Posts Tagged “ESIF2013”

CSES2013: Demographics are Dead – How to Utilize Psychographics


Did you know that demographics are dead?  Well, I wouldn’t go that far, but I did attend a cool session at Catersource/Event Solutions (CSES2013) all about utilizing pyschographics presented by Daniela Ferdico Faget, Psy.D, Cerebral Artisan, Bella Signature Design, Bainbridge Island, WA.  

First, what is psychographics?  According to psychographics is “the use of demographics to determine the attitudes and tastes of a particular segment of a population, as in marketing studies.”  It takes in account values, personality, and interests so that you can tailor your marketing endeavors.  Below are a few pointers from Daniela to get started on how to optimize your efforts using psychographics to grow your floral, wedding and event business:


  • Everyone is different and even if you have, for example, an Indian client.  It is important to find out what type of Indian so that you know what they need or want.
  • How do you find out the information you need?
    • Questionnaire
    • Google Analytics
    • Consultations
    • Before consultation:
      • Have your clients fill out an online or emailed questionnaire
      • Search for them in LinkedIn, Google, Pinterest, etc.
  • Creating personas is a great way to ensure you know your potential customers and set up dialogs/actions that will be suite those personas.
  • Give follow-up gifts to clients that they really want.
    • Daniela give a candle that reflects each of Bella’s brands that matches the persona of each client.  This says: “Hey, I think we are a good match!”
    • Also, Daniela sends a brochure that was created specifically for each persona.
  • If you are doing a show be sure to know the audience so that your booth design will be geared to them.
  • Facebook ads are a great way to do specified target marketing because you can select a very specific group when setting up your ad.


How do you use demographics and psychographics for your business?

CSES2013: Boosting Your Profitability

Profit – at the end of the day that is what running a business is all about.  If you aren’t making money doing what you love, then eventually you won’t be able to do it any more because money will run out.  This is always a timely subject matter, but as most of you are getting ready to close out your year and have been planning for 2014, this article will contain some ideas that we hope you can incorporate into your floral business plan.

At Catersource & EventSolutions (2013), Matt Alan of MMD Events gave a run down of how to boost your profitability.  Here are some highlights from his session:

  • How do you instinctively read your client before anything is said or done? You can’t, but by marketing and defining your ideal client then you have a much better idea.  Strive to pinpoint where you are profitable and target those specific customers.
  • Good blogs/websites/books/etc. on marketing, being profitable, etc.:
  • Market to clients and tell them what you do.
  • What your clients want to buy is largely shaped by what you are selling, which is done by marketing.
  • Are you managing your clients expectations?
    • Tell them what you do, what their average client spends, and how the first and rest of client meetings will go.
  • Do your clients trust you?…
    • Often times, this is their first time doing this so be sure to take the time to explain the whole process and be sure to get the hard conversations out of the way.
    • Your clients deserve transparency.  Provide that by answering their big questions: what’s this worth, will my guests notice, what is the bottom line?
  • Educate your clients to your advantage
    • It seems like you are reading their minds
    • Educate why they need to achieve their desired look …
  • Sometimes the clients don’t follow your advice, but they will remember that and tell referrals to follow your advice.
  • Most clients will book based on price:
    • You need to connect with your clients emotions and they need to like you.
    • If you prequalify then price isn’t the issue.
    • If you focus connecting emotionally, then your business will grow exponentially.
    • Know what you are good at and figure out what your niche is.
  • Be sure you know how to diversify and stay relevant because the world is ever changing:
    • Remaining educated about your business and different fields within your industry.  One way of doing this is attending industry shows, like Catersource/Event Solutions.
    • For example, knowing how videography style has changed.  You don’t want an old style video on your website because then you look outdated to potential clients.  The same goes for photography.
      • Photographers really embrace this model as they have to change their photo style and move on to the next one as well as upgrading equipment and software.
    • Change should be a part of your biz model
    • Watching for the new trend so they can build a profitable business based on that trend.  Answering the question “What is going to sell today and tomorrow?”
  • You need partners:
    • You can’t be profitable if you buy everything yourself.  MMD knew when starting their company that they didn’t want to get into chiavari chairs, linens, and charges because there was so much of that inventory available all ready.
    • MMD decided to partner up with other like minded companies to increase options in their market.
  • You need to make a profit and there is nothing wrong with that.
  • Your client doesn’t need to reap the benefit of the hundreds of transactions that you do with your vendors.
    • When you pass on professional discounts, you are loosing money.


Tools for Profitability

  • Photo shoots are great to figure out if your clients like it …
    • Make sure people want it before investing in it.
  • 3D rendering program: employing a CAD artist is expensive.  For MMD it was a waste of profits and found that training internally worked best for their business.
  • Before investing in expensive technology make sure it will really works for your business.  For example, an inventory managing system with bar codes sounds great, but how do you bar code clear glass?
  • Better client management – don’t’’ forget that clients are buying you.
  • Stay nimble and agile so that you can deal with inevitable changes.
  • There is no profit in owning everything.
  • Keep the money you earn.
  • Consider new tech and products carefully:
    • E.g. Go to your tent company and say i have sold this type of tent ten times this year, will you buy it?

CSES2013: The Destination Wedding Hot List

Is it me or are we hearing more and more about destination weddings?  At the 2013 Catersource & Event Solutions show, I attended “The Destination Wedding Hot List” session to see what information Kevin Covey, Owner, Kevin’s Parties, Co-Owner Destination Wedding Gurus; Laurie Davies, Owner, Five Star Weddings & Events, Co-Owner Destination Wedding Gurus; and Natalie Vishny, Owner, Swellegant, Co-Owner Destination Wedding Gurus had to share on this trending topic.



P.S. don’t forget that we offer Mayesh Destination Events so that you can have beautiful Mayesh wholesale flowers pretty much anywhere in the world you may have a wedding or event!  Pretty cool!

Here are some highlights from this great session:

  • Top locations for destination weddings are Las Vegas, Hawaii, U.S. Virgin Islands, Jamaica, Bahamas, Mexico, and Florida.


  • Common misconceptions:
    • Destination events are uncommon – actually, you are probably planning destination weddings more than you think.
    • You mind set had to be different and your clients are paying for your expertise.
    • Do you research to find local vendors to save money because this route is much cheaper than flying in a vendor.
    • Destination clients spend more money per guest but you typically get more bang for your buck.
  • Capture the market – make your location wish list and become an expert in those areas.  Don’t limit yourself.
  • Creating a luxury destination wedding ….
    • Offering services like babysitting and shuttle service
    • No cookie cutter formality – couples are looking for adventure and spend time with their guests like cooking classes or salsa dancing.



    • Say goodbye to banquet and hello to action stations.
      • strolling carts throughout the event with guacologists and mixologists.
    • Serve signature and retro cocktails inspired by Great Gatsby and Mad Men.  And don’t rule out unique soda pops.
    • Pre-ceremony cocktail are quite popular.
    • Use interesting and elegant furniture to set the scene.
  • Time to accept your applause:
    • Blog about your hits – blogging is a great way to create great content, attract new customers, and to post on your social media outlets.
    • Create a promotional video – 1 video is worth 1.8 million words; people share videos and recall value to much higher than just words
    • Your website should be current and show your best work



      • Be sure where your business is located and what other areas and/or destination cities you service are clearly listed.  This is a pet peeve for me.  I often visit websites and cannot easily tell where the business is at.
    • Don’t be afraid to ask for reviews and referrals.  Let your clients speak about your best work for you.


Are you already involved in destination weddings?  What are your tips and/or ideas?

Floral Design Inspiration Las Vegas: Naakiti & Preston Bailey

It seems lately that I am always playing catch up with my blogging.  Anyone else in the same boat?  Anyway, these floral design pictures are too amazing to not post and I wanted to make sure that I shared them with the floral world!  We supplied wholesale flowers to Randi Garret, owner of Naakiti Floral, and Preston Bailey for an Event Solutions/Catersource class back in March which was held in Las Vegas.  Formal dresses, a tux, and a mermaid all created out of flowers!  LOVE!

Randi Garrett | Owner
3985 W. Post Rd. Las Vegas, Nevada 89118
Naakiti Floral Website

Photographs courtesy of altf photographers:


Naakiti & Preston Bailey Naakiti & Preston Bailey Naakiti & Preston Bailey Naakiti & Preston Bailey Naakiti & Preston Bailey Naakiti & Preston Bailey Naakiti & Preston Bailey

Design Demos with Jodi Duncan AIFD at Catersource/Event Solutions Idea Factory

So I’ll be getting on a plane headed to Vegas for the Catersource/Event Solutions Idea Factory show this weekend.  You’ll see our product throughout the entire event as we are the main floral supplier for Catersource.

In addition to all of the usual excitement found at this great show, we have decided to bring our 2013 Mayesh Design Star, Jodi Duncan AIFD, in to conduct design demonstrations on Tuesday, March 12th at our booth (#335)!  Not only will you get to see a sampling of our amazing flowers and meet some of our fab floral professionals, but you’ll get to meet Jodi and get some great floral design ideas, tips, and tricks!

Also, be sure to check out AFR’s Design Challenge on Tuesday, March 12 at 1:30pm.  Watch Lenny Talarico, CSEP and Jessica L. Zeidler try to out-design each other with just 30 minutes!!  They will be running over to our booth to pick out their flowers for their design – it is so much fun to watch!

Last, but not least, our Mayesh blooms will also be showing up in many designers’ session – here’s the list:

  • Preston Bailey
  • Harmony Event
  • David Everett
  • David Price
  • Meryl Snow

Hope to see you at the show!!



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