In the floral distribution industry, relationships and brand visibility at trade events are as important as the product itself. Marketing had to perform at multiple levels simultaneously.
Sunshine Bouquet needed a marketing program that could drive awareness at national industry events, support sell-through at the retail level, and produce the catalog and merchandising assets that gave the sales team what they needed to close business β all at the same time.
The challenge wasn't one problem. It was three interconnected problems that each required their own strategy while also feeding into a single commercial outcome.
The strategy was built around three interconnected pillars β each with its own plan, its own metrics, and its own execution track. But all three feeding the same commercial outcome.
Each pillar supported the others. Events drove catalog requests. Catalogs supported retail. Retail performance reinforced relationships at the next event. The program was designed as a cycle, not a campaign.
Timeframe
6 Months
My Role
Full Cycle Web & Product Development
Project Goal
Reposition visual brand, Generate new enquiries
Services
Branding
Web Design
Product Development
Content Writing
Developed and managed a full tradeshow marketing strategy across national industry events β building a presence designed to function as both a brand-building platform and an order-generation machine.
- Event strategy development β goals, audience, and success metrics defined first
- Booth design direction and branded collateral production
- Pre-show outreach campaigns to drive booth traffic and buyer meetings
- On-site lead capture protocol and staff coordination
- Post-show follow-up to convert show-floor conversations into orders
Managed end-to-end catalog production across multiple seasonal editions β coordinating every element from initial concept through photography, copy, design, print production, and distribution to national retail accounts.
- Concept development and creative direction per edition
- Photography shoot coordination and art direction
- Copywriting for all product descriptions and brand messaging
- Layout and design through to print-ready files
- Print vendor management and distribution to national accounts
Built and executed retail trade marketing programs to support sell-through at the point of purchase β promotional campaigns, seasonal programs, and account-specific materials tailored to individual retail partners.
- Point-of-sale materials for major national retail accounts
- Account-specific merchandising programs and seasonal promotions
- Retail signage, shelf talkers, and display unit production
- Seasonal campaign calendars aligned to floral buying cycles
- Retailer co-op programs and promotional support materials
| National Events Managed | Multiple per year |
| Catalog Editions Produced | Full Lifecycle concept to distribution |
| Retail Accounts Supported | National |
| POS Materials Developed | Major National Accounts |
The ability to build and manage an integrated trade marketing program that operates across events, retail, and brand β connecting the dots between the show floor and the point of sale in a way that drives commercial results at every stage of the customer journey.
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