In part 1 of this series, we reviewed how consumers refer to artificial flowers. In part 2, we discussed the variety of ways that floral professionals refer to artificial flowers. But which is the best one for your business? Below are three questions to ask yourself to help you decide.

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In what media are you speaking?

We see that the term “permanent botanicals” elevates your design skills, the products and the art form. Therefore, it is ideal for use in any outbound marketing such as email marketing, signage in your store, or when speaking with customers verbally.

However, we also see that is very rarely used in internet searches. Therefore, Pioneer’s marketing director, Sarah Botchick, advises against using it on your website. To help improve the search engine optimization of your website, you need your website to contain the terms that your customers are searching online. “Artificial flowers” and “silk flowers” are much better options for use on your website.  

What designs are you are promoting?

We saw that “silk flowers” were more often searched in connection with wedding flowers. “Artificial flowers” were searched in connection with outdoor designs. “Permanent botanicals” would likely not be an appropriate term to describe a cemetery arrangement. Consider the application when deciding on the term.

Where is your target audience located?

When building your website and social posts, consider if you goal is to appeal regionally or nationwide. The central part of the United States favors the term “fake flowers,” the southeast prefers “silk flowers”, and “artificial flowers” is accepted nationwide. Consider your audience and talk to them.

So, is a rose as sweet by any other name? Perhaps it is… depending where you are talking about the rose, what design it is in, and where you are selling the rose!

We hope you have enjoyed this series and you are now in a better position to market the incredible silk flowers, artificial flowers, faux flowers and permanent botanicals that we have to offer here at Pioneer!

See original article on Pioneer Imports & Wholesale official website: https://www.pioneerwholesaleco.com/blog/company/what-to-call-artificial-flowers-part-3-what-term-should-i-use.html

A collaboration between writer Laura Vitale and Sarah Botchick of Pioneer.

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