A number of years ago I went to a local florist shop to buy flowers for my 24th wedding anniversary. I paid by check and left. Guess what happened 365 days later? A year later I bought a big thing of flowers from the same shop because it was local.
But afterwards, I wondered, “why should I buy from them?” They didn’t care about me. They have my address from my check and my phone number as well. They didn’t ask me any questions about me, my wife or even how many years we were married. But I did tell them the first time that it was my 24th. So I thought, “Maybe I should check around and see who else is out there.” I have not been back and it has since been sold.
I have never had a florist (and I have used several) send me any reminders, a thank you, or anything that would indicate that my business was important to them.
Here is how it could go:
A man goes in and asks for flowers because it’s his wife’s birthday today. The clerk says “that’s so sweet, how long have you two been married?” You answer, “four years.” And then she says, “When is your anniversary?” You tell the clerk and then they say, “Would it be helpful if we reminded you a few days before your anniversary with an email so you don’t forget or wait until the last minute, or how about we send you some gift ideas?” Not everyone wants to be reminded or given ideas, but some will agree to it. This florist will be “top of mind” when that customer decides to buy flowers again.
This young man who is married for four years gets an email 3 weeks before his wedding anniversary. It says “Thank you again for purchasing the blue bonnet bouquet for your wife’s birthday last year. This year is your fifth anniversary and we wanted to tell you that the “traditional” fifth wedding anniversary gift is “wood”. We have a lovely plant that is rooted in an old piece of wood that is exceptional. These are available by special order only but we wanted you to be aware of it.”
That information makes this florist unique, and memorable, the relationship much more personal and builds the reputation as a place for special gifts when needed. This relationship will continue to build and develop with each visit to the florist.
A young man who is courting the woman of his dreams might appreciate some information or ideas on how to treat that special someone right. When a loved one passes away, you don’t want to call just anyone out of the “book”. You will feel better if you had a relationship with a florist that you have worked with over the years. A florist can’t be a “friend” with everyone, but they can keep in touch and help everyone who gives them a means to stay in touch. An email address with a marketing automation system can keep you top of mind.
Compete or be beat!
A florist may say, well most of our customers are regulars. That may be, but where is the new florist that is starting up or expanding going to get clients? They are going to build relationships with everyone they can and people buy from people they know, like and trust. It may take a little bit of work but they will work on getting to know more of your customers.
There are so many opportunities for a person to use a florist. Some florists provide more than just a vase or box of flowers. Whatever the florist does besides “flowers” they need a way to be able to share it so their business can be more than an anniversary bouquet.
So little time!
One of the biggest problems that florists have is the last minute rush for special days like Valentines and Mother’s day. To be able to have “pre-sold” flowers enables them to schedule out their time and reduce the “crisis” crunch. To be able to encourage sales between special days is one of the secrets to being successful in these types of businesses.
Who has time to send out emails for everyone’s birthdays, anniversaries, etc. That can take a lot of time and effort. You can save a lot of time and be much more creative with an automated marketing system. A good system will allow you to reach more people, with more information and with less effort.
You can set up a unique “event” email each year to remind everyone in your database about that special event that is coming up (their loved one’s birthday, anniversary, “mail carrier appreciation day” or whatever). It is nice to be reminded of important occasions. Also send them one to wish THEM a happy birthday when the time comes.
Automated marketing can make the task of reminding people easy, and the right system can help provide specials to those who you want to reward or who you want to entice to purchase from you. Provide a discount to your regular customers if they order their Mother’s day flower’s early (three weeks before).
There are always ways to be creative for every business and every business is different. Don’t think just because your business isn’t a typical florist shop (or any other kind of business) you could never use automated marketing. There are a lot of ideas for all kinds of businesses. You won’t know until you brainstorm some ideas and try a system that gives you great leverage without taking up a lot of time or money to implement.
Since being creative in what automated marketing can do for you, Crossroads Consultants would be willing to have a conversation with you to come up with some creative ideas and ways for you to reach your business objectives. You can check out Automated Marketing for more information on how it can work for you.
Stan Broesder is a business growth and marketing specialist with Crossroads Consultants. For over 25 years Stan has helped businesses to grow and to overcome obstacles. Today with digital online marketing Crossroads Consultants is an integrator of marketing, which means no matter how much marketing you use, they can help your business coordinate all aspects of your marketing and business growth. Contact by phone 980-241-0189 or email: Stan@MyCrossroadsConsultants.com