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On The Level With Neville: April 2011
Getting Social for Prom |
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Written by Neville MacKay
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Prom and graduation season is upon us again. I remember my high school prom in 1814 – not one of the most romantic evenings I can remember. I got a corsage for my “date” (imagine!), settling for a white sweetheart rose wrist corsage, with baby’s breath and glitter ribbon. I really only had a choice between white or pink roses or the same in carnations. That was pretty much the biggest expense (and highlight!) of the night.
We didn’t do dinner, hire a limo or any other nonsense back then, but now it’s a whole different situation. By the time a dress is bought, reservations made, a car is hired, tuxes are rented, and a hair appointment is scheduled, there’s little left for us to do! Our store is close to a dress shop, and each year it starts again: mothers and their offspring gather in flocks to choose the right outfit for princess’s special night, then come at us with great determination to order their body flowers. Man your battle stations, girls and boys! Here they come, claws out and swatch in hand!
Back then, lots of carnations were used for corsages, so we’ve seen a generation that has grown to dislike carnations. I always assume they were just scared by a carnation, as that was the first flower that was pinned to their not yet blossomed chest by some pimply faced horn-dog. Now, however, we are starting to see these little troupers re-emerge as body flowers for the next round of contestants, but with a modern flair. Roses, orchids and miniature callas are the most popular for corsages, with mini gerberas and all the others close behind. We’re even doing some designs using only greenery and berries, with bling (of course) like diamante pins, or loops and curls of aluminum wire in a cool colour.
Over the years, we’ve had to evolve with each new generation and how we do business with them. We live in a wonderful time of global communication, instant knowledge and on-the-spot answers. These days, if you don’t Facebook, text, tweet or blog there’s something wrong with you. Sadly, it’s easy to tell now on an e-mail how much a person texts when you read, “hi how r u i am gr8 lol :).” My nerves, sometimes I need a translator just to read one of these! Nevertheless, we do have to at least try and keep up with these trends in order to do business with a younger crowd, so you’d better get with it, and fast! These kids talk (and talk and talk), so if one dear, sweet, little cherub has a less-than-positive experience in your shop, it will spread and, before you know it, you’re the topic of the latest tweet. The same applies to great service and product offerings. If you show even one teen something cool and different, offer them a bit of attention without gagging at the number of times they like, say “like,” and create a more modern look to an old classic, they will tell the masses. Think of calling boutonnieres and corsages “body flowers” instead, for example. This sounds less old-fashioned and more androgynous, which is much more appealing to the gen-Yers. Let’s face it, there are many places to wear a flower other than on the chest or wrist, so we must be open to suggesting alternatives.
If you do Facebook, tweet, blog or use some other social network, do chat up what you are doing! I have some 3,000 friends on Facebook (yet, people will pass me on the street – go figure!) and I’m forever posting pictures to share what promotions or projects we have on the go. I posted a picture this morning of a piece Danielle here at work did and within an hour it had 34 comments from around the world. Now, to some less than tech-savvy people, this may not sound like a lot, but how many people saw a photo of your work today for free?
There are also more traditional ways you can show and promote your work. Get in cahoots with those dress shops, costume jewelry stores and tuxedo rental places and strike up a deal with them for cross-promotion. You can dress up their window nicely with a few blossoms or provide permanent body flowers for an outfit in exchange for leaving cards and photos. See also if they are having a special night that you can tag along with to show some of the latest colour trends, cool new wristlets, magnets and new glue options for body flowers. If we don’t show the masses what we can do, they will assume we can’t do it. Luckily, I’m on a stage or in front of a camera a lot, and wear a cool body flower piece whenever I can. These always get a response from whoever sees them, and often will lead to a sale. We are our best billboards, so wear a flower, especially during this season of glitter, hairspray and cheap pink champagne.
Neville owns and operates My Mother’s Bloomers in Halifax and lives close to Peggy’s Cove with his partner, David, three cats and an overgrown garden. For more info on Neville or to book him for a show or talk, check out www.mymothersbloomers.com .
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