It's sad to see the funeral industry dying, but they won't get my sympathy, they haven't been exactly supportive to the floral industry.
I believe this is "in part" our (florist industry's) own fault...locally and nationally.
When TSFA had a booth at the TFDA Convention in 2008, many funeral directors said that they do not have any relationship with any of their local florists (and I am not talking about a percentage deal...just a networking relationship). I do not know of very many businesses ....in any industry....that thrives without some business relationships with another companies that can "help your business" (OK, baddly put...but the point is in there).
Nationally, our industry lost major ground when nothing was done between 1990 to 2007 as per my early 2007 email below;
Now, for my view on the “State of the Industry” regarding Sympathy Flower Marketing;
A quote from A Centennial History of the American Florist by Francis Dudley;
“FLORIST INFORMATION COUNCIL. In 1957, the Florist Information Council (FIC) formed a standing committee for the purpose of combating the use of the phrase “Please omit flowers” in the media.”
Question, what happened to FIC? It was never part of AFMC (that was created later) and we can see from the 90’s sympathy marketing that it was still a separate group from AFMC and AFE, which neither was created solely “purpose of combating the use of the phrase”. It was the FIC vision that came up with the Funeral Directors Marketing Kit in 1991 using the 1990 Virginia Polytech study. But…nothing has been updated since 1990, some 17 years ago. When I see someone’s “cause” literature/brochure using a 17 year old study, I think that their “cause” needs the figures from that outdated study or they do not see the importance to fund a new study. Maybe that is just me…but I doubt it, the funeral directors are not dumb. 17 years…that was a long time ago….less than 1% had personal computers and cell phones were like big walkie talkies for a business man.
It was also FIC’s vision that came up with this 1990 Sympathy Program;
Sympathy Programs
The concern: “In Lieu of flowers” phrases in death notices
The approach: An industry awareness campaign
**Public relations efforts encourage funeral directors to view flowers as a necessary part of the memorialization process as well as a source of warmth and beauty at funerals.
**Alternate phrase cards for funeral directors offer a choice of phrases that name a requested charity without a negative reference to flowers.
**A Special Representative of SAF visits national sympathy industry conventions to strengthen ties with the floral industry.
**The booklet “Take a Fresh Look at Your Sympathy Business” offers dozens of ideas for maintaining the sympathy business and lessening the effects of “in lieu of”.
**Camera-ready advertisements offer a dignified way to promote a service and product at a sensate time.
**Carefully researched speaker cards provide information and Humorous material that adds interest to professional commentators sympathy flower presentations.
**Ongoing press releases to back the floral and sympathy industries help keep readers informed about the importance of flowers in the bereavement process.
It is unfortunate that some of this information is not available to your marketing department; I would think that the past “campaign” items and notes would be invaluable as a starting point on any new sympathy floral campaign.
In getting some feedback from a funeral person that was part of the Funeral Directors Association, his comment was that the floral industry has abandoned our own “cause” marketing within their industry since we have not had any representation at their conventions or trade magazine since the late 80’s and very early 90’s. By representation, he mentioned booth representation showing new funeral floral products (flowers and hard goods), new floral trends, a floral display, and someone to field questions and/or be a sounding board for gripes. Some reasons that might contribute their feeling of abandonment are; it has been since the late 80’s/early 90’s did someone in the floral industry (or representing the floral industry) asking to speak at their convention, it has been over since the 90’s since a National Floral Association has submitted a “cause” article to their industry magazine (except a little over 5 years when a Houston florist submitted something). . In summary, this person alluded to that we are being out marketed by the cause donation organizations because we have abandoned our own cause.
In summary, basically nothing has been done for the florists “cause” on floral flowers marketing and In Lieu Of Flowers marketing since 1990. No new research/studies to use to market to the funeral directors or consumers, not new marketing campaigns, no new public press releases, etc..
