At Bloomerang Solutions, we specialize in marketing strategies for florists and other small business owners. We focus on what is current as well as what’s “up and coming.” For most retailers, and especially retail florists, these next few months are critical to insure success and profitability. Here are a few tips and ideas to help you with a smooth and successful holiday season.
Preparation for the holidays; Why market when you’re busy?
One critical mistake many florists make is thinking they will have all the business they need during the holidays, so they don’t see the value of marketing. Unfortunately, that way of thinking does more harm than good.
You need to view this time of year as your time to shine! With at least three major holidays between now and Valentine’s Day, the world is sending flowers - so how will they find you? PPC (pay per click) marketing is your key to attracting new clients and increasing sales.
Statistically, only a small percentage of these customers will send flowers again in the summer and beyond, so the more orders you secure now, the better your chances are of organic home-grown business. The second order doesn't cost you and reduces the real value of the first order if you paid to secure it.
Offer what you have on hand.
Now, more than ever, it’s critical to watch your offerings. The floral industry has changed drastically in the past decade. There are very few "fill to value" orders out there anymore because everyone is looking at a picture online somewhere. Fortunately, the deceptive order gatherer Wesley Berry is gone and we are one step closer to an honest industry where what you see will be close to what you get with the understanding you have a product of nature and minor substitutions and varieties may occur.
Use discipline in what you place on your home page because that is where you secure interest. Be sure you have products you can create and don’t make them so local that sending out of town may not be an option. Be neutral on most offerings so your customers call you for all their orders. You would be surprised how many customers call local shops for local deliveries and a 1-800 number for out of town requests.
Over stuffing, a profit killer
Secure your profits. There is no question you believe in your designers to produce a quality product, the question is - are they adding a flower or two to make it "just a little nicer?"
Double checkout is your answer and it’s as simple as this: When a design is completed, have someone else double check it for consistency and value.
Why is this so important? Just $5 of overstuffing in a shop with 50 deliveries a day could cost you $250 every day, if not more - this adds up quick. This system also helps to eliminate other mistakes you may have missed. You work so hard to offer add –on’s, so you definitely don’t want to forget them on the delivery.