"Petal" to the "Metal"

Selling Flowers Through Street Marketing

In spirit of Valentine's Day, I am going to propose a guerrilla marketing idea for any small flower shop to implement leading up/during Valentine's Day.  If a small flower shop puts their "petal" (flowers) to the "metal" (streets marketing), they will capitalize on a popular gift for last minute shoppers on a holiday with high expectations.

Why a small business?
Guerrilla marketing is a great marketing option for small businesses because it accounts for a small budget.  Guerrilla marketing is so successful, many large businesses and brands also use guerrilla marketing to promote brand interaction (see my posts on Kit Kat and Oreo).

Why flowers?

• Flowers are one of the most purchased Valentine's gifts among chocolate, cards and jewelry (McMaken 2013)
• Bouqets an expected gift which leads to a strong target market among men
• Since flowers are associated with the holiday, consumers hold a strong emotional connection with the gift, which presents a strong selling opportunity

Why Guerrilla Marketing?

Guerrilla marketing, specifically street marketing, will differentiate the flower shop from the other vendors selling flowers.

4 Steps to Engaging Guerrillas: "Petal" to the "Metal"

1.  Understand the brand's Unique Selling Proposition: For this guerrilla marketing example, the flower boutique may or may not have a USP for their flowers, however street marketing can still be effective.  The boutique's USP could be the implementation a clever marketing campaign and opportunity for a large reward.  One unique aspect of flowers, specifically those purchased on or near Valentine's Day is the need for the flowers to be fully bloomed when delivered. This campaign will satisfy the need for a last minute Valentine's Day gift that will be bloomed by that night of delivery, at a discounted price.

2.  Incorporate the USP in nature  Since flowers have a shelf life, having the street marketing event occur on the day before on on Valetine's Day works well because:

• Last minute shopping is a norm on Valentine's Day
• Flowers need to be purchased the day of or only a few days before in order to be bloomed upon delivery.

This idea of "purchase the flowers quickly" is incorporated in the street marketing stunt.  The flower boutique will place 5 feet tall potted trees in busy parts of the city.  The branches will be covered to look like flowers so the entire tree itself will look like one giant bouquet, bound to get the attention of customers.  Customers can then buy bloomed flowers that same day! (see below).

3.  Incorporate audience engagement into the idea:  The huge trees dressed up as bouquets will capture any passer-by's attention, but Engaging Guerrillas takes it one step further.  At the end of the "flower petals" (branches covered to look like flowers) will be coupons for 15% off flowers purchased from this small flower shop.

4.  Finish the idea by creating an effective call-to-action  The giant bouquet has captured attention, given an incentive to purchase, and now will lead to the purchasing station.  Stickers made to look like flower petals will form a path to a flower cart the flower shop has set up around 50 feet away.  Now the customer has a direct path to the point of purchase and a coupon to gain an incentive.  Furthermore, the guerrilla marketing spectacle will draw more attention and increase participation further.  Lastly, for every flower purchased, the  customer's name is entered for a lavish Valentine's night: supper at a 5 star restaurant, an even larger bouquet of flowers, and a limo to transport them that evening.  The name will be announced later that night through calling of the customer.

Why Guerrilla Marketing: Street Marketing will work

• Gains the attention of prospective customers through an oversized bouquet on the holiday where bouquets are an expected gift more than any other time.
• Customers have an incentive to purchase from the small shop through the 15% off coupon.
• Customers have an incentive to not only purchase (because of the coupon) but because of the Valentine's Night giveaway.
• Customers have a direct path leading them to a street cart of the flowers which increases likelihood of purchase and brand recognition for the shop.
• The foot traffic around this stunt will increase participation by even more prospective customers.

Flowers are one of the most expected gifts on Valentine's Day which can be purchased anywhere and everywhere.  This street marketing tactic is one of the most unexpected ways to have a little boutique stand out among the crowd, sell their flowers and gain brand recognition.  Any small boutiques out there, feel free to put your "petal" to the "metal" with my idea for a Valentine's Day inspired street marketing event!

Remember: Say "I do" to engaging the audience with guerrilla marketing--Kayleigh Green

Sources
McMaken, Linda.  2013.  Most wasteful Valentine's Day gifts.  Retrieved from http://ca.finance.yahoo.com/news/most-wasteful-valentines-day-gifts-221701869.html