That Flower Feeling Ad Campaign

Background on the floral industry

Growing up in the Netherlands, fresh flowers were always a part of everyday life. The floral industry here advertised the slogan, “Flowers Love People” (translated “bloemen houden van mensen”). Eventually, this led to people buying flowers on a weekly basis. I have been in the floral industry for over 41 years and the one thing I have always hoped for is to get the entire industry to agree on an effective marketing campaign that reminds people to keep flowers in their lives. I believe the “That Flower Feeling” ad campaign is en route to making this wish become a reality.

Many floral committees invest hundreds of thousands of dollars into studies, projects, and events that help various segments of the industry. Specifically, CalFlowers is a national organization that has funded and created a campaign called “That Flower Feeling”. The purpose of this campaign is to get more people to buy flowers more often. Commercials for TFF are being advertised on streaming services since many people utilize those services more than cable TV. CalFlowers has seen promising results with their advertising as it has encouraged people to buy more flowers. Below, I have outlined a few key metrics and insights from the campaign as well as included a graphic with similar information:

1. Approximately 60 million consumers have seen this campaign.
2. After seeing the TFF video, 70% of those surveyed stated that they were more likely to buy flowers than they were before watching the video.
3. The number of exposures from the initial data multiplied by the increased likelihood of buying flowers equates to millions of additional purchases nationwide. It is highly likely that some of these sales may have passed through your business.

That Flower Feeling Foundation

This campaign’s design enables you and other companies to utilize the marketing assets that have been created in your own marketing campaigns. Additionally, these assets save you both the time and money that is required to create your own campaign. If you are interested in accessing these materials, you can click here and request an account.

Although the campaign has impressive results, we still need more engagement to increase enthusiasm within the industry. The answer? A continuation of national advertising! Thus, I am asking for your support. That Flower Feeling Foundation is independent of CalFlowers and ensures that every dollar we raise will fund this marketing initiative. I am committing my company to allocate a part of our marketing budget to the TFF Foundation over the next 3 years. Ultimately, my hope is that you and every segment of our industry contributes.

How you can help

CalFlowers has budgeted at least $500,000 per year for the next 3 years. With the support of industry partners like yourself, I think it is possible to reach our goal of $4.5 to $5 million per year. If you are a retail florist or a floral designer, consider participating by donating $10 or more per month because the entire industry and future floral campaigns will benefit from this. After all, every donation, large or small, will help us get the funds we need to refresh and create new media campaigns.

Thank you in advance for your contribution. With your help, we will see the floral industry blossom even more along with reaching more people than ever. Here is a link to the funding page, where you can select credit card, PayPal, ACH, or mobile wallets to make your contribution. Finally, please note you can select 1-time or recurring payments, including recurrence monthly or annually.