Unbridled Jealousy In Spades (Pun Intended!)

Unbridled Jealousy In Spades (Pun Intended!)

Detroit Local Case Study #1

I missed my chance to see Flower House Detroit this weekend. But, my sister got to go and the word of mouth was almost as good as the real thing. I love this story. What's not to love? It was a fantastic project that took something derelict and made it beautiful. It showcased several people's skill and talent. It featured several scrappy small business owners working together. There was corporate generosity. Big companies supported little companies. It's a story of art and Makers and farming and sustainability. It's situated in the heart of a city on the comeback trail. Photography and marketing via imagery played a pivotal role in the social media strategy. And, it's a great example of insight-based marketing as well. I love that for an initial investment of $250 Lisa Waud of Pot & Box brought to life a word of mouth campaign whose total return has not yet been quantified. She garnered national media attention from The New York Times, The Huffington Post, and Martha Stewart among others. The social media and photography efforts were the stuff of case studies and best practices for us all. Here is the event by (some of) the numbers:

  • 40,000 - 50,000 flower items by 37 designers from the US & Canada
  • 36,000 ($150,000 donation of) fresh cut flowers
  • ~$30,000 in ticket sales
  • 2,000+ visitors over 3 days
  • 17 rooms of original floral installations
  • 75% of the housing material to be repurposed by Reclaim Detroit

And, perhaps my favorite part is that the story's not over. The plan is convert the property into a flower farm and design center. So, while I'm still REALLY jealous that my sister got to attend (and eat at the Field To Vase dinner!!), I'm just really proud of and inspired by this project and all the good that's going along with it.

This is what we call a Cowbell Day!

This is what we call a Cowbell Day!

Using Your Powers For Good

Using Your Powers For Good