CFA-FPO Marketing Campaign Hits TV

May 14, 2004 - 08:41

The Connecticut Florists Association (CFA), along with the Flower Promotion Organization (FPO), has spent $210,000 on a new marketing campaign, which has already hit Connecticut TV stations and cable TV. The goal of the marketing program is to increase the frequency of buying fresh-cut flowers in non-traditional holiday and event periods.

FPO produced and sponsored the campaign and predicts that there will be a total of 9,396,929 consumer impressions from the CFA/FPO campaign in Connecticut.

"This campaign has been designed to encourage current buyers to purchase more often," according to CFA. "We found through focus group testing and experience through our PR and advertising campaigns that people are begging for ideas on how to use flowers around the house. Our data proves that consumers are responding to our message."

The message of the TV commercials is: "Flowers. Alive with Possibilities. Bring some home today." Each ad with have the "A Real Florist!" logo tag at the end of the commercial so CFA members get a boost from the ads. The commercials will be running on four network television stations-CBS, ABC, NBC and UPN affiliates-and will also be featured on four cable networks-HGTV, TLC, FOOD and Discovery.

The media buyers for the "Flowers. Alive with Possibilities" campaign were able to get more TV time in advance in an effort to sell more cut flowers in Connecticut. The FPO has already run the campaign in several areas of the country and has increased buying frequency by at least 18 percent in the past year.

According to CFA, $144,000 of the campaign cost will be paid for by the Colombian and American cut-flower growers and the rest by CFA's member florists and suppliers. "We already have pledges of $52,650 as of today towards the $66,700 we must raise for our portion."

Contributors to the marketing program will receive the statewide advertising campaign and point-of-purchase materials to use in stores and mailings.

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