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Rainbow Roses Sow Good PR for Exotic Flowers
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Recently Exotic Flowers' "rainbow" roses were featured in the Boston Globe's 'shopping tip of the day' feature. | Looking for a media hook? Don’t overlook the news value of what’s in your cooler. Just ask Rick Canale, managing director of Exotic Flowers. The Boston florist captured the attention of a Boston Globe reporter with a press release and a bouquet of roses — but not just any roses.
Canale sent Judy Wulff a half-dozen arrangement of “rainbow” roses, which he learned about through Dutch importer and wholesaler Back Bay Wholesale Flowers. The multi-colored roses were enough to merit coverage in an article and photograph, which appeared in the Home/Lifestyle section under the “shopping tip of the day” feature just last week. The Boston Globe newspaper has a daily circulation of more than 360,695, while its Web site averages 4.2 million visitors.
According to Canale, Wulff solicits unique ideas via e-mail for her daily column. “I have tried e-mails [about our store’s items] in the past with no luck,” he says, “but this time sent her the product and got the attention.”
Wulff describes the rainbow roses as a “centerpiece that’s sure to be the center of attention.” Canale explained how the roses became rainbow-colored, which Wulff also highlighted in her article. The roses are originally a cream color, and then they take on the variety of colors after their stems are spliced and soaked in a water-based dye.
Canale says his shop received “a priceless amount of exposure” from The Boston Globe article. Exotic Flowers’ sales for the rainbow roses hit about $1,000 last week and the shop’s Web site had a 35 percent increase in visitors over the same day in 2006. Canale says orders for the flowers ($7.50 per rose, $75 per dozen, or $90 per dozen in a vase) came in both by phone and in-store. “A couple people bought 24 [roses] to hand out to co-workers because they though they were so cool.”
Want more ideas for getting local media coverage? Check out the story of how eight florists flexed their PR muscles in the December issue of Floral Management.
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