Surviving the Greenrush: Biofloral's Bold Brand Evolution
Biofloral, a once low-profile horticulture company, transformed into a leading brand. Through strategic initiatives, rebranding, and aggressive marketing, they overcame fast-growing competition and resource challenges. Now, they're recognized as the top distributor for the Canadian indoor gardening industry.
The
Story.
Biofloral canada is a well establish distributor for all products and equipment required for hydroponic cultivation. Hydroponic cultivation was largely use in the grower industry for decades before the "Green rush" that followed the canadian legalization in 2018. The legalization was seen as a huge opportunity from multiple players from multiple industries, everyone wanted a piece of the new pie. The value chain was about to shift with distribution moving from retailers to licensee producers buying directly from suppliers.
Biofloral was a very low profile organization relying on a well established retail-client base, a wide range of well recognised brands and products to offer and a lean operation. But the greenrush was like a tsunami coming up in the horizon, it was about to shake the entire chain value as well as the key stakeholders such as Biofloral and its key product partner brands. It was critical for Biofloral to shift from a low profile middle men to a leading brand, no more ghost marketing, it was time for guerilla marketing, buddy relationship was to evolve toward marketing relationship, from store owner to procurement department, farming sales toward a go getter mindset, etc. That cultural shift was critical for Biofloral to survive and succeed and the organization did not had suffcient internal resources to drive pro-actively that shift.
We've been initially invited to help for the production of a tradeshow exhibit but after assessing the context, it came naturally to proposed a series of strategic initiatives to overcome challenges and help BIOFLORAL become the leading industry brand it is recognize for today.
The
Story.
THE OBJECTIVE.
Claim and establish BIOFLORAL as one of the leading brand and key player within the canadian grower industry
THE CHALLENGE.
Fast growing and hostile competition entering the market with large investments
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A market shift toward an emerging incognito customer base
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Lack of internal resources to lead strategy and manage marketing initiatives
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An old culture and team not eager toward an evolution shift
THE STRATEGY.
An extensive marketing and communication plan was developed. We leverage trade shows activations as a catalyst to develop a new audience, reposition the brand and open new client accounts.
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Using an outsourced CMO approach, we develop highly detailed marketing plan and budget to make the most of each dollar spent.
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We deployed cost effective tactics such as a sponsorship program, several bold brand activations and, targeted campaign to fullfill representatives agenda with hot leads.
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We deployed a digital marketing plan including the development of a highly engaged targeted B to B audience on social media while developing optimal SEO for the website.
With a careful blend of elements, watched over by the vigilant eyes of expertise and strategy, witness the vibrant reaction of success unfold.
Every endeavor is a calculated reaction, where strategy and creativity collide and fuse, giving birth to a dazzling display of achievement.
THE
DELIVERABLES.
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THE OUTCOME.
Today Biofloral Canada is recognize as the leading canadian distributor for products and equipments for the canadian grower industry
TESTIMONIALS
Jason S.
"...Time after time, they delivered a successful experience with greater WOW moments for our audience, thanks for making us shine !"
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