Right now, we all find ourselves in a time of transition. As reported by the Centers for Disease Control and Prevention, lower COVID-19 case numbers, hospitalizations, and deaths have allowed many industries to finally move into more of a “new normal” state. Still, there remain many challenges—including throughout the global supply chain.
During the Valentine’s Day period, many media outlets across the country tended to focus on floral supply chain issues. National and local news outlets reported on procurement problems for flowers—and here at floriology, we discussed how to mitigate any potential challenges that could arise. Now, as the holiday has come and gone, many within the floral industry are finding that most flower supply has generally restabilized.
Some floral designers have found difficulty in handling media questions about supply chain issues simply due to the lack of media training, leading to frustration. We highly recommend that floral designers be trained in media relations in order to best market their services. Our Digital Marketing section this issue discusses strategies for providing consistent and positive messaging, leveraging social media, and maintaining designer of choice positioning among consumers. We will also provide more resources in the coming weeks about engaging with media. By interacting with the press in a constructive way, floral designers can build trust with customers.
The most positive message that floral designers can share today is that there are plenty of flowers available. Flowers remain among the best options for everyday gifting and can be delivered whether the giver is near or far away from the recipient. Using the freshest stems available to them, floral designers can create truly unique gifts for any occasion, especially for the biggest floral holiday of the year—Mother’s Day.
Thank you for your continued readership with floriology. We are proud to provide you with content that reflects the views of those in the industry as we navigate the current environment together.
DINESH POPAT
President
