All about Flowers - James Vick's Nineteenth-Century Seed Company (Paperback)

A nineteenth-century entrepreneur's bold, innovative marketing helped transform flower gardens into one of America's favorite hobbies. "There is much that is hard and productive of sorrow in this sin-plagued world of ours; and, had we no flowers, I believe existence would be hard to be borne." So states a customer's 1881 letter--one of thousands James Vick regularly received. Vick's business, selling flower seeds through the mail, wasn't unique, but it was wildly successful because he understood better than his rivals how to engage customers' emotions. He sold the love of flowers along with the flower seeds. Vick was genuinely passionate about floriculture, but he also pioneered what we now describe as integrated marketing. He spent a mind-boggling $100,000 per year on advertising (mostly to women, his target demographic); he courted newspaper editors for free publicity; his educational guides presaged today's content marketing; he recruited social influencers to popularize neighborhood gardening clubs; and he developed a visually rich communication and branding strategy to build customer loyalty and inflect their purchasing needs with purchasing desire.

General

Imprint:	Swallow Press
Country of origin:	United States
Release date:	May 2021
First published:	2021
Authors:	Thomas J Mickey
Foreword by:	Charles A Birnbaum
Dimensions:	229 x 152 x 13mm (L x W x T)
Format:	Paperback
Pages:	204
ISBN-13:	978-0-8040-1229-4
Categories:	Books > Business & Economics > General Books > Sport & Leisure > General Books > Humanities > History > General Books > History > General Promotions
LSN:	0-8040-1229-6
Barcode:	9780804012294

Is the information for this product incomplete, wrong or inappropriate? Let us know about it.

Does this product have an incorrect or missing image? Send us a new image.

Is this product missing categories? Add more categories.

Review This Product

No reviews yet - be the first to create one!