Kilroy recently joined the Society of American Florists and florists nationwide to randomly surprise people on the street with flowers, in more than 235 cities in 50 states. Lucky recipients received two bouquets – one to keep, and one to share with a friend, family member, co-worker, or even a stranger who could use a smile. The San Francisco event is organized annually by the San Francisco Flower Mart alongside a small army of volunteers needed to donate flowers, prepare bouquets, transport flowers, and of course, present them to unsuspecting morning commuters at the 4th and King Caltrain Station.
“The campaign’s key strategy is to generate traditional and social media coverage to highlight the benefits of flower power – the positive impact flowers have on our emotional well-being,” said SAF Vice President of Marketing Jennifer Sparks.
Sparks also explained the “win-win” benefits to individual businesses who participate: “This program is easy for florists, wholesalers and growers to conduct in their local communities — you can make it as big or as small as you want. For little effort, you give consumers the opportunity to experience the scientifically proven happiness factor of giving and receiving flowers, you position your business as a positive force in your community and make consumers feel good about you (which goes a long way in establishing customer loyalty), and you give a morale boost to employees who play a part.”
The team is looking forward to doing it even bigger next year in San Francisco!