M Floral and Event Designs and Accent Decor got in on the Bernie meme love on Jan. 25.
It’s been a busy week for Vermont Senator Bernie Sanders. He’s popped up outside in Memphis and in a flower shop’s waiting area in San Diego. At least — a version of the longtime lawmaker made an appearance, as floral industry members across the country got in on a fun meme that gave the country a much-needed chance to laugh together.
The now famous image of Sanders sitting at the inauguration — parka on, mittens up — took the Internet by storm last week, with individuals and companies photo editing the senator into unexpected and often hilarious locales.
Sam Bowles of Allen’s Flowers in San Diego positioned Sanders in the shop’s (well branded) waiting area on Jan. 21, the day after the inauguration.
Sam Bowles of Allen’s Flowers in San Diego positioned Sanders in the shop’s (well branded) waiting area on Jan. 21, the day after the inauguration, along with the caption, “I said, ‘Sir, your valentine flowers won’t be ready for another 3 weeks!’ He said, ‘I’ll wait….’” Pugh’s Flowers in Memphis posted its own take on the trendy (and trending) meme the next day. A few days later, on Jan. 25, the meme also “appeared” at the Accent Decor showroom at AmericasMart in Atlanta, in a post created by M Floral and Event Designs (and also shared by Accent Decor).
Washington, D.C.-based photographer Brendan Smialowski took the picture of the senator and said he thinks it took flight on social media partly because of what it didn’t portray, e.g. politicians in their finery, deep divides in the country. “Sen. Sanders has a very well-defined brand and image,” Smialowski said to CNBC. “He is who he is and he’s comfortable in that and it’s very much part of his politics.”
“It was a nice slice of life,” he added. “It’s just Bernie being Bernie.”
Social media experts have long encouraged business owners to take a variation of that insight to heart when creating their own content — be authentic and share your personality — which is another reason industry businesses were quick to join in the fun last week. A trending concept can be a quick way to insert your brand into a bigger conversation in a memorable way — however, you have to act fast, warned Bowles, who actually shared the meme on his personal page, not the Allen’s platform. On social media the big conversation today can be old news tomorrow.
Pugh’s Flowers in Memphis edited Bernie into a picture earlier this month.
“I didn’t end up sharing on Allen’s channels, just my own personal, but not because I was averse to it,” Bowles explained. “It was more, just by the time I thought to put it on Allen’s channels, I kinda already felt like the moment had passed.”
Mary Westbrook is the editor in chief of Floral Management magazine.