Silver Vase: 'We Were Ready To Take On The Heat'
Silver Vase Marketing Director Marcella Lucio says she knew ‘Blue Mystique’ orchid and the dye-infusion technique would be the subject of controversy. But because Silver Vase expected criticism, it was prepared to listen, react and make marketing changes where necessary.
January 6, 2012
Nearly one year has passed since Silver Vase introduced the world to ‘Blue Mystique’ orchid at last year’s Tropical Plant Industry Exhibition (TPIE). The orchid and its dye-infused companions have been a subject of controversy since TPIE, but in an interview with Greenhouse Grower, Silver Vase’s marketing director says she expected the criticism from the very beginning.
“We knew we were going to be facing this but we were ready to take on the heat,” Marcella Lucio says. “We wouldn’t have any buzz if we were passé. You have to keep up with the times. There are new techniques coming and we tried this one out.”
At the onset, Silver Vase did not promote the fact that ‘Blue Mystique’ will most likely rebloom white for consumers. The fact Silver Vase did not promote the reblooming message is a reason some criticism was generated. But Silver Vase responded, communicating the reblooming message to consumers after realizing a need existed.
“We did not communicate enough so we said, ‘You know what, we need to communicate that (they rebloom white) even further,” Lucio says. “We had signage made for different customers. We wanted it very prominently on our website, and that information is now there.”
Learn more about ‘Blue Mystique’ online at www.silvervase.com/blue-mystique.php.