As an industry, we've too-often communicated a message that flowers are for formal designs and occasions, featuring intricate designs and arrangements, formal gardens designed by professional landscapers we've taken some of the fun and spontaneity out of floriculture, especially for the largest user group, the occasional user. Theres a crying need for us to bring the use of flowers into everyday, mainstream use in the home and garden, demonstrating that flowers can be easily and affordably used for home decorating and enhancement, providing all of the emotional benefits that flowers bring.

The Flowers. Alive With Possibilities marketing campaign, sponsored by the Flower Promotion Organization (FPO), is focused on just this mission, providing consumers with simple, uncomplicated and satisfying ways to use cut flowers in the home, de-formalizing and de-mystifying the use perceptions that exist. Our focus group studies have shown that consumers are hungry for new ideas on how and where to use flowers, very receptive and open to new possibilities. But we recognize that its difficult to supply these decorating and use messages and provide the educational/technical information on care and maintenance to maximize the enjoyment and success in the limited time and space our media campaign allows.

We also know, however, that the floriculture consumer is more Web savvy than most and is comfortable in using the information available on the Net, if they know where to access it. The FPO consumer website www.flowerpossibilities.com offers the consumer new ideas for decorating and enhancing every room in the house with flowers. In addition to showing how just a few stems can add or change the personality of any room, we also encourage the use of novel and simple containers like wine bottles or ice buckets, opportunities to personalize the decorating schemes.

And while the FPO doesn't purport to be the technical experts on flowers, we provide easy links to the experts, the California Cut Flower Commission, the Colombian growers and the Society of American Florists where variety-specific information and full color photographs are available.

We've designed the website with the consumer in mind, but we haven't forgotten about the press. All of the campaign media and graphics, the press releases weve issued and analysis of the consumer response to our promotional campaign are all available on the site.

The www.flowerpossibilities.com website is another tool to use in providing the consumer with new ideas in the use of flowers in home decorating, also providing the information to allow them to fully enjoy the beauty and benefits of flowers in the home, and helping to eliminate the intimidation and frustration factors that exist.

www.flowerpossibilities.com we think you and your readers will be impressed!

©Copyright 2008 by Flower Promotion Organization