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Getting Started with Gardening TV

Garden Centres - Creating Your Own Channel

Gardening TV delivers a turnkey service for Garden Centres wishing to set up their own communication channel. We recommend the best screen placement, create content, manage installation with minimum disruption and conduct research for continuous improvement.

We use a 5 step process to help Garden Centres set up their own channel.

Step 1: Channel development

Depending on the size of the centre, we advise a minimum of 1 screen floor-mounted at the entrance, 1 to 2 screens in feature areas, 1 or 2 screens in restaurants and 1 or 2 screens beside the tills

In addition we advise placement of small ‘shelf edge’ screens adjacent to product displays. These screens can be moved around your centre for seasonal promotion or placed adjacent to supplier promotions.

We are currently developing touch screens to provide customers with valuable ideas and information to help them choose the right product at every visit. These screens will hold databases of plants, pests and diseases, how to guides and store details.

Step 2: Branding and content creation

Working with Garden Centres, we create the look and feel of the Garden Centre’s channel using their logo, branding and content. Using the centres brand and name, content themes and promotions throughout the year, we create dynamic content for the Garden Centre to inform, entertain or inspire customers to drive sales.

We have a series of syndicated content segments Garden Centres can choose from including ‘Plant of the month’ features, How to Guides, seasonal promotions and special features including Grow your Own.

All content can be up-dated regularly to coincide with in-store marketing programmes. At the foot of large LCD screens there is a ticker tape that can be up-dated daily for spot promotion and tactical messages. We can also set up feeds for local news, traffic and weather.

To take account the varying visitor profiles we can also offer the option of splitting content for weekday and weekend customers.

Step 3: Installation

Our installation team ensures that all systems and AV equipment are installed for optimal reproduction and clarity while causing minimum disruption.

We offer a dedicated maintenance service to deal with any technical issues that may arise.

Step 4: Software implementation

Gardening TV uses the latest content management software provided exclusively by Camvine. This software allows Garden Centres to up-date their ticker tape from their own computer. It publishes new content daily from our servers through broadband connection to each screen and provides reports on the transmission of content. We can integrate the software with tracking technology for simple, fast analysis of the impact of content and through a link to EPOS data can measure the impact of content on sales.

Step 5: Optimisation

Gardening TV can provide a range of services to measure the effectiveness of sales promotion and tactical campaigns on customer attitude and behaviour. This analysis can be used to improve the impact of all content on your channel.

Garden Centres - Getting Best Value from Your Channel

There are three easy steps to ensure you get the best value from Gardening TV.

Step 1: Broadcast Dynamic Content

We offer a range of tools and services to keep content fresh and engaging:

  • A dedicated studio to up-date the look and feel of the channel
  • Creative services to shoot content at your location
  • Ticker tape for daily promotions and news
  • Variable content by day of week/weekend and by season

Step 2: Support in-store Promotion

Work with the team at Gardening TV to ensure local and national advertising appearing on your screen coincides with your promotional marketing in-store.

Step 3: Use three new services from Gardening TV

  • Campaign evaluation to measure the impact of content and advertising on sales
  • Customer research to identify which content, when has the greatest effect
  • New digital channels – feature screens, touch-screens and shelf edge screens

Advertisers – Getting Started with Gardening TV

Five easy steps to plan a promotional campaign on Gardening TV.

Step 1: Site selection

Advertising can run in just one garden centre or garden centre group or across multi-sites. Compare your distribution map with Gardening TV locations to select your Garden Centres. We can work with you to identify the best locations for your campaign. For the latest information on new locations please contact matt.coulton@retialnetworks.tv

Step 2: Timing

Gardening TV is best used for tactical and seasonal promotions, product launches and rolling in-store promotions.

Advertisements can be scheduled to coincide with our syndicated content such as ‘Plant of the Month’ seasonal features such as ‘Mother’s Day’ and special features.

Our content management system means there are short lead times for booking campaigns, production of advertisements and delivery to garden centres, allowing advertisers to respond quickly to new opportunity or to adapt to unpredictable weather.

Step 3: Creating your advertisement

Advertisers can use existing creative or video footage for advertising promotions. Alternatively Gardening TV has an experienced team of designers who can create a video advertisement or an on-screen promotions. Drawing on existing content and imagery or using new material they can produce motion graphics for LCD screens, the smaller shelf edge screens or touch-screens.

Step 4: Delivering copy to garden centres

Gardening TV sends content electronically by broadband to individual garden centres as required and produces monthly reports showing transmission. This delivery system is designed to simplify the process for advertisers and ensure that advertisements are delivered efficiently and effectively to multiple garden centres. Content can be split by day part or by weekday versus weekend.

Step 5: Campaign tracking

We offer a variety of campaign measurement tools including pre, during and post campaign research and copy testing to measure impact on sales. Gardening TV can work with advertisers to develop a campaign evaluation program.

Advertisers - Getting Best Value from Your Investment

Gardening TV recommends the following:

Campaign period - to build awareness with customers and ensure high exposure a minimum campaign period of two months is advisable.

Duration - ads on LCD screens should be no more than 30 seconds in order that the message can be understood at a glance while in a busy centre. Basic animated copy attracts more attention than static ads or full video copy.

Videos with sound are most effective on small shelf edge screens in product areas. Our screens have motion sensors triggering audio for each customer. They are the perfect screens to demonstrate how a product can be used or applied with extended content of up to 3 minutes.

Amend copy to take advantage of Gardening TVs ability to screen weekday and week end content.