On Instagram @botanicadesign posted: “One week from tomorrow, Downtown Tampa, we’re coming for you! @botanicadesign and our ‘Ambassadors of Happiness’ will be handing out **800** bouquets to random Tampanians as they head to work. We’re taking part in the National Campaign of #PetalItForward with the @societyofamericanflorists and @rio_roses to spread some much needed smiles in Downtown Tampa! Follow along for more updates throughout the week and day of! #botanicadesign #petalitforward”
With one week to go until Petal It Forward on October 11, now is the time to finalize your social media and public relations game plans. The Society of American Florists makes it easy for members with advice, suggested social media messages, event messages for Happiness Ambassadors, interview talking points, and more at safnow.org/pif.
“It will benefit you to be as strategic as possible with your social media before, during and after Petal It Forward,” said SAF Vice President of Marketing Jennifer Sparks during a Facebook Live presentation on Petal It Forward Social Media Tips on Oct. 3. “While posed pictures are nice, what really captures true emotions and gets peoples’ attention are candid shots of people giving and receiving flowers, and the emotions that follow — the smiles, hugs and tears — the real flower power.”
Designate a member of your street team of Happiness Ambassadors to hold the smartphone or camera and capture those candid photos and videos and post them to social media, Sparks said, with the hashtag #petalitforward.
“The hashtag #petalitforward should be on everything,” Sparks said. “It shows you are part of a nationwide effort. It also encourages consumers to use it when they’re sharing their photos. It should be on your shirt and on your flower tag so consumers know how they can share how the flowers make them happy on social media.”
Sparks also recommended how best to use Facebook, Twitter and Instagram in Petal It Forward efforts. “With Facebook, don’t flood the stream. Facebook’s algorithm dictates what content is seen based on engagement value — so it’s not as much about how often you post, and posting too much on Facebook in a short amount of time can actually work against you,” Sparks said. “With Twitter, tweet away minute-by-minute updates. Instagram is most likely your Petal It Forward winner.”
For more Petal It Forward social media tips, watch Sparks’ Facebook Live presentation. Members also can go to safnow.org/pif-social for social media guidance and suggested posts.
“Along with having a Petal It Forward conversation in the social universe, it’s important for you and your Happiness Ambassadors to engage with consumers offline — with the people they meet face-to-face while handing out bouquets,” Sparks said.
SAF provides easy and impactful messages for you and your Happiness Ambassadors at safnow.org/pif-eventmessages, such as:
- Change someone’s mood today by Petaling It Forward!
- Research proves flowers bring happiness to the giver and the recipient. Petal It Forward and find out for yourself!
- We hope this flower brightens your day. Now brighten someone else’s by Petaling It Forward!
One more important item for your publicity push to-do list: remind reporters. “Don’t be afraid to nudge the newspapers, radio and TV stations, you’ve already contacted,” Sparks said. Here’s a suggested timeline for the final push:
- On Monday, October 9, in the morning, resend the media advisory to unresponsive news outlets. Make a round of follow-up calls and ask if they plan to cover the event so you will know to look for them.
- On Tuesday, October 10, print several copies of the press release to give reporters. Ask reporters for their business cards or take note of the names, outlets, e-mails, and phone numbers to keep track of reporters who attend.
- On the morning of the event — on Wednesday, Oct. 11— email a press release to the media that you haven’t heard from, and follow up with two to four quality photos during, or immediately after, your event.
When talking to reporters, keep in mind key talking points, Sparks said. SAF provides members with a few suggestions atsafnow.tempurl.host/pif-press, including:
- We’re members of the Society of American Florists and are participating in the #PetalItForward event to show our community the true power of flowers. #PetalItForward is a nationwide event taking place this week. We’re here in (name of town) spreading smiles.
- There is a direct link between flowers and positive emotions. In fact, a Rutgers University study demonstrates that the presence of flowers make us happy – creating instant delight and enhancing our life satisfaction.
- We want people to experience this first hand, so we are giving two bouquets – one to keep, and one to share. We’re petalling it forward!
“When your shop appears on the local TV news or in your newspaper for Petal It Forward, consumers take notice,” Sparks said. “When they need a florist, they’ll remember your shop’s name.”