Make Your Floristry Business Stand Out from the Pack – Part 1
We all know that it makes good horse-sense to find a little bit of time to get out there and do some marketing to promote your business. The trouble is most small business owners aren’t marketing people, so they all tend to do the same boring things as each other, which makes it hard to stand out from the crowd.
Here’s the first in a series of unusual florist marketing ideas to help your floristry business jump out from amongst the noise and clutter of modern life.
1 – Do Something Really Small
Finding time to spend on marketing your business can seem pretty overwhelming, especially if your store is busy, but one way to get around this problem is to start small.
So yeah, make a list of flower business ideas, for sure, but try making a commitment to doing one small thing every day to promote your business, or even just once a week to start. And I am talking tiny – something that takes only a minute, like:
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• If you’re an Aussie florist then why not join our florist directory? It’s free and it gets a lot of traction in Google.
• Calling or emailing one regular customer out of the blue to offer them 20% off if they come in to order sometime in the next two weeks.
• Put some business cards in your wallet or purse so they are actually there when you need one later
• Add just one item to an ongoing list of bigger marketing ideas that you might like to try later
• Walk out onto the street and give one flower (with business card attached) to a random stranger passing by.
• Write just one sentence of your brochure or website copy
Why not throw in a little freebie with every flower delivery?
These small acts may seem so small as to be trivial but in fact this tiny-steps approach this will achieve two things:
1) Bit by bit you will get closer to a goal (for example, by writing one sentence of your website homepage copy every day you could have it finished in two weeks)
2) It will bypass that feeling of being stunned like a deer in the headlights by the daunting size of the entire task of marketing your business. This way you’ll get the ball rolling and increase your confidence. You’ll soon gain marketing momentum and feel able to tackle larger chunks going forward.
2 – Tell A Story
Identify an interesting story about your business and approach the local paper about publishing it.
If you can’t think what story there could possibly be to tell then:
• ask your co-workers or family to remind you of something interesting you have told them about the business
• keep an ongoing list of possible stories handy so you can add to it piecemeal (refer to “Do Something Really Small” above)
• or get a friend to bring around a bottle of wine and interview you for fun!
Your story doesn’t need to be a “world beater” – sometimes it’s the simple things that are interesting to other people. Try a human interest angle like how you quit your corporate job to become a florist or how you met your husband the flower-delivery truck driver at the Brisbane flower market.
Here are some examples that I found published in real newspapers recently, all of them quite simple.
Hint: avoid straight up self-promotional stuff like “Local Florist Knocks 20% Off All Stock This Wednesday”. Editors will (rightly) view this as nothing much more than self-serving marketing and will probably just tell you to go talk to the advertising department!
3 – Run Some Interesting Classes After Hours
Running classes on flower arrangement could be a good earner – but rather than just setting up the stock standard “how-to” class, why not try to find an interesting angle on the format, which in turn might be another way to get some free press out of the local newspaper.Here’s an example I found the other day for a “make your own bouquet for your significant other” class for men, so that blokes could really woo the object of their affection with the personal touch:
Another idea might be to hold flower arranging classes for kids while teaming up with the local café to bring in coffees and cakes for the mums – being sure to leave a few brochures and arrangements strategically positioned throughout your shop.
Stay tuned for more cool marketing ideas for florists and florist advertising ideas, coming soon …
Photo credit tata_aka_T