Now that Mother’s Day is over, floral industry members are turning their attention to traditional spring/summer milestones that could be dramatically different this year for many Americans. First up: High school and college graduation and commencement ceremonies, nearly all of which have moved online.
Beginning this week, social media outlets are leveraging the power of high-profile dignitaries and celebrities, including former President Barack Obama and First Lady Michelle Obama, to produce virtual graduation events, including #GraduateTogether, #graduation 2020, “Show Me Your Walk, HBCU Edition” and “Dear Class of 2020.”
The national events (and the signs popping up in yards across the country to celebrate graduating seniors) indicate that even if the celebrations are mostly virtual, the desire to fete graduates is real.
A few ideas on how florists can still get in on the action:
Be true to your schools. Just as a good relationship with your local high schools and colleges can help your shop secure dance and teacher appreciation orders, familiarity with area schools and their plans for graduation can set you apart now.
In Lafayette, Colorado, Lori Wheat, AAF, pivoted quickly from a strong Mother’s Day into prep to remind customers that Lafayette Florist, Gift Shop and Garden Center is “the best choice for gift giving right now” for all of customers’ every day and seasonal needs, including graduation flowers to brighten those Zoom ceremonies and socially distant-sanctioned in-person events.
Don’t forget: During this unusual time, low-tech approaches, including store signage and emails, can be especially effective. “Our local high school is having a parade that goes past our store this Saturday,” Wheat explained. “Graduates will wave from their vehicles. We’ll post on our marquee sign ‘Congratulations Centaurus, Class of 2020 — Wishing you much success!’”
Leverage social media. Social media is the ideal place to connect with homebound customers — of course! — but remember to include your shop’s social media handles on delivery packaging and to encourage recipients to tag your business in photos that show their smiling faces and beautiful floral gifts.
Wheat plans to use social media to promote pick-up specials with school-specific colors combos, a tactic that Jane Loppnow and her team at Waukesha Floral & Greenhouse in Waukesha also will employ. “We’ll start to promote graduation this week, using flowers that are the colors of the high schools,” she said.
Get creative. As you promote gifts for grads, take inventory of product you want to sell and can move easily, including plants, gourmet or themed gift basket and other merchandise — the kind of gift items grads will love but senders might not realize you sell.
And remember, schools aren’t the only institutions canceling their year-end rites of passage: Loppnow said she’s also had several orders to cheer up disappointed dancers as springtime dance recitals were canceled or moved online.
The Society of American Florists has tools that florists can start using immediately to promote graduation gifts, including new social media posts and social media graphics and banners.
Mary Westbrook is the editor in chief of Floral Management magazine.
