The consumer cut flower care campaign, FlowrMD.com developed by the Flower Promotion Organization (FPO) for Valentine's Day was a resounding success and helped consumers have a better experience with the flowers they purchased and received. Through consumer media press releases, TV exposures, live TV demonstrations, and pick up by many Internet sites, the message showing the simple care steps consumers should take to enhance their enjoyment of their flowers generated over 30 million consumer impressions in a 10 day period, before and after Valentine's Day.

"Many consumers only purchase or receive flowers once a year, at Valentine's Day. If they have a bad experience with them, they'll be less likely to purchase again during the year, so we felt it was important for our industry to provide information to help the consumer improve their satisfaction and enjoyment," said Will Carlson, Managing Director of the FPO. The simple steps included in the Flower Care Tip Sheet were put together with the expert support of Floralife and Pokon Crysal and presented by our own Flower Doctor, Bridget Behe, PhD at Michigan State University in both print and pre-recorded streaming video that the TV and Internet sites could run.

"As industry professionals we take for granted that consumers know this basic care information, but we found that many consumers don't have even this basic knowledge, like using clean containers, using professionally prepared flower food, changing the water regularly or re-cutting the stems. This campaign was a great opportunity to reach these consumers and help them have a better experience with their flowers," stated Dr. Behe.

In addition to the media campaign, the FPO also hosted the FlowrMD.com website where all of this information was available. An added element was the toll free call center, 1-888-FlowrMD, where experts were available to answer care questions from consumers on February 13th and 14th. And any e-mail addresses captured on the website or by the call center received follow up e-mails on February 16th, 18th and 20th with specific care activities they should be performing on their Valentine's Day flowers that day.

The results exceeded expectations, with the message being picked up by over 30 daily and 50 weekly newspapers, 26 TV stations including two national networks, and 175 feature, general interest and broadcast websites throughout the nation.

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