Rick Canale is leveraging the lure of an exclusive, limited time offer of ‘Black Pearl’ rose in his 2017 Valentine’s Day promotions.
To make his rose selection stand out, a Boston florist is tweaking his Valentine’s Day promos this year to feature a specific, high-end rose along with key words that send a special message to discerning customers: Supplies are limited. You better act fast.
“This year, we are promoting ‘Black Pearl’ roses with words like ‘Limited Supply,’ ‘Exclusive,’ etc.,” said Canale, of Exotic Flowers in Boston.
Canale said the rose, which won Best in Class honors at the Society of American Florists’ 2016 Outstanding Varieties Competition, is a natural fit for the holiday, with is crimson hue and velvety, ruffled petals — not to mention that “awesome name.”
The “exclusive” pitch on a specific rose is a new effort for the shop, and Canale said it took some extra work to source thousands of the roses for Valentine’s Day. Brokers and farms behind the rose were, not surprisingly, delighted by his interest, and shared marketing materials with the shop, and Canale and his team have plenty of elegant alternatives to offer interested customers once their supply of ‘Black Pearl’ runs out. Canale estimates he’ll be charging about 15 percent more for ‘Black Pearl’ designs, compared to comparable work, to cover higher costs.
Canale may well be on to something, particularly when it comes to inserting those time-sensitive calls to action (“exclusive” and “limited.”)
“People want to feel important; like they’re part of an exclusive group,” writes Robert Rosenthal for Fast Company. “That’s why advertising copy sometimes says: ‘We’re not for everyone.’”
Rosenthal points to several high-profile examples of this approach in action, including campaigns for the U.S. Marines (“The Few. The Proud.”) and American Express (“Membership has its privileges.”)
“But to make an exclusivity appeal work in the long run, marketers must mean what they say,” Rosenthal cautions. “Empty claims tend to be counterproductive.”
For his part, Canale said he knows he’s not the only florist in Boston offering ‘Black Pearl’ this holiday, but, thanks to all of his advanced legwork, “I’m fairly certain I will have the most of them!”
Looking for a little inspiration on your own promotions? Check out a list of 30 words that can push consumers to take action.
