Steve Dionne, the Executive Director of CalFlowers, came to chat with us about a powerful campaign called That Flower Feeling. Whether or not you have heard of this campaign, we hope you stick around to learn more, hear how the campaign has done so far, what marketing assets are available to you, and understand how That Flower Feeling can uplift the entire floral industry, including your business!
Below are the podcast, video replay, and show notes:
SHOW NOTES
- For those who may not know, what is That Flower Feeling?
- move the needle on cut-flower consumption - more Americans enjoying more flowers
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- For this campaign to be even more successful and reach more consumers, we need participation from florists. What can they do to join the efforts?
- Some may be on the fence about downloading the assets and sharing them with their community. Can you share some stats on this campaign so far?
- reached 48,000,000 people
- increased the intent to buy flowers by 8%
- increased revenue $200,000,000 in retail flowers
- for every $1 spent, got roughly 60 new exposures
- standard social engagement is about 1.5% … this campaign is hitting about 15% engagement
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- What if florists don’t want to utilize the already-designed marketing assets - are there other ways to support this campaign?
- What other ways can people join the effort behind That Flower Feeling?
- Can you share what the next steps are for the campaign?
- next social push in January - focusing on self-care
Connect:
https://thatflowerfeeling.org/partners
https://www.instagram.com/thatflowerfeeling/
https://sponsor.thatflowerfeeling.org/give/419919/#!/donation/checkout