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All about Flowers: James Vick's Nineteenth-Century Seed Company by Thomas J. Mickey

All about Flowers: James Vick's Nineteenth-Century Seed Company

by Thomas J. Mickey
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Book cover type: Paperback
  • ISBN13: 9780804012294
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Swallow Press
  • Publisher Imprint: Swallow Press
  • Publication Date:
  • Pages: 204
  • Original Price: GBP 22.99
  • Language: English
  • Edition: N/A
  • Item Weight: 381 grams
  • BISAC Subject(s): Flowers / General, United States / 19th Century, and Advertising & Promotion

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.

Thomas J. Mickey is Professor Emeritus of Communication Studies at Bridgewater State University, Bridgewater, Massachusetts. He is a graduate of the Boston Architectural College's Landscape Institute, a Master Gardener, and a garden columnist. His other books include America's Romance with the English Garden, from Ohio University Press, and Best Garden Plants for New England.

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