I was hired recently to write and produce a radio spot encouraging folks wanting to send flowers to do business with a local florist in the recipient’s neighborhood, rather than going through one of the “1-800” number services.
The client, owner of a family flower shop in Pullman, WA, feels strongly that a customer is better served by dealing directly with the florist. By doing so the customer avoids paying a “convenience fee” to a middleman. All the money goes toward the flowers and delivery.
These days, it’s easy to Google the name of the town and the word “florist” to obtain all the necessary information for placing an order directly with the florist, who knows exactly what they have in stock, which varieties are particularly fresh, fragrant, long-lasting, or colorful. They can also fine-tune the arrangement and the delivery to suit the customer’s desires.
In other words, the florist’s personal involvement makes all the difference.
The radio spot is :60-seconds, formatted :50/:10, meaning there’s room at the end for a local florist to tag and personalize it. Here’s what it sounds like:
Feel free to share the spot with your own local florists or your colleagues in the floral business, with our compliments. To download a copy of the spot that you can use in your market, CLICK HERE.