Minnetonka, MN, January 19, 2007 It's pretty basic logic that if consumers have a good experience with the flowers they purchase or receive, they'll be more likely to purchase flowers again for gifts and occasions, and for themselves. But too many consumers don't have the basic care and handling knowledge to help them realize maximum enjoyment and satisfaction with their flowers. And that's where the FPO's FlowrMD program comes into the picture!

While this program is focused on the Valentine's Day sales period, which is the only time many consumers purchase flowers, the messages have relevance year round.

Communicating basic care and handling suggestions through an integrated media campaign...through the www.FlowrMD.com website, a Video News Release, a toll free 888-FlowrMD hotline, national press releases, TV and radio media tours, customizable Tips Sheets, and coverage on over 100 websites and blogs...this program will reach tens of millions of consumers with positive messages about cut flowers, and show them what they can do to enhance their enjoyment.

And the messages we send through this program will also highlight the emotional, psychological, well-being and physiological benefits flowers provide, as identified in the recent Harvard University/Massachusetts General Hospital research conducted by Nancy Etcoff, Ph.D., reinforcing the PR efforts of the FPO/SAF Alliance.

In addition, the consumer communications will show the consumer simple ways to make flowers an everyday part of their lives and lifestyles by featuring flower decorating recipes.

I've attached the customizable Tips Sheets and some of the press releases that are being sent to the media and web hosts. Retailers, wholesalers and Allieds are encouraged to use these as part of your own consumer messaging. And feel free to link to the www.FlowrMD and www.flowerpossibilities.com websites and use any of these materials as customer handouts or in your direct mail or e-newsletters.

Our belief is that an informed consumer can enhance their enjoyment of their cut flowers and help increase their satisfaction, fostering increased year round purchases and consumption... We encourage you to join us in spreading the positive messages flowers convey and help the consumer have a better experience by using the FlowrMD campaign in your own marketing efforts.

If you have any questions or comments, or need additional information, please contact me at email or at 612-605-8799.

Thanks for your support of the FPO's activities!

Regards,

Stan

O. Stanley Pohmer, Jr.
Executive Director, Flower Promotion Organization

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