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Summer 2011 • Vol. 4, #3 The Magic of Effective Marketing All successful businesses have one number, address, website url or social important element in common: they media links. These items remind people know how to effectively market their who you are, what you do and how business to potential customers. they can contact you. They are usually inexpensive and easy to implement For a business owner to market their into your marketing strategy. business well, they need to be like a good fisherman and cast many nets. This “cast Coupons, press releases, print ads, many nets” marketing strategy is used decorated store windows and doors, by many successful businesses, small outdoor signs, direct mail campaigns and large, to get the most attention and e-mail marketing add an additional from as many people as possible. layer of publicity. These are effective Along with a website (with mobile capabilities), ways to spread the news about special Every Blooming Thing in Akron, OH uses Effective “Nets” of Marketing: offers, giving your audience incentive their delivery van as a traveling billboard. to purchase from your shop. ӹ Online ■ Websites (with mobile access) Blogs, social media, websites and ■ E-mail marketing mobile exposure broaden your ■ Social media audience and pull even more potential ■ Blogs customers to your marketing messages. ӹ Print Engaging customers online will ■ Direct mail campaigns appeal to them on a deeper level ■ Print ads than other forms of marketing. ■ Business cards ■ Enclosure cards How can florists become successful ■ Coupons marketers? Be like the fisherman ■ Press releases and cast as many nets as possible ӹ In-Store based on the types of customers ■ Delivery vehicles that the business needs to grow. Along with a website (with mobile capabilities) ■ Surveys and branded e-mail campaign, Bloomin Bee ■ Store windows and doors For some florists, marketing may in Aurora, CO utilizes Facebook, Linked-In, ■ Outdoor signs seem like a daunting task, but Twitter and Yelp as effective ways ■ Shop apparel others have embraced the many to market to their customers. ■ Customer statements platforms to launch their marketing strategies and their business. Some forms of marketing are subtle and serve as an introduction to your business. For example, business cards, enclosure cards, delivery vehicles, shop For more ways to market your flower shop, log into FSNf2f.com, where you will find apparel and customer statements may actionable marketing plans for your shop in the FSN Florist Marketing Guide. contain your business’s name, phone www.FlowerShopNetwork.com • 1.800.858.9925 Get Online or Get Out of the Game Choosing not to have a website is Follow these simple strategies to like doing business without a phone drive customers to your website: number. According to the Pew Internet & American Life Project, • Add your website url to business 71% of all adults shop online. cards, enclosure cards, customer statements, delivery vehicles and A website is the best way to capture shop apparel; it is just as important that finicky, internet-savvy customer as your phone number. with 24/7 shopping options. A strong website marketing strategy can increase • Make sure your website url is present a flower shop’s business exponentially. on every social media platform that Dietz Flower Shop’s premium website design. you use to market your website. Do you need a website? FSN provides • Network with trade associations, easy to use, search-engine-optimized your local chamber of commerce and websites for florists. Contact your other local businesses. Ask them to FSN representative today for more add links to your website on their information about our standard and websites, blogs and social networks. premium websites at 800.858.9925. • Check online services such as Google Places, Bing Local and Your website allows Yahoo Local to see if they list the customers to shop correct url to your website. from anywhere, any time. • Make sure all ads in newspapers or Monroe Florist’s standard website design. magazines include your correct url. Did you know? You’ve Got Business! You can create direct mail marketing “E-mail is the ‘original social media’ 4. Send customers on your mailing pieces for free. FSN makes this easy. and it is the one platform that, pretty list a postcard asking for the e-mail much, everyone still uses today,” explains addresses of family or friends. Dan Zarrella, marketing specialist. E-mail marketing was listed as one of the top three most effective marketing methods. Without a good e-mail address list, e-mail marketing can fall short. Collect more e-mail addresses using these methods: 1. Simply ask every person placing an order for their e-mail address. 2. Hold a weekly or biweekly contest where the only requirement to A sample direct mail template. enter is an e-mail address. For more information about making To print your direct marketing 3. Ask customers to refer family the best of your e-mail marketing, visit: pieces, go to FSNf2f.com and and friends in exchange for a flowershopnetwork.com/blog/emails click on Marketing Services. percentage off or a special gift. www.FlowerShopNetwork.com • 1.800.858.9925 Creative Concepts Maintain a Create Customers Facebook Heath Florist in Salem, OR has a unique marketing strategy. On the wall in a local restaurant’s bathroom, Following are two restroom-themed flower Follow these three tips to make containers. Owners Debra and Michael your Facebook marketing Wallig place fresh stems in these efforts more effective: containers with their business cards. This creative concept reaches both Heath Florist places business cards in the bathroom. visitors and residents in their town. Creative marketing strategies ensure that customers stay interested in your service. Heath’s isn’t the only florist with a Organize Your Albums novel approach to marketing. Lazy Acres Décor & Floral in Wakefield, NE Make it easy for customers to find attracts Mother’s Day customers with the pictures they’re looking for. Keep their Build A Bouquet event. The store arrangements grouped logically. helps kids create a bouquet prior to Mother’s Day. According to owner Sarah Friend & Comment Ekberg, the response to this marketing approach has been phenomenal. Facebook now allows you to interact as your flower shop. Communicate with Marketing strategies that include other local Facebook pages to spread participation will lure customers to the word about your flower shop. your shop. They also have the added benefit of changing new customers Stay On Topic into loyal ones. Flowers On Main in Placerville, CA holds hands-on flower Your shop’s page is an extension workshops. Many of the participants of your store. Keep personal have become regular customers information, political opinions, and A novel advertising idea from Heath Florist. and evangelists for the business. unrelated topics off of your wall. Keep the focus on current specials and events going on in your store. ¿Hablas Español? Do you market to the Hispanic FSN offers several ways in which you can Come See Us! community? Maybe you should. more easily market to Latino customers: Texas State Florist Association Hispanic buyers are one of the youngest • Spanish-speakers can find florists Convention July 15th – 17th and largest trend-setting markets in the using FSN ’s Spanish website, U.S. In a survey, 70% of Hispanics found es.flowershopnetwork.com Arkansas State Florist Association English ads less effective than Spanish Convention August 18th – 21st ads in persuading potential customers. • Websites hosted through FSN can have Spanish pages added to them. Ozark Florist Association Convention Also, 56% of Latino adults September 24th – 25th responded better to Spanish ads. For more info For more information on marketing to the Spanish-speaking community, go to: scan this QR Code. flowershopnetwork.com/blog/spanishmarketing www.FlowerShopNetwork.com • 1.800.858.9925
"The Magic of Effective Marketing"