Welcome to SAF’s Holiday Promotion Resource Center, where you’ll find tools, information and advice for holidays.
Working With the Media
Preparing with Talking Points | Mastering the Interview | Generating Buzz for Your Shop | Getting the Test Order Gold Star
As a shop owner, you are the spokesperson for your business and the local flower expert for your community. This Valentine’s Day, seize the opportunity to talk to the media and make it work to your advantage. You may be surprised at what a little added exposure can do for your year-round business.
Even if the reporter’s angle starts out on the negative side, with a little media know-how you can overcome common misconceptions (especially about the “contrived high cost” of Valentine’s Day roses) and get your message out loud and clear. By cooperating with the media and providing them with the information they need, you can develop valuable relationships and establish yourself as a reliable, expert resource for future stories as well.
Generating Media and Consumer Buzz
- Customizable Sample Press Releases: Send the media a press release on the emotional benefits of flowers and plants to generate publicity, and you’ll position yourself as the local expert.
- www.aboutflowers.com: Use content on the Valentine’s Day section of www.aboutflowers.com in newsletters and your website. It covers trends, popular Valentine’s Day arrangements, rose color trends, rose trivia, factors affecting rose prices, care and handling of roses and Valentine’s Day statistics.
- Social Media Content Calendar for Valentine’s Day: Use these suggested content ideas for Valentine’s Day, with suggested dates for posting on your Facebook, Instagram and Twitter channels.
- Social Media Shareable Graphics: Post these graphics on your social media channels.
Getting the “Test Order” Gold Star
Keep in mind that you may not always hear directly from the media even if they are doing a story on the cost of Valentine’s Day flowers. In the past several years, there have been numerous examples of “test order” stories during major holidays where reporters pose as consumers ordering flowers.
They then write a story about their experience, showing pictures of arrangements they received, along with precise details on the cost and how their order was handled (courteousness of salespeople, accuracy of message card, timeliness of delivery, etc.). For some florists such stories have resulted in positive coverage; for others, not so good.
The lesson? Treat every order as if it will end up on the front page of your local newspaper.
Content for your website and newsletters. All content obtained from aboutflowers.com must be clearly referenced to the Society of American Florists and www.aboutflowers.com.
Reminder about Easter Lilies & Cats
Several types of lilies can cause renal failure and sometime death if ingested by cats. Studies from Utah State University show a toxic connection between cats and the Lilium genera family, which includes the Easter lily, tiger lily, Rubrum lily, Japanese show lily and daylilies.
The Cat Fanciers’ Association suggests alternatives: Easter orchids, Easter cacti, Easter daisies or violets.
Below is information to share with customers.
The National Animal Poison Control Center says that certain types of lilies can cause renal failure in cats that have ingested any part of the lily. (Your shop name) recommends keeping lilies out of the reach of cats. It is important to note that lilies do not pose a problem for other pets or humans.
Content for your website and newsletters.
All content obtained from aboutflowers.com must be clearly referenced to the Society of American Florists and www.aboutflowers.com.
Social Media Content Ideas for Mother’s Day >>
Content for your website and newsletters.
All content obtained from aboutflowers.com must be clearly referenced to the Society of American Florists and www.aboutflowers.com.
Content for your website and newsletters: Christmas and Hanukkah. All content obtained from aboutflowers.com must be clearly referenced to the Society of American Florists and www.aboutflowers.com.
Need help promoting the December holidays on social media? Click here for Winter Web Banners and Social Media Graphics.
Click here for content on consumer tips re: relieving stress with flowers during the holidays.