Wave Visits NYC
Claire Josephson former Marketing Manager
To keep Wave® Petunias and Cool Wave® Pansies top-of-mind for the U.S. consumer press, the Wave marketing team makes a special trip each winter to New York City to meet with key publications face-to-face. These “deskside” visits share what’s new from Wave, as well as gardening trends and possible story ideas that editors can use in their upcoming magazines and online articles.
It’s all about impact at these visits and how Wave can inspire these lifestyle publications to write about our brand in the press.
For our 2019 visit, I traveled with our public relations agency Zapwater Communications to appointments with writers from Rachael Ray Every Day, Parents Magazine, Woman’s World, and Martha Stewart Living. It was great conversation all-around! We framed our visit around the following Wave Garden Trends:
The Pantone® Color of the Year
Wave can keep gardeners on-trend with this year’s playful hue of the year from the color experts at Pantone – Living Coral. Varieties like Easy Wave® Coral Reef and Shock Wave® Coral Crush add welcoming sparks of joy.
Award-Winning Showstoppers
Did you know our Wave® Carmine Velour won All-America Selections in 2019? We certainly shared this performance award announcement with the editors! Not only is this stunner virtually carefree, they produce a gorgeous carpet of carmine cherry color.
Mixed Containers
We also drew comparisons of fashion and accessorizing to mixing containers with Wave. And we also told them how simple it is! Their readers can reflect their own style in their garden in one impressive pot using the Thriller, Spiller, Filler method. Wave makes it easy!
Floral DIY Projects
If you haven’t already, follow our Wave Instagram! We’ve ramped up our social presence online to reach Wave Fans with fun and engaging photos, projects and inspiration. Like this Cool Wave Pansy bath bomb project. What a fun way to use flowers! The editors were certainly impressed.
These public relations visits and social efforts to make Wave fun and fresh are what PanAmerican Seed does to build value and interest into the Wave brand. We look forward to reporting on upcoming media hits and successes with our Wave Fan Club. Check out our Wavebook for more details on our brand. And to stay up-to-date on the latest Wave Petunia news, sign up for the Wave Fan Club monthly newsletter.
