You see them in bouquets, on the
wrists of prom goers, in the buttonholes of grooms and groomsmen, and in
arrangements at funerals. They are carnations,
one of the most common and widely recognized flowers in the world. They are the
multi-purpose workhorses of the floral industry, with blooms that last a long
time, even after cut, and prices that are more budget-friendly than their
glamorous counterpart, the rose.
Do you have a marketing
carnation? An economical, go-to format? The mail piece or marketing collateral you
update but rarely change? It may be a small postcard that you mail to both
new and inactive customers. Or a
one-page direct mail letter that you use for all four phases of your renewal
campaign. Or the four-page direct mail
letter that you send to prospects and repeat donors.
No matter what favorite crop your
marketing garden grows, it doesn’t have to be generic or “one size fits
all.” Carnations, themselves, convey
different meanings simply by changing color.
White carnations symbolize purity.
Pink carnations represent a mother’s love. Dark red carnations imply a deep love.
What message do you send with your
go-to piece? Do you use it as a template
and customize it for each promotion, or do you pick one “color” and stick with
it? Using a proven marketing tool over
and over makes good sense, but tailoring it for specific audiences, sales
seasons, or tones makes even more sense.
Even small changes, like swapping out photos, headlines, or highlighted
benefits can be enough to make your workhorse a prize winner.
So go ahead--smell the roses, but
don’t overlook the value of the carnations.
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