SAF Wednesday E-Brief - 01/30/2008 (Plain Text Version)
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Marriott Removes Negative Reference, RadioShack Considers Floral Industry’s ConcernsTwo major companies are rethinking their promotional strategies after receiving letters from SAF about their negative Valentine’s Day campaigns: Marriott: A member alerted SAF to the hotel chain’s Guest Folios that read, “Instead of giving a dozen roses, give your Valentine dozens of choices!” SAF e-mailed Marriott’s headquarters on Jan. 24, and asked it to eliminate the reference to flowers. On Jan. 25, Joanna Todd, Marriott's vice president of global partnerships and promotions, called SAF. "It wasn't our intent to disparage the floral industry,” Todd said. “We do apologize and we will change the messaging. Thank you for bringing this to our attention." Todd also pointed out that Marriott supports the floral industry and has a promotional partnership with FTD. RadioShack: Two members alerted SAF to RadioShack radio commercials that say “don’t buy flowers; flowers don’t last long.” SAF faxed a letter to the company’s corporate office urging it to eliminate the reference to flowers. Charles Hodges, RadioShack’s director of media relations, replied via e-mail: “I'm confident the intent was to pay tribute to flowers and candy as Valentine's staples, yet offer alternative electronic gift selections from RadioShack. However, I'll admit the radio spots are pretty direct in their reference to flowers. The good news is that we have other marketing materials that mention flowers only in a positive light. … we suggest that you can incorporate both flowers (and candy, etc.) into your Valentine's gifts, and we suggest capturing images of the flowers with digital devices in order to preserve the pleasant memories. Our upcoming television commercials will show a person taking pictures of flowers in various settings ... in nature, in a museum, etc., in order to create a digital flower presentation. … I assure you our marketing team is fully aware and understanding of the concerns that have been expressed.” SAF also contacts local companies on behalf of members. Jean Jungle: A member alerted SAF to a billboard in Scarborough, Maine, advertising local designer jeans shop Jean Jungle. Its sign read: “Chocolates melt, Flowers wilt, Jeans last forever.” After receiving a letter from SAF, Kathy Bouchard, Jean Jungle’s manager, called SAF. “It was never our intention to cause a negative impact on other businesses in our small community,” she said. “We are really sorry.” Bouchard said the company will change the sign’s wording. SAF is the voice of the industry and responds to instances of harmful floral publicity. Alert SAF to negative floral references by faxing (703) 836-8705, e-mailing jstromann@safnow.org or calling (800) 336-4743. As much as SAF can provide support on a national level, local businesses can also make a difference. For tips, visit http://www.safnow.org/content/category/7/68/118. --Morgan Schimminger
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