A farm that brought a group of flowers from obscurity to national attention. A collective that harnessed the farm-to-table movement for the benefit of the floral industry. A flower shop that created an app to better connect with customers. A longtime retailer that reinvented itself, in-store and online, to appeal to a more modern clientele.
These are just some of the varied concepts that have snagged Floral Management magazine’s annual Marketer of the Year honors in recent years. The deadline to enter your best marketing idea into this year’s contest, June 4, is fast approaching.
Diana Roy, the business manager at Resendiz Brothers Protea Growers in Fallbrook, California, put together the winning award application for the farm’s 2018 award. The application detailed the farm’s long-standing comprehensive efforts to promote protea, in the industry, to consumers and in the media.
The campaign was highlighted in Floral Management and the award, along with a $5,000 prize sponsored by Design Master color tool, inc., was presented to the Resendiz team last September during SAF’s annual convention.
“Entering SAF’s Marketer of the Year contest provided a huge promotional opportunity to help us propel into the national spotlight and help us accomplish our primary goal,” she said. “To our delight, winning Marketer of the Year not only brought protea to the national stage, it elevated Resendiz Brother’s visibility and help us spread ‘Protea Love’ around the world as well.”
Find out more about the award and how to apply. Want insight into what the judges will be looking for? Raya Ward of Nielsen’s Florist and Garden Shop in Darien, Connecticut, has been both judge and award winner for the contest. Read her take on what to do — and what to avoid doing — if you want to impress the judges.
Mary Westbrook is the editor in chief of Floral Management magazine.
