Blooming good florist marketing

It excites me when I see a small business, a florist in this case, take a bloody big risk. I was driving down the highway tonight when I past this huge flower lit up like it was new years eve. Not a real flower…But one made from heavy construction steel and wrapped in what must have been 300 lights. It acted as a great landmark…as well as very clearly promoting the fact that a florist was close at hand.

Why is this so amazing, I hear you ask? Two reasons…small businesses, such as this florist, are never flush with cash to spend on marketing. So to do something this brave when they know that every cent must provide a return I believe is courageous.

My second reason is more cynical. I’ve worked with many large corporations during my 20 years in marketing communications and the thought of doing something so ‘out there’ as a big flower idea was simply just too hard for many of them to get their head around. You see, there’s safety in avoiding the big ideas…And comfort in running the same old ads and the same old direct mail campaign.

As consumers, we love to be rewarded…This big flower rewarded me tonight. If I’d needed flowers, I would have stopped in a heart beat.

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