Are you tired of the flowers in a box, Wesley Berry and the undervalued .coms yet? Rather than setting goals for the entire year, let’s all start with Valentine’s Day. Now that Christmas is in the books, it’s time to get refocused and rejuvenated because the biggest floral holiday of the year is a little over a month away. Here are three things you can do to ensure a more profitable beginning to 2016.
Step 1: Identify the Opportunity
You can market against national order gatherers with Pay Per Click and remarketing, as well as newspaper inserts. You might try promoting “January Prices for Valentine Roses” and educating customers on the difference of the BLACK LABEL ROUGE and any other rose. Remember: Having a variety of advertising streams at one time allows you to cast a wider net of potential customers.
Step 2: Educate Your Staff
Don’t tell them to sell more, train them how to sell more. Begin by reminding customers that Valentine’s Day is coming and all staff members will be prepared with offering and ideas. As many of you know the majority of your Valentine’s Day orders will come from customers who only order once a year. This typically results in a lot of uneasy customers unsure of what to do or what to order. If your staff members understand this is going to occur, and take control of the situation, customers will trust them more.
Remind your staff why most customers send flowers at Valentine’s Day:
• Recognition for the sender: They want to secure or grow a relationship and this is the time to show they care and that they remembered. Remembering is most important!
• Recognition for the recipient: Most people want their Valentine to get attention at work. This is especially important and when others receive flowers before your customer, the phone calls begin. TIP: Early orders get delivered first!
Step 3: Track Your Results
Many shop owners forget that their advertising is only as good as their tracking method. Software like Floral Prodigy will allow you to see where your holiday orders came from. Did they come from your newspaper insert? Your Floralapp? How about Google Adwords? Knowing the answer to this question will help you determine where to invest your advertising dollars for the next holiday.
By initiating these three steps for Valentine’s Day we can take back our industry even if it is one order at a time!