Twisted Stem in Crystal Lake, Illinois, posted a high-end, high-style design geared toward a male recipient, by way of showing that men can enjoy flowers just as much as women.
Buy flowers for your wife? No brainer. Buy flowers for your hubby? Hmmm…
That gender divide is an outdated misconception among customers, according to a shop in Crystal Lake, Illinois. With a strategic (and jaw-droppingly gorgeous) photo on Facebook this week, the team at Twisted Stem Floral encouraged people to buy flowers for men, too.
“When clients ask if we could make something masculine they could send a gentleman, they surely don’t realize that almost a third of our designs are delivered to men that are always pleasantly surprised to receive the gift,” reads the August 22 post. Accompanying the text, a high-end, high-style design that features banksia, crab apples, bittersweet vine, and driftwood, among other design elements.
Owner John Regan, who was recently featured in Floral Management magazine for his expertise on plant sales, said the point of the post was to show off the shop’s creativity and to remind customers of the many reasons to buy and send flowers, for occasions and recipients of all kind.
“We ask if they have color or general style guidelines, but from that point it’s on us,” he said. “Social media is a large part of our marketing campaign, along with monthly postcard we have printed to attach to our packages.”
Creating images that are specifically geared toward male recipients puts Regan on-trend with a growing market for men’s products that encourage pampering and luxury. In fact, according to Fung Global Research and Tech, “the global market for male grooming products is projected to reach $60.7 billion by 2020.”
One way to reach those men — and the men and women who love them and want to send them flowers — is to market designs that are specifically tailored to them, as Twisted Floral did this week. Read another perspective on how to effectively position your business to appeal to affluent male customers.
