Marketing 101 for Florists
Where do you currently market your business? Do you have a marketing strategy?
Marketing
Marketing is the process of getting people interested in your company's product or service.
Types of Marketing:
Internet, email, blog, social media, print, SEO, video, etc
Marketing Essentials
Be clear on the 4 P’s
Have sales goals + targets
Know your “elevator pitch”
Up-to-date website
Social media
Professional photos
Consistency
7 Ways to Marketing Your Business for FREE
Community
Collaborate
Networking
Referral program
Promotions
Giveaways
Email marketing
Community
You can use your surrounding community to gain new business! Reach out to local businesses like corporations, car dealers or hospitals. Check with local venues to join a vendor list and build a relationship with them. Get to know the people involved with the Chamber of Commerce is another opportunity. This can open doors in the long run. Find networking groups in your area to join. Schools are also a great place to market yourself. You can even do the prom flowers! Local organizations may have resources as well. Non-Profits and charities are another great option.
Collaborate
There are lots of ways to work with other creatives and market yourself!
Local venues
Local creatives
Bridal Shows - Share a booth to showcase
Styled shoots - Branding, headshots, creative projects
Networking events - Create opportunities to meet
Networking
Large groups - ABC, WIPA, NACE
Local groups - Tuesday’s Together (RTS)
Coffee dates - Local professionals
Referral Program
This is a new one for Posh Peony! Reach out to local professionals that you have a relationship with. Create a mutually beneficial referral system. Have either a flat fee, point system, or offer gift cards in exchange for referrals. Tap into current clients and past clients for new customers. Offer rewards or gifts as an incentive for referrals. This is more efficient that paying for advertisements without a promise of a booking.
Promotions
During the holidays - Offer holiday themed workshops, percentage off, and take pre-orders.
Sales Launch - Black Friday is a great time for this, but you can do them anytime.
Referrals - Buy On Get One, gift cards, etc.
Bridal Shows - offer free admission.
Bundles - Wedding + bridal shower, etc.
Giveaways
Bridal Bouquets
Samples / Mockups
Workshops
Incentives
BOGO
Email Marketing
This is a very important aspect of marketing.
Create a “Nurture Sequence” as a place to share brand indoctrination.
Once someone books, email out a “Welcome Sequence” which is key to relationship building.
Offer emails with education, sharing valuable resources + systems of your process.
Promotions can be emailed out, with special rates, preorders, etc.
Use email to notify clients about events, workshops, holidays, etc.
Advertising
Online
The Knot, Wedding Wire, Yelp, paid memberships
Social Media
Instagram + Facebook, paid ads
Referral Lists
Venues, professionals, networks
Referral Programs
Professionals
Print
Magazines, brochures, etc.
Pro Tip: Use a different number than your main line. You will get lots of calls once you start doing advertising.
Strategies
Be Consistent
Post what you want to attract
Be Authentic
Share it all!
Build Relationships
Reach out to local florists + professionals
Set up meetings / coffee dates
Attend networking events regularly
Next Steps to Implement
Sign Up on Marketing Platforms
Wedding wire, The Knot, Yelp, etc.
Create Social Media Accounts
Instagram, Facebook, Twitter, etc.
Join a monthly Networking Group
ABC, WIPA, RTS, etc.
