Last year SAF responded to nearly a dozen media outlets and businesses that disparaged flowers in an effort to promote goods and services for Valentine’s Day.
There shouldn’t be any negative ads about flowers from the undergarment retailer Hanky Panky this Valentine’s Day — and that’s thanks to the Society of American Florists’ outreach last year after the company encouraged its followers on Instagram to swap a bouquet for “a gift that will last.”
That incident was one of about a dozen in which SAF was swift to ask media outlets and retailers to reconsider articles or marketing approaches without disparaging flowers. (Have you seen an offender? Let us know!)
In the case with Hanky Panky, the company responded quickly and took down the offending social media post.
Last year, SAF and its members responded to many other offenders caught bashing flowers including language learning software company Rosetta Stone; sustainable fashion retailer PACT; sterling silver jewelry business Silpada Designs, and popular clothing retail company Tommy Hilfiger.
Members of the floral community can complement SAF’s efforts by also reaching out directly to the publication or business and communicating the impact this type of advertising can have on their businesses. That’s what Cambridge, Massachusetts, Central Square Florist did last year, after receiving an email from a local textile company suggesting consumers buy robes, not roses. (The company responded with an apology.)
In your response, be objective, diplomatic, and reasonable. Describe why you find the article or advertisement offensive or unfair. Urge the media outlet or advertiser to refrain from disparaging flowers and urge them to promote products based on their own merits.
Visit SAF’s Counteracting Negative Publicity resource center for more information.
If you spot a harmful advertisement or article about flowers, please contact Elizabeth Daly, marketing and communications manager, at edaly@safnow.org.
Elizabeth Daly is the marketing and communications manager for the Society of American Florists.
