Posts Tagged “marketing”

Women’s Day 2015

Women's Day 2014

 

Valentine’s Day has come to a pass and now it is time to rally for Women’s Day, which is on March 8th!  For a little history on this holiday, you can read my blog post from last year.

In the next few days our branches will be receiving 100 of each of the fliers/posters below for you to help promote Women’s Day in your shop.

 

The Women’s Day promotional posters are being provided by:

  • Association of Floral Importers of Florida
  • Asocolflores
  • CCFC
  • CalFlowers
  • SAF
  • Wholesale Florists & Florist Suppliers Association

SAF has created tons of resources and graphics to help florists promote this holiday as well.  Be sure to check them out here:  http://www.safnow.org/womensday

Michael LoBlue, CEO of CalFlowers share with me:

“[We are seeing] unprecedented industry cooperation.  According to Flowers& Magazine’s February issue reporting on a high level meeting referred to as the Flower Summit, held at the WF&FSA Annual Meeting  in October 2014:

“At the end of the day six of these organizations formed a partnership and called it “Promote Women’s Day”.  The partnership covers a wide industry base, from U.S. and Colombian flower growers, to importers, exporters, wholesalers and others.  In fact, the coalition represents possibly the most successful example in many years of cooperation and collaboration among different segments of the industry to boost flower sales.” (pg 62)

As an active participant in this collaboration — actually, it was CalFlowers (formerly known as:  NORCAL) that challenged the other industry associations to come together, put aside parochial interests and concerns, and do something together that rises the tides to lift all boats in this industry.”

As you can see this is an exciting effort happing with in our industry!

Poster 1:

Women's Day 2014

Poster 2:

Women's Day 2014

 

So tell us … have you promoted Women’s Day in the past?  How did it go for you?  Are you going to promote it this year?

Florist Marketing Toolkit Highlight: Pinterest

Pinterest

 

As originally posted in the 9/30/14 WF&FSA netWORK e-newsletter

BY JACQUE SIR LOUIS OF SMITHER’S OASIS

============================================

PICTURES WORTH 1,000 WORDS OR >70 MILLION USERS

With more than 70 million users and a popularity and user group greater than Twitter, Pinterest garners >80% women with most popular topics of food, fashion and weddings. With this user base, it pays to put effort into Pinterest and be prepared for your brides when they start sharing pin boards.

Tips for Pinterest (4-5 hours to begin, maintain weekly/monthly)

Creating a pin board will take you 2-3 hours to start, and to keep current, you should consider updating on a weekly, or at least monthly basis. The best reason to use Pinterest? It has more than 70 million users, is one of the top five social media outlets and the fourth largest topic? Wedding flowers. Want to know more about Pinterest and how it compares? So this invaluable resource skews heavily toward female buyers and is the perfect match for a wedding flower shop.

 

1. Plan for Pinning Success

When setting up your account make sure it is set up properly and branded with your logo. Create boards that suit your target customers and your industry niche. Also make sure that you have integrated your Pinterest platform with your other social media platforms.

 

2. Remember Copyright

It is important to ensure that you are not directly uploading images that are not yours due to copyright.  Pin directly from the source and also remember to attribute your source.

 

3. Pin Strategically

The mantra is Pin, Repin and follow. Build up a  loyal tribe and they will reward you with significant sharing. Remember when anyone repins the link still points back to your site. Think of Pinterest as a friendly virus.

 

4. Be a Social Pinner

Don’t forget to comment , like other pins and @tag other pinners by name. Also remember your manners and say thanks when you are repinned.

 

5. Produce Pinnable Content

The rise of a much more visual web requires you to create and share high quality images. Also remember that you can also pin video as well. For B2B businesses that work in knowledge industries you can also pin images that point to your presentations on Slideshare.

 

6. Create and Curate

Don’t just post your images curate other quality images and photos from others. Remember to share the love. The power of reciprocation is alive and well and if you share others content they will feel obliged to share yours.

 

7. Be a Creative Pinner

A lot of business have great images offline that could be placed online to add to your content. Run competitions and include call to action in your pins.

 

8. Keep Search Engines in Mind

Google notices fresh content and also social signals. So optimize your pins with hashtags, links, categories and keywords. It is very important to pin images and content from your website. Pinterest can drive a lot of traffic to your website if you do this correctly with compelling and contagious photos and images. Infographics work very well on Pinterest.

 

9. Don’t Forget your Tools

The most essential tool is the “Pin It” button on your browser. Also download the Pinterest app for your mobile devices.

 

10. Monitor and Measure your Traffic

This will assist you in finding out what works and what doesn’t. Do more of what works. Also monitor what your competitors and other brands are doing and you will be surprised by what you will learn.

 

WF&FSA Pinterest

 

Learn more with WF&FSA’s Marketing & Communications Toolkit created just for florists!

Marketing Toolkit Highlight: Do You ‘YouTube’?

WF&FSA Marketing Toolkit Youtube

 

Here is another in a series of tips from the WF&FSA Marketing Toolkit.  The use of YouTube as a vehicle for marketing in business has become a major player in the social media arena. YouTube started as the brainchild of three former employees of PayPal who wanted to create a video sharing site where they could easily take videos and upload them to share with friends. YouTube began as a venture funded technology startup and was officially founded in February of 2005. In November of 2006, Google acquired YouTube. Currently, over 1 billion users visit YouTube each month and over 6 billion hours are watched each month on YouTube. This makes it one of the best catalysts of communications for marketing to your customers and potential consumers no matter the demographics. YouTube is being used in some way by the Baby Boomer Generation to the new Generation Z. It is a great way to market your products and services to them.

Want to get started? YouTube makes it quite easy! First subscribe to YouTube so you can look at all the content they offer. Secondly, build playlists of your favorite videos. Lastly, and the most important thing you need to do, is to start your own YouTube channel. Here you can post the videos which you create, to promote your company and share them with your customers and potential consumers to market your products. Innovate your marketing plan by using this platform of social media and you will definitely touch more of your potential market.  Learn more with WF&FSA’s Marketing & Communications Toolkit created just for florists!

 

WF&FSA’s Florist Marketing Toolkit Highlight: Blogs

Last month I shared with you the newly created WFFSA Florist Marketing & Communications Toolkit.  This month, I did a little summary write up on the importance of blogs.  Read it below and if you haven’t had the chance, download the toolkit and let me know what you think!

As published in the 8/19/14 WFFSA netWORK newletter:

 

BLOGGING IS A KEY COMPONENT TO YOUR SOCIAL MARKETING STRATEGY

Blogging is often overlooked and with the popularity of social media is sometimes seen as non-essential, but we beg to differ.  Blogging is a key component to your social media strategy.  With social media, your content is only relevant and seen for a short period of time, as well as difficult to search for old content.  To ensure that all of your hard work in creating great content is not lost, be sure to post it to your blog!  It is a great way to keep your website fresh, encourage people to revisit your site, and helps with your SEO.

At Mayesh Wholesale Florist, consistent posting and relevant content are the main objectives.  Mayesh strives to post at least twice a week with all sorts of content ranging from design videos, flower information, design inspiration, and more – all geared toward professional floral designers.  If you do not post consistently, then people will forget about your blog/content and you will lose readers.  If you are creating content that has nothing to do with your target audience, then you are wasting people’s time and again will lose readers.  Ready to establish a home for your content to drive new visits to your website?  Learn more with WF&FSA’s Marketing & Communications Toolkit created just for florists!

 

WF&FSA Florist Marketing Toolkit

 

It is here!  WF&FSA tasked its Marketing Committee, which included yours truly and Ben Powell among others, to create a marketing toolkit for you … our customers … florists.  So we created a guide that reviews all things marketing from social media to guerrilla marketing and everything in between.  Looking for #hashtag ideas, want to try an out-of-the-box campaign, just want to know how to get started using Pinterest?  No problem.  Wholesale Florists across the country want to help and this is a start of providing that type of help.

 

The toolkit covers the following topics:

  • Social Media
  • Broadcast Media
  • Print Media
  • Opinion Editorials
  • Email and Direct Mail
  • Charitable Tie-Ins
  • Guerrilla Marketing
  • List of Holiday and Special Days

The Marketing Toolkit is a living document and we will be continuing to make on-going updates, so if you see something that you believe should be included or you have a great marketing idea, please let us know.

GET THE TOOLKIT HERE

Women’s Day 2014

 

Mayesh wants to help you spread the word to your customers about Women’s Day, which takes place on March 8th. If you have never heard of Women’s Day, it is an international holiday that celebrates economic, political, and social achievements of past, present, and future women. Here are some highlights regarding the holiday:

  • In 1909, Women’s Day started as an American holiday in New York City.
  • It spread to Europe in 1910.
  • Russia and Eastern Europe embraced this holiday after the 1917 Revolution.
  • It is now the largest flower holiday in these countries exceeding Valentine’s and Mother’s Day combined.
  • In 2012, 268 events were held in the USA to inspire women and celebrate their achievements – up from 74 in 2011.
  • Watch this video showing how pretty much everyone in Russia buys flowers for Women’s Day: http://youtu.be/H4-jpcz9y0E

 

 

Can you imagine such a holiday in which people from all walks of life purchase flowers to celebrate all of the important women in their lives? If you would like to explore the possibilities and promote the holiday within your shop, we have created marketing assets to help you. Please feel free to download the materials at no cost to you. You will find the following items (in both JPG and PDF formats):

  • 16×20 Poster
  • 8.5×11 Flier
  • 4.25×6 Postcard Front
  • Facebook Timeline Cover

The .jpg files are optimized for print, not web, so the colors will show a little differently online.  For what the true colors look like be sure to look at the .pdf files.  Also, if you don’t have a company that you typically use for printing, we often usehttp://www.uprinting.com/.

Lastly, if you are looking for some different design options, as well as ideas for social media posts, press release, promotional ideas, etc., be sure to check out all of the resources provided by SAF at: http://www.safnow.org/womensday.

AIFD2012: Floral Design Photography

Scott Acevedo AIFD did an important program for all florists on photography.  With the popularity of blogs, Pinterest, Instagram, and Facebook taking great photographs of your work is not only good to do, it is essential.  Your clients are surfing the web before they even talk to you and if you don’t have your work up, your competitor will.  For someone like me, if you don’t have a website or blog showing off your designs, I’m going to wonder why.

I hear all of the time from florists that they just don’t have the time to create content for a blog (or social media), but here’s the “thing” … each and everyday you have the most challenging part done – creating unique content a.k.a. your floral designs – and all you need to do is have a set up to take pictures and then throw it up on a blog and let your audience know through your social media channels about your new content.  Easy, peasy!

 

The first part of the Scott’s program covered the different ways you could use your floral photography:

  • Use the pictures on your website.  For example, use them for the lead departments of your site – birthday, sympathy, wedding, corporate, etc.
  • Create note cards to use to send out with your floral designs – a great up-sell.  We actually just created our own custom floral note cards for our branches to use and they are a big hit!
  • Enlarge the prints to sell and/or to decorate your floral shop or design studio.
  • Use single variety pictures to help sell new or unfamiliar varieties to your customers.  For this point, I just wanted to say that we have many customers who point their customers to our very own Flower Library.  I even know of a customer who has printed cards with the Flower Library URL to give to all of their brides so that they can browse through all of the flowers and create FloraFiles filled with their favorites.  I even see florists share our Facebook photo albums with their audience to show what is available now.  Easy, free content all at your disposal.

Here are some photography basic set-up pointers on using a tripod, PVC pipe frame, foam core draped with material, 2 lights, and camera placement:

  • Use a tripod whenever possible.  Even if you think you are holding the camera as still as possible, most likely you are not.  A tripod makes a huge difference in making a photograph look professional.  Just using your point-and-shoot camera with a tripod will give very nice quality pictures.
    • Be aware of “low key” and “high key”.  Low key is using something like a black background and high key is utilizing a pure white background.
  • Scott likes to use a neutral gray backdrop draped over a PVC pipe and foam core frame because it allows all of the colors to pop, whereas black tends to absorb all of your light making it hard to see the details of your design.

 

 

    • I differ from Scott’s opinion on this subject a bit and I am not a fan of plain gray backgrounds as I think it looks drab and boring.  I really think investing in a great backdrop and/or floordrop will take your pictures to the next level.  I’m a big fan of Traci Ryant Photography (she has taken my daughter’s pictures for the last 2 years) and she often uses drops from a company called LemonDrop Stop.  Here’s a picture of a sample set-up.  You would want to set yours up on a table, of course, but these drops are swoon worthy and would be a spectacular backdrop for your beautiful designs.  They have faux wood, old doors, fun patterns, and fabric all in a inexpensive polypaper perfect for you!  You are sure to find something that will ensure that your pictures are completely branded with your company’s look from the flowers to the background.  A few samples from the LemonDrop Stop site:

 

 

    • Do you have old shutters, or an old door, or a cool looking wall?  Then try those as backdrops too.
  • Lighting – if you want to be a professional as possible you can go with a strobe light, but to get started 2 basic lamps can be used to fill your pictures with the proper lighting.  Of course, if you have a great area in which you can utilize natural light, that is always the best option.  Here are some lighting specifics to keep in mind and play with:
    • Hair light – this lighting comes from behind to light from the top and behind
    • Key light – accents the facial features
    • Fill light – Fills with the light a bit more
    • Scott recommends Calumet Photo if you want to start looking into lighting.
    • If you are on site at night, using flash may help prevent blurriness.
  • Camera position – be aware that you will need to adjust the angle of your camera depending on the design.  Sometime it may be better to be looking down at an angle or sometimes it may be better to shoot straight on.  Experiment and have fun!

If you do wedding and event flowers, then be sure to bring your camera (and your tripod) with you for the set up.  It is great to get pictures with your clients holding the bouquets, the boutonniere on the guys’ lapel, or the centerpieces placed on the tables.  Be sure to crop out the faces, otherwise you will need a model release.  If all fails, be sure to introduce yourself to the event photographer.  Often times, the photographer will allow you to post pictures as long as you are giving proper credit.  You won’t know until you ask.

 

 

Last, but not least, to ensure that some other site doesn’t steal your work, be sure to watermark your pictures.  You don’t need to get fancy software as you can just use something free, like Picasa, to add a text watermark with just a few clicks.

I hope you are now ready to start capturing pictures of your floral designs.  If you are still looking for more pointers try browsing Pinterest for camera and photography tips.  Also, FlowerChat recently published a post all about photography too – check it out here.

For all you floral designers already taking your own pictures, comment some other tips of what works well for you!

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