As the flower industry gains momentum in the USA, there is still a question that needs an answer: how to get flowers into the consumers' market. To address that topic, CaliFlowers held a virtual conference where they explained what’s necessary to do to see a change.
Making flowers an everyday enjoyment
“What stops people from buying flowers regularly?” asks Steve Dionne with CalFlowers. “A market research from 2016 showed that culture is the main culprit there. Americans are taught that flowers are just a gift, are for special occasions only, and generally speaking, are a luxury.” The one way to change that is through culture so that Americans would start seeing flowers as an everyday enjoyment for themselves." But how to do that?
CalFlowers have thus set up a marketing campaign to promote the idea that flowers are not only for special occasions, and that they are ‘self-care made easy’. To better explain that concept, Heather Lewis with the marketing company 180Amsterdam joined the meeting. She discusses how celebrities and influencers promote the importance of self-care, without addressing the fact that it is not as easy as it might sound. “Self-care doesn’t need to be that complicated and exotic,” she pointed out. “It actually can be as easy as buying flowers.” It has been shown that flowers positively impact our mental and physical well-being. “In summary, with the campaign, we show that flowers are self-care made easy.”
Changing culture pays off
The campaign is going to be distributed over different platforms and channels, with the brand name of That Flower Feeling. “We are doing this not exclusively for ourselves, but the floral industry as a whole,” said Steve. He continues to explain that this is a call for action for the entire industry to further disseminate promotional material and be a part of that cultural change. “As an industry, we need to bring the message that people can improve their life with flowers.”
The campaign is composed of the That Flower Feeling brand, promotional videos, audio and podcasts, sponsored posts and stories on Instagram – including collaborations with influencers – as well as in-feed display and videos on Pinterest. “Large part of our audience is on Pinterest looking for self-care routine advice,” he pointed out. “If in 10 years, we’d be refreshing the campaign and adding different spaces than self-care, this could be one of the most successful ventures the industry has ever undertaken.”
For more information:
CalFlowers
[email protected]
www.cafgs.org