Aspiration and Inspiration for Garden Professionals |
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Adezz partners with TV show Het Goede Buitenleven
In April, the second season of the TV programme Het Goede Buitenleven began airing. In the show, large and luxurious gardens are designed and built using products from various partners. Adezz and its sister brand Forno are two of these partners. But does participating in a TV programme have an impact on the sector? We asked Bas van de Wiel, Marketing Manager at Adezz.
| Bas van de Wiel: 'Participating in such programmes creates volume in the market' |
In one scene, we see an elliptical corten steel planter, a large corten steel picnic table, and privacy screens from the same brand. Adezz features prominently as a partner of Het Goede Buitenleven. In episode three, viewers see a spacious newly built home with a large diagonally designed garden, landscaped by garden architect Peter Bouw. Besides plants and paving, outdoor spaces are also about seating, enjoyment, and privacy — and this is where Adezz products literally come into view.
Showcasing eye-catchers
'It's a deliberate choice for us to participate in a programme like Het Goede Buitenleven,' says Bas van de Wiel, Marketing Manager at Adezz. "It allows us to demonstrate how our products can be applied in garden designs. We introduce landscape contractors and garden professionals to the versatility of our products and hope to inspire them." This is the first year Adezz and Forno are official partners of the programme. Forno, Adezz's sister brand, develops fire-related products such as outdoor stoves, fire tables, fire bowls, wood storage solutions, and barbecues. 'Forno offers products that define the style of a garden, yet they are often not included in the initial design phase. Het Goede Buitenleven provides an excellent platform to showcase Forno's eye-catchers, especially with the outdoor cooking segments featured on the show.'
In the large diagonally designed garden of episode three, a long dining table for eight people is placed under a canopy, made of white aluminium with wooden legs, complemented by a matching lounge set. This O2S series set is made of polyester, also in white, and thanks to the wooden armrests, fits perfectly with the dining table's look.
Extra content for professionals
Van de Wiel continues: 'The programme generates a lot of extra content for our website. Our own photographer is present at every recording to take high-quality images. This allows us to better inform garden professionals about how our materials can be applied. We can share this content and send weekly reminders about the show to our clients while the season airs.'
New website
Earlier this year, Adezz launched a completely redesigned website, with the same objective as their involvement in Het Goede Buitenleven. 'It's our responsibility to guide our clients as effectively as possible through their decision-making process. The new website is designed for this purpose. It presents alternative options more clearly and offers rich content, such as inspiring photos of our products in various gardens. We also showcase who we are as a company more extensively than before. Each year, our design department introduces beautiful new products that we manufacture ourselves. It can sometimes be challenging to bring these to the attention of landscape contractors. With the new website and our participation in Het Goede Buitenleven, we aim to spark new ideas among garden professionals.'
Inspiring the sector
'Programmes like this are good for the sector because they inspire and motivate consumers to improve their gardens,' says Van de Wiel. "It's not just about inspiration but also aspiration. The gardens presented on the programme are high-end, featuring beautiful products. They give people ideas. Not every garden professional has a landscape architect on staff, so we believe the programme can also serve as an educational tool when it comes to materials, new products, and trends."
On average, 110,000 people watch Het Goede Buitenleven each week. In addition, the episodes are repeated, available on streaming service Videoland, and gradually published online. 'The season started in April, so it's too early to see concrete results from the partnership. For Adezz, this partnership is the first step in building brand recognition. We are already well-known among landscape professionals, but we also want to become more recognizable to private consumers so they start asking for our products. Last year, for example, we sent many of our clients a coffee table book showcasing our product range.'
Cooking on Forno fire tables during filming
In this season of Het Goede Buitenleven, Adezz and Forno are featured in all eight episodes. Het Goede Buitenleven airs on Sunday afternoons at 5:00 p.m. on RTL 4. The season runs through June 11; all episodes are available for streaming at www.adezz.com.
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