B2C marketing materials for Save The Florists?

[NicoleAtTF]

So, we've been hearing a lot about florists wanting to use parts of the Save The Florists campaign for their consumer outreach. This actually also reflects Mark's first response to me about Save The Florists which was "man up and take it to the consumers."

So we're thinking about what marketing materials we could create that would help shops market to their consumers at the grassroots level. What kind of messaging would you want (that's somehow related to the overall Save The Florists, don't dropship, visit a real florist)? What types of materials would you want? Please keep in mind, this is something we'd provide to all member florists nationwide.

I've also posted a similar discussion on the Save The Florists Facebook page.

Thank you!

 

[dhamil6490]

How about adding a blog page (free to the florist) to our TF website in which each shop owner could offer insight to their customers about order gathers, drop shippers and the rest. TF might want to offer a template message that could be customized by each shop owner. I'm not so sure I want professionally prepared marketing materials which indicate to my customers that the floral industry (my shop included) is in need of saving. If you decide to go the other route, I would want the message to be a positive one - "You win with a Real Florist every time"

 

[kt4ye]

Hello Nicole...

Maybe it's obvious to others, but at whom is this progarm aimed? Your members? All florists? The general public? The flower buying public?

What is the anticipated outcome? How will TF know when you have achieved it?

To this old florist, TF's program rreminds me of the guy who had to pee. He couldn't find a restroom so he did it in his dark blue business suit. Afterward, he remarked that it was, "Warm and satisfying, and nobody noticed very much."

All the best,

Bill

 

[terri]

This is bothering me just a tad. Do we really want the consumer to think that the B&M florist is a dying? I don't care if I had a dime left in my pocket, I would still tell my customers that business is great. People want to deal with successful people. They don't want to know how bad it is for some. I'm an optimist. This save "the florist campaign", if you choose to jump on this band wagon is not something we should make public. If you're losing $$ to the OG,WS,Cosco the gas station--go after weddings, corp.,restaurants,etc. We don't have to lose. We're in a creative field, yet we can't come up with alternatives to save ourselves without airing our dirty laundry.

 

[Tracy D'Amico]

I agree with Terri. Saving something is meant for causes, charities, refugees. While we, as business owners, may identify with all of these things .... it doesn't sit well with me to ask someone to 'save me'.

There was a florist in a neighboring town who put out a sign at the holidays that said "Support your local florist" and that didn't sit well with me either .... (long gone, in biz for 2 years tops)

If the message were more positive, less desperate..........

As for what to put on this marketing material (which I won't use, so take my advice with that in mind) would be to promote to consumers the role a business has in its community - offering rateables, jobs, donations to local charities - in plain english easy to grasp terms. Explain how the local dollars stay local - int'l dollars don't.

hth

 

[terri]

Thanks Tracy, I wouldn't use the material either.

I've said this several times before. The consumer HAS to be educated when it comes to flower buying. If they have to send out of town-type in "florist & zip code" (sorry Nicole) Then everyone will get a fair chance at the order. The WSs are on all pages anyway.

When I was teaching, a teacher that was being excessed stood up at an assembly & begged the parents to fight for her. It didn't work.

 

[goldfish]

We are not a TF member (we are an evil FTD florist), but I can chime in.

So we're thinking about what marketing materials we could create that would help shops market to their consumers at the grassroots level.

Lottery tickets. I'm serious. Here's how it works...

Every Teleflora wire order comes with a little lottery ticket, whose winning should be substantial, like a brand new car. When the florist delivers, they attach this little ticket to the arrangement.

The ticket should be printed with not just the lottery number, but also with name of the florist, website, and phone number. The recipient will not throw away the ticket with all those info, unlike regular delivery tickets.

No single retail florist can do this for obvious reasons, but Teleflora (or FTD or 1-800 for that matter) can.

OK, if you ever use this idea, would you send me flowers?

 

[BOSS]

How about instead of "Save the Florist" which is a noble effort...

"Florists Serve!" and tout the reasons "local is best".....

I'd like a copy of the dog peeing on the box tho... I'd blow it up to 5x5 feet and hang it in the shop... or as another TF employee shared with me, maybe I'll wait for the Clydesdale version to come out

 

[NicoleAtTF]

Yeah, sorry I didn't make it clearer - we don't believe the phrase 'save the florists' will be useful with consumers, either, but the messaging around that (use a local florist not a drop-shipper) is the central point. I'm glad most of you don't want to communicate the 'Save Us' message!

If we were to help create materials to encourage the 'shop local' message, however, what would be useful?

 

[NicoleAtTF]

Bill-
The original campaign was aimed at florists, but we've heard a lot of feedback that shops want us to provide materials with the same look and feel but a consumer oriented message. I'm trying to understand what would be useful/valuable for us to create with consumers in mind.

 

[CHR]

What florists really need is a nice comparative piece on the advantages of ordering from a local florist instead of an OG or drop-shipper.

Remember, four times more retail sales have been lost to OGs than to FedEx boxes.

 

[kt4ye]

Bill-
The original campaign was aimed at florists, but we've heard a lot of feedback that shops want us to provide materials with the same look and feel but a consumer oriented message. I'm trying to understand what would be useful/valuable for us to create with consumers in mind.

Well...

I'm not sure TF wants to hear this, because TF takes orders direct from our local customers for delivery to our local areas and passes them back to us in a heavily discounted fashion. But since you asked...

Why buy local? The customer will get more product for the same money OR lower prices for the same product. This is because local florists do not add a Service Charge. 100% of the customer's money stays in the local economy vs 54% if they order from a non-local floral marketeer. This means that a local purchase does not contribute to EXPORTING LOCAL JOBS. There will be a reduction in ordering errors. This is because local florists know the geography and will not mis-spell street names, Hospital and Funeral names & locations. They will also spot inappropriate orders such as latex balloons to the Pediatric ward, a CROSS being sent to a non-Christian funeral, or out-of season flowers being ordered.

TF can supply the talking points for why buy local vs from a BOX supplier. But contrary to TF's thinking, the BOX suppliers are not the problem!

I hope this helps,

Bill

 

[kt4ye]

<snip>
Remember, four times more retail sales have been lost to OGs than to FedEx boxes.

This seems reasonable, but do you have some data to back this up?

Bill

 

[Sarah Botchick]

So I am going to flip the table a little and give a consumer point of view, since I am not a florist. The most successful marketing talks to the consumer's wallet or to the consumer's heart. Along the lines of Mark's comment, also show how it is better for them financially to buy local. What better service they can expect. Money stays local... etc. Kind of like that campaign the 3/50 project is doing. Focus on better quality flowers. More for their money, etc.

I have been trying to educate my friends and family about buying from local florists. They all look at me like I have three heads. UNTIL I tell them they get better quality, fresher flowers, more for their money from local florists. THEN light bulbs come on. Suddenly it matters to them.

 

[kt4ye]

YES! Sarah

It's called WIIFM. What's In It For ME. Unless we answer that question, we have no advertising campaign at all... just the dark blue suit!

Bill

 

[KABERS]

Seriously I would just like fair. I'm ftd. In the last week, I rejected 6 order gathered orders. total value was $265.94. I figured my total cog, labor and delivery expense at least 50% (so 133.00 cost) they get 27% or 71.81 and at least another 12.00 service fee each - so another 72.00. they make $144.00. I make $61.00. Oh and I only make that profit if I don't stuff, don't have to redeliver, or don't have to replace it because It "doesn't look like the picture"

 

[BOSS]

BOSS's Quote of the day!

Seriously I would just like fair. I'm ftd. In the last week, I rejected 6 order gathered orders. total value was $265.94. I figured my total cog, labor and delivery expense at least 50% (so 133.00 cost) they get 27% or 71.81 and at least another 12.00 service fee each - so another 72.00. they make $144.00. I make $61.00. Oh and I only make that profit if I don't stuff, don't have to redeliver, or don't have to replace it because It "doesn't look like the picture"

Excellent point! And everyone wonders why I still shake my head at those that fight to get in-comings...

 

[Sarah Botchick]

Maybe the campaign should be "Choose. Local. Florists." instead of "Save the Florist." Choose being an action word, yet not making the florists look like they are desperate...

 

[conchandler]

Well, Nicole, if you're looking for suggestions, how's this: the co-op ads that TF is famous for with the $off coupons could be offered FREE to florists who met your 20 outgoing orders minimum for the same holiday previous year. It's a WIN for the consumer with the discount, a WIN for the florist who gets the order direct (and sells another codified container), and a WIN for TF because you'll have a happy, excited member. Of course, the ad will spell out what others in this thread have said about keeping the dollars local, etc.

 

[Rhonda]

plain and simple any advertising of such a promotion to the public should not have teleflora.com in any type or size on it. Promote buying through local TF members. It's all about the florists? Then the premise of teleflora.com must change and be a funnel to member shops not profiting off those orders and collecting of customers info.