{"id":2435,"date":"2017-03-03T10:45:02","date_gmt":"2017-03-03T15:45:02","guid":{"rendered":"https:\/\/www.florist20.com\/blog\/?p=2435"},"modified":"2017-03-03T10:45:02","modified_gmt":"2017-03-03T15:45:02","slug":"schwanke-shows-western-michiganders-power-flowers","status":"publish","type":"post","link":"https:\/\/www.florist20.com\/blog\/news\/schwanke-shows-western-michiganders-power-flowers","title":{"rendered":"Schwanke Shows Western Michiganders the Power of Flowers"},"content":{"rendered":"

Imagine an event that demonstrates the joy of working with, giving, and receiving flowers; draws attention to International Women\u2019s Day; and raises money for local charities.<\/p>\n

That\u2019s the gist of the uBloom Flower Power Challenge, which kicks off the West Michigan Home and Garden Show tonight in Grand Rapids.<\/p>\n

J Schwanke, AAF, AIFD, PFCI, founder of uBloom, spoke with Florist 2.0 this week about the fourth annual design competition and\u00a0what florists can learn from it.<\/p>\n

<\/p>\n

<\/a>
Photo courtesy of uBloom.com<\/figcaption><\/figure>\n

 <\/p>\n

F20: What inspired the Flower Power Challenge?<\/strong><\/p>\n

JS: Lane DeVries (owner of Sun Valley Farms in Arcata, California) is a good friend and I admired his efforts to make International Women\u2019s Day a household name<\/a>. I wanted to do my part to promote Women\u2019s Day because what it stands for\u2014love, honor and respect\u2014is really great. It was important to me that consumers not see it as a contrived holiday, so I figured an event would be a good way to generate awareness. Given the timing of the West Michigan Home and Garden Show<\/a>, it made sense to do something there. Also, organizers had told me they wanted to develop a program about flowers.<\/p>\n

F20: How does it work? What are the rules?<\/strong><\/p>\n

JS: We\u2019ve assembled five local celebrities\u2014news anchors, radio hosts and an author\u2014who all picked a charity to represent. I encouraged them to choose\u00a0something hyper local rather than a national organization or a \u201cdisease of the month.\u201d I just feel that the grand prize\u00a0($500) is especially meaningful for little guys. Also it makes this more of a community event. They\u2019re competing on behalf of groups like a no-kill animal shelter, a food bank, even a group of runners who push kids in wheelchairs so they can participate in marathons and other races!<\/p>\n

<\/a>
Photo courtesy of uBloom.com<\/figcaption><\/figure>\n

Most of these celebrities have no design experience. Over the years, I\u2019ve given contestants \u00a0lessons in advance, which have turned into radio and t.v. segments and news articles. Before the buzzer signals the start of the competition, I give them\u2014and the audience\u2014a little demonstration. I do a couple things wrong and a couple things right. They all receive the same materials and have five minutes to create their designs. While they work, my co-host, Catherine Behrendt (of \u201cMy West Michigan\u201d) and I ham it up, offering commentary about the emerging designs.<\/p>\n

F20: How do you pick a winner?<\/strong><\/p>\n

JS: Catherine and I narrow it down to our top two choices. Past winners, who are ineligible to compete again, are invited to watch and help judge. After we\u2019ve narrowed it down to two designs, the crowd picks. We go with the one that\u00a0receives the most applause. People come with noisemakers, cowbells, and air horns! When they\u2019re howling, clapping, etc., it draws almost everyone at the show to the design area. It always ends up being a standing room only experience.<\/p>\n

F20: Who provides the prize?<\/strong><\/p>\n

<\/a>
Photo courtesy of uBloom.com<\/figcaption><\/figure>\n

JS: UBloom donates $500 to the winner\u2019s charity and $100 to the other four contestants\u2019. Their charities invoice us, so it\u2019s completely tax-deductible. I\u2019ve also found that the press we get more than makes up for the cost. I was blown away last year when I heard someone say, \u201cthe guy from uBloom is here.\u201d My company\u2019s name is known in the industry, but consumers usually just refer to me as \u201cthe flower guy.\u201d<\/p>\n

I also have several industry partners who make this possible with product donations: Esprit Miami, Eufloria Flowers, Resendiz Brothers,\u00a0FernTrust Inc., and Sun Valley Farms. At the end of the competition, Lane distributes bouquets of tulips for Women’s Day. It’s amazing seeing women’s reactions when they get a free bouquet\u2014as well as the guys who can’t wait to give their girlfriends, wives, mothers or daughters flowers.<\/p>\n

F20: Let\u2019s talk a bit about getting press. What are your tips?<\/strong><\/p>\n

JS: Whenever I travel for a show or presentation, I call the local t.v. stations and offer to show up with flowers. Every florist should do this. I guarantee you no one will ever turn you down. You might have to be at the station by 6 a.m.\u2014but you\u2019ll definitely get air time and people will wake up seeing you and your flowers!<\/p>\n

I also like to go on radio stations. When you\u2019re working with a medium that\u2019s not visual, it\u2019s really important to be animated. Use specific adjectives like \u201cluxurious,\u201d \u201celegant\u201d and \u201cfragrant\u201d when you talk about flowers. They say more than \u201cpretty\u201d or \u201cnice.\u201d Describe colors and textures. Use an enthusiastic tone, so your passion shines through.<\/p>\n

<\/a>
Photo courtesy of uBloom.com<\/figcaption><\/figure>\n

Our celebrities also do a good job of generating press themselves. These people have a following in the community, as do the charities they choose to represent. They really help\u00a0spread the word about the Flower Power Challenge. A past winner wrote an editorial for the newspaper talking about how the uBloom prize kept them afloat. This, in turn, got them more donations and cast us in a positive light in the community.<\/p>\n

The winner of the Flower Power Challenge<\/a> receives a flower crown. We stole a page from Ellen DeGeneres at the 2014 Oscars and take a group selfie, which always circulates pretty far on social media. The 2016 winner actually made it her profile picture on Facebook all year, which has been great publicity.<\/p>\n

F20: What would you like industry players to take away from this experience?<\/strong><\/p>\n

JS: Anyone can replicate this, or do something similar. Every community has its own celebrities.<\/p>\n

Every time I do the Flower Power Challenge, people in the audience come up to me and say, \u201cI can\u2019t wait to check out your shop.\u201d I don\u2019t have one. My mission is simply to get consumers interested in buying flowers.\u00a0If florists do this in their own communities, I\u2019m sure they\u2019d get the same reactions. Design competitions are great for brand awareness. They\u2019ll definitely get you business.<\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Imagine an event that demonstrates the joy of working with, giving, and receiving flowers; draws attention to International Women\u2019s Day; and raises money for local charities. That\u2019s the gist of the uBloom Flower Power Challenge, which kicks off the West Michigan Home and Garden Show tonight in Grand Rapids. J Schwanke, AAF, AIFD, PFCI, founder […]<\/p>\n","protected":false},"author":1925,"featured_media":2436,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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