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.
Educational Content:
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.
Experiential Marketing:
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.
Community Building:
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.
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Seventeen years after volume 1, but only two years after volume 2, there is now the concluding volume 3. Together, this series makes Costa Rican orchids the best studied in the neotropics, thanks to the scientists at Lankester Botanical Garden, University of Costa Rica, where the lead author served as the director of research for twenty years. Twelve co-authors contributed to the various articles in the book.
The Hardy Orchid Society holds three whole day meetings a year. Two in the southern part of UK, one in the spring and one in the autumn, and one in the northern. The programme is included in the quarterly journal and on the website. A fee is charged for attendance, lunch can also be booked. Plant Show classes are held and the annual AGM is part of the programme as well as 4 lectures. Sales tables are available and charged for. In addition there is a Members Sales table with 10% of the proceeds going to the society.
Videos of the talks are then available in the members area of the website.
As the president of an orchid society for 20 years, my experience was to improve communication:
What really created strong relationship between the members was organising big orchid shows: first we started Swiss orchid shows and later, once we were very well trained, an EOCCE. For each event, we had a working team of approximately 15 members during 5 years of preparation, and the last year we added some 50 volunteer helpers, members, relatives, and friends. The result was: more members, more communication between them, new activities, and more income.
We organised trips to many WOC and EOCCE exhibitions, such as Japan, Brazil, Rome, London, Glasgow, Dresden, Hannover,
Later, when I organised the WOC in Dijon, part of my team and volunteers came from Switzerland. They were so happy to be part of a new challenge.
The society went from 30 members to 400 members in 15 years.