The holidays are some of the busiest times of the year for florists and the most successful when done right. Business owners know that strategic planning before this rush is essential to selling more orders and satisfying customers. Our webinar, “It’s Beginning to Look a Lot Like…The Holiday Rush!” has advice on how you can get ready for what’s ahead and a quick checklist you can breeze through to know your holiday endeavors are on the right track.
Define Your Ideal Customers
One of the best ways to run a successful business is to discover who your ideal customers are. For the holiday season, there are three main groups of people who you can focus on:
- Holiday gift-givers: Whether they are detailed planners or last-minute shoppers, this group wants to make their friends and family feel loved during the holidays—especially in an era where remote giving is still a priority for many.
- Office Employees: Many people want to show their appreciation for coworkers and business partners in a safe and appropriate way. Whether you are selling flowers, candies or other goodies, make sure you have something that’s office-friendly and appealing to this audience.
- Decorators: Some customers love to make their space special with holiday-inspired decorations. This audience doesn’t have a problem spending a little extra cash on grandeur arrangements for tabletops, centerpieces or wreaths to elevate their homes.
Reaching Your Audience
Every business is different. It’s essential you know how to reach your audience and meet them there. When you define and discover your ideal customer, it’s your responsibility to market to them. Think about how they go about their lives and meet them there. Your shop might get incredible foot traffic, and others have a better online presence and do most of your sales through an eCommerce platform. Do what works best for you.
Preparing Your Website
Your website is essential to attracting online traffic and sales. Without a functioning website, you’re not putting out a presence for potential shoppers to discover you on the internet. Make sure information like your prices, photos and shop information is up to date. If you don’t have a website, reach out to your FTD Field Account Manager to learn how to succeed in the eCommerce space.
Creating Your Content
People like to imagine themselves, or their recipient, receiving your product or services before they make a purchase. That’s why it’s key to update your product photography with clear shots of your bouquets and gifting assortments so they get excited to shop at your store.
Pro tip: source user-generated content. Insert a card in the arrangements you send out for delivery with your social media handle on it, asking customers to share their moments online. Here’s an example! “We hope you enjoy your bouquet. Share this memory with your friends on Facebook or Instagram and tag your @thecoolflorist.”
Identifying Your Marketing Channels
Social media is one of the best ways you can attract customers. While running your business and staying active on social media can be challenging, try your best to be active on at least two marketing channels. Consider what would work best for you. Maybe you can dedicate time to email marketing and social media? Maybe it’s direct mailers and search engine marketing. Conduct tests to see what opportunities are making the best return for your business to make the best use of your time.
It’s also important to pay attention to platforms like NextDoor, or your local newspaper if you have a small, tight-knit community. That way, you can attract customers who are in your area considering shopping local for the holidays.
Selecting Your Offerings
What is your shop’s specialty? Whether it’s centerpieces, bouquets or wreaths, get your product line ready and showcase it in your shop windows. You can also decide if you want to have specific promotions. Will you have a Black Friday or Cyber Monday deal? Will you offer a discount for multiple purchases at once? How about a military discount? Different products and promotions can attract more customers, especially when you need something to separate yourself from the competition in your area.
Watch the entire webinar “It’s Beginning to Look a Lot Like…The Holiday Rush!” to learn more about how you can prepare for the busy season ahead.