A recent segment on the Chicago-based ABC-7 morning news show urged consumers to think ahead and order their prom flowers early from florists and offered tips on "picking the perfect blooms."
Amy Wiest, designer for Wildflowers of Palos Heights, Ill., showed off a variety of floral options for prom-goers in the segment, "Prom Flowers Tips And Trends." This is the fourth year that Wiest has appeared on the ABC affiliate promoting prom flowers, and her connection to the station is the result of a little constructive criticism.
A few years back, Wiest says, she was inspired (she credits SAF's responses to negative press) to write local media in response to their Valentine's Day complaints about the cost of roses for the February holiday. In the letter, Wiest defended the floral industry and she suggested that consumers consider other types of flowers besides roses for Valentine's Day. The ABC affiliate responded to her letter and asked for her help with future floral stories, and the relationship has just blossomed from there, into 5-minute floral segments led by Wiest, featuring topics such as wedding flowers, Valentine's Day and much more. The florist says the results from her appearances are "phenomenal" because of the shop's instant name recognition — and, the best part is it's all for free, she adds.
In addition to showcasing her designs, Wiest offered up some advice on what to look for when choosing options for prom flowers:
• "Select colors that will compliment the color of the dress or intensities that are the same as the value of the dress; i.e. a watery shade of turquoise would look great with mixed garden flowers in shades of warm yellow, medium pinks, lavenders and soft blues."
• Stay away from "accents like satin ribbons, glittered and spray painted flowers and lace bouquet collars," she says, adding: "They may have been in style when your parents went to prom, but they aren't anymore."
To get more ideas on creative ways to increase your shop's prom orders, read the article "Five Ways to Capture Teens' Prom Business," in Floral Management magazine's April issue.
Check out the Industry Promotion > Working with the Media section on www.safnow.org for tips on how you can be the one the local media calls when they're looking for local floral experts.
--Cassandra P. Foster
cfoster@safnow.org
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