At Bloomtastic Florist in Columbus, Ohio, Heather Waits is now experiencing a second round of postponed or canceled clients. “You console your clients in an upbeat, cheerful way; then, when alone, cry your eyes out as you look at your eroding bank account,” Waits, a columnist for Floral Management, confessed in a recent issue of the magazine. But, she said, there are strategies to help mitigate the damage.
“Weddings will continue, just in a different way,” writes Waits. “Couples will be more mindful of their spending, celebrating love in all forms and creating a fulfilling wedding experience.”
Here are two ways you can help them do that, according to Waits:
- Guarantee the Price
Something I have always done is guarantee the flower price to a wedding client once he or she hires me. To my shock, not many other florists do. Advantage: Bloomtastic!
Here’s how I do it: I will create an email, Facebook and Instagram posts, and ads targeted to engaged women with a headline reading, “Pay 2020 pricing for your 2021 wedding!” It’s catchy and motivating to a bride or groom who is counting the pennies right now (and who isn’t?), and I see an increase in inquiries immediately.
I use wedding proposal software, so I revisit my pricing before I start this campaign to ensure I have a healthy mark-up and even anticipate increases. This way I make certain my costs are covered and my profit is intact. September is the perfect time to do this, by the way, because it’s just before the holidays, when lots of engagements typically happen
- Offer What Your Competition Won’t
Discover what the other wedding florists are not offering and make it one of your selling points. Your competition won’t show the client a free centerpiece mock-up? You do it! (Then sell it or use as a display in your store. I’ve convinced countless other wedding clients to upgrade a centerpiece, all because I had a live sample in my store they saw and loved.)
Do they offer rentals, such as arches, easels, table numbers? These are the pain-in-the-butt items our clients often must source on their own. So why not do it for them and make some extra money? Etsy is a great place to find unique pieces you can rent over and over!
How about teaming up with your favorite wedding pros and creating an elopement package? A baker, photographer, florist and officiant can combine their talents to create a memorable and affordable wedding experience!
Read the full column and get two more targeted tips from Waits in the September issue of Floral Management.
Mary Westbrook is the editor in chief of Floral Management magazine.
