SAF Vice President of Marketing Jennifer Sparks will discuss Petal It Forward during the International Floriculture Expo in Chicago.
SAF Vice President of Marketing Jennifer Sparks will discuss Petal It Forward during the International Floriculture Expo in Chicago. Her educational session, “Generate Buzz Through Creative Marketing” on June 21 will explore the campaign’s impact on the industry and consumers, and how floral managers can create their own successful campaign and generate results.
Last October, SAF conducted its Petal It Forward campaign in New York City, giving two flower bouquets to busy commuters — one to keep and one to share. The campaign also garnered participation from industry members in 44 cities in 27 states. Combined, the efforts generated more than 212 million consumer impressions through traditional media coverage, and more than 1.2 million social media impressions.
With the new Petal It Forward date set for October 19, 2016, SAF is spreading the word in hopes of increased industry participation across the country. “We do hope that floral business owners will hold their own local Petal It Forward event in their communities on October 19,” Sparks added. “The more local events held across the country on that date, the stronger the message and media interest.”
Whether attendees are planning their own Petal It Forward campaign or considering a different event theme, Sparks said IFE program attendees “will walk away with key marketing tips and motivation for generating excitement and engagement among event teams and consumers alike.”
This video spotlights SAF’s 2015 Petal It Forward event that generated millions of consumer impressions with positive messages about the powerful effects of giving and receiving flowers.
The International Floriculture Expo takes place June 20-22, 2016, in Chicago. IFE offers SAF members a special deal to attend. Register for the IFE Expo using code “SAF” and receive $50 off any registration package. Even registrants who select the “Retail, Exhibit Hall Only” package using the “SAF” code will receive entrance to Sparks’ session.
SAF members can start planning their own local Petal it Forward events now. 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.