August 30, 2010
August 29, 2010 – Art Conforti spent the day at the Business Smarts Summit as one of the key instructors along with Paul Goodman (CPA). The summit was sponsored by Teleflora’s Education Division in Oklahoma City, OK, and was directed Marie Ackerman, VP of Education at Teleflora. Marie has spent over 25 years educating the floral industry on retailing smarter.
Arthur Conforti opened the summit by focusing on marketing and the engagement of consumers in today’s challenging markets. Art had the audience engaged for over two hours as he discussed and illustrated points about the industry and all the opportunities that lie in front of us. The main point Art promised is that the light at the end of the tunnel is not that of an oncoming train. There is much hope for the retail florist and the opportunities of getting more business are as clear as daylight. All we need to do is understand marketing and the value of engagement (getting the consumer to not only purchase once but building relationships to insure the future of the customer’s buying habits remain with you).
Using tools such as Facebook and other strategies were shared and explained along with instructions on how to understand and calculate the most valuable statistic – Lifetime Value of the customer you are marketing to attract to your shop.
Paul Goodman followed with demonstrations on how to manage and understand all financial matters from financial statements to budgets to insure your florist is healthy and on the right track fiscally. Art thought it was a great combination, “first we market to make more money, then we bring in Paul to learn how to hold on to it” said Art Conforti.
With over 25 years of retailing experience, Conforti said he was impressed at Teleflora’s commitment to help local florists as well as the shop owners who travelled from all over the world as far as Ghana West Africa to attend.
Art’s closing statement was “a bend in the road isn’t the end of the road, unless we fail to make the turn. We must stay aware of the changing business environment and modify our practices to secure our positions in the marketplace”.
August 26, 2010
I would like to welcome everyone attending the Teleflora Business Smarts Summit this weekend to come to my presentation on Sunday, August 29th in Oklahoma City to speak about Customer Lifetime Value.
For those of you not attending or still considered, the Business Smarts summit is designed for newer flower shop who have only been in business for a few years to gain insight into working smarter and not harder.
The hardest, most expensive sale we ever make to a customer is the first one. In that first, critical, transaction we earn or lose the trust of the customer. Once we have the trust of the customer, we open the door to many more sales and to referrals, which most of us agree are the very best new customers to get.
Many businesses frantically work at bringing in new businesses while they neglect developing the “acre of diamonds” at their doorstep represented by their customer list.
Please join me in this Sunday as I share with you a very simple discussion on the change of retailing today and the power of engaging your customers. We need to stop giving our customers away to Pro Flowers and online discounters. A bad experience with one is a bad experience with all. (In most cases) You can also follow our postings on Twitter under Beneva Solutions.
So, if you agree that your customer is your most valuable asset, you won’t want to miss this discussion in Oklahoma City. Tickets are still available for those of you who are not yet committed to attending. The summit is from Sunday to Wednesday and is only $599.95. You can contact them at 800-456-7890 ext. 6234. For even more information regarding the show please click here.
Also please take the time to visit BenevaEnterprises.com and view some of the tools that you need to attract and maintain your customers.
Beneva Flowers – Sarasota, FL
August 12, 2010
When you design a holiday brochure, you are marketing products any florist can design. With a featured Conforti Collectable, you show a product that is exclusive to you! It can not be purchased at just any local shop. Even better, you can use LOCALFLOWERSHOP.COM to look up florists that carry this collectible. In many cases, one exclusive shop can cover an entire city and they will be glad to fill your order. Example, the entire Phoenix Az market is exclusively covered by one company, Phoenix Flower Shops. Ken Young owner and operator finds this to be a competitive advantage. He recognizes that this draws new customer’s to his business. In St. Louis, Walter Knoll Florist is glad to fill your orders with plenty of containers on hand. With over 100 years in business, could there be a better trusted name? Seattle Washington, Stadium Flowers, Baltimore, and Washington Dc, Atlanta, Detroit, Minneapolis, they are all covered.
Supplies are limited and sure to sell out. Reserve yours today. Remember, most of your holiday orders during the last week call for centerpieces. With a SRP of $65, it seems like the perfect product to tag for those orders.
Let’s bring more awareness to what makes our shops unique. Take a look at the marketing materials also available. If you decide your have other ideas for marketing, we will be glad to furnish you with a print version of this product for your own marketing efforts. As with everything we do, the choice is yours.
Call us anytime at 866.768.2420 to learn more!