A sampling of the companies that put down flowers to boost their products ahead of Valentine’s Day this year. SAF responded to these and other companies, asking them to reconsider their tactics. If you see a harmful Mother’s Day ad, forward it to SAF.
A dozen companies, including the upscale retailer Nordstrom and the high-end women’s clothing brand Tory Burch, heard from the Society of American Florists ahead of Valentine’s Day about their advertisements that put down flowers. In some cases, the companies apologized.
With Mother’s Day approaching, SAF stands ready to once again be the negative publicity watchdog for the industry. When SAF spots a disparaging advertisement, it contacts the company and asks them to reconsider their marketing. SAF asks that the company promote the selling points of their goods or services instead of demeaning flowers to win business.
“Florists are hard at work preparing to deliver flowers to moms and loved ones, so it is important that SAF steps in as the industry’s voice,” says Elizabeth Daly, SAF’s marketing and communication manager. “We let companies and the media know a positive approach to advertising is the best and most effective strategy.”
See a negative advertisement or news article? Forward it to Elizabeth Daly at edaly@safnow.org.
Floral professionals can also combat negative advertisements on their own. Review these tips for developing a thoughtful, effective response.
- Be objective, diplomatic, and reasonable. Describe why you find the article or advertisement offensive or unfair. For example, if a company says their product is superior to flowers, you could highlight the positive health benefits of flowers, citing numerous studies. Explain that articles and advertisements should promote products based on their own merits.
- Don’t sound defensive by being argumentative about the other company’s products or services. That will only make it seem as though the “attack” on flowers was justified.
- Don’t make unreasonable demands. Unless a story contains a factual error, don’t demand that it be retracted.
- Suggest a middle ground approach that the article or advertisement could take in the future. You might point out that instead of the phrase, “Don’t buy flowers,” the message could be, “Along with flowers, how about…”
For more advice, visit SAF’s advice for responding to harmful publicity.
Amanda Jedlinsky is the managing editor of SAF NOW.
