Millennials can be a notoriously tough market to enter, particularly with florists. However, the research that has been done recently on their perceptions of flowers and their barriers to purchasing opens the door to new ways to reach them. Here are a just a few ideas of how to grow your business by marketing to millennials:
HAVE A GREAT WEBSITE
Before even thinking about sending out any promotion, make sure your website is professional, visually appealing and compatible with all types of mobile devices. This is absolutely vital when targeting tech-savvy millennials, who are never seen without a phone in hand!
FOCUS ON SOCIAL MEDIA
It’s no secret that millennials are avid social media users. One sure-fire way to reach them is to have an interesting, interactive Facebook page where you post your promotions, photos of your newest products, video tours through the shop or how-to videos on caring for their flowers. Use Instagram, Pinterest and other platforms as well: The more you post, the more chances you will have to reach your millennial customer.
REMIND THEM THAT FLOWERS MAKE GREAT GIFTS
Flowers aren’t always the first gift idea to come to millennials’ minds, so make sure your advertising includes gift ideas for birthdays, anniversaries, and special occasions. This is especially important during the holidays, when flowers can be a perfect solution for a “what-do-I-get-him-or-her” situation.
CREATE ENGAGING EXPERIENCES
Millennials want to be engaged in what they are doing, so creating fun, interesting experiences is a key way to draw them into your shop. Offer “Make Your Own Bouquet” nights or arranging classes in a relaxed, upbeat atmosphere. Serve beverages and café-style treats, and designate a casual space that will make them want to hang out at your store and come back again and again.
INCENTIVES, INCENTIVES, INCENTIVES
The price of flowers can be hard to control, yet it’s the main thing that stops millennials from buying at a flower shop. Find ways to show the value of your flowers, and provide incentives such as add-ons or free gifts. Offer coupons and discounts when they come in the store, and start a loyalty program to bring them back again and again.
CUSTOMIZE AND PERSONALIZE
People tend to think of millennials as the “me” generation, and this may be true in some aspects. They certainly appreciate the opportunity to customize a product, so tap into that: Use displays to effectively showcase unique, customized arrangements; provide examples with a variety of price points; provide them the opportunity to add on to their arrangements. The more customization, the greater appeal!
One great way to customize a product that would appeal to millennials is to use metallics, a hot trend right now that shows no signs of going anywhere. For example, you can create a design in a Moscow Mule cup, which is not only trendy but also promotes the eco-friendliness of a reusable cup.
EDUCATE THEM AND MAKE LIFE EASY
As one of the most socially conscious generations, millennials value things that are good for the Earth and the people who live on it. If you use sustainable products in your shop, advertise it! Do you buy your flowers locally? Let them know! They also value education and learning about the benefits of a product, as well as ease of care, so make sure that you provide products that make their flower care simple.
These are just a few ways to help you expand your marketing efforts to reach one of the largest buying groups in the world. Think outside the box and find new ways to appeal to these potential customers, and watch your millennial business bloom!
