What do all these well known florists have in common?
• Royers • Raimondi’s • Phoenix Flower Shops
• Hoogasian • Viviano • Field of Flowers
• Raimondi’s • Bice’s • Walter Knoll Florist
• Boesen • Beneva • Field of Flowers
• Sparks • Carithers • Nanz and Kraft
• Viviano • Mancusos • Mc Shan
• Gainan’s • Moravian • Billy Heroman’s
M A R K E T I N G
Today I received flyers from of the area theaters kicking off the season with all the plays and performances they have scheduled. If they were florists they would expect everyone to find them and see what is playing. On the 4th of July I saw more ads for Weber grills for the 4th of July cookout then I did in January. How about January? That is when you see all the ad’s for flat screen TV’s to watch the Super Bowl. The rest of the world uses events and holidays to market their brand and, for the most part, we feel an email here and there is enough. This is why the industry is where it is. We can change when we become florists for change in OURSELVES first!
Florists for change needs to start with a mirror. It is no one else’s fault that we are losing our industry. If you feel you have put all your eggs in the wire service basket and you are not happy with the results, you need to make the first move. Quitting is not the answer, marketing is.
If florists advertised in their delivery area in PRINT or media there would be a SERIOUS decline in wire in or national orders. Customers do not know what a great job we can do for them in town AND out of town.
Did you ever try telling your customer that the pretty bouquet they just ordered on your website is available locally and across the USA with YOUR personal guarantee? That is all you need to do. You know people call and say that they are looking for something, and they like what they see on your website as they make a decision. This is your time to shine. It is when you can remind them how flexible you are and that they only need to think of ONE place to go when sending flowers and gifts and that is YOU. This costs NOTHING and will get you more out of town orders.
I was amazed that out of all the shops that re-ordered Thanksgiving postcards yesterday, only 4 were new. People actually say things like, “Thanksgiving is not that big of a deal.” Really? Is anyone slow the day after the Sunday before Thanksgiving? How many orders are printing in on your Dove and Mercury? Where did they come from? Look in your Sunday paper and see who is advertising because that is who is getting whatever business there is.
Sure you will get some calls, but how many will you miss because you are not exposed. Not many? Again, look at the national orders. Look at this chart of UNIQUE customer visits to the big 4 websites.
Where did these customers come from? OUR local markets! Don’t kid yourself.
When I hear about florists for change I think about marketing, I think about standardization, and I think about what we as an industry can do better. The wire services are a concern, but not #1.
Everything I sell and offer is more what I SHARE. There isn’t a thing I offer that I don’t use myself. I am happy to share ideas with florists. I was once a 3 man operation and I will tell you this, small shops that are successful become big. There is no question. It has to happen.
These are the days we can never be comfortable. With the LTV (lifetime value of a customer) being 720.00 a year, you need to attract every customer you can get. One order is all that most shops measure, but repeat business that you get through the year is the real value and they have to start somewhere.
Take some time and look at the holiday offerings we have for you. With a minimum purchase amount of just 1,000 pieces, we want to reach out to all shops. We have enjoyed working with the large shops in the industry and continue to do so, however, our biggest challenge in the industry is getting deliveries out of town. That being said, we need ALL florists, BIG and SMALL to do better.
With every holiday brochure purchase you will get the images for your website and floralappTM. This will keep everything consistent allowing you to reduce you offerings and increase efficiency!
With every train purchase you will get images of the train as well as posters for your store and a coloring contest for you to introduce at your local schools. Run contests, engage your customers, and most importantly, CLOSE THE TRANSACTION. It is all up to you.
Call us anytime to discuss your marketing plan as we are always glad to help. If you have your own printer then go with them, just don’t sit back and wait for it to happen. It is not realistic.
Below is a comment from a florist who has our website and floralappTM, R & A Robinson in Rowland Heights, CA. He has about 12 employees and was one of the later shops to get floralappTM. Once he found the time to get it started last month, here is the letter he sent me this morning:
Thank you Art!!
So far we have three FloralApp orders and 50 downloads..:-)
The amount of downloads and orders is all over the place. Those who are marketing are seeing immediate results.
Tomorrow I will send you the artwork for cards we are attaching to our deliveries and giving to our walk in customers. Being different and engaging consumers in your business is what every successful company is doing. Others are just waiting. I don’t know what for.