With the flower sales boom of the pandemic in the rearview mirror, many floral businesses are deploying clever marketing to capture their customers’ attention and wallet share.

Whether marketing business-to-business or to consumers, it’s that’s the type of marketing that makes a strong contender for the Society of American Florists’ 30th Annual Marketer of the Year contest, which comes with a $5,000 cash prize sponsored by Design Master, a division of Smithers-Oasis.

“For the past couple of years, floral businesses have been marketing very aggressively in light of rising costs — and they’ve seen great results,” says Denise Patterson, director of corporate marketing and global paint at Smithers-Oasis. “This just goes to show how critical innovative and authentic marketing is to grow profits and a loyal customer base.”

The contest, open now, recognizes original, successful marketing executed in the past five years, and is open to any SAF retailer, wholesaler, importer, manufacturer or grower. The deadline to apply is May 31.

Winning campaigns from previous years included:

• CalFlowers, (the California Association of Flower Growers & Shippers), which launched the “Flowers. Self care made easy” campaign for the industry to utilize.

• Jet Fresh Flower Distributors of Miami, which used employee-first marketing to propel the business.
• J Schwanke’s “Life in Bloom” public television show, which encouraged people to buy flowers more often.
• Nielsen’s Florist and Garden Shop in Darien, Connecticut, which created an app to keep customers engaged.
• See all past winners here.

“Winning the MOTY has significantly benefited [That Flower Feeling] by enhancing our standing within the floriculture industry,” says CalFlowers CEO Steve Dionne. “Personally, the recognition from industry peers is gratifying, but the ultimate satisfaction lies in witnessing [That Flower Feeling’s] sustained success and positive impact on the market.”

The winner of this year’s contest, judged by a panel of floral professionals and at least one non-industry marketing expert, will receive the $5,000 cash prize, a cover story in the September/October issue of Floral Management magazine, and complementary registration to SAF’s Annual Convention, SAF Miami 2024, where they will be honored.

For more information about the contest and to apply, click here.

Amanda Jedlinsky is the managing editor of SAF News Now.