Are you tired of the flowers in a box, Wesley Berry and the undervalued .coms yet? Rather than goal setting for the entire year, let’s all start with Valentine’s Day. It is just one month until the biggest floral holiday of the year and there are 3 THINGS YOU CAN DO to ensure a more profitable beginning to 2015.
Identify the Opportunity: You can market against national order gatherers with Google Remarketing and AdWords, as well as newspaper inserts. Our newspaper ad this year is a brochure that promotes January Prices for Valentine Roses and educates customers to 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.
Educate Your Staff: Don’t tell them to sell more, instead explain to them how to sell more. Here at Beneva Flowers we will start reminding customers this week 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 order only once a year. This typically results in a lot of uneasy customers unsure of what to do or 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!
Track Your Results: Many shop owners forget 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 2015 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. Remember what the great Mohandas “Mahatma” Gandhi said, “Be the Change You Want to SEE in the World.”