McCandless Floral in Pittsburgh suggests letting police know about your Petal It Forward plans as a courtesy.
The Society of American Florists’ annual Petal It Forward goodwill initiative is a week away! On Oct. 18, more than 500 floral professionals from 50 U.S. states and Washington, D.C., as well as others in Canada, Colombia, Ecuador and India, will hand out two bouquets — one for the recipient to keep and one for them to pass on.
No matter how much preparation goes into the giveaway, the unexpected can happen. Here are a few ways florists stay nimble and mitigate potential issues, ensuring a smooth and enjoyable day.
Alert the Community
After Janet Woloszyk, owner of McCandless Floral in Pittsburgh, makes her last-minute media pitches to local television stations and newspapers, she’s found it’s helpful to give the police a heads up, too. While the media can help inform the community of the event — and hopefully show up to provide some publicity — the police are helpful in controlling the traffic around the giveaway, which is typically held at a popular strip mall, she says.
Sometimes, she explains, “people will think you’re trying to hassle them or sell them something. But when the police are there, it provides some legitimacy. Then the reaction is shock. There isn’t too much free in this world.”
Social media posts and simple signs also help to explain the giveaway. Use SAF’s social media templates to create excitement leading up to the day and throughout the event.
Know the Talking Points
Media attention and joyous reactions are the two best things to come out of Petal It Forward each year, says David Kraft of Nanz & Kraft Florists in Louisville, Kentucky. Both require knowing how to talk about the day.
“People are either swarming me to get their bouquets, or walking to the other side of the road,” he says. “It’s a little hectic because nobody knows what’s going on, but if you can explain and give a smile, people are just thrilled.”
It’s helpful to make sure anyone helping with the event — from staffers to volunteers — is equipped with talking points, including the research that’s shown giving and receiving flowers makes people happy.
Use SAF’s talking points to help prepare your staff and volunteers.
Wear a “Uniform”
Nine years ago, when Valerie Lee, owner of J. Miller Flowers and Gifts in Oakland, California, was preparing to participate in the first Petal It Forward, she made a last-minute decision to dress her distribution crew in a uniform. She purchased bright orange T-shirts, hand stamped them with “Petal It Forward” and asked everyone to wear black pants. The uniform has become a mainstay in the annual event because it helps avoid confusion during the giveaway, she says.
“It helps identifies us and what we are doing, and looks great in pictures,” Lee says.
Focus on Fun and Ease
If rain disrupts the perfect fall-themed outdoor giveaway, you find yourself short-staffed, or your van breaks down, don’t lose sight of the purpose of the event.
“It’s just amazing how much it means to people,” says Woloszyk, who recalls rainy giveaways.
A pop-up tent or a quick trip to a busy local lunch spot can help if the weather is less than ideal. And sometimes, handing out flowers from your shop can be just as rewarding.
“We’ve gone to different locations in the past but it’s honestly easier to do it from our shop and we use word of mouth and foot traffic to get people coming by,” says Colby Relles, vice president of Relles Florist in Sacramento, California.
Focusing on the joy the day brings helps put any logistical challenges that come your way in perspective.
“There are people who are so happy, and are crying and thanking me,” he says. “That’s what makes it worth it.”
Sarah Sampson is a contributing writer for the Society of American Florists.
