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Newsletter #781: The “Lessons from Flowers” Issue

[Welcome back to the Damn, I Wish I Thought of That! newsletter. This is text of the great issue all of our email subscribers just received. Sign yourself up using the handy form on the right.]

Turns out, a 130 million year-old plant has a lot to do with today’s marketing. A few great examples of how they’re being put to use:

1> To say goodbye
2> To offer reminders
3> To create transparency
4> Check it out: Vans and the places they were

1> To say goodbye

The end doesn’t have to be a somber event, flowers help cheer things up (and show your personality). When Aten Design Group hosted a mock funeral for Internet Explorer 6 — the web designer’s most dreaded browser — Microsoft sent flowers. Funeral attendees loved the gesture, and their attached, hand-written note inviting attendees to their big MIX show in Vegas to see some “IE heaven” got lots of coverage in blogs and mainstream media.

The lesson: When you have to say goodbye, try to see it as an opportunity to say thanks, show your personality, and, maybe, send a few flowers.

Learn more:

2> To offer reminders

Because flowers are often associated with events and holidays, lots of floral companies are great at reminding their customers of upcoming events. While Valentine’s and Mother’s Day tend to be obvious, 1-800-FLOWERS offers to remind you of things like birthdays and anniversaries. By timing the reminders just right they save a lot of hassle (and domestic disputes) for their busy customers.

The lesson: Don’t hope your customers will think of you for the next big event. Instead, ask nicely if it would be OK for you to remind them.

3> To create transparency

How are you reassuring your customers that what they ordered is what they received? Typically, flowers are gifts — ordered by one person and delivered to another. Customers rarely get to ensure what their loved ones receive is what they bought. Except customers of New Zealand’s Roses Are Red — they’re emailed a photo of the bouquet to see exactly what was delivered. The concept supports transparency, customer satisfaction, and gives Roses Are Red a chance to extend the relationship with their customers.

The lesson: You’re putting in all the hard work to deliver something great to your customers, so make sure the people opening their wallets can see that.

Learn more: Springwise

4> Check it out: Vans and the places they were

Joe Stevens has gone all over the western United States photographing surviving custom and conversion vans. A strange project, for sure, but the result is a fascinating look at these unique vehicles and their surrounding environments.

Check it out: Vans and the places they were

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  1. Nate Bagley May 6, 2010 at 12:30 pm #

    Thought you’d enjoy the beginning of this article where a customer service rep for a flower store completely saves the day of a very upset, and frustrated customer.

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