In-Shop Promotions
- Straight to the Heart. Send congratulations notes or small bouquets to brides-to-be featured in the newspaper’s engagement section and invite them in for a consultation.
- Wedding Window. Decorate your shop window to look like a wedding. Include bouquets, pew decorations and centerpieces.
- Bridal Party. Invite brides and their mothers to your shop to learn about how flowers add a dramatic, romantic effect for their perfect day. Serve tea, sparkling cider and sweet treats. Promote the event at bridal shows, in newspapers and online.
- Ladies’ Room. Create a beautiful, private area in your shop to hold wedding consultations. Frame and hang one of SAF’s wedding posters.
- The Perfect Match. Position yourself as a color and flower expert. During consultations, show your best wedding work, displayed in beautiful photo albums. Have color swatches to help brides envision the complete look.
- Never Say Never. If a bride wants an unseasonal flower, tell her what it will cost and let her decide if she is willing to pay. Be prepared to suggest creative, comparable alternatives.
- The Goldilocks Approach. Show brides three samples: small, moderate and upscale. Brides often will opt for the larger sample.
- On Hold. Use the “Relax” radio commercial script as your on-hold message during prime wedding planning seasons.
- Lookin’ Good. When servicing a wedding, make sure your employees wear uniforms, and your vehicles and everything you do on-site have your name clearly displayed.
Online
- Ask Your Florist. On your website, include a tips sheet with questions brides should ask during their first visit, and information they should have for you. For content ideas, visit the wedding section of SAF’s consumer Web site www.aboutflowers.com.
- Trendy Tips. Provide a checklist of unique ways to use flowers at weddings, such as guest gifts, hair accessories and as garnishes for champagne and wine glasses. For more ideas, visit SAF’s www.aboutflowers.com.
- Photo Gallery. Include photos of your best wedding work and testimonials from brides.
- Tie theKnot.com. Consider contacting The Knot, the premier online wedding resource, about advertising opportunities such as a listing in its Local Resources guide or e-mails to brides in your area. For information, visit www.theknot.com.
Public Relations
Be the Source. Send a press release to the media in December or early January, when most newspapers are planning their wedding supplements, on one of these topics:
- How to choose wedding flowers and colors (offer a free “color” consultation to brides who see the news coverage)
- Wedding flower trends
- How to create a unique ceremony setting using flowers
- Use content from the wedding section on SAF’s www.aboutflowers.com.
Promotions
- Bridal Shows. Exhibit at as many bridal shows as possible. Display samples and photos of your wedding work. Hand out copies of the “Married to Perfection” or “Relax” flier labeled with your shop’s contact information.
- Network. To help spread word-of-mouth, mingle with the following people and companies: Bakers, caterers, dress and tuxedo shops, entertainment companies, invitation vendors, jewelers, limo companies, photographers, reception venues, travel agents and wedding planners. Try the following:
– Offer to design flowers for vendor booths at bridal shows.
– Provide brochures, business cards and the wedding postcard or flier to various vendors to display in their stores.
– Meet with wedding planners, who can be your best connections to brides.
– Thank those who refer you with a gift of flowers.
- “Model” Bouquets. Partner with bridal salons, offering fresh or silk bouquets for brides trying on gowns. Ask if they will keep your portfolio and business cards on hand for brides to flip through while waiting.
- The Perfect Wedding Album. Create a portfolio with testimonials and photos from brides. Partner with a wedding photographer to shoot your flowers and create a portfolio you can share.
- Radio Promotions. Contact the promotions director at a radio station with a fun promotion. The bride who calls in with the most romantic proposal story wins an arrangement. You provide the flowers in exchange for on-air mentions of your shop.
- Fine Print. Download the “Married to Perfection” or “Relax” wedding ad. Run the ad in your newspapers’ wedding supplements, bridal show brochures and local bridal guides.
- A Year to Remember. Send an arrangement to brides on their one-year anniversary. Include a “Married to Perfection” or “Relax” flier or postcard, and ask them to refer engaged friends.
- Bridal Rewards. Customers who refer brides to you receive flowers on their anniversary (one year for each referral).
- March Madness. Each March, SAF’s Floral Management magazine focuses on ways to build wedding business.
