ALEXANDRIA, VA — New consumer data, a seasonal media blitz, a new spokesperson, a promotional stunt, and a pair of gorgeous new posters for members highlight the Society of American Florists' (SAF) 2015 nationwide marketing and public relations programs.
“It’s all designed to highlight the positive impact flowers have on our lives and encourage consumers to turn to their local professional florists,” said SAF Vice President of Marketing Jennifer Sparks.
Key components of the campaign include:
Research Feeds Media Blitz. SAF conducted an omnibus survey to gauge consumers’ perceptions about flowers in a variety of situations. The results will be promoted through a strategic blitz of media activity in the spring, summer and fall.
“Our goal is to create a steady drumbeat of positive news about flowers throughout the year,” Sparks said. “Each message will highlight beneficial aspects of flowers as they relate to our emotional state and productivity at work.”
Professional design psychologist Dak Kopec, Ph.D., will serve as the campaign’s primary spokesperson in interviews and contribute to Aboutflowersblog.com.
“As an expert in environmental psychology, Dr. Kopec is the perfect person to interpret the survey results and talk about the positive benefits of incorporating flowers and plants into our surroundings,” Sparks said.
SAF will target major national, regional and digital news outlets. Teaser alerts will be sent in advance of each release to build “buzz” and media interest. SAF also will tout the results through social media. Sparks suggests that SAF members follow the SAF social media channels — Facebook.com/AboutFlowers and Twitter.com/FlowerFactor — to see in “real time” the messages that are going out to consumers. “It will be content ready for you to share with customers,” she added.
Pay it Forward Flower Stunt. Florists share the joy of giving flowers each time they make a delivery, and university research proves flowers make people happy. A promotional stunt in October will spotlight that pleasurable moment with an orchestrated “flower bomb” on the busy streets of New York City (think flash mob, with flowers), where people will randomly be presented with flowers. Recipients will be encouraged to “pay it forward” and post pictures on social media.
SAF will distribute a press release promoting the event to nationwide media, and top-tier broadcast media outlets will receive flowers in an effort to garner press coverage of the event, highlighting key survey findings. To encourage members nationwide to follow suit, starting in August, SAF will provide members with step-by-step advice on how to implement a similar effort in their local market.
New Local Marketing Kit. While the media blitz and promotional stunt keep flowers top of mind on a nationwide level, a new Local Marketing Kit will provide SAF members with promotional materials and advice to drive consumer traffic to their shops.
Set for release this summer, the kit includes two colorful new posters. One poster headlined "Table for Two. Party of Six. Celebration of the Year.” promotes centerpieces as the perfect festive touch for any occasion, and shows how florists are key to any event, big or small. The second, titled “Mood Changer” reinforces the positive impact flowers have on emotions.
Through the SAF website at www.safnow.org, members will have exclusive access to how-to advice and promotional ideas, as well as customizable print ads, fliers, web ads and Facebook sharable graphics complementing the posters’ designs. Matching postcards and statement stuffers also will be available for order.
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The Society of American Florists is the leading organization representing all segments of the floral industry. SAF is proud to provide marketing, business and government services to its members, including growers, wholesalers, retailers, suppliers, importers, educators, designers and allied organizations. The association was chartered by an act of Congress in 1884.
Source: The Society of American Florists