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

Frequently Asked Questions

What actually happened with the flower delivery mistake?

A spreadsheet error meant three dentists each received 30 bouquets at once instead of one, with delivery trucks arriving over and over from a company they'd never heard of. It looked like a complete disaster in the moment.

Did the mistake actually hurt the outreach?

Not entirely, one of the three dentists called, scheduled an appointment, and became a client. The overwhelming volume ended up sparking curiosity instead of just confusion.

Why did the dentist respond instead of ignoring it?

Curiosity. The sheer unexpectedness of the delivery made the dentist want to know who was sending all these flowers, and that question turned into an actual conversation.

Does this mean sending too much is a good outbound strategy?

Not as a recommendation, sending 30 bouquets to one prospect isn't something to replicate on purpose. But the accident showed that standing out dramatically, even by mistake, can work in a way forgettable marketing never does.

What's the actual lesson from this story?

Outbound doesn't need to be perfect, it needs to be distinctive. In a world full of forgettable marketing, even a mistake can end up making you unforgettable.