Being a florist is demanding but rewarding work. You get to be part of a couple's special wedding day, and you also get to help people express their condolences at the passing of a loved one. Marketing a floral shop requires a multipronged approach that includes traditional marketing mediums such as the newspaper, newer marketing tools from the Internet and the powerful marketing tool known as word of mouth or referral marketing.
Location
Part of the success of any retail business is location. If you can put yourself in an area that gets heavy traffic, then your chances of success are higher. Once you have put yourself in a prime location, you then need to maximize that location by getting as much quick information to potential customers as possible. Create pricing specials and post them in the windows on huge posters. These days people are entranced by electronic multimedia signs, so it may be worth it to invest in an electronic sign that can display a series of important sales messages all day long. Do anything you can to get people's attention and they will remember you. Perhaps you could pick one day a month and stand outside your store giving away one flower to each passerby. Use your location to your advantage, and your revenue will increase.
Networking
Flowers are needed at events such as funerals, weddings, religious celebrations, anniversary parties and corporate gatherings. As a proactive floral shop owner you need to be networking with other companies that offer services in demand by those kinds of events as well. Start to offer your company name to photographers, bakeries, caterers, printing shops, bridal shops, tuxedo rental shops and other businesses that offer services to these events. Become a regular participant at local bridal shows and events held by the local chamber of commerce for local businesses, and take any opportunity you can to offer your business to anyone who may need you.
Community
Find ways to become involved in your community that make you and your business more visible to the public. Offer free flowers to people in the local hospital, give free carnations in the local high school colors to each graduating class and find other ways to get your name exposed to the people of your community. Since many of these community offerings will be free of charge, it is important to only get involved in events that will generate the maximum exposure. Use your marketing budget wisely and you can start to see returns in the form of increasing revenues at your floral shop.
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