As you may know my real bug bear is receiving flowers with nothing but the gift card in them, and even a florists business card is BORING. So put something a bit different in that catches the recipients eye. Everything that goes out of the shop with a customer should have a reason inside it for them to come back.

Here is the promotion May promotion 2013

I actually used a die cut machine to create the flower shape that is enclosed but you can get some great large paper punches these days too that are only about £10 and do a similar job if you are doing relatively small numbers. The best way is to give the job to a printer. Visit www.leadprint.co.uk/Die-Cut-Business-Cards/ This company will produce 250 for £115 which I think is a great investment. If you want to leave the date blank and write that onto each card then you can, so that you can have a large run produced and then use them over a longer period.

Just make what you do stand out, remember it is about being different and giving someone a reason to either try you for themselves (gain a new customer from a delivery) or come back and spend more money, more often!

You can also drive customers down a new purchasing route, so say you would like to get more people buying from your website, then put an offer code that is only redeemable on your website and direct them there. Maybe you’ve got some new giftware stock in the shop, then get them instore by offering an extra gift or a % off when they buy from a certain gift range.

Key points

Always make the piece stand out

Always put your contact details on there

Always put a use by date on any offer and it should never be more than 4 weeks hence preferably 2 weeks

Simply cut the cards to shape with a punch or a die cut machine, or even a funky hand cut shape and then punch and attach ribbon, string or raffia which ever suits your style, or easier still get your printer to do it and you simply add the string or ribbon to attach it to the bouquet.

If you have any questions please do not hesitate to contact me Marianne@worldwidefloristmarketing.co.uk

We always value your feedback so please do let us know how you are getting on.

To your success…

P.S  It doesn’t have to be money off it can be extra blooms or simply a ‘Thank You’

These would be people who I knew would be likely to want my product or service.

Once you have the luxury of having customers, you should also make sure you collect their details too, and more importantly database them and use them on a regular basis to communicate with those customers.

I have worked with a number of businesses that find it very difficult to collect people’s details. I am not saying that everyone will give you their details easily, but give them an incentive and they will be more inclined to provide those details.

Here are the pieces

january 2013 promo

January 2013 promo

Building your Database

If you don’t have an up to date database then this is a priority. First decide how you are going to store the prospects and customers details.

There are a whole host of ways, which include a website based database (speak to your webmaster) or systems such as Stralitzia. The important thing to be aware of is that you need to have the ability to export your contacts onto an excel spreadsheet or as a CSV file so that they can be uploaded to an email marketing provider, or for sending mailers, to a print and distribution house such as www.docmail.co.uk

About the piece… 

This is not just one single promotional piece. It does require a multistep set up and involves your web provider setting up a couple of pages. Alternatively, if you run a blog you can even set this up on there as long as you direct people to it on the flyer.

So firstly you need to set up a webpage that you will direct people to. This webpage URL will be printed on the flyer. This is not a difficult thing to get someone to incorporate into your website but it needs you to give it some thought and a bit of planning. It can achieve very good results.

Once they click on the check code this then needs to take them to a second page which has the list of winning codes.

You will need a third page which will have the terms and Conditions on it. I have provided a sample set of these for you to use which are on the website for you to download. The link on the 1^st page should take people to the T&C’s incase they do want to read them!

The physical piece is designed as an A5 flyer that can be door dropped as well as handed out instore or even outside the shop.

You can adapt this competition to be run for brides to be handed out at bridal shows.

I have printed the flyer on 160gsm paper.

You only need to print 3 with the winning codes on. You can print as many as you want with the same non winning code, although I would be tempted to have about 6 different non winning codes so that if you hand them out in store there is some variation.

This makes it easier to get them printed externally, you can have them printed at the local print shop where you can give them either a printed version to be photocopied or send them a PDF file for them to print from.

Another way of giving each one a unique number is by attaching a raffle ticket to each flyer rather than printing the number.

Wow what an awakening… after years of spending big budgets in the corporate world, running my own specialist floral business I had to manage a tight budget and get results quick.

I went back to marketing basics and dug out my direct marketing books. I developed systems, promotions and programmes that built not just my retail business but a subsequent wholesale business too.

After selling both businesses in 2005 I went on to consult with small businesses and founded World Wide Florist Marketing in 2008. Going back to an industry I feel passionate about, to help florists who want to build, and grow their businesses.

Many of you will have seen the pearl earring promotion before that encourages bridal consultations. And although you may have seen it before I will not apologise for using a variation on this, as everyone who has used it has had great results and signed bridal customers they would not have gained without it.

December promotion weddings

December promotion weddings side 2

This Months Promotion

This months promotion should go out as soon as possible as many people do get engaged at Christmas.

The promotion can be used in a number of ways:

You can use it as a flyer to be door dropped and as a handout in the shop and even in the street. The other thing you can do is post it on your facebook site as well as put a big splash on your website.

Even run an advert in your local magazine with it in. Local publications are often not expensive, but are targeted to your local audience and can make a real impact.

Ask your local hairdresser, bridal shop, beauty salon or wedding photographer if they will hand them out for you. If there is a local business who has a monthly newsletter they send out then ask if they will incorporate them in the newsletter, they may charge a small fee.

If you are attending a wedding fair it would be worth having this promotion made up into a large banner or poster to advertise the free Earrings when you book a consultation as well as you telling people and handing out the flyer.

If you have ever wanted to have a go with Google adwords this is the type of promotion worth using for that. Make it specific interms of key words so use your town and wedding flowers as the main key words. The offer should be in the and it needs to direct the person who clicks on the advert straight to the page where they can book an appointment easily online with you or request an appointment by email.

 Key points

I have printed these flyers 3 to a page on 120gsm extra white paper. I do have a laser printer which is a good investment as overall the print cost per page is lower and the print quality better, but if you don’t have a laser printer then I would recommend getting them printed at your local print shop where they will slice them for you.

With regards to the earrings you can use the Crystal or the Pearl earrings, both are amazing value on Amazon. I found the crystal one’s complete with box for £5.99. Currently at the time of writing the pearl ones without a box for £3.99 don’t appear to be on Amazon but there are others at £5.99. See below for the links to the earrings but have a search around on Amazon and other discount retailers to see what is available. You can even change the offer to be a pendant or other valuable looking item. The trick is to make them look a million dollars with a bit of classy ribbon tied around the box. Here is a box you can get for 54p.

www.boxdisplays.co.uk/

http://www.amazon.co.uk/Sterling-Earrings-Swarovski-Beautiful-jewellery/dp/B005O248RA/ref=pd_rhf_se_p_t_1

http://www.amazon.co.uk/Elements-Sterling-E3065W-Freshwater-Earrings/dp/B00165ZQHA/ref=sr_1_sc_1?s=jewelry&ie=UTF8&qid=1323266866&sr=1-1-spell

Why this works

We all like a freebie  (it doesn’t matter how much money we’ve got) and especially one that looks valuable!

People want to be made to feel special and a gift helps build your relationship.

Putting an expiry date on there moves people to make a decision to book a consultation to see you, the fact that this offer is limited will make it appear more special.

The cost of a promotion such as this is small compared to what you should be making from the lifetime value of a bridal customer providing you are costing your bridal packages correctly and then continuing the relationship after the event.

Make sure you then have the tools to close the sale…

1)   A special wedding consultation area in the shop where people feel comfortable and you’ll not be disturbed

2)   A portfolio of designs and photographs that you have of previous weddings beautifully presented so brides can see what you’ve produced along with testimonials

3)   Magazines that are current and show a whole range of ideas

4)   Your diary

5)   A contract ready to sign the bride up

taster promos

Please download and use them in your business. If you are not currently a member but would like to get loads more promotions for FREE you can join for 2 months free of charge only cost will be £2.97 P&P.

If you choose to stay each month is just £37 inc VAT and you can cancel at any time no hassle. Just click here to get started today!

If you would like any help or advice please do not hesitate to email me marianne@worldwidefloristmarketing.co.uk

august promotion of the month side 1

august promotion of the month side 2

Why this works

The key about this piece is that the most important part of it is wishing the Bride
and Groom well, this is all about the relationship building. The other side
asks if they would pop a photo to you after the wedding and offers a reward for
doing so. This does need to be followed up with a card about 4 weeks after the
wedding asking again if they haven’t done it. I have heard businesses say why
should I give rewards for something such as a photo…well the cost of making up
designs and getting them photographed would run into £100’s of pounds and not
be anything like as authentic as showing a real life bride and groom who also
may just write you a few nice words to use on your website and in your
promotional materials. Never underestimate the power of what is known as social
proof, facebook is a clear example of how powerful this can be, as are the
reviews posted on Amazon.

Key points

The aim of this promotion is to continue the relationship with the bride and groom
after the wedding. Many florists I speak to say how happy all their brides were
with the flowers but they never see them again.

The reason for this is that they don’t keep the relationship going, so it fizzles
away. These people are hot prospects, you have been there on the most important
day of their life providing a product and service and then you let that hot
prospect go cold. There are so many opportunities for sales from these people…First
valentine’s day, First wedding anniversary, Mothers Day, Gift’s, Christmas so
get them on your database, build relationships and market to them.

The enclosed card is the first step in the post wedding relationship as it will go
with the flowers on the wedding day, which for you is likely to be the end of
your current contract with the customer.

The nice message gives the recipient a warm feeling.

The second message requesting a photo of the day also offers something in return to
the bride, I would give a £5 gift voucher which they can spend on anything
instore.

Prospective customers will always believe what actual real customers say about you more
than they believe what you write about yourself. The fact that others have used
you and are happy with you and a prospect can see the photographs from an
actual happy couples wedding holding your bouquet is worth far more than a £5
voucher.

I used 300gsm gold card for the heart and then inkjet acetate for the printed pieces.

You can buy a heart Shaped Cutter at Glittermonster.co.uk.
or if you bought a flower punch for the promotion a couple of months ago you
can use that. I personally use a Cuttlebug die cut machine which is around £60
but the beauty of them is you can buy larger shapes than you can often get in
punches

To book your place now click here

The British Florist Association in partnership with Country Baskets invites you to a highly innovative and interactive seminar.
The seminar is designed specifically for florists, looking to increase sales, win new customers and make more profits, through offline and online marketing. The seminar will also focus on sharing proven ideas to improve commercial performance, build a competitive edge and reduce your business costs.
The evening will be hosted by the BFA with presentations from leading industry specialists who have designed the event exclusively for florists.
 

The seminar will be held at a choice of venues and dates from 6.00 to 8.30pm:
7th June 2011 – Country Baskets, Gibbs Road, Lye, Stourbridge, Birmingham, DY9 8SY
8th June 2011 – Country Baskets, Units 1 & 2 Weldon Road, Loughborough, LE11 5RN
There will be an opportunity to meet and chat with fellow florists over a finger buffet and refreshments.
The cost of the evening is only £15 + vat.
Please visit www.britishfloristassociation.org for more details – register online or call Carl on 0844 8007299. Delegate places are limited, so please book early.
We hope you will be able to join us for an inspirational and insightful evening!

Want to create your own video like the one above click here and try it for free, it’s a great marketing tool.

Take a look at what’s in store this month:

Watch the Video’s

How to Rank in Google Places

 Facebook Fanpage Video

  Download the How to do it PDF’s

Three great ways to promote online

Download “Ready To Go” Promotions

FaceBook Fanpage HTML Text file below needs to be opened in an HTML editor such as notepad or take me up on the offer to do your fanpage as part of this months subscription. It saves you time and won’t cost you a penny!

facebook fanpage

accountants promotion 1

accountants promotion 2

accountants promotion 3

solicitors promotion 1

solicitors promotion 2

solicitors promotion 3