The recent journey of That Flower Feeling (TFF) Marketing Team to the IFTF (International Floriculture Trade Fair) and Aalsmeer Trade show in the Netherlands marked a significant chapter in the foundation's pursuit to integrate the joy of flowers into the daily lives of people, especially in the vast U.S. market.
Joost Bongaerts, Jeanne Boes and Steve Dionne
Led by key members of TFF Marketing Committee, including Joost Bongaerts, Jeanne Boes, and Steve Dionne, the team immersed themselves in dynamic conversations with growers, breeders, and exporters from around the world. These dialogues were focused on building meaningful relationships and raising funds for That Flower Feeling campaign, and discussing the importance of this innovative flower movement that has captured the imagination of the American market.
Their temp hostess staff with left to right Mop Wink, Jeanne Boes of TFF (in center ) & Monica Reijmers
Central to TFF's success is the national advertising campaign, "Flowers, Self Care Made Easy." This award-winning campaign has not only earned international and national marketing accolades but has also ignited a floral revolution in the United States. With a reach of over 95 million consumers across digital and social media platforms, the campaign goes beyond merely promoting flowers; it is a movement to infuse lives with the numerous benefits of flowers.
Through analytics and insights from focus groups, TFF observed a remarkable shift in consumer behavior. The intent to purchase fresh flowers increased significantly, with millions expressing a newfound inclination towards incorporating flowers into their self-care routines.
The strategic collaboration with over 800 floral companies, spanning from growers to local florists, has magnified the campaign's impact. These partnerships ensure the widespread dissemination of TFF's message, weaving a tapestry of floral appreciation across communities.
A meeting with The Holland Flower Council at the Aalsmeer trade fair where we explained the TFF campaign and learned about how they are promoting flowers in Germany, England, France and The Netherlands
The success of TFF's campaign goes beyond metrics, they say. "It is about cultivating an emotional connection, embodying "That Flower Feeling" - a sentiment that transcends occasions, permeating the essence of everyday life. Flowers, according to TFF, are not just ornamental; they are therapeutic, a natural dose of joy and positivity."
As TFF continues its journey, a new advisory board has emerged to provide guidance in fundraising, marketing, and strategic budgeting. This collaborative effort, encompassing diverse industry segments, underscores the commitment to sustaining this blossoming initiative.
Presenting TFF assets to Liat Shemer Global Marketing Manager Danziger and they have started to support the campaign
For those eager to join this transformative movement, TFF offers free marketing assets, encouraging participation from wholesalers, growers, florists, and individuals passionate about fostering a deeper appreciation for flowers. These assets are not merely promotional materials; they serve as catalysts for change, sparking conversations and instilling the essence of flowers in everyday narratives.
Jurjen (Jay) Ilsink (Growth Manager Interplant ) made a pledge commitment on behalf of the World of Spray Roses a group of 20 rose growers
The story of That Flower Feeling goes beyond trade shows and campaigns;" it is an ode to the beauty of collaboration, a celebration of nature's bounty, and the pursuit of enhancing lives through flowers. With every petal, TFF's vision of making flowers an integral part of everyday life in the United States blooms a little brighter, one heart, one home at a time."
For more information on how you and your business can participate and donate visit: https://thatflowerfeeling.org/ for direct contact email Vanessa Leite at vanessa@thatflowerfeeling.org.