The Flower Council of Holland has produced a number of point-of-sale stickers to assist the UK's florists in their campaign to educate the consumer that 'Friday is Flower Day'.
The innovation is part of the FCH's long-term commitment to help florists increase footfall through their stores. 'We are committed to introduce ideas that will build traffic through the florists at key times,' said Jo Read. 'It is a rather sad irony given the attractive nature of our products that so much of a florist's business these days is carried out over the telephone.' Friday of course is well-known to UK consumers with long enough memories as the traditional day for fish and lately Crunchies, thanks to two highly successful advertising campaigns. 'Flowers can obviously hop on the back of that,' said Read, 'but we chose Friday because we want people to buy their flowers and enjoy them at the weekend, rather than having them in bloom while they are at the office.' The versatile range of stickers tout a number of different messages and can be used in florist's windows, outside or on the side of a delivery van. 'The emphasis had to be on providing a clear, colourful and distinctive message,' said Read. 'The response so far from florists has been extremely positive and we will back this initial drive up with a big advertising campaign in the north of England from the beginning of September, which will include two roadshows – in Manchester and Leeds.' The ideas will keep on flowing, he promised, with fresh stimulae for florists in November.
