When Robert Bryant, AAF, AIFD, of Flowers By Robert Taylor West Covina, California saw a Facebook post that read, “Get Tickets instead of Last Minute Flowers for Valentine’s Day,” he acted fast. He reached out to the owner of the independent ticket broker — who happens to be a customer — and brought the negative floral remark to his attention. “’I know you didn’t create the ad’,” Bryant said to the ticket broker, “I’m just asking that you promote your services on their own merits.”
Soon after, TicketGiant posted not one, but two flower-friendly messages on Facebook. The first read: “After buying her Roses don’t forget to add the Concert tickets For Valentine’s Day.” In the second post, TicketGiant shared a Flowers by Robert Taylor Valentine’s Day post with the message: “My florist since 1983.”
Kate Delaney, AAF, of Matlack Florist Inc. in West Chester, Pennsylvania, experienced similar success when she reached out to Panda Planner, a company that produces a series of planners to improve productivity. She received an email promotion from the company with the subject line “Flowers are overrated – Give a V-Day gift that has meaning.”
“I sent an email letting them know I was a customer, a florist, and a member of SAF,” Delaney said. “I used the guidelines you have online, and also pointed them to the studies on flowers’ effect on stress, happiness and productivity. I got a response that evening from the customer care team that my feedback would be shared with marketing.”
The next morning, the company sent a promo with a new subject line: “Love Equals a Panda Planner in your Hand”
Delaney said, “I’m unsure if this was a pre-planned email or if the marketing department ever did receive my feedback, but I was happy to see a positive subject line.”
These are great examples of how SAF members should approach negative ads locally, said Jenny Scala, SAF’s director of marketing and communications. “Your feedback really does make a difference.”
Mary Westbrook is the editor in chief of Floral Management.