Floristry is a blooming and aspirational business these days. As such, there are far more florists on the market big and small and getting your voice heard, and remembered, can be a challenge.
And with the supermarkets selling a good range of competitively priced floral goods, you need to offer something more. You need to create a service, brand and marketing offer than stands out and speaks directly to your customers’ needs. But how can you achieve all this?
Branding is King!
A strong visual branding and logo is particularly important in such an aesthetic industry. You need to have clear and consistent imagery across all marketing channels at all times. This will help to build a strong personality and help you find your unique voice.
Beyond the usual office marketing suite, the packaging and labels on floral products are an important part of the marketing message. They are an opportunity to show your values and remind your customers that you are providing something specialist that the general retailers aren’t.
Strong Website with Local Links
Of course, these days at the heart of every good business there should be a strong, easily found website. This may be the first point of contact and the first impression of your business for many customers. Your flowers need to feast the eyes and the information your customers are seeking needs to be highly and quickly accessible. Be careful not to lose sight of the information your customers want in your bid to say all the things you want to say!
There are countless florists nationwide, so you need to ensure your website has good local SEO for you to be easily found. For more information on SEO see our previous blog.
Visual Social Media
Social media is such an opportunity you can’t afford to miss out. With such a visual business, platforms such as Instagram and Pinterest provide a great chance to show case your creative skills and desirability.
However, its crucial that your efforts are focused and aligned to your overall marketing, so consistent branding is experienced with every interaction with your company on and offline, customer or recipient. Social media is a chance to make your business personal – to show the people and the processes behind the scenes. Done well this will build your reputation and reach.
Different Strokes for Different Customers
There are many vastly different reasons that people buy flowers, and there are many different types of people, with varying approaches, doing the buying – weddings, funerals, birthdays, thank yous, sorries, farewells, etc. If you want to take full advantage of all your potential customers, you need to take the time to distinguish them and to think about their motivations and needs.
Keep in contact with existing customers and prospects wherever possible. Stay on top of current affairs and events and trends (ultimately all opportunities) – and pass this on to your customers. Ideally you should target your communication to different customer groups and times. It’s also a great idea to reward loyalty – in this industry there is good scope for repeat business and recommendation.
It can all seem a little daunting. There are so many opportunities to be had, it can be hard to make the most of them as well as run your business. Whatever you needs, we have a great team of marketing experts covering all areas from print, SEO, social media to websites and we’d be happy to discuss your options.
Want some advice from our team?