Charles Kremp makes a statement about Teleflora

[Williee Harley Armellini]

Sorry Teleflora…I disagree with you on this one.
The recent Teleflora ads are disturbing.  It would be somewhat understood if it was placed in the trade press and aimed at retail florists.  It however is presenting a negative picture of our products to the general public.  Instead of growing the pie, it targets those who probably are not now buying flowers from retail florists anyway and are price shoppers.  Teleflora has said that it is targeting 20-40 year olds that are looking for something edgy. This edginess turns off our main demographic.  As an industry, we have never negatively attacked our competition.  Strong competitors in each market socialize with each other and respect the differences in their businesses.  We compete on our own strengths, not each other’s weaknesses.  The Super Bowl ad of last January was strongly criticized by Wall Street and Madison Avenue.  The financial and advertising sectors represent a significant portion of our customer base.
Our society, today, is very comfortable with their purchases delivered by Fedex or UPS.  Instead of focusing on how the gift is delivered, why not focus on the gift itself?  The artistry of floral designers is what creates value for us and our customers.  Consumers have the highest quality steaks delivered to their doors but the best steak houses don’t focus on that in their advertising.  Their message is all about the experience of dining in their restaurants and the extra qualities that can be provided.  This is the same marketing strategy that is being followed by successful florists across the country.  Would we like all flower sales, including those now at direct shippers and mass marketers, absolutely.  But our culture has changed and there are many more options.  Retail floral marketing should focus on why choosing us is better rather than dwelling on why theirs is worse.  How could an image be more negative towards our industry than a dog urinating on our product?
For years we have been trying to get growers, importers, shippers, and wholesalers to join with us in marketing flowers.  We need a united industry to create more flower buyers.  This campaign undermines that effort.  Since only about 25% of families buy flowers at all, what if the family receiving that box was part of the other 75%?  Is it really so bad that new customers are generated by the efforts of direct shippers?  We then would have another flower consumer to whom we can market to show how we enhance the experience.  The only benefit I can see from this is that the anger of some retailers, who feel competition should go away, would be satisfied.  The real threat is that a significant number of people, who may buy flowers, will not.
 Charles

[Rosita]

Charles has been softly selling his promotional order idea for the last 6 months...he brings every perceived  industry problem back to being corrected with a promotional order.
he hasn't moved on

[Williee Harley Armellini]

I have mixed feelings on this one. I have to agree that the dog peeing on the flower box is not the best image for us in the flower biz. It tells me that Proflowers and other direct shippers are hurting the florist. ( I suppose we have known this for long time now) I will give Charles credit for being consistant.