There are dozens of words to describe flowers, but masculine is not one of them. Thus marketing holidays such as Father’s Day can be a challenge for florists.
York Flowers in Washington, D.C., and Annapolis, Md., wants customers to share photos and stories about their fathers to keep the shop top of mind for Father’s Day.
“When someone thinks ‘Father’s Day gifts,’ we are usually last on their list,” said Anna Deriquito, marketing associate for York Flowers in Washington, D.C., and Annapolis, Md. “People forget that we don’t only do flowers.”
To draw attention to the shop’s selection of fruit and gourmet baskets, plants and balloons, York Flowers is hosting a “Best Dad Ever” contest for the chance to win two tickets to a Washington Nationals game. To enter, fans have to post a photo of their father with a short description (60 words or less) of why he’s no. 1. The winner, not selected at press time, got to choose the game. Owner Ken Denaburg said tickets were typically available for $11.
The shop used Facebook and email marketing to promote the contest, which ran through Saturday, June 19. All messages included a link to landing page with Father’s Day gift items.
The contest has had the immediate effect of snagging a few extra Father’s Day sales and helping the shop engage with fans on Facebook. Every time a fan interacts with the York Flowers Facebook page (likes a photo or writes a comment), Facebook’s algorithm notices and is more likely to show the shop’s posts in that person’s newsfeed.
But Deriquito and staff are focused on the long-term objective of changing people’s perception of flower shops.
“We want them to know we don’t cater only to women and weddings,” she said. “We also have a wide array of products for dads, brothers, grandparents, etc. ”