How do people like Hillary Duff who are in the 18 to 30 year old age range feel about flowers? Well, that's exactly what three teams of advertising students at Loyola College in Baltimore, Maryland set out to discover for a class project.
The teams conducted a survey of 150 students and young adults at Loyola College and in the surrounding metropolitan area. Once all of the responses were collected, the teams used the school's marketing database for additional research. The results led to a number of the team members to describe consumers in the 18 to 30 year old range to be "frugal, busy, and preoccupied." What's more, they may think of flowers as old-fashioned gifts that are just too sentimental or commonplace.
That's a rather unfortunate viewpoint since flowers have been proven through scientific studies to create immediate feelings of joy that last over a long period of time. They also help people to make connections with others and give a room a welcoming feel. And, according to some Society of American Florists research, 94 percent of women remember the last time they received flowers. Surely a gift that gives so much and creates such lasting memories can't be "old-fashioned" or "commonplace."
To combat such a negative attitude toward flowers, the advertising students suggested using these tactics to draw young customers:
Utilize billboards that are near colleges or in areas frequented by young people.
Advertise in college publications and on college radio stations.
Use advertising to make statements about giving "just because" flowers to gain the attention of a love interest.
Make certain radio ads air during prime driving times.
Use Internet advertisements on sites that are frequently used by young people, like MySpace.com and YouTube.
Host a college shopping event that allows people to create their own arrangements and shows off some unusual flowers.
Put people out on the street to hand out flowers and flyers in college areas.
As the saying goes, "with age comes wisdom," so perhaps one day Hilary Duff and others of her generation will come to understand how vital a role flowers play in our society and the great impact they have on our emotions-even if it takes a little nudging from some creative advertising.
Copyright: Copyright © 2007-2008 Wesley Berry, AAF
About the Author:
| Wesley Berry is member of the American Academy of Floriculture (AAF) and President of Wesley Berry Flowers, a successful multi-million dollar floral business that was established in 1946. He also works with funeral-homes.net to provide useful information about funeral homes across the nation. He has been recognized by florists nationwide as a leader in the flower business. Visit Wesley Berry Flowers on the web at www.800wesleys.com
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