Bring on the Reporters
Now's the time to plant the seeds for some free publicity in the days leading up to Valentine's Day.
Start by sending a news release to newspapers listing unique ideas and tips on the latest design trends for Valentine's Day. Invite a reporter to see the behind-the-scenes shop preparations or ride along on your deliveries.
If the idea of reporters in your shop on the big day is too much to bear, invite them a couple of days early, as Jeff Freeman, owner of Freeman's Florist & Gifts in Randleman, N.C., does.
Freeman says for the past four years he's invited his local TV station to come and film three to four days in advance of Valentine's Day — it not only helps minimize chaos in the shop, but it also serves as a reminder to consumers to order a few days early.
Customers say: "'I heard you on TV and I knew I better call you today,' or 'I appreciate the reminder,'" Freeman says.
To read more about the coverage Freeman scores check out Hands On in the upcoming February issue of Floral Management magazine.
Also, for guidelines on how to grab the attention of the media, interviewing do's and don'ts and other tips for reaching out to customers during the upcoming holiday of love, visit SAF's Valentine's Day Resource Center.
--Kori Kamradt
kkamradt@safnow.org
Previous Article
Next Article
| 
