A trade organization that launched a national advertising campaign that aligned flowers with self-care.
A floral educator who developed a flower-themed television series for PBS.
A retailer who refocused its business to cater to weddings and increased its sales by 94%.
Those are just a few of the inventive campaigns that won the Society of American Florists’ coveted Marketer of the Year contest, now in its 31st year, which recognizes original, successful marketing efforts.
Any floral company that is an SAF member with a marketing campaign executed in the last five years is eligible to enter the contest. That includes marketing tactics that helped businesses through the pandemic, the use of video on social media, or even in-store events designed to draw in customers — and more. The deadline to enter is May 31.
Since its inception in 1994, the award has come with a $5,000 cash prize sponsored by Design Master, a division of Smithers-Oasis. The winner is also featured in a cover story for the September/October issue of Floral Management and receives free registration to SAF’s annual convention, SAF Phoenix 2025. (And don’t forget bragging rights!)
Last year’s winner, Tiger Lily Florist in Charleston, South Carolina, focused on community outreach — partnering with a variety of local organizations, sponsoring segments on the local ABC affiliate, and hosting charity workshops were among the activities that helped Charlestonians know “the soul of the business.” From 2018 to 2024, these efforts grew Tiger Lily’s sales by 67%, with measurable increases in average order value and social media engagement.
When owner Lisa Hayes Holmes first broached entering, her staff dismissed their chances, pointing out that recent winners had very wide-reaching, global campaigns or catchy slogans. A customer ultimately prodded her, insisting that Tiger Lily’s tactics would resonate with other retailers. “So off we went to highlight what we believe in,” she said. “It will always be an honor to have won this award, but it also brought to the forefront that our community knows us, supports us and allows us to do what we love.”
Melanie Spilbeler, marketing director of Choice Farms and a member of the judging panel, says strong campaigns and contest submissions should:
- Understand the target audience: “Effective marketing isn’t just about creativity,” she says. “It’s about crafting messaging that resonates with the right people.”
- Have clear strategic goals: “A strong entry clearly defines its objectives, whether that’s increasing brand awareness, driving sales or boosting engagement,” she says.
- Show data-driven results: “The most compelling submissions provide tangible proof of success, such as increased revenue, social media engagement, customer growth or other key performance indicators,” she says.
“At its core, the Marketer of the Year award isn’t just about flashy visuals — it’s about strategy, execution, and measurable success,” Spilbeler says.
Click here for more information and to access the the entry form.
Katie Vincent is the senior contributing editor for the Society of American Florists.
