Every entrepreneur has an ambition, and that certainly includes those in the horticulture industry. This message formed the basis for Priva's campaign aimed at the horticulture sector. Priva offers future-oriented horticultural entrepreneurs a helping hand in achieving their ambitions. Large or small, around the globe, Priva offers the best solution for all segments of the horticulture industry.
Diverse and internationalNow over a year into the Priva Ambition campaign, Wilma van der Lely concludes with some satisfaction that the message has been well received, both in the Netherlands and abroad. "But that does not mean that we have already achieved our goal. We need to keep spreading the message. In 2012, we opted for a long-term campaign and therefore 'The best solution for any ambition' is still the central theme of our presentations at local trade fairs and events."
In 2013, Priva decided to have a greater presence at local trade fairs. "Adopting a local presence means learning directly from the markets Priva is active in, the visitors and the local partners and thinking about opportunities for growth. This allows us to organize accessible meeting places for anyone wanting to make contact with Priva's talented, worldwide network. Each event is all about providing information to our customer: sharing knowledge, providing training and various product introductions.
"Priva's customer base is very diverse and very international. The Communications Advisor believes that there is an important aspect that connects all these target groups: "They are entrepreneurs with future plans. They want, in one way or another, to take their business and their business operations to the next level. In some cases, that might mean their first, tentative step towards a form of automation; in other cases, it might be an informed decision to upgrade to a commercial information system."
Connection with the marketGrowers are looking for more. A more effective overview, increased efficiency and increased reliability. Priva supplies sustainable solutions for climate and process automation, management information and water management. Systems that respond to the needs of every grower. "The solutions we offer are the result of a close co-operation with our global dealer network. After all, our dealers are the ones with detailed knowledge of the local conditions; they can not only provide advice and support, but can also take care of the complete installation. Priva offers the best solutions; not only for growers' current ambitions, but also for their future ambitions," emphasises Wilma van der Lely.
A central element in the horticultural campaign is that Priva has a solution for every ambition; irrespective of the phase, the size or the location of the horticulture operation. To translate the campaign message clearly to the market and to the entrepreneurs, international images have been used. "By using these international images, we are creating a connection with that particular market. In the photos that are used in the campaign, two elements are combined in a single image. In order to reach multiple target groups with a single message, a combination of 'people and technology' or 'people and product' is used in every case."
Doing business in a transparent approachThese two images are connected to each other by an arrow. This division into two makes it possible to communicate in a very targeted and differentiated manner by target group, by product and by country. It may seem like a minor detail, but according to Wilma, it is an essential component of the campaign image.
"The white arrow is a powerful and clear representation of Priva's important core values, such as: forward thinking, innovation and growth. The arrow is also associated with ambition, with connecting things, and has the form of a graph representing increased efficiency. The fact that the white arrow is transparent is symbolic of doing business in a transparent way."
Wilma concludes with what is perhaps the most important reason for using an arrow as a component of the campaign image: "A global market leader is close to the customer and can thus provide direction to the market!"
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