| The big pay off for event planners is that television portrays their services as a “must have” by ending each show with a grateful blushing bride and groom for an event; they alone could not have created. For an industry where Internet shops are setting up for do it yourself weddings; publicity like this proves there's room for everyone in this industry; especially the traditional florists. Riding the Reality Wave You may ask yourself how can my business benefit from this directly? Well, if nothing else we learn that not only do traditional florist need to market to consumers, they must also consider in the equation, wedding planners, caterers, event venues and equipment rental companies as their potential “end user”. By what we call “cross marketing” or networking with complimenting vendors in the industry, traditional retail florist can successfully position their services to a larger target market of consumers .If warranted, invest in your business with the services of a professional consultant. For shops that are small who can't afford such services you can still benefit. |
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Be daring and take advantage of the medias fascination with reality by providing a little reality of your own. Look to local your newspapers for opportunities. These often come in the form of featured articles in the “Life Style” or “Home and Garden” section of the newspaper that would provide excellent public relations for your company. If you already advertise in the newspaper that's a plus. Don't be shy about asking for free PR, after all you are a paying customer. |
