Reaching Out to Consumers and the Media
In the floral industry, we understand the positive impact flowers and plants have on people, what a wonderful gift choice floral products make and the expertise professional florists offer. To make sure consumers get those messages, SAF conducts nationwide strategic public relations campaigns to generate positive floral stories in the news. Many campaigns are backed up by scientific facts collected through SAF research into the effects flowers and plants have on people, and on consumer buying behavior. The research results form the basis of the association PR campaigns’ key messages. SAF's consumer research and public relations programs are a direct result of the SAF PR Fund, an industry-wide promotion initiative.
Information and Research
As the floral industry's national trade association, SAF serves as spokesperson and an information resource for the media and general public. The association's consumer website www.aboutflowers.com provides the media and consumers with easy access to advice, statistics and floral trends information and supplies members content for their web sites and newsletters.As a companion to the floral resource www.aboutflowers.com, SAF’s Flower Factor: A Lifestyle Blog from Aboutflowers.com at www.aboutflowersblog.com features conversational-style posts from a dozen contributing bloggers and links to SAF’s online consumer resource centers, including www.nationalfloristdirectory.com, Facebook, Twitter, Flickr, Pinterest and YouTube.
SAF also serves as an industry watchdog, counteracting harmful floral publicity produced by gift competitors and the media.
Helping You Reach Your Market
SAF retailers receive a free listing in the Florist Directory on www.aboutflowers.com and www.nationalfloristdirectory.com. When consumers search for an SAF florist by shop name, city & state, or zip code, they’ll see addresses, phone numbers and Web site addresses.
Locally, SAF helps members promote their shops with free marketing materials and advice. Members can download professional floral photography, fliers and ads. Members can also access promotional ideas, strategies to build sympathy business, talking points for media interviews and more. In addition, members receive a ready-to-use professional marketing kit. The marketing kit features promotional advice, colorful posters, effective print and radio ads, and powerful direct marketing materials.