Just stopping by to say hello to everyone and hope you are hanging in during this challenging business environment.
Our industry is changing so fast and while general economics seem to be hard enough to face, the infrastructure of our industry is changing too.
The days of waiting for the phone to ring are fading fast. It is now up to us to make the phones ring.
How about buying containers to get orders? Remember when you would purchase containers so you would get business from other florists. Today, most of the orders are coming from national .com’s and wire services. Can you afford to keep this model alive considering the 30% it costs to fill a wire order?
Don’t get me wrong, wire orders are fine, as long as it is no more than 15-20% of your business. If you are going to send, then you should fill.
The problem today is not wire services. It is the lack of retail florists marketing to attract attention. It is shops with tight delivery cut offs; shops that don’t have the “Yes We Can” attitude.
After all, we all want people to think it is our flowers that are the most important thing, but the truth is that timeliness of delivery and the card message that are most important. Beautiful flowers delivered after someone has gone home from work are no longer of value.
I was doing an install of my website at a florist 2 weeks ago where the owner wanted to call out for pizza since we were busy working on a strategy together and did not want to break away. He told me about 2 places that were not far away. One was very good and the other, just ok.
What we were looking for was DELIVERY. So if the very good one was not going to deliver, then the not so good was definitely going to be the place for us. They wanted to provide a service we needed and we chose them because of it.
So, the next time someone wants to place an order that requires us to go out of our way as retail florists, we should think about what the customer really needs and that is a delivery. The product should compliment the prompt service and last! But without delivery, we have no sale.
This is where national companies are winning. They will take the orders and push florists in the network to deliver. In many cases, it’s OR ELSE. (Made famous at 1800 Flowers)
What is the answer? Call me. People can say I am always selling something, but the truth is, I am always sharing something I am already doing. In many of these cases I’m doing it with shops across the country.
So, we can sit on the sidelines or get in the game. I am in it and welcome a call from anyone who wants to build their own brand and attract local business.
Here is a link about marketing in a recession. Check it out and call if you would like to chat. There is never a charge for talking or coaching. We all need to help each other and share the many tools and ideas to help get us where we all need to be.
Every great idea is only successful upon execution.
Arthur Conforti – 941.308.3147