These days, customers have many options when it comes to purchasing flowers—from grocery stores to boutique flower shops to wholesalers, the choices are endless. As a floral business in the modern world, it is up to you to stand out among an array of competitors. One buzzword associated with modern marketing is “brand.” When a company’s brand is clearly defined, clients are more likely to understand what that business stands for and what they can expect from the business. Simply put, your brand is your promise to your customer. Read on below to learn some foolproof ways to strengthen your floral company’s image, helping to increase revenue and attract new clientele.
- Clearly define your marketing goals. Before moving forward, ask yourself what you want to achieve from your marketing. Some simple answers might be “to attract and engage customers” or “to create brand visibility”—that is, becoming the flower shop everyone knows and recommends. Some other useful goals include educating the public on the products and services you offer and simply promoting these offerings. It’s a good idea to set aside one day a month to review your marketing strategy for the upcoming weeks.
- Invest in marketing merchandise. Calendars, pens, t-shirts—these are all great branded items to give your clients. Not only will your customers think of your business every time they see that calendar or use that pen, but other folks around town will learn about your business as well. It’s free marketing! Consider giving away these items with every purchase. Other possible items include bags, mousepads, jackets, and water bottles. You can start by recommending that your own employees wear these around the shop as well, as marketing should always start in-house.
- Build relationships in your community. By partnering with local businesses, you can work together to cross promote each other and increase visibility across the board. Think of companies that could benefit from a partnership with a floral company—for example, an event or wedding planner or a banquet hall. Other great ideas include teaming up with local high schools or dance schools, hair salons and makeup artists, photographers, limo/party bus companies, and entertainment or DJ companies.
- Activate your social media handles. It goes without saying that social media is a priceless, affordable way to spread the word about your business. Pick two of your favorite handles—say, Instagram and Facebook—and regularly update them with engaging and original content. There are great platforms like Hootsuite that link all your social media outlets under one roof, making it easy for you to pre-plan posts and manage them all at once. No one likes a dead social media handle!
- Tap into the power of online reviews. Nowadays, online reviews can make or break a business. It is crucial to sign up for Google Business, which allows customers to easily find you in a Google search and rate your business. Similarly, Yelp is an indispensable tool for creating trust in your business. It is practical for potential clients to “check Yelp” before visiting any business, so create incentives for your customers to leave good reviews. On the flip side, if an unhappy customer leaves a negative review (which is almost unavoidable—you can’t please everyone), it is a great opportunity to showcase your customer service by publically replying to the negative review and apologize/offer to resolve the client’s complaint.
