How 3 dentists accidentally got 90 flower bouquets

Marketing mishaps can teach us more than successes.

When I was CMO at Scorpion, we wanted to test sending flowers to dentists as part of our outbound strategy. We identified 90 target dentists and ordered 90 flower bouquets.

One small spreadsheet error later, and three dentists each received THIRTY bouquets at once.

Imagine being the receptionist watching delivery truck after delivery truck arrive, unloading bouquet after bouquet from a company you'd never heard of.

It was a complete disaster. Or was it?

One of those three dentists actually called us, scheduled an appointment, and became a client.

Here's what I learned:

1. Sometimes "too much" becomes memorable. While I don't recommend sending 30 bouquets to one prospect, the incident proved that standing out dramatically can be effective.
2. The unexpected creates curiosity. The dentist wanted to know "who are these people sending me all these flowers?" That curiosity led to a conversation.
3. Persistence signals commitment. Though unintentional, the sheer volume communicated that we were serious about wanting to work with them.

Your outbound doesn't need to be perfect—it needs to be distinctive. In a world of forgettable marketing, even mistakes can work if they make you unforgettable.

CQ