SAF's Consumer Marketing Committee is hoping to minimize the use of the "in lieu of flowers" phrase by encouraging relationships between funeral directors and florists.

SAF distributed a press release last week to major funeral industry trade publications, including American Funeral Director and the National Funeral Director Association's The Director magazine, to promote the role of sympathy flowers in the bereavement process. The release cites the Home Ecology of Flowers study, which found that flowers have positive effects on people's emotional well-being. The release also discusses the continuing use of the "in lieu of flowers" phrase in obituaries, and it provides tips on how florists and funeral directors can work together to minimize the use of the phrase.

"This is a great step toward getting these important issues in front of the funeral director audience," says Dwight Larimer, AAF, chairman of SAF's Consumer Marketing Committee. "But perhaps the most important element of this process is for SAF members to make one-on-one efforts to establish and maintain a positive relationship with local funeral directors."

SAF provides members with free, new tools and advice, including: A sample letter to local funeral directors; SAF's sympathy flowers, a press release and alternative phrases to "in lieu of flowers." Also available is a checklist that can help your shop evaluate its sympathy business.

The Home Ecology Study is a result of the strategic alliance between SAF and the Flower Promotion Organization (FPO). The sympathy flowers outreach program is supported by the SAF Fund for Nationwide Public Relations. Get more information on the PR Fund.

Read about how the Texas State Floral Association is reaching out to Texas funeral directors in June in next week's E-Brief.

-- Jennifer Sparks
jsparks@safnow.org

 

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