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10 marketing stories from 2022

One may grow a high-quality super special flower, plant, or other product, but if no one knows it exists, will it sell then? Marketing is key. Not only can the promotion of a single product increase sales, but the industry is also seeing increasingly more benefits from the generic promotion of flowers and plants. In this article, 10 marketing stories that we published in 2022.

"As it's generic promotion for the cut flowers and greens, all industry participants will benefit"

The demand for cut flowers and greens increased sharply during the pandemic, but how to keep that momentum going in the US? A group of industry leaders believes the answer is in creating a national floral marketing campaign, funded by assessments on domestic growers and importers. For over a year now, a drafting committee consisting of domestic growers, importers, and wholesalers, has been working on the draft of the so-called Promotional Order, "Floral Board." Despite the fact that it might take some time until the proposal is finished and submitted to the USDA, expectations are high. "Looking at the ROI of similar initiatives from other industries, we are sure that it will enable the industry to keep the current momentum going," says Eric Fernandez of Continental Flowers, an importer from Miami who is part of the drafting committee.

Why should all companies with an interest in the U.S. market participate in "That Flower Feeling "campaign?

Earlier this year, CalFlowers launched a consumer-facing brand called "That Flower Feeling," with the aim to get more Americans to buy flowers more often. The brand's first campaign – 'Flowers. Self-care made easy' launched in January and has achieved impressive results, reaching approximately 60 million consumers. Still, more engagement is needed to increase enthusiasm within the industry, Joost Bongaerts, CEO of Florabundance, Inc. and Marketing Chair at That Flower Feeling Foundation, stresses. According to him, the answer is the continuation of national advertising. But why and how should all companies with an interest in the U.S. market participate in this campaign?

The Flower Council of Holland presents consumer survey on sustainable horticulture

Most consumers consider sustainability an important topic, as do horticultural product buyers. The Flower Council of Holland studied this in four EU countries. Nearly 90% of people would like to buy locally grown flowers and plants, and over one-third of them are actually doing so. The Flower Council of Holland commissioned a study on why this might be. There is already a considerable shift towards sustainability in the horticulture sector, but consumer awareness of this is still fairly limited. "Above all, buying flowers and plants will need to remain fun and straightforward for consumers."

Floral marketing trends for 2022

Marketing takes a new turn every year, and each year presents exciting new ways to spread brand awareness, communicate with consumers, and improve the sales funnel. This year is no different as many new marketing trends are set to bloom throughout 2022. Whether it's to keep up with the ever-increasing competition in the floral industry or set higher standards for yourself, the following are some of the marketing trends that can transform your business in 2022. 

UK: "Top 5 floral trends for Spring 2022"

As the nights are getting brighter and the spring fields are starting to bloom, experts at Flying Flowers, a UK flower delivery company, reveal the floral trends set to be big this Spring using industry knowledge and Google and Pinterest search trends.

"We Need More Flowers most successful to date"

Research firm Motivaction evaluated spring campaign We Need More Flowers, which ran in the Netherlands, Germany, and United Kingdom in May and in France in June. How did it go? The campaign was the most successful to date, was greatly appreciated, and boosted interest in buying flowers. 

Market flowers to millennials and generation Z

Millennials are the largest generation in America, with plenty of spending power. However, they're notoriously challenging for marketers since they respond to marketing messages differently than previous generations. If you understand millennial values, priorities, and desires, you'll be a step ahead in your marketing and promotion efforts. To help, here are eight tips to market to millennials in 2022.

Ryan Black and Jet Fresh Flowers win SAF 2022 Marketer of the Year Award

Each year the Society of American Florists (SAF) crowns a Marketer of the Year, uncovering the most unique, innovative, and successful marketing efforts that have shaped the flower industry. This year, the title for SAF 2022 Marketer of the Year went to Jet Fresh Flowers' talented Marketing and Media Director, Ryan Black, on behalf of Jet Fresh Flowers.

US (FL): Floral marketer of the year announced at IFPA

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