Math 2005.
"Please just follow this math example.
Using an AVERAGE florist as a model, the quidelines have always been for every 100 orders that a florists handles, traditionally 80 are for local delivery, 10 are for wire outs and 10 are wire ins. In simple terms that just means that the wire business is within the 20% industry parameters. The guidelines for advertising budgets has always been to spend up to 10% of overall sales. On the tradional florists above, it means that 8% can be spent on the 80% local business and 20% towards the wire side of the house.
That 8% we just talked about is tradionally done with yellow pages, maybe some local newspaper ads and possibly some direct mail. The remaining 2% is for the cost of the wire service. However, the first problem is, the current cost of a WS now far exceeds the 2% for an average florist. For example, for a florist that sends 50 orders out per month and gets the same number in and the average amount of these orders is $50, it means for $5000 in business, the average dues and fees to belong to just one WS exceeds $300 a month. That's 6%. Many florists have to rob from the advertising budget for local full value business just to pay the dues and fees of the WS.
Many are now talking about investing in websites and internet directories to help convert some of this monthly incoming discounted business to "full value" business. REMEMBER, YOU ARE ONLY GOING AFTER 10% OF YOUR BUSINESS. The problem is they have to pay ADDITIONAL advertising funds to do this. In other words, those 10 incoming orders for every 100 orders in your business is now costing you more and more to convert to "full value" business. The other problem is if you were getting an average of 50 orders incoming per month through a conventional WS and you have only replaced 5 orders per month through a website and directories and the additional monthly cost of the website and directories is as little as $55 per month, YOU ARE LOSING GROUND!
In answer to ***** question , until florists figure this out and why they don't have any money to invest in the local market, nothing is going to change. For the one's that understand, the solutions are simple. For the ones that will continue to chase their tail or say that can't make any changes because of "technology anchors" the future is going to look alot darker in 2005.
Just an opinion from the numbers provided."
This is the truth in our mom and pop shop, the only thing we mom and pops know is MATH. How can you be in business and not know MATH and OUR PRODUCT SERVICE and with what we have been doing for all these years? like in SELLING FLOWERS?
Math 1985 was much better than Math 2005. The common denominator sure has changed as so have the Florists.
"Please just follow this math example.
Using an AVERAGE florist as a model, the quidelines have always been for every 100 orders that a florists handles, traditionally 80 are for local delivery, 10 are for wire outs and 10 are wire ins. In simple terms that just means that the wire business is within the 20% industry parameters. The guidelines for advertising budgets has always been to spend up to 10% of overall sales. On the tradional florists above, it means that 8% can be spent on the 80% local business and 20% towards the wire side of the house.
That 8% we just talked about is tradionally done with yellow pages, maybe some local newspaper ads and possibly some direct mail. The remaining 2% is for the cost of the wire service. However, the first problem is, the current cost of a WS now far exceeds the 2% for an average florist. For example, for a florist that sends 50 orders out per month and gets the same number in and the average amount of these orders is $50, it means for $5000 in business, the average dues and fees to belong to just one WS exceeds $300 a month. That's 6%. Many florists have to rob from the advertising budget for local full value business just to pay the dues and fees of the WS.
Many are now talking about investing in websites and internet directories to help convert some of this monthly incoming discounted business to "full value" business. REMEMBER, YOU ARE ONLY GOING AFTER 10% OF YOUR BUSINESS. The problem is they have to pay ADDITIONAL advertising funds to do this. In other words, those 10 incoming orders for every 100 orders in your business is now costing you more and more to convert to "full value" business. The other problem is if you were getting an average of 50 orders incoming per month through a conventional WS and you have only replaced 5 orders per month through a website and directories and the additional monthly cost of the website and directories is as little as $55 per month, YOU ARE LOSING GROUND!
In answer to ***** question , until florists figure this out and why they don't have any money to invest in the local market, nothing is going to change. For the one's that understand, the solutions are simple. For the ones that will continue to chase their tail or say that can't make any changes because of "technology anchors" the future is going to look alot darker in 2005.
Just an opinion from the numbers provided."
This is the truth in our mom and pop shop, the only thing we mom and pops know is MATH. How can you be in business and not know MATH and OUR PRODUCT SERVICE and with what we have been doing for all these years? like in SELLING FLOWERS?
Math 1985 was much better than Math 2005. The common denominator sure has changed as so have the Florists.
