OUR AFFILIATE CLIENT’S SUCCESS STORY

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.

By
FRANCK M.

Story

OBJECTIVE

CHALLENGE

STRATEGY

DeliverablesOutcome

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.

Final Biofloral exhibit set-up for the Montreal Can Expo featuring a partner hall and executive client private lounge

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

A market shift toward an emerging incognito customer base

Lack of internal resources to lead strategy and manage marketing initiatives

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.

Using an outsourced CMO approach, we develop highly detailed marketing plan and budget to make the most of each dollar spent.

We deployed cost effective tactics such as a sponsorship program, several bold brand activations and, targeted campaign to fullfill representatives agenda with hot leads.

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.

Expertise is the catalyst, accelerating reactions and guiding the dance of elements towards a crescendo of success and achievement.

In the elemental matrix of business, expertise is the golden thread, weaving through, connecting and empowering every reaction towards triumph.

THE
DELIVERABLES.

Method Seven representative within Biofloral's partner exhibit zone
Social Media coverage during tradeshow activation
Biofloral Exhibit during the Lift&co expo in Toronto
Biofloral's partner exhibit zone extension during the Lift&co expo in Toronto
Biofloral Exhibit during Lift&co Toronto
Biofloral Exhibit during the Montreal Can Expo
Biofloral Exhibit Staging
Biofloral 20 year's anniversary branding
Biofloral brand ambassador presenting partner product
Biofloral partner zone presenting growing lights
Biofloral digital identity
Secret entrance for the Biofloral speakeasy lounge concept during the Montreal Can Expo
Biofloral blog and series of articles
The Grower's Source Community Program Portal
Live studio recording for the Grower Source expo

THE OUTCOME.

Today Biofloral Canada is recognize as the leading canadian distributor for products and equipments for the canadian grower industry

TESTIMONIALS

Jason S.

Brand Strategist & Creative | Producer

"...Time after time, they delivered a successful experience with greater WOW moments for our audience, thanks for making us shine !"

Jason S.
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Sales & Marketing Director
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