Get ready to feel and share some serious flower love this fall.
The Society of American Florists’ 2015 Petal It Forward campaign was a big success, garnering participation from industry members in 44 cities in 27 states, which generated more than 212 million consumer impressions through traditional media coverage, and 1.2 million social media impressions. With the new date set for October 19, 2016, and more time to plan this year, SAF is spreading the word in hopes of increased industry participation across the country.
On Oct. 19, SAF’s marketing team will return to New York City and randomly present two bouquets each to people throughout the city. Recipients will be asked to “Petal It Forward” by giving away one of their bouquets and posting a picture about it using the hashtag #PetalItForward and tagging SAF’s Instagram, @About_Flowers or Twitter, @FlowerFactor. And they will be reminded that they can continue to spread the happiness throughout the year by visiting their local florist. SAF members are encouraged to conduct their own Petal It Forward event in their local communities.
“The campaign’s key strategy is to generate traditional and social media coverage to highlight the benefits of flower power — the positive impact flowers have on our emotional well being,” said SAF Vice President of Marketing Jennifer Sparks. “Our goal is to have local Petal It Forward events happening on the same day in all 50 states, which could help to capture national media attention.”
Sparks also explained the “win-win” benefits to individual businesses who participate: “This program is easy for florists, wholesalers and growers to conduct in their local communities — you can make it as big or as small as you want. For little effort, you give consumers the opportunity to experience the scientifically proven happiness factor of giving and receiving flowers, you position your business as a positive force in your community and make consumers feel good about you (which goes a long way in establishing customer loyalty), and you give a morale boost to employees who play a part.”
Sandy Schroeck, AIFD, PFCI, of Trend on Design in Eden Prairie, Minnesota, participated in Petal It Forward last year and is looking forward to it this year.
“We really had positive feedback from the people that were involved here and felt like we really made a difference in some people’s lives that day,” Shroeck said.
SAF members can follow SAF’s lead to conduct local community events. For details and step-by-step advice on program logistics, as well as easy-to-implement materials and resources, visit safnow.org/petalitforward. “The success of this program will be to know where events are happening simultaneously around the country,” added Sparks, who encourages members to fill out the online participation form once their plans are solidified. The site also provides a 5-minute video showcasing the 2015 program.