Part of SAF's outreach to funeral trade publications in 2007 led to a three-page color spread in the January issue of International Cemetery,Cremation & Funeral Association Magazine (ICCFA). After receiving SAF's information packet on the role of sympathy flowers in the bereavement process, ICCFA editors asked SAF for an exclusive article about the personalization of sympathy flowers.
SAF partnered with Jeff Corbin, AAF, AIFD, PFCI, of Radford City Florist, in Radford, Va. to write the exclusive article. Corbin, former chairman of SAF's Professional Floral Communicators - International (PFCI) and design chairman of SAF's Congressional Action Days 2008, specializes in educating florists about sympathy sales.
The article, "Serving Families Better with Flowers," showcases personalized designs and emphasizes how local florists and flowers can help funeral directors better serve their customers.
There's been an increase in popularity of cremations and memorial services, creating a new segment of floral arrangements of personalized tributes and home sympathy designs, Corbin says.
"There is little need to send a giant easel spray to a church when the deceased is cremated and/or interment is out of town, yet it happens frequently," Corbin says. "In this scenario, an urn of garden flowers would be much more appropriate and could be enjoyed by a loved one after the service, delivered to a nursing home in memory of the deceased or left at church to be enjoyed during worship services."
Corbin also explains how flowers can also create a useful diversion for those who are uncomfortable with death by creating a conversation piece.
"When flowers are personalized and capture the true spirit of the life being celebrated, one comment leads to another, and people share their stories and thoughts," he writes. "The healing process begins while the nervousness at being confronted with reality of death lessens. This may seem oversimplified, but in reality, if people can walk away from a funeral feeling relaxed, they are more likely to be attracted to that particular business."
Corbin also tells readers that increased communication between the two industries is key to eliminating challenges in the sympathy trade and explains how detrimental the term "in lieu of flowers" can be for both sides.
SAF provides members with complementary tools and advice, including: A sample letter to local funeral directors, a list of alternative phrases to the "in lieu of flowers" phrase and a checklist that can help your shop evaluate its sympathy business.
--Kori Kamradt
kkamradt@safnow.org
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