Who says flowers are only for big occasions? Celebrate any day with this brand’s BLOOMING campaign! [Fridays: Gorillas of Guerrilla Marketing]
During the Victorian era, people used flowers to deliver messages that couldn’t be said out loud.
For example:
These blossoms were used to answer “yes” or “no” questions―a “yes” came in the form of flowers handed over using the right hand, while a “no” was communicated when the left hand was used instead.
While meanings and traditions changed over time, the fascination with “perfumed words and emotions” persists just the same.
Now, a lot of people are still buying flowers as part of their display of affection to the ones they love.
Let’s see how one small business markets these products to encourage consumers to express their emotions through flowers…
Bloom & Wild is a European flower business located in London. Established in 2013, the brand offers various flower arrangements and services to customers.
To raise brand awareness, the business uses different marketing strategies to reach and engage with its target market and increase its social media followers.
One of the brand’s tactics?
The “Limited Edition Seasonal Flowers!”
According to Bloom & Wild, its flower products sell best during Mother’s Day and Valentine’s Day.
The thing is…
These occasions only happen once a year and if the brand is to rely on that, it won’t last long in the industry!
So… what did Bloom & Wild do to constantly generate sales even without an event or occasion?
It started promoting “limited time” flowers, or those that only bloom during certain times of the year!
For example:
Aside from flowers that are commonly seen in flower shops, Bloom & Wild sells hydrangeas, peonies, and tulips during spring; daisies, anemones, and cornflowers during summer; Victorian lilies, sunflowers, and dahlias during autumn; and camelias, freesias, and heathers during winter.
You might be wondering, “Why would anyone buy flowers when there’s no occasion?”
Well, Bloom & Wild believes there are lots of reasons to buy flowers even without an occasion—you can use these products to decorate the house, set up table centerpieces, etc.
This campaign appeals particularly to those who love to design their homes, workspaces, or personal spaces with “all things pretty!”
How does Bloom & Wild raise awareness about this promotion?
Aside from putting up in-store posters about these seasonal flowers, the brand also posts seasonal and topical content on its Facebook, Instagram, and Twitter accounts.
Through these posts, Bloom & Wild informs social media users about several promos and creates a sense of urgency for seasonal flower products.
This helps the brand boost online traffic and improve sales all throughout the year!
… but it’s not just through social media that Bloom & Wild promotes its flower products.
The brand also takes advantage of the Black Friday Sale, which is a big shopping season for most consumers in London.
This adds to Bloom & Wild’s overall sales as it sells flowers at a discounted price—perfect as gifts for any type of occasion or even just for decorating the house!
Are you curious about how the brand thought outside the box to further capture the attention of its target market and generate hype for its products?
Answer: Bloom & Wild thought outside the box by placing its flowers inside the box!
The brand leveled up its delivery system through letterbox fitting!
The brand partnered with British packaging business DS Smith for this Guerrilla Marketing strategy to ensure the promotional packs deliver both function and a good visual experience for customers.
According to Sara Blount, sales manager at DS Smith, the letterboxes not only make Bloom & Wild’s deliveries extra “bright and colorful,” but also reminds customers that the brand cares “wildly” about their satisfaction.
This compelled some recipients of the packages to post about their amazement online. Others even said they were impressed by the “superior nature of the litho and digitally printed boxes” used to deliver the flowers.
All these marketing strategies started in 2019 and are still ongoing until today.
In the first year, the brand recorded a 20% increase in sales and its Facebook followers grew to 100,000.
That’s a good result for a relatively young business like Bloom & Wild!
At present, the brand has over 280,000 Facebook followers, 260,000 Instagram followers, and 23,000 Twitter followers.
Through Bloom & Wild’s campaign, you’ll see that with the right online and offline marketing strategies, you’ll gain positive exposure for your business no matter how big or small it may be.
As a business owner or marketer, you might want to take note of a few seasonal events that you can take advantage of to highlight your products and services throughout the year.
You may also share different types of content or topics that will help customers plan for the shopping season… or you can draw attention to your promos and sales using event-based hashtags!
That’s an opportunity for you to increase your customer base and interact with more people!
Another thing: Just because the holidays are still far away, that doesn’t mean you can’t create fun content and campaigns to encourage customers and prospects to “celebrate any day.”
In some instances, you can even create your own holiday!
Doing so will help increase your brand’s chances of establishing positive connections with your target market.
Besides, don’t you think showing your affection to your loved ones shouldn’t just be for the big occasions?
As Bloom & Wild said it,
“After all, unexpected flowers really are the best kind.”
May you get inspired with this simple-but-effective marketing strategy from Bloom & Wild!
About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”
Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”
Guerrilla Marketing is unconventional.
Looking beyond the traditional ways of advertising, marketers, and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.
Guerrilla Marketing usually aims to have direct contact with consumers.
This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.
It’s about making a big impression and making that impression last a long time (if not forever).
Guerrilla Marketing can be inexpensive.
The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.
Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.
This is every business’ or brand’s dream!
Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.
Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.
Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.
Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.
Stay tuned for next Friday’s Gorillas of Guerrilla!
Cheers,
Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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