Corporate wreath gift

Why order flowers from Calyx & Corolla when you can phone the neighborhood florist and have a bouquet delivered?

Calyx & Corolla has the answer. "When was the last time you bought flowers that lasted five weeks? Or even two weeks?" company president Ruth Owades asks on the catalog's opening page. "If you bought them from a wire service, the supermarket or a florist, chances are they lasted only a few days in the vase. That's because by the time you brought them home, they had already spent a lifetime (in flower terms) in warehouses, trucks and storerooms.

"Calyx & Corolla flowers don't take detours. Our flowers are cut in the field and immediately flown by Federal Express to your doorstep." One judge says, "OK, I'm convinced. This has to beat flower shops and other services. Flowers delivered fresh from the grower have to be the freshest flowers possible."

They are also beautiful, judges say. Calyx & Corolla offers some unusual plants and floral arrangements--"not your everyday flowers," as one judge puts it. In addition to traditional flowers like roses, carnations and daisies, Calyx & Corolla offers lavender sheaves, protea and birds of paradise. There is a nice selection of potted plants (cyclamen, gardenias and hydrangea) and a varied assortment of dried arrangements (a larkspur wreath, a chili pepper heart and a pot of sunflowers). Furthermore, Calyx & Corolla offers 12-month programs in which customers can order "A Year of Flowers" or a "A Year of Plants."

Customers can purchase a different number of cut flowers for different prices--nine stems of gladioli for $29, 15 stems for $39 and 24 stems for $52, for example--and they can order arrangements with or without a decorative container--24 sweetheart roses without a glass vase for $49, $59 with the vase. Containers are also sold separately. "It's a very attractive assortment with a good range of prices," says a judge.

Calyx & Corolla presents its lovely merchandise with artistry. Flowers, plants and dried arrangements are mixed together on spreads that Calyx & Corolla coordinates by color rather than by merchandise category. For example, a bouquet of stock and another of carnations share a spread with a miniature flower garden, a cyclamen plant and a basket of dried roses. The unifying elements are the white-to-gray backgrounds in all the photos and the ivory, rose and lavender colors of the flowers.

Layouts contain no more than three products per page to give each floral arrangement adequate breathing room. Although pages vary in photo size and placement, all contain generous white space and copy that relates easily to the product it describes.

A judge says, "The ultra-clean design directs the focus completely to the products, and the bright, glossy-white stock is the perfect contrast to the colorful flowers. The catalog makes it easy for customers to see exactly what they're ordering."

Although the panelists agree on the excellence of the design inside the book, they have mixed reactions to the catalog cover. While they all like the photo of the bright orange flowers that seem to explode off the page, they disagree about the wisdom of placing the dark blue Calyx & Corolla logo in the center of the bouquet.

In one judge's opinion, "The logo graphic in the middle of the cover ties into the arrangement of flowers remarkably well. It also calls attention to the company name and blends with the textured blue cover background." But another judge thinks the logo is "an imposition on an otherwise handsome photograph. I can't understand why Calyx & Corolla obscured the flowers," the judge says.

Just right--or too much?

Judges disagree, too, about the effectiveness of Calyx & Corolla's copy. While one judge describes it as "clear and concise, just the right amount," another believes that copy is "too wordy and over-romanced," adding, "after all, we see a detailed photo, so I wouldn't give the copy that much time. The flowers themselves are what make the day."

An example: "A classic presentation in flattering pink, our Oriental lilies are splendidly suited for celebrating Mother's Day, birthdays, anniversaries and other special occasions. Each 24" long stem bursts with 2 to 3 large, glorious flowers in creamy white speckled with pink and rose. The blossoms often boast a marvelously heady fragrance. For drama, we add tall, twisting branches of curly willow. The long-lasting bouquet is particularly radiant in our collectible cranberry glass vase, molded in the traditional shape and rich color enjoyed since Colonial days."

"To me the copy is just right," a panelist asserts. "I like the way Calyx & Corolla makes each offering sound distinctive, and I appreciate the suggestions of when this bouquet is a suitable gift."

For more ideas of gifts to match the occasion, customers can turn to the order-form insert where Calyx & Corolla suggests appropriate gifts. Moreover, the company will ship orders to arrive on the exact date the customer specifies. To remind customers about other upcoming gift-giving occasions, Calyx & Corolla includes a list of holiday dates for the year.

All catalog prices include Federal Express delivery, and each order comes with instructions for the item's care. Customers who want additional information on the history or care of their flowers can contact the Calyx & Corolla "Plant Doctor." If they are not satisfied with their order, the company will issue a refund or replace their purchase.

Customers can order by 800 number, fax or mail, and although phone order hours are restricted to 6:00 a.m. to 6:00 p.m. Monday through Friday and end at 2:00 p.m. on weekends (PST), Calyx & Corolla offers extended ordertaking hours before most major holidays. Purchasers who need advice about what to order can call the company's flower consultant on a toll-free customer service line. An 800 number is also available for corporate gift services.

In all, judges say, customer service is generally good, but the limited ordering hours are a definite weakness. "Extend those hours," one of the panelist urges. "In this day and age, especially for an impulse purchase like flowers, the lack of 24-hour ordering is a big disadvantage."

Another disadvantage, according to the panel, is the absence of next-day delivery. "The FedEx shipment that's part of the price is for two-to-five-day service, not overnight delivery," a judge notes. "What if I have to have my flowers the next day?"

But, by successfully differentiating itself from the competition and positioning Calyx & Corolla as a source of flowers that surpass all others, the company gets an "A" for marketing from the judges. The message that Calyx & Corolla flowers are worth waiting for comes through loud and clear.

Calyx & Corolla

1550 Bryant Street

San Francisco, CA 94103

415-626-5511

Founded: 1988, by Ruth M. Owades

1993 gross sales: 15 million

Est. 1994 sales: 18 million

Annual circulation: 10 million+

Average order: $95

Printer: Arandell Schmidt, Menomonee Falls, WI

Color separator: TSI Graphics, St. Louis

List brokers: AZ Marketing, Cos Cob, CT; Paradysz Matera, New York; Direct Media Inc., Greenwich, CT

List manager: AZ Marketing

Catalog director: Ann Hayes Lee

Designer: Christine Nigoghossian

Art director: Jeff Wincek

Merchandiser: Cherie Trombley

Copywriter: Karryll Nason

Photographers: Penina Meisels, Larry Dyer

Catalog management software: Brigar

Paper: 60-lb. Champion Influence--cover and text

Print specs: Web offset; 7" x 10-7/8"; 32 pages