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  1. Catering & Design
  2. Event Design & Decor

How Niche Marketing Helped This Event Draw Record Crowds

The Philadelphia Flower Show staged marketing events designed to appeal to specific groups from brides-to-be to dog owners.

Amy Gordon
March 25, 2015

The largest and longest-running event of its kind, the Philadelphia Flower Show returned to the Pennsylvania Convention Center February 28 to March 8. Presented by the Pennsylvania Horticultural Society, the event had a theme of Lights Camera Bloom and showcased living interpretations of whimsical films such as Frozen, The Nightmare Before Christmas, and Mary Poppins.

While the colorful floras were the stars of the show, niche marketing tactics played a vital supporting role in increasing attendance and drawing new groups to the event. Show producers and partners executed targeted marketing events during the show designed to appeal to specific groups from athletes to dog owners. This strategy saw particular success in recruiting a younger demographic to the show: three times as many children, and twice as many college students, attended this year compared to last year. Overall, a record 250,000 people attended this year's show, up 10 percent from 2014.

“The success and high attendance of the 2015 flower show can be attributed to a variety of new attractions, including events marketed to niche audiences. From little princesses and brides-to-be to dog lovers and college students, the flower show now offers something special for everyone,” said Alan Jaffe, the society's communications director.

Here’s a look at six of the theme events that helped the show break attendance records.

Fun Run Into Spring 5K
Though temperatures dipped below freezing on March 1, more than 300 runners still took part in the inaugural Fun Run Into Spring 5K. The race took athletes through a closed course on the streets of Philadelphia, ending at the Pennsylvania Convention Center. Each entrant received a commemorative Flower Show Finisher medal and a complimentary post-race beer in the P.H.S. Pop Up Garden.

Cinderella Sunday
Princes and princesses of all ages filled the flower show floor all day on March 8 for Cinderella Sunday. Accompanied by their parents, the mini royals arrived dressed as their favorite movie characters. Guests were treated to appearances from Miss Philadelphia, Miss Philadelphia Teen, and a costumed character playing Cinderella. A total of 30,000 guests attended the event, a record-high number for the final day of the show.

Fido Friday
More than 200 dogs and their owners attended Yappy Hour in the indoor P.H.S. Pop Up Garden on March 6. This four-legged-friendly fete was produced in partnership with the Philadelphia Animal Welfare Society. Afterward, dogs were permitted to walk the show floor for the first time in the show’s history.

L.G.B.T. Party
The society brought back its popular L.G.B.T. Party on March 1. At the two-hour event, 220 members of Philadelphia's L.G.B.T. community enjoyed music and entertainment presented by Cruise Planners and G Philly magazine. Chef Jaime Laurita was on hand to celebrate with guests and pour samples of his new sparkling wine, Bello Boy Moscato. Throughout the afternoon, special guest Pam Grier, who serves as spokeswoman for Dining Out for Life, mingled with the crowd.

Wedding Wednesday
About 300 brides and grooms flocked to the show for Wedding Wednesday on March 4. More than 50 local floral experts offered advice and insight into wedding decor, and attendees left with a gift bag.

Girls Night Out
In partnership with Philadelphia Style magazine, the society presented Girls Night Out on March 5. For ladies only, the V.I.P. event featured exclusive shopping opportunities, product demonstrations, and a variety of food and wine. The event was attended by 450 guests, each of whom received a complimentary cocktail and a party favor.

After a pet-friendly “Yappy Hour,” dogs were permitted to walk the show floor for the first time in the show’s history.
After a pet-friendly “Yappy Hour,” dogs were permitted to walk the show floor for the first time in the show’s history.
Photo: Courtesy of Pennsylvania Horticultural Society
A photo area at the L.G.B.T. Party had flowery props that tied into the show’s cinema theme.
A photo area at the L.G.B.T. Party had flowery props that tied into the show’s cinema theme.
Photo: Courtesy of Pennsylvania Horticultural Society
At the Wedding Wednesday event, more than 50 local floral experts chatted with attendees about wedding flowers.
At the Wedding Wednesday event, more than 50 local floral experts chatted with attendees about wedding flowers.
Photo: Courtesy of Pennsylvania Horticultural Society
A 5K race ended at the show venue, the Pennsylvania Convention Center, and runners were invited in for a free beer at the show’s pop-up garden.
A 5K race ended at the show venue, the Pennsylvania Convention Center, and runners were invited in for a free beer at the show’s pop-up garden.
Photo: Courtesy of Pennsylvania Horticultural Society
Children who attended the Cinderella Sunday event were encouraged to dress up as their favorite princes and princesses. Decor at the Cinderella event included blue toile tablecloths and sweet arrangements of roses in mint julep cups.
Children who attended the Cinderella Sunday event were encouraged to dress up as their favorite princes and princesses. Decor at the Cinderella event included blue toile tablecloths and sweet arrangements of roses in mint julep cups.
Photo: Courtesy of Pennsylvania Horticultural Society
Guests at the Girls Night Out event could shop, see product demonstrations, or indulge in food and wine.
Guests at the Girls Night Out event could shop, see product demonstrations, or indulge in food and wine.
Photo: Courtesy of Pennsylvania Horticultural Society
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