Always keep your shop name in the public’s interest. You cannot just sit there. Do not let people forget about your business. Do not think that just because your doors are open that people know you are there. Many will not. It actually takes a bit of promoting your floral shop to get people in your doors or place an order on the phone, which by the way is a big part of how florists do business. There are four techniques that quickly stand out in my mind on how to keep your flower store in the limelight.
One way is to always do a weekly advertisement in the local newspaper. It can be a standing advertisement, meaning the same ad every week, that basically says your name and shop information. This type of advertisement is good, but you could probably get more bang for your buck by going a little further with extra creativity in your information in the ad. In the floral business there is always some kind of event you could promote, and if not the flower business is great at promoting flowers “just because”. Create a logo that will be used every week. Use the same logo on your business cards and flower boxes and even your shop sign.
A second way to keep you shop name in the public eye is by doing a memorable radio spot. Create a jingle for which to associate your shop. Associate the jingle with your shop on a regular basis. Advertise a balloon bouquet for $10 bucks. Offer a dozen wrapped carnations as a thank you bouquet. When picked up, wrap creatively in a way that the recipient goes WOW! and will be impressed and will want to come back or will be confident in placing an order for their occasion. These methods are also a part of branding your flower shop.
The third technique could be to donate some flowers. Is there a women’s conference and no flowers have been ordered from your store? Deliver a bouquet to the main event with a note wishing much success with the conference, inserting a business card as well. Is there a new store opening in town? Wish them success with flowers. Let them know you are there to help. Is there an awards banquet? Deliver a corsage or boutonniere to the guest speaker, with the compliments of your flower shop. You will always have extra flowers that need to be used. Use them to advertise for your shop instead of letting them fade beyond use.
The fourth mode to keep your floral shop’s name out there is a weekly special. Somehow make it an event that potential and regular customers will seek out every week. This means maybe use the same format and the same location in the newspaper every week, but with a different extraordinary floral deal each week. Flowers are seasonal. That means that in the summer you can buy a rose for thirty cents apiece, maybe a little less, maybe a little more. Offer a dozen roses for $10. If the sale is a hit, do an encore the next week. As long as it brings in new customers, contacts, and business, the weekly sale will be well-meaning for your flower shop. As always, even when offering a product on special, do not ever withhold on the quality of which it is delivered. My motto is always give a little extra with each sale. Just think of the additional green or the added bit of baby’s breath as an advertising expense. Take every chance you get to show off your store and its abilities.