International Orchid World Dresden, European Orchid Conference 2024 (EOC 2024), Dresden Easter, 21. – 24.03.2024; review, history, outlook
Since 1998 the “International Orchid World” has developed into a great annual event drawing orchid growers and enthusiasts from many parts of Europe and overseas. In 2024 Dresden will also host the European Orchid Conference and Show (EOC) as part of the Dresden Easter fair from 21 to 24 March. Join us in Dresden in March 2024 and dive into a world full of beauty, exoticism and surprise!
Most orchids have appropriate names, for example in the epiphytic genera Dendrobium and Epidendrum – both names come from the ancient Greek word dendron and mean ‘growing on trees’. But some orchids bear a name that seems very wrong, even insulting. In past centuries, epiphytic orchids were often called ‘parasites’. Are they? No! But are there parasitic orchids? Yes!
When I acquired Lankesterella ceracifolia for my collection, all my orchid friends laughed. They thought that I had been scammed and someone had sold me a butterwort instead. But when it finally flowered, after a year, it really turned out to be an orchid, with alien-like blooms. What a gem!
The book ‘Demystifying Orchid Pollination’ by Adam Karremans was published in Spring 2023 by Kew Gardens. Well-written and well-illustrated, the book is a treasure trove of how orchids and their pollinators interact. The book is based on scientific findings of the last two centuries, but written for a broad public. Unique feature of the book: QR Codes that give access to videos of orchids being pollinated.
To make the younger generation interested in orchids as a hobby, we would employ a multi-faceted marketing strategy that combines digital marketing, experiential marketing, and community building. Here’s a detailed plan to achieve this goal:
Social Media Campaigns:
Use visually appealing content on Instagram, TikTok, and Snapchat, showcasing the beauty and variety of orchids, DIY care tips, and the joys of cultivating them.
Partner with influencers and micro-influencers to create and share orchid-related content, including unboxing videos, care routines, and styling ideas.
Organize interactive challenges, such as #OrchidMakeover or #BloomBattle, encouraging users to share pictures of their orchids and compete for prizes.
Develop an engaging YouTube series or podcast focused on orchid care, cultivation, and the science behind these fascinating plants.
Offer free or low-cost virtual workshops and webinars for beginners, featuring expert advice and hands-on demonstrations.
Gamification and Apps:
Create a mobile app that gamifies orchid care, allowing users to earn points, unlock achievements, and compete with friends as they learn about and care for their plants.
Develop an augmented reality (AR) app that allows users to virtually “try on” different orchids in their homes, helping them decide which varieties to purchase.
Collaborate with schools, colleges, and community centers to organize orchid planting events, workshops, and exhibitions, exposing younger people to the hobby in an interactive and social setting.
Partner with popular cafes, shops, and coworking spaces to set up temporary “orchid corners,” showcasing the plants’ beauty and promoting the hobby.
Establish a vibrant online community through forums, social media groups, and Discord channels where young orchid enthusiasts can connect, share experiences, and ask questions.
Encourage and support the formation of local orchid clubs and societies, providing resources and connections to experts.
Collaborations and Limited Editions:
Partner with artists, designers, and popular brands to create limited edition orchid-inspired merchandise, such as clothing, accessories, and home decor items.
Collaborate with video game developers to include orchids as in-game items, gardening activities, or even as part of virtual reality experiences.
Sustainability and Social Impact:
Highlight the ecological importance of orchids and their role in biodiversity conservation.
Partner with environmental organizations to support reforestation and conservation projects, showcasing the positive impact the orchid community can have on the environment.
By utilizing these strategies, we can generate excitement and interest in orchids among the younger generation, promoting the hobby as a fun, educational, and environmentally conscious pastime.