• Send a press release via e-mail to targeted local newspaper, TV, and radio reporters that highlights certain aspects of the holiday. It can reference the different colors of roses or connect a fun tie-in to reinforce the day for lovers. Use content from SAF’s consumer Web site. Offer to let key reporters see the behind-the-scenes of shop preparations or ride along on your deliveries. This could result in great free publicity for your business.

• Don’t have time to send a release? Send a quick e-mail note (with flowers) to a few key reporters letting them know you are available as a resource for their V-Day stories. Let them know you will open your shop to them for a behind-the-scenes look. See how one florist accomplishes this coverage in our Hands On section of February's issue of Floral Management magazine.

• Partner with a radio station focusing on men for a contest where listeners call in and tell how they met their sweetheart. The listener with the most romantic story (decided by the radio host) receives a dozen roses for his Valentine. In exchange for providing the flowers, you receive free on-air mentions of your shop. See how Floral Management's 2007 Marketer of the Year turned a radio partnership into dozens of extra orders for Valentine's Day 2007.

For more helpful marketing ideas or tips for interviewing with the media, head over to the Industry Promotion section of the SAF Web site.

--Morgan Schimminger
mschimminger@safnow.org

 

Previous Article    Next Article