plans development and execution
Marketing and promotion: education, sales promotion, trade support, Marketing
PR, CSR, advertising, brand awareness
Promoting flowers and plants in new and original ways
Establishing Advisory Board (representatives of floral business in Poland)
Positioning countries, producers as flower, plants and service suppliers
B2B, B2C: building a platform of cooperation for Dutch exporters, producers,
organisations and associations with Polish importers and big players on the Polish
market
Media monitoring, reports, analysis
Product promotion: flowers and plants in general, and particular varieties
(poinsettias, hyacinths, orchids, chrysanthemum, tulips, narcissus)
1.500
mln €
TO TA L
1.372
900
TO TA L
729
600
5%
2%
25%
6%
300
Percentage of market share (value)
6%
2%
1.200
20%
13%
Other
Nursery
DI Y centre
Garden centre
59%
Market and
street t rade
Supermarket
62%
Florist
0
2006
2016
TRADE
Activities for flower trade
Organisation of flower shows, workshops, seminars and trainings
Establishing and maintaining trade contacts at all levels (florists,
wh markets, wholesalers, producers, importers and exporters,
DIY and garden centres)
Close cooperation with different companies, trade associations
and organisations (eg. Polish Wh markets Association, SITO,
Association of garden centres, Polish Nurserymen Association,
NL, Italian, French Embassy)
POS materials: production of brochures, leaflets, posters,
billboards etc.
florists magazine and publications (Holland Flower, wedding and
funeral catalogues): editing, proofreading, promotion
Trade media - Press, Radio, Internet, TV
Trade fairs and events: participation (e.g.. IPM Essen, Hortifair,
Polagra, Green is life, Necroexpo, Wedding fairs) and
organisation (Flowers&Hortech Poland)
Business trips (Flora Holland, Flower Council of Holland, Dutch
Business Mission)
Flower shops metamorphosis
Promotional movies and photo sessions: production and
distribution (media and trade)
Chosen activities: Trade fair organisation
Coorganisation of Flowers&Hortech Poland 2012 fair
(Cooperation with BTO Exhibitions bv)
First edition of Flowers & HorTech Poland 2012 - big success
Very good media coverage
Over 4000 trade visitors including florists, wholesalers, importers, key buyers from
leading retail chains and growers
Exhibitors: 55 companies from 10 different countries: Belgium, Colombia, Denmark,
Ecuador, Israel, The Netherlands, Italy, Kenya, Poland and the United Arab Emirates.
Organisation of the biggest flower shows
International Flower shows at the
biggest wh markets in Poland
the biggest and the most prestigious
flower shows in Poland
During 10 years over 10 000 participants
(over 600 per show)
shows combined with exhibitions,
fashion, concerts, trade participation
very good opinion among trade, media
and flower consumers
Flowers marking important National events
(EU access 2004)
EU bouquet
National contest for florists. The winning bouquet was
presented to the most important people (politicians,
businessmen, actors, celebrities)
Great media coverage (TV, Press, Radio)
POS production (posters, invitations,
brochures, CD`s, banners, ads, etc. )
CONSUMERS
Activities for consumers
Flower events (exhibitions, family picnics, flower shows combined with fashion and
cuisine)
Events for special occasions (e.g. Grandparents Day, Christmas, Easter, Mothers
Day, All Saints Day)
Social media (facebook, goldenline) – creating fan pages
* 7 000 fans - KWIATY PEŁNE EMOCJI fan page
Activities through media (Press, TV, RADIO, INTERNET): contests, inserts,
publications, flower trends promotion, education, inspiration
Activities on YouTube
Examples of different activities
Floral Fashion Show – event of the year in the
world of floristry and fashion
SIGMA – author of the concept and organisation
very elegant and luxurious event for consumers
(celebrities), media - 450 guests
Launch of new varieties of flowers combined with
collection of Benetton and Sisley, one of the most
popular Polish Fashion Designers – Viola Śpiechowicz
VIP`s on the catwalk presenting flower/fashion trends
Flower promotion
Workshops for consumers during different events
Photo atelier: people taking pictures surrounded by
flowers – pictures uploaded on Facebook
Flowers with a message – consumer action
Flower/ Pot plants picture`s fence exhibition –
educational action
All kind of flower contests: painting, singing, flower
arrangement/ bouquet
Face-painting, reading fairy-tales about flowers,
puzzle corner etc. – educational action for kids
Flower Ambassador action – singer wearing
flowers at her concerts
Car parade – flower decorated cars and people
Schuman Parade – flowers for VIP`s and
participants
Flower promotion with partners
Flower Fashion Show @ WESTIN
combination of flowers, fashion and Fushion cuisine.
Photo sessions: poster exhibition, material for media
MEDIA
Activities for media
Media conferences and workshops in prestigious places on
flower trends
Press kits (press releases, CD with pictures, picture
descriptions) – production, distribution, uploading on Sigma`s
exchange platform
Creative mailing with flowers
TV programs and TV films (interviews, product presentations,
product placement)
On going cooperation with media: providing pictures, texts and
other materials etc.
Social media (Facebook, Goldenline, Yotube, Twitter)
Photo sessions with magazines – sponsoring flowers and
florists’ work
Cooperation with trade and consumer media – very good
relations with Polish media – over 1000 contacts in database)
Insert production and organisation of contests
Example of extraordinary press meetings
Street happenings
Presentation of trends in
floristry combined with fashion
Scenes with models inside and
outside of the restaurant
Participation of celebrities,
press photographers and
journalists – 100 guests
Partners: Yamaha, Ungaro,
Tytan, Bagatt, Wolford, Viola
Śpiechowicz (Polish designer)
Moderator – well known
celebrity and journalist
Examples of publications with magazine
circulation: hyacints
Twoje Imperium: 438 000
Kobieta i Życie: 515 000
Cztery Kąty: 140 000
Bukiety: 14 500 Czas na Wnętrze: 39 000 Galeria Style i Smaki: 10 000
Examples of publications with magazine
circulation: poinsettia
Living Room: 336 017
Naj: 273 000
Czas na Wnętrze: 39 000
Cztery Kąty: 140 000
Pani Domu: 427 000
Campaign financed by EU funds
Stars for Europe
Poland gets EU funds (with Germany, UK, France, Holland)
Promotion of poinsettia on the Polish market
Media, consumers and trade activities
Examples:
POS materials (posters, postcards)
Exhibitions at wholesale markets (for trade) and in Wilanow Palace (for consumers)
Step by step poinsettia movie with Master of Floristry
Ads and banners in trade magazines and portals – consumer/ trade
Contests: Internet, newspapers, TV channels, lifestyle magazines
Cooperation with main TV chanels
TVP (Polish Public Television): TVP 1, TVP2, TVP Info, TVP
Polonia
Commercial TV chanels: Polsat, TVN, TVN Style, TVN Meteo,
TVR, TV4, Filmbox
Sigma – reasons for co-operating with us?
One of the oldest, leading PR agencies in Poland
Team of specialized and creative consultants
Perfect knowledge of flower business and industry
Well established contacts in the flower sector – different
organisations, associations, floristic schools and business
Long market experience – 21 years
Stable financial situation
Perfect knowledge and good contacts with Polish media
Active engagement in the business of our Clients
We can help improve your business!
Letter of reference – Flower Council
Contact
Anna Malcużyńska
Director
Kamila Żmijewska
Senior Account Manager
+48 22 628 05 93 ext. 211
+48 604 577 814
anna.malcuzynska@sigma.com.pl
+48 22 628 04 88 ext. 209
+48 668 49 25 45
+48 22 629 84 72 (fax)
kzmijewska@sigma.com.pl
Sigma International (Poland)
Ltd Sp. z o.o.
Nowogrodzka 31
00-511 Warsaw, Poland
www.sigma.com.pl