Buy Yourself Flowers

Fitness Magazine: Buy Yourself Flowers
By Jenny Scala

Fitness advice that has SAF has pumped: Buy yourself flowers.

Fitness Magazine doles out great advice, most of which can be a bit daunting, if not downright hard to believe: Eat more, lose weight. Look fab in any heat. Boost your metabolism. But, its most recent issue has a tip that’s no sweat and all rewards: Buy yourself some flowers.

The healthy piece of publicity was just one way SAF’s ongoing media marathon was strengthening the image of flowers this week. Another magazine convinced florists are the hot spot this summer: Long Island Pulse, which published its second piece after attending an SAF media event earlier this spring.

“Buy Yourself Flowers” is number nine in “Ready, Set, Recharge! 24 Ways to Boost Your Energy and Your Mood,” the July/August cover story of Fitness.

“Why wait for your guy to treat you?” it reads. “A bouquet can put you in a good mood — and even give you an all-day energy boost — regardless of where it comes from, according to Harvard psychologist Nancy Etcoff, PhD. Put a vase of gerbera daisies on your kitchen table to start your morning right.”

The Harvard research is included in the Home Ecology of Flowers Study, commissioned in 2006 by a strategic alliance between SAF and the Flower Promotion Organization (FPO).

A July article in the Long Island Pulse magazine relies on the party expertise of Flower Factor spokeswoman Jeannette Benedict.

All this coverage is a result of SAF’s work with reporters, editors, bloggers and TV producers to get positive messages about flowers and florists in everyday news.

For example, in April, SAF’s Flower Factor workshop featured a trio of experts in entertaining, home decorating and relationships, who talked up flowers and plants as contemporary, affordable ways to add color, energy, style, fun and romance to your life. They also emphasized working with local florists.

Reporter Lauren Debellis was definitely paying attention.

Her July article, “Easy, Breezy Summer Entertaining,” in the Long Island Pulse magazine revolves around Flower Factor spokeswoman and party expert Jeannette Benedict. For readers short on money or time, Benedict suggests talking to the professionals. “Make it easy on yourself and take a trip to the florist,” she says.

In late April, Debelllis wrote, “The Power of Flowers: ‘Happy’ is not a luxury,” and quoted Flower Factor spokeswoman and HGTV contributor Kelli Ellis advising, “Trust your florist. They’re the professionals and can recommend flowers for any budget, any mood or any style.”

This media coverage proves what Fitness Magazine editors already know: Real results take time, but are worth the wait.

“These top quality hits are all great examples that creating relationships — and having patience — pays off,” says Jennifer Sparks, SAF’s vice president of marketing.

SAF’s media efforts are made possible by SAF member dues as well as voluntary contributions to the SAF PR Fund by wholesalers, suppliers, importers and growers. Since its inception, SAF PR Fund programs have generated more than 892 million consumer impressions.

Try this:

Post a link to the Fitness article on your Facebook page.
Use “Daily Inspiration” ads, statement stuffers and postcards in publicity efforts.
Capitalize on the Harvard research and generate publicity by sending local media a Home Ecology press release and a Home Ecology brochure.
Include Home Ecology photographs on your website and print materials such as fliers, brochures, newsletters, etc.
Get those Flower Factor spokeswomen on your website. They’re touting the benefits of using flowers and professional florists in entertaining, decorating and enhancing relationships. Choose from more than a dozen videos from SAF’s YouTube channel.

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