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I N N O VAT O R O F T H E M O N T H
All Together Now
by Mike Pucci
“GIFTING” COMES BACK TO YOU Ramona Christensen believes in leaving behind a little “gift cheer” from her shop
TECH TALK
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You might remember reading in the December issue about our new “Innovator of the Month” program. We are excited to announce that our winning innovator for January 2010 is Ramona Christensen, Owner of Blossoms in Springfield, Missouri. Ramona has come up with a clever idea. Whenever she or her employees visit a restaurant or other businesses, they give a Blossoms gift certificate in lieu of or in addition to a traditional tip. “We started thinking about ways we could drive people into our shop,” says Ramona. “So we decided instead of giving tips, we would take the gift certificates with us and make it double what our tip would be.” Ramona creates the gift certificates herself on her computer. Typically, the certificates are redeemable for $10, $15 or $20 worth of Blossoms goods and they have a 60-day expiration date. “When we go out to eat, we get the name of the server. I then write their name on the gift certificate and give it to them,” says Ramona. To avoid duplication when the certificates are redeemed, she assigns a different code numbers. “Usually, depending on the service, we double the going tip rate. For example, instead of a $10 cash tip on a $50 bill, we might give the server a $20 certificate.” The idea has been very popular, both with gift certificate recipients and with the Blossoms staff. “We have brought customers through our door who may not otherwise come to our shop or even know we exist,” continues Ramona. As for employees, “they like that it makes a nice bonus for them in saving tip money.” Blossoms is now ready to take the idea further. “We’re thinking about sending gift certificates to police officers and firefighters, thanking them for their wonderful service,” explains Ramona. “A policeman might come in and get a beautiful bouquet for his wife, and then tell fellow officers about it…and we could get that business too.”
Many other florists gave us some great ideas to use, including offering centerpiece classes, going green, providing flowers for military personnel and family. To read more about these ideas check out our fan page on Facebook at www.facebook.com/bloomnet.net.
Marketing Tip of the Month
Please share your marketing tips with us and we’ll publish them in upcoming floriology publications. Send to floriology@bloomnet.net.
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egular readers of floriology know that we often extol the virtues of online social networking communities such as Facebook and Twitter. After all, millions of people are using them. Yet, as advantageous as social sites can be, they should not be a substitute for good, old fashioned customer service. “Social media will not replace the existing customer service efforts florists and customers are used to,” says Katia Adams (right), manager of web marketing for 1-800Flowers.com. “Social media is to be seen as an additional tool that can reach people.” For example, Katia suggests utilizing Facebook, Twitter and other online social destinations to post continually-updated delivery schedules so your customers will know when their arrangements will arrive. Without question, the very nature of social networking sites and their ability to connect on a personal basis with existing and potential customers can be highly beneficial to your business. Fans, followers and tweeters can be powerful spokespeople—communicating to their friends and to their friends’ friends all the reasons why they should buy floral gifts from you. Yet, let’s not forget the customers who actually come into your store or place an order over the phone. They want personal service and they deserve it. Often times, they want to be pampered. Many times, they rely on your expertise and artistic talents to help them create the perfect arrangements for the memorable occasions in their lives. And sometimes, they want to be treated extra special, as if they’re the only customers you have. The fact is, if you make them feel that way, they’re very likely to return. With that said, the key to making the most of what traditional customer service and social media can bring to your business is to combine them. Chances are, you’ll find that the two will complement each other beautifully.
January 2010 | floriology
Sometimes the best marketing ideas are the simplest ones. Pull out that goldfish bowl again and ask for your customers’ business cards for a weekly drawing for a free floral arrangement. It’s a great way to get e-mail addresses and start marketing to your local customers through direct mail or e-mail. Try it and see what happens. It worked for Jim McCann’s first flowers shop, and it could work for you.
THE IMPORTANCE OF COMBINING SOCIAL MEDIA WITH CUSTOMER SERVICE
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INNOVATOR OF THE MONTH
IT’S ABOUT “THE JEFFERSONS“! Who says you can’t have BOTH? SELLING CHOCOLATE WITH FLOWERS IS A GREAT WAY TO BOOST SALES DURING THIS BUSIEST OF SEASONS
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kip Paal of Rutland Beard in Baltimore, Md., has won February’s Innovator of the Month! Skip incentivized his employees to upsell their customers during last Valentine’s r novato In of the TH Day rush. He went to the bank and withdrew a couple MON20 February 10 hundred dollars worth of $2 bills. He gave each of his employees one $2 bill and told them that each time they sold a customer an arrangement that exceeded $100, they would receive another $2 cash bonus. “Once the customer purchased an $80 arrangement it made it worth it to upsell the customer with a box of chocolates, balloons, or a teddy bear to increase the dollar amount over $100 and get your bonus,” says Skip. He adds that they made it really fun for everyone. They made photocopies of the $2 bills and taped them around the flower shop and when someone met the target price, they would hold out their hand and Skip would “slap” them their reward. Over a two- or three-day period many of his employees made an extra $40 to $50. He says Valentine’s Day is a perfect time to do this because men typically walk into the flower shop and feel like a fish out of water. “Men want to get in and get out as quickly as possible and have no idea what to get their significant others, so our salespeople told them what they had to get,” explains Skip. It was so successful that they decided to continue the promotion to other holidays throughout the year. Last month we announced Ramona Christenson, Owner of Blossoms in Springfield, Mo. as floriology’s Innovator of the Month, and she will be presented with a floral design kit, a recognition plaque, and a $250 check on behalf of BloomNet!
Please submit your ideas to innovator@bloomnet.net for a chance to win a $250 check from BloomNet!
Marketing Tip of the Month
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BY CREATING AN ATTRACTIVE WINDOW DISPLAY, you can look to achieve a number of things including drawing in new customers, helping to promote products, announcing a sale, or welcoming in a new season or upcoming holiday. As new images capture peoples’ eyes, change your window displays often to create interest and get noticed! We would like to see your unique and innovative displays. Send pictures to floriology@bloomnet.net, and we’ll post them on Facebook and feature them in future issues of floriology.
Share your tips with us by sending them to floriology@bloomnet.net.
February 2010 | floriology
hat’s better than giving flowers? Well, that would be giving flowers AND chocolates for that someone special. With Valentine’s Day approaching, it’s a good time to make sure you have plenty of assorted boxed chocolates, truffles, batons, and bars ready to go in order to maximize your sales potential this year. It shouldn’t be a surprise that chocolate sales will pick up around Valentine’s Day as a box of chocolate has been associated with the holiday for as long as one can remember. According to the Neilson Company, consumers spent $345 million in chocolate during Valentine’s Day week, which equates to 58 million pounds of the rich and creamy, delicious-to-eat treats! Joe Rizzo, owner of Langdon Florist in New York City, just ordered his supply of Harry London chocolates and has his display case right by the cash register for the impulse buyers. “It’s a great point-of-sale purchase, during the Valentine’s Day holiday it should be an automatic add on.” Joe also adds he up-sells on wire-outs as well as walk-in sales as it is a way to increase the total value of the order. It’s no wonder Joe is one of the top purchasers of Harry London products through BloomNet! Chocolate sales should not end after Valentine’s Day. Joe uses them in his own gift baskets using the batons, truffles, and other products to increase value and for the customer’s satisfaction. It’s a good way to keep the product moving off the shelf and the recipient is always happy.
Skip Paal is incentivizing employees by paying them in $2 increments for upselling during the Valentine’s rush
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INNOVATOR OF THE MONTH
DIRECT MARKETING HOW TO MAKE DIGITAL PRINT DIRECT MAILINGS PART OF YOUR MARKETING PLAN by Mike Pucci
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irect marketing is an important part of small business marketing, and with new state-of-the-art digital printers it has become a powerful way to reach customers. Direct mail marketing includes sales flyers, brochures, postcards and other print materials that are distributed to your customers. Did you know research shows that four out of five sales come from existing clients? Your customers want to purchase from businesses they trust. “So many florists just use the standard stuff they get at their local office store, but it doesn’t make them stand apart,” says Julie Markert, of Catherine’s Gardens in Oak Forest, Ill. She uses digital printing specialists 123Print. Direct marketing is effective because it reaches a target market and cost efficient because you can produce short runs in small quantities to suit your needs. Here are some things to consider when planning a direct marketing promotion: ● Timing: Plan for seven days plus printing time for your campaign to reach its audience; ● Photography: Show the customer what they’re getting with great photos and they’ll be more likely to connect you. Remember though, less is more. You don’t want to clutter your message; ● Contact information: Include more than one way for your customers to contact with your shop. Some people prefer phone, others e-mail. ● Discounts and Incentives: Offer your customers early order incentives and value-added discounts. ● Build your database: Keep an up-to-date database containing your customer’s address and e-mail and continue to build it with new customers.
MOVIE MAGIC Christine Vasconcelo made the most of a Valentine’s Day partnership
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f you remember, last month BloomNet and r 1-800-Flowers.com announced a partnership novato In H of the T N O M with Warner Bros. on their “Valentine’s Day” March 2010 movie. All BloomNet florists received a promotional kit filled with sweepstakes forms and posters. Well, Christine Vasconcelo of Bloomingdays Flower Shop in Tampa, Fla., took the idea and ran with it. “When I found out 1-800-Flowers.com partnered with Warner Bros. on the movie, I was thrilled because I’m a BloomNet Florist,” says Christine. “I just thought to myself how can I incorporate that into my marketing plans?” Using social media to spread the word, Christine came up with a package that included a dozen roses, a card, tickets to the movie, and a chance to win the 1-800-Flowers.com Movie Sweepstakes— an all-expenses-paid trip to Hollywood. She turned to Facebook to begin her promotion, sending messages to all her fans and attaching the movie trailer to build excitement. Christine’s message was focused on those buying flowers for Valentine’s Day—men! The message suggested what’s better for your significant other than just a dozen roses? A dozen roses and a ticket to a romantic movie. Christine created urgency and pre-booked orders by writing, “please call me—I can help you! If you call me early we can plan…if you call late…well.” She added, “guys get your mind off the football game and order your flowers today!!!”Christine says Valentine’s Day sales were great and the response was fantastic. Facebook is a tremendous way to reach customers and build your business. By being selected “Innovator” of the month, Christine will receive a floral design kit, a recognition plaque, and a $250 check on behalf of BloomNet!
Submit ideas to innovator@bloomnet.net. BloomNet is pleased to announce winners are now eligible for a grand prize to be awarded in January 2011 for a Luxury Included® Vacation for two to any Sandals Resort. For rules, visit www.MyBloomNet.net.
March 2010 | floriology
❋ BLOOMNET AND 123PRINT ARE LAUNCHING A MARKETING PROGRAM UNLIKE ANY OTHER HELPING YOU PREPARE FOR THE HOLIDAYS WITH ABUNDANT CHOICES AND COMPETITIVE PRICING! VISIT WWW.PRINT.BLOOMNET.NET FOR MORE INFORMATION!
MAKING
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INNOVATOR OF THE MONTH
WHIMSICAL
WINDOWS
Mark Jordan keeps local community interest by frequently ‘creating scenes’ with his window displays
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MARKETING
TAKING THE DIRECT APPROACH TRAFFIC-DRIVING NEW DIRECT MARKETING IS CUSTOM MADE FOR FLORISTS
very six weeks or so, Mark Jordan, CoOwner of Flowers Unlimited, treats his In novator of the store window as a blank art canvas and MONTH begins working on a new display master- April 2010 piece. “We bought our downtown Martinsburg, W.Va., location about seven years ago, and the first Christmas there we did a big kick-off,” says Mark. “Since then, we change for each holiday or season and try to keep it fresh throughout the year.” He gets his inspiration by taking trips up to New York City as well as consults with fellow owner Anthony Hess. A few years ago, he was able to find moving mechanic parts for his characters on e-Bay that were actually used by Saks Fifth Avenue. Now, he refurbishes characters with different paint and fabrics to create new ones. “Last Christmas, we did The Night before Christmas, and next year, we’re doing The Nutcracker Suite.” We do a huge open house and cover up the window and do an unveiling just like they do in New York,” says Mark. They draw 400 to 500 people, and onlookers line the street to get a glimpse. “A lot of our community can’t make it up to New York to see the holiday window displays, so we try to bring it to them,” explains Mark. Throughout the year, customers will come in to the store just to see what Mark is going to do next. By being selected “Innovator of the Month,” Mark will receive a floral design kit, a recognition plaque, and a $250 check on behalf of BloomNet!
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Submit your ideas to innovator@bloomnet.net. If your submission is selected you are eligible for a grand prize to be awarded in January 2011 for a Luxury Included® Vacation for two to a Sandals Resort. For rules, visit www.MyBloomNet.net.
❋ floriology announced last month BloomNet’s partnership with 123Print and has bundle packages available for Mother’s Day. Check out http://print.bloomnet.net for more information!
hen you hear “direct marketing” what do you think of? If cheesy come-ons, junk mail, and homemade fliers pop into your mind stop right now, open a window and let those thoughts fly away. Professional direct marketing is one of the most affordable and effective tools a florist can use to attract and keep customers. When you hear “direct marketing” you should start thinking “professional marketing.” Direct marketing is so powerful because you can put your promotional message right in the hands of people you want coming through your door. New opportunities give you control and help you stand out. Using the latest in digital customization and printing, direct marketing saves you money and gives you more time to do what you really love. KEEP CUSTOMERS COMING BACK FOR MORE
Everyone knows getting new customers is important but keeping customers is just as important. Consumers have choices in every situation. The most familiar choice usually gets the business; marketers call this top of mind awareness, and it’s key to keeping your cash register ringing! Customers come back more if you remind them you’re there and can serve their needs. However, you have to do it in a way that stands out, makes a positive impression, and reflects your quality and professionalism.
Marketing Tip of the Month
Share your tips with us by sending them to floriology@bloomnet.net.
April 2010 | floriology
❋
Looking for marketing help in getting business to your shop? One possible solution is starting a Google Ad word campaign. This type of marketing campaign can give users a prominent spot on the first page of searches either at the top or on the side of the page, and it can be done on local, state, or national levels. Google Ad words can come in the form of pay-for-click service or site-targeted advertising for banners and text ads. With many people using it to search for flowers today, Google has become the virtual yellow pages of today. To find out more about it, you can go to www.adwords.google.com.
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INNOVATOR OF THE MONTH
“FRIENDING”
BUSINESS Need a FAVOR? FLORISTS CAN AID BRIDES IN FINDING THE RIGHT GIFT FOR THEIR WEDDING PARTIES.
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ina Dalaba, head designer at the Firefly Florist and Gift Boutique in Niskayuna, N.Y., found a great way to increase her wedding business. Tina is always thinking about ways to reach the younger generation knowing that they are going to be her customers for years to come—if she can just get them to place one order with her store. r novato In of the TH Prom season is a great time of year to target the “Y” generaMON May 2010 tion. And the best way to connect with them is to reach them where they spend most of their time—on their mobile phones and on their computers checking into their Facebook account. “I first started trying reaching younger customers on MySpace, and then about a year and a half ago, I opened up a Facebook account. It has been a big tool for me to generate more business especially with prom work,” explains Tina. She went to the “Invite Friends” section of Facebook and typed in a few names of some local high schools. When the names of the students appeared she invited them to be her friend. She got hundreds of responses and this innovative idea tripled her business in one year! Tina then added a prom section on her Facebook page. “It just made it much easier for the kids. They don’t have to think about where they will get their boutonnières and corsages, we bring it to them.” Plus, Tina knows that these are the same people that will hopefully come back for their special occasions, weddings, and that she can eventually be their family florist. She has also started to partner with a local tuxedo shop and left cards saying if you come to her shop you can get a free boutonnière with the purchase of a corsage. She also left a John Henry Prom book so they could browse through the pictures to give them ideas.
To submit your ideas please e-mail innovator@bloomnet.net for a chance to win money and a Sandals vacation.
Marketing Tip of the Month
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GET REFLECTIVE! Most people have short attention spans that last just a few seconds. How can you get them to slow down and come into your store? Large retailers and department stores have found that having reflective surfaces or items on the storefront (glass, mirrors, shiny objects) helps slow customers down and gets them into the store. Why is this? Because people like to see their reflections and it tends to slow down their pace. Get reflective and get more foot traffic! —This tip was provided by guest columnist Sonny Ganguly, Chief Marketing Officer, WeddingWire.com
Share your tips with us by sending them to floriology@bloomnet.net.
May 2010 | floriology
sk any bride and she will tell you one of the trickiest parts of planning a wedding is deciding on the wedding favors. It’s important because the bride is showing her appreciation for the wedding party. Wedding favor company, Kate Aspen, is an expert in this field. “It’s a chance for the bride to express who they are with their friends and family and the favor needs to reflect that. A small gift can provide a big impact,” says Donna Laurent, director of brand development, Kate Aspen. Florists should take mind that all elements related to the wedding are part of a theme. “When we talk about brides in relation to the wedding favors, we try to find out as much about them as possible and ask a lot of questions starting with the theme,” says Donna. When it comes to flowers, Calla Lilies are always popular, and Kate Aspen has wine bottle stoppers, coasters, and bookmarks to match the different personalities in the wedding party. “It’s important to remember you don’t have to get the same thing for everyone and you can individualize the favor,” Donna reminds us. Eclectic colors or favors can still tie in nicely with an overall theme too. “One bride now planning her wedding chose shades of soft gray and blush and the flower theme is black and white anemones with a touch of light pink peonies as accent for the tables,” says Laura Reed, online brand relations manager, Kate Aspen. The black and white theme is being carried throughout with black and white tea lights. For more information on their products, go to www.kateaspen.com
One Facebook page at a time
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INNOVATOR OF THE MONTH
BOOKING BIRTHDAY PARTIES Jeanie Hinton is making these an incremental part of her business
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t was a cold day in January 2007 in Mankato, Minn., when Jeanie Hinton of Flowers by Jeanie had an In novator unexpected request from one of her customers. of the MONT A mom walked into her store and asked if she July 2010H would host her daughter’s 7th birthday party. “The thought of kids running wildly through my store was a little more than bone chilling!” says Jeanie. After a couple of slow Saturdays and some thought, she convinced herself to give it a whirl. “We snacked on birthday cake and each child arranged flowers in a terra cotta pot,” says Jeanie. She was able to share her passion for flowers with the future designers and had a great time! A second request came and a third and then a fourth and now she has booked more than 30 birthdays! Jeanie promotes her birthday parties with innovative radio spots and creative window displays. She also tries to do as many “career days” at schools as possible and promotes her birthday parties while there. “We feel this has become such a hit that for all the school fundraiser donations we donate an accessory package for a birthday party.” Jeanie will receive a $250 check from BloomNet, designer’s kit, and is entered into a Luxury Included® vacation for two to a Sandals Resort! Submit ideas to innovator@bloomnet.net.
MARKETING
HAVE A GIFT FOR GIFT BASKETS PUMP UP YOUR SALES THIS HOLIDAY SEASON
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ith the economy rebounding, corporate gift giving will likely gain renewed momentum for the 2010 holidays. And that means gift baskets will be on many lists. “A gift basket makes a statement, yet it’s practical, the food can be shared with others in the office, the container or basket can also be used for other purposes.” says Nancy Hamlin, vice president of marketing for 1-800Baskets.com®. The choices in gift baskets run the gamut from cheeses and meats, to baked goods, chocolates and nuts to specially-themed baskets targeted at everyone from sports fans to wine aficionados. There are also many non-food-related baskets to choose from. FAccording to Nancy recommends one study done listing each basket’s comby gift basket ponents, so your cusconsultants Sweet tomers know what they’re Survival, the gift getting. Also, because basket industry in many people can be unthe U.S. reached sure in selecting an ap$3.3 billion in propriate corporate gift, sales in 2008. it’s a good idea to offer suggestions about whom would be the best recipient for certain baskets. For example, you might suggest: “this basket is perfect for the client who’s a ‘gourmet foodie,’ and that one’s ideal for the hard-to-impress executive who also enjoys baseball.” As for the coming season’s trends, Nancy explains, “We see a preference for quality food products that might be recognizable to the recipient, such as Godiva® chocolates, Brown & Haley® candy, Fannie May® chocolates.”
We’ve all walked into businesses in early fall and think “Christmas already?” The truth is retailers are just catering to the shopping patterns shown by consumers over the years. So don’t wait because you think it’s too early; start displaying your Christmas items and specials when shoppers are looking for those first deals of the season! Share your tips with us by sending them to floriology@bloomnet.net.
July 2010 | floriology
Marketing Tip of the Month GET AN EARLY START Most people start thinking about Christmas and the holiday season in the weeks between Halloween Fand Thanksgiving. That’s when your holiday displays should be put up and your promotions should be posted on your website.
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Time for your
CLOSE-UP
PROMOTING THROUGH ONLINE VIDEO
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If you have a YouTube video, please email it to floriology@bloomnet.net, and we will post it on our Facebook page.
INNOVATIVE
TECHNOLOGY Capitalizing on the rapid growth of texting
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August 2010
enox Village Flowers in Nashville, Tenn. has been in business for just over a year, and owner Kathy Harriman has been aggressive in her marketing efforts and trying to keep up on the latest technology. “We’ve been on the social marketing scene for a while and have our web page, but thought it was time to try something new,” says Kathy. “You always hear on CNN and MSNBC that texting is the next big thing so I thought I should look into it.” Currently they are sending about 2 texts a week. Kathy warns that you don’t want to send out too many and spam your customers to death. The first one they tried was a 20% off discount and then Kathy attempted a cash and carry offer and the orders started to trickle in. “The cash and carry is a great way for us to compete with the mass markets, because we can offer a $15 to $20 arrangement. Why would they go to one of the mass markets when they can get a florist fulfilled design for the same price?” It’s also a great way to get rid of some of your excess inventory. Kathy just started the program and has built her customer list to about 80 customers and it keeps growing. Kathy puts a card on every arrangement that goes out the door. Customers can sign up on her shop’s website to be entered into her database so they can start receiving promotional offers.
By being selected BloomNet’s Innovator of the Month, Kathy will receive a $250 check, a designers kit and recognition plaque. She will also be eligible for the Innovator of the Year and could win a Luxury Included® vacation for two to a Sandals Resort! Submit your ideas to innovator@bloomnet.net.
August 2010 | floriology
y creating videos, you can help drive traffic to your site and business to your shop. And making a video can be a simple process utilizing just your computer, software, and a hand-held camera, says Nachi Desai, vice president of enterprise architecture and business intelligence, 1-800-Flowers.com. For starters, it may be a good idea to introduce your shop to people. This can include talking to your employees on camera, shooting the inside of your shop and providing promotional information about specials you run. After the introductory video, follow-up by creating short, memorable segments discussing insightful care and handling tips, positioning yourself as an expert. Nachi recommends providing a professional perspective in a personable way by using such phrases as “we do such and such at the shop” to make the tips standout. He believes videos should be about making florists part of the social fabric of their communities. He also recommends using catchphrases in the title so that when web users are looking for useful tips on specific flowers, they will be able to find your video. For example, use a phrase like “rose care” in the title. Since flower giving is often revolved around certain times of the year, Nachi says florists should shoot holiday-themed videos, using titles like “Thanksgiving bouquets.” After shooting the video, he recommends linking it up to YouTube. You can also embed your YouTube videos onto your site or blog. Once you have the video up, post to friends on your preferred communication medium about it and for them to comment. “Putting up videos and interacting with them on social media is crucial to growing a trust relationship with the customer,” says Nachi.
INNOVATOR OF THE MONTH
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MARKETING
Cultivating
INNOVATOR OF THE MONTH
CORPORATE BUSINESS
BALLOONING
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Meredith Grant gains 20% increase by floating some very smart ideas
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ne of our 2010 goals was to increase our balloon sales 15% over 2009,” says Meredith Grant, owner of Enjoy Flowers in Laurel, Md. “Currently, we’ve increased our sales by closer to 20%.” Spearheading the success is a high-visibility merchandising approach accompanied by extensive interaction with the local community as well as nearby businesses. “We purchased an inexpensive balloon corral that is affixed to our store ceiling. It immediately draws the attention of our walk-in customers who can easily see our balloon options and opt to add one or two to their carry-out order,” says Meredith. Furthermore, Meredith is always on the lookout for opportunities to donate balloons and balloon-related products. “So far, we have donated balloon arches to local high schools and a children’s charity event. In addition to increasing our visibility in the community, we have received several balloon orders we otherwise would not have had.” But that’s not all. Meredith has found that neighbors can also be very good at increasing sales possibilities. “Our shop is located in a shopping strip plaza,” she explains. “Our neighbor is a children’s’ theatre that runs summer and after-school programs. We have invested in several children’s themed balloons, and we prominently display them near our glass store front. This has brought children (with parents in hand) into our store. Once inside, we make sure parents know we offer a discount to theatre customers, as we’ve also partnered with the theatre owner to offer discounted ‘show bouquets’ to parents on opening night. These efforts have resulted in both increased balloon and fresh cut flower sales.”
As Innovator of the Month, Meredith will receive a $250 check, a designers kit and plaque. She is eligible for the Innovator of the Year and could win a Luxury Included® vacation at Sandals! Send ideas to innovator@bloomnet.net.
September 2010 | floriology
lass office buildings in your town don’t have to be ivory towers. Rather you should consider creating a strategy to cultivate relationships with the corporate businesses housed within them. Georgianne Vinicombe, co-owner of Monday Morning Flowers with shops in Princeton, N.J. and Yardley, Pa., is an example of someone who has utilized old-fashioned networking and adopted what she calls a “corporate friendly” philosophy to grow her corporate business. She began by attending chambers of commerce and womens’ leadership group sessions years ago, and there she met businesspeople from companies of all sizes. While she wasn’t sure how corporations operated, instinctively Georgianne knew that you always try to give the customer what they want. “I have run my business on trying not to say no,” she says. Specifically, she notes the importance of being “corporate friendly.” This means being accommodating and employing strategies like: changing hours to take calls before or after the traditional 9 to 5 timeframe; delivering to company events early in the morning; and accepting longer billing cycles. Although she has two retail locations, she is not resting on her laurels. “I am not the type of person who hangs the shingle and waits for people to come,” asserts Georgianne. Her husband Kevin, who is a partner in the business, will go out twice a year to visit scores of local businesses. During these visits, he drops off a tote bag full of goodies and a note of appreciation for those who have done business with their shop in the past, or a letter introducing themselves to a potential customer. Within a few days of Kevin’s visits, they start getting orders. Georgianne has a blog (www.franklyfloral.blogspot.com) where she discusses this very topic. (Look at her April 16 posting to read further).
ator InnovN TH
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floriology | October/November 2010
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VATORS
Reaching Out, Building Business ALICE ARCURI IS TAKING HER MARKETING ACUMEN TO GROW.
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lice Arcuri of Booth House of Flowers in Stratford, Conn., is one of our innovators and while she has only been in business for six months and has had the daunting task of regaining the confidence of her customer base. She had bought an existing shop that in the past had enjoyed superior name recognition within the community, but had suffered because of a change of ownership a few years ago. “I initiated a number of marketing efforts to get our name out there once again, which included a Booth House of Flowers Business of the Week program,” says Alice. “Each week I select a small business in my town and present them with a framed certificate naming them the business off the week along with an arrangement tied specifically to them,” she adds. She also gives them
customized coupons just for their customers with a tracking code so she can track her results. She also uses her ad space in her local newspaper to publicly acknowledge the businesses who have earned the Business of the Week title. “It’s free advertising for the business so they really appreciate it.” Another affiliation she has is with one of the largest sports center establishments in the state that attracts over a million people a year. “Each week we create an innovative and contemporary piece usually between six and eight feet, which goes on round table at the entrance of the facility,” explains Alice. In exchange the sports center sends out coupons from her shop. As a result she has booked several corporate events and other parties from this exposure. She’s is heavily involved in her community. “I am on the board of the Stratford Chamber of Commerce and the Stratford, Stratford YMCA and the Stratford Visiting Nurses Association.” And this old-fashioned approach is working for her.
Charity and Community Involvement MARIANNE AND SHARON LAPIER HAVE AN INTERESTING TWIST ON HOW THEY HELP THEIR LOCAL COMMUNITY
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aPier’s Flowers & Gifts in Sarnia, Ontario has been in business for 12 years, but it was one of their first ideas that have been one of the most inventive. When the mother/daughter team of Marianne and Sharon LaPier first opened their doors they were conscientious to set themselves apart as a community minded florist and local business. Just like most florists, they were inundated with requests from local organizations, clubs and charities asking their support through fundraisers and donations. “Since we were a new, up and coming business, we were not able to say yes to everyone, but we really wanted to be able to support our community so we came up with an opportunity that would help everyone,” says daughter Marianne. They wrote a letter that could be provided to all the supporters of each organization stating that instead of providing a door prize or gift card we would do an on-
going fundraiser to help support their cause throughout the year. “All they had to do was mention the organization by name when they made a purchase and we would donate a portion of each sale back to the group.” Twice a year they would send a check to each of the groups that had made purchases. The ones that really support and promote do very well and we create new business and build our clientele. They are involved with 42 groups, which means the LaPier name is out there building their brand and supporting the community. >>>Marianne LaPier
With just one month to go make sure you get your innovative ideas into floriology ASAP! By being selected you will receive a $250 check, a designers kit and recognition plaque. You will also be eligible for the Innovator of the year and could win a Luxury Included® vacation for two to a Sandals Resort! Submit your ideas to innovator@bloomnet.net.
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INNOVATOR OF THE MONTH
Marketing
Tip of the Month
A Perfect
COMPLEMENT A side of chocolate to go with that arrangement.
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hen standing in line or perusing the shop—men are just looking to go over the top with something to go with their beautiful bouquet they are purchasing. And when thinking about add-on gifts, like chocolate, Bob Happel, vice president, sales and business development at Fannie May Confections suggests going with the traditional, chocolate boxes. “Pinks and purples can appear fashionable, but the red heart boxes always outperform the trendier colors and designs,” explains Bob. And since men are the biggest buyers of chocolate for the holiday, Bob suggests keeping the design simple. “Even though recipients tend to be women, by and large, men are making the purchases, so I would keep your selections for chocolate novelties closer to neutral in design.” Lastly, he says that it is a good idea to keep chocolates on display with the arrangement selection so that customers can preview the chocolate offerings when thinking about the flowers. And you can remind them of the subtle message that the two belong together.
THINKING INSIDE THE
KIOSK
Ruth Flores is using a kiosk at a local mall to increase outbound orders Innovator
uth Flores of My Angels Touch Florist in Las of the MONTH Vegas has been trying to increase her outgoing December wire orders because she knows how profitable it can be. Her innovative idea was to open a small kiosk at a local mall promoting “flowers sent around the world.” “I’ve been trying to grow my outbound business and just thought it was a natural fit to have presence in a high-traffic area like a mall around the holidays,” says Ruth. She is going to advertise with a billboard type sign with the message stating her ability to send orders around the world. “I think a lot of people who are walking around the mall trying to think of what to get their family or friends could easily be influenced by our holiday arrangements and know their loved ones will be getting something nice,” adds Ruth. There’s also no waiting in lines at the post office or wrapping presents. It’s fast and easy! As far as Ruth knows, no one has ever tried something like this. “My goal is to send 100 orders,” says Ruth. It’s also a great way to get in front of new consumers and expand her customer database. “If this goes well, I’m looking at opening up a kiosk at a shopping area in one of the casinos next year.” By being selected BloomNet’s “Innovator of the Month” Ruth is eligible for a Sandals vacation and will also receive a $250 check. This caps off the 2010 “Innovator of the Month”. We congratulate all 12 winners and look forward to the February issue for the “Innovator of the Year” announcement!
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As Innovator of the Month, Ruth will receive a $250 check, a designers kit and plaque. She is eligible for the Innovator of the Year and could win a Luxury Included® vacation at Sandals! Send ideas to innovator@bloomnet.net.
Share your tips with us by sending them to floriology@ bloomnet.net.
December 2010 | floriology
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