A Texas florist has hit upon a simple holiday promotion that promotes goodwill, proves the shop’s commitment to the local community and builds its email database.
In Dallas, Brad Weinstein of Petals & Stems recently sent out a cheery email reading: “The Holiday Season is upon us and most importantly it is the Season of Giving!”
The shop then offered to give a $100 donation to three organizations based on customer suggestions. To sweeten the big-hearted deal even more, Weinstein offered to send three floral designs to the customers with the winning charity suggestions.
Customers have until today (December 10) to nominate a charity. The email encouraged recipients to send in the organization’s names and, of course, to share the giveaway with their own friends and social circles. The note also included a YouTube video chronicling the shop’s history and emphasizing its deep roots in the community and its family business cred.
“The response is great,” Weinstein said earlier this week. He said that by encouraging customersalready receiving the email to forward the note to friends (or share on social media), the campaign helps build his database and brand.
In fact, according to Inc. magazine columnist Molly Reynolds, small businesses who promote charitable giving (and engage customers through those philanthropic efforts) stand to benefit in myriad, sometimes unexpected, ways including increased networking opportunities, improved employee morale and a sparkling brand reputation.
That final note is a result Weinstein, who has tried out similar promos in the past, already has seen.
“These promotions help build the brand and [help] people to just remember we are that great florist who does such fun things,” he said.