The Big Question

[jenb1122]

This is my first thread and it is by far my biggest question. My daughter and I have been open, in a small strip mall, for close to a year. We are the only florist within about a 5 miles radius (except for grocery stores and WalMart) and it is a fairly affluent area. (suburban subdivision with homes from about 1800 sq. feet to around 5-6K) We do not get much foot traffic, as two of the shops in our mall are unoccupied and signage is outlawed by covenant. (we have a small sign on the front of the building and one advertising sign along the road) So far we are averaging (except for the big holidays) about four jobs a week. Some days NO foot traffic. We have had about a dozen weddings to date and lots of satisifed folks. Because we have so few jobs, we tend to put in more flowers than the price really mandates because otherwise they go into the bin.

My question: FTD and Teleflora call about once a day, wanting us to join. Should we? I realize the actual profit on these jobs is low to nothing, but would it help get our name out there? Would it allow us not to throw out product? One thing I am concerned about is the website. I like OUR website and don't want to use a cookie cutter site. What is the situation there?

I look forward to your advice. We are in this for the long haul. I will retire from teaching in about three years and can support the place until I do. At that point, I need it to at least pay for the $1500 shop rent and the utilities and the flowers.

How long does it take a florist to get off the ground? BTW, we advertise via the Yellow Pages online for $200 a month and I am very disappointed with that. Very few calls and they tell me a google search will put us in the top three which I have seen maybe five times in the last two months. We also advertise in a local Woman's magazine and are partners in excellence with the three closest schools and advertise in the gym and in the monthly newsletter there.

Are the wire services something we should avoid like the plague, or should we bite the bullet and jump in the pond?

Jen at Leah's

www.leahsflowerbasket.com

 

[felicityflowers]

This is my first thread and it is by far my biggest question. My daughter and I have been open, in a small strip mall, for close to a year. We are the only florist within about a 5 miles radius (accept for grocery stores and WalMart) and it is a fairly affluent area. (suburban subdivision with homes from about 1800 sq. feet to around 5-6K) We do not get much foot traffic, as two of the shops in our mall are unoccupied and signage is outlawed by covenant. (we have a small sign on the front of the building and one advertising sign along the road) So far we are averaging (except for the big holidays) about four jobs a week. Some days NO foot traffic. We have had about a dozen weddings to date and lots of satisifed folks. Because we have so few jobs, we tend to put in more flowers than the price really mandates because otherwise they go into the bin.

Emphasis mine. Jen, stop doing this, now! Your customers will get used to getting more for their money and when your shop does build up it's clientele they will still expect to get arrangements "stuffed" full of flowers.

I know what you are going through, I was going through the same thing two years ago. It is hard to sit in the shop and have nothing to do for days on end but, it's not worth the FUTURE problems that you will have by using more flowers in a design now.

Don't throw the flowers away. Instead, make up designs with your extras and distribute them through town with your business cards attached. This is much better marketing than over stuffing an arrangement.

My question: FTD and Teleflora call about once a day, wanting us to join. Should we? I realize the actual profit on these jobs is low to nothing, but would it help get our name out there? Would it allow us not to throw out product? One thing I am concerned about is the website. I like OUR website and don't want to use a cookie cutter site. What is the situation there?

First off, Jen, your website is beautiful. Don't change it. Secondly, joining FTD or TF will do nothing for your local business. Many discussions have been had on turning recipients into customers and, for the most part, it doesn't happen. You will just be paying wire service fees to fill orders which will create "busy time" but, that's not the kind of busy you need to be.

Take the money that you would spend on a wire service and market to your local community. Notice I didn't say "advertise", there is a difference.

How long does it take a florist to get off the ground? BTW, we advertise via the Yellow Pages online for $200 a month and I am very disappointed with that. Very few calls and they tell me a google search will put us in the top three which I have seen maybe five times in the last two months. We also advertise in a local Woman's magazine and are partners in excellence with the three closest schools and advertise in the gym and in the monthly newsletter there.

UNLESS you are seeing a ROI with the yellow page ad...drop it like a hot potato! You are too new to be doing that much in advertisements. A business started from scratch, which I assume yours is, will reap more rewards from exclusively doing local marketing.

Are the wire services something we should avoid like the plague, or should we bite the bullet and jump in the pond?

Unless you are sending copious amounts of flowers out a month, skip the wire service for now. You may see that in a year you may need a method of sending out orders but, for now, a credit card is fine for that application.

Your first and second years will be hard. Very, very hard. My first year I would sit here for weeks on end with one or two orders. Now, I have more than tripled my business and it's growing larger every day. It feels like a long road but it sounds (and looks) to me like you and your daughter have what it takes.

Hang tough, get your name out in your community, and you will be going strong in no time

 

[Kristine]

Another thought..

are partners in excellence with the three closest schools
www.leahsflowerbasket.com

What does the partners in excellence with schools do for your business? Can you set up a table during homecoming and prom to attract the corsage/bout business? Or, can you arrange to pass fliers out and have an open house for that type of business. IF you can get the teen market buying from you for those events you can also attract them for the everyday stuff. If you provide cutting edge corsage/bouts (see the new John Henry prom book) it can make you the go to place.

Lion ribbon just sent a catalog with lots of the new bling for the prom/homecoming biz.

 

[Tracy D'Amico]

And what about Flowers for Kids ?
Another marketing idea,to tie into your school.

Heather had some great advice, all things I would agree with. Some people say they have been successful with using the WS to gather new customers ... you have to have a really really really good understanding of your accounting practices, COGS, expenses etc etc. I don't think it's your best dollar spent for a new shop.

Marketing locally with those extra blooms is a great idea. What is the hot spot in your town - send to those. Get together with other wedding vendors, photographers, bridal shops, hair salons and see if you can trade referrals.

You, your product and your enthusiasm for your business are your best advertising - find a way to get out there in front of people!

good luck,
tracy

 

[Tracy D'Amico]

Are the wire services something we should avoid like the plague, or should we bite the bullet and jump in the pond?[/URL]

Whoops ! missed this little tidbit. New shop, limited marketing funds - avoid avoid avoid. Unless you're sending out of town orders out the wazoo, do not use the WS to gather incoming orders. It's a losing prospect.

 

[mb0509]

IMHO, wire service websites stink...I have one now with TF (which features the same products as 2 other shops in town) and am in the process of having one made by Digital Thougths and I can't wait!!! Keep your own and me original.

I've been open since late December and dropped FTD, still have TF...it allows me to move product through my shop but I don't make money on them. The wire services will make you all kinds of promises that they can't keep because they are promising everyone the same thing.

There are some really good threads here on SEO and marketing. Just keep getting your name out. Figure out your unique selling proposition and use that as the basis for all of your marketing. The wire services only tell customers that we are all the same, tell them why you are different!!!

We distribute " Become a VIP and receive 1 free rose" cards that we had printed cheap from Vista Print...we put these out in area businesses with an arrangement and have a lot of people come into the shop to redeem and join our VIP Club/mailing list. Many of these customers are now repeats. We also display brochures of our own designs to these businesses and I'm surprised how many people call to order from them.


Mary

 

[lori042499]

a differing opinion

I would keep your own website, it is expensive to get one from TF but very convenient. If you are happy with yours and maintaning it just fine go with it.

As for wire service, I do use 800-flowers to move my flowers out the door and into peoples homes. I make enough money from them to pay m rent every month...the trick is to Negotiate price with wholesalers, get thier orders done quickly and send your delivery confirmations. I would not join TF or FTD to supplement income, IMO you do not get enough incoming to make it profitable. If you cannot crank out orders very fast this scenario will not work for you..It will not work because you will be sacrificing your local business for discounted orders(not good) and if you cannot fill the orders you get from 800 tehy will not send you the volume you need to make any money.

The other ideas about using your excess flowers to send out to random businesses is a very good one. I have gained quite a few new customers by sending arrangements out as gifts with a letter about my company and a couple of business cards. I pick 1-3 businesses a week depending on how many flowers I have to use up...

You should never ever stuff arrangements. This is one of the worst things you can do for your business. It is something you will regret later. You should also never be throwing large amounts of flowers away..Better sent out for free..donating to NH, businesses, read thelocal paper and send them out to city dignitarys that win awards or businesses in the news.....

 

[thebloomcloset]

My Two Cents....

My question: FTD and Teleflora call about once a day, wanting us to join. Should we? I realize the actual profit on these jobs is low to nothing, but would it help get our name out there? Would it allow us not to throw out product? One thing I am concerned about is the website. I like OUR website and don't want to use a cookie cutter site. What is the situation there?
www.leahsflowerbasket.com

Don't join, you will be ordering flowers you dont regularly use to fill orders you get a % of, I made this mistake when I opened. I like your website too, because it is different. I had a portfolio website when I opened, and it hurt me, because people could not purchase off of the site. Work on your own designs, and set them up on your site for purchase. Get a email list going, send links to rate your shop on Yahoo, Insider Pages, Superpages, Citisearch, etc. You will pop up to the top of searches in no time. Every website looks the same, since they are Teleflora, FTD, FlowerShopNetwork, and now some Bloomlink, make your website unique like your shop, and the business will come.

"How long does it take a florist to get off the ground? BTW, we advertise via the Yellow Pages online for $200 a month and I am very disappointed with that. Very few calls and they tell me a google search will put us in the top three which I have seen maybe five times in the last two months."www.leahsflowerbasket.com

Get out of that, $200 a month is doing you no good with Yellow Pages, they advertise to many large order gatherers, and you could use that money on many different things...

"Are the wire services something we should avoid like the plague, or should we bite the bullet and jump in the pond?"www.leahsflowerbasket.com

STAY DRY and out of the pond right now, it takes time, but work on promoting your shop, use some of the other suggestions, and it will grow, I feel your pain, I was there, as many of us were, but promote yourself and your work, not a cookie cutter design that anyone can do, that is what the grocery store offers....I promise....the business will come!

 

[carol]

something to thnk about

Your website is very pretty but there is no way to buy anything off it. IMHO it is an informational site only and will not generate business for you as things stand now.
Grouch all you want about cookie cutter sites but the guys who get all the orders (800, .com, Justflowers) have 'coookie cutter sites'.. they may not be artistic but they do generate alot of orders. If I wanted to order flowers going to Tallehassee Fl I could not do it on your site.. and could not even look at prices.. so I would go to someone else..probably an order gatherer but at least they show me pictures and prices and have a shopping cart.
An option would be to put a link on your site to a more consumer friendly site where prices & products are available to order on line.
It is true lots of people look at websites and then pick up the phone and call to place their orders.. but your site doesn't give them enought choices or prices to entice them to call you. I know I don't want to call someone I don't know and let them do 'what they do best'.. I want to have a general idea of what flowers & style and price it will be.

 

[jenb1122]

Thank you all so much for sharing your honest thoughts and ideas. What a great resource this site is! I am drinking in the posts like a long-parched cactus!

 

[RWK]

First off.....an e-commerce website can help you to build your business.....but you do not have to use TF or FTD to have one.....An independent host such as media99 can do a wonderful job for you.

Secondly - If signage for your business has to stay minimal, then do something else to attract walk-ins......Even something like a folding sign with specials and a big bunch of latex balloon floating from that.....or a lighted, fantastic window display.... or something to indicate where you are.

Thirdly - yellow pages - This is one of the biggest traps we can find ourselves in. Your yellow page rep SHOULD be able to tell you how to track the business that comes from your yellow page ad. If He or She glosses over tracking how effective the page is....then they just want your money and do not care what the ad does for you. In such a case - discontinue the ad temporarily, get a private toll free number - DO NOT PUBLISH this number in any advertising whatsoever other than in that yellow page ad. You can then monitor how many incoming calls you get from that ad and that number.

Fourth - With the fees for this and that - joining the wire services will do very little to help your bottom line. In years past, the wire service was a neccesity....now, with the use of a corporate credit card and the internet, you can find a shop in most any town your customer wants to send flowers to.

Additionally - Some other ways to get your name out there

Join every theater group, playhouse, ballet, art museum, chamber of commerce, etc. that you can. They always have gatherings and group meetings - GO to them armed with your business cards and do not be afraid to talk your self up.

Make a list of all the top businesses in your town......send an arrangement to someone there.....( someone who does not work there ) When they call and say that there is no such person, then say, I am sorry but my customer gave me a wrong location.....we have already sent the proper flowers out, just enjoy those with our compliments. Or some story that will let them keep your flowers to enjoy and to remember who sent them.

My point of all this is........being fairly new in the business......Don't be afraid to push every boundary, envelope, you can in getting the word out.

And re-negotiate your strip mall contract ASAP to allow you more signage.

 

[goldfish]

Your story doesn't sound good, to be honest with you. The question is why. The should be the first step to address the problem, I think.

First of all, your business model must match with what your local community needs. Even if you offer wonderful services and products, if your local community doesn't need them, you won't succeed.

You mentioned that your town is an affluent suburban subdivision. That may not be a good news. While these people probably have above-average disposable incomes, very few of them would actually use the money on everyday flowers. My impressin is that these people are more of a yacht/Mercedes/jewelry/5-star-restaurant-lovers than flower-lovers. In fact, the biggest spenders among our customers are all middle-class people, even though we are located in one of the richest areas in Long Island.

I have done some local Google search for your shop. Your shop doesn't show up in "florists in Tallahassee", probably because "Tallahassee" is too big a area. Your shop does show up in "florists in 32312." What this means is that your shop might be invisible for people who are looking for a florist in Tallahassee, because not many people use zip code as a search criterion. To counter this (which you can't do much about), you might want to consider paying some money to list your shop in commercial florist directories.

Also I noticed that in your local town (zip 32312), there is a florist called "Flowers by Vince" (www.flowersbyvince.com). I suppose they are one of your competitors. In their "about us" section, they say they no longer have a store front. They became a purely event florist.

What does this tell you? For one thing, it was difficult at least for "Flowers by Vince" to sustain their business model which included a store front. In other words, if your shop is having a business model similar to what "Vince" was doing in the past, it's going to be an uphill battle. Your locality doesn't support that model.

If your wedding business has been successful, then that's one area that you might be able to find a profittable niche. If your store front isn't making money, you might want to get rid of it (like "Vince" did) or might want to start selling something else. Wedding consultation doesn't need a retail space, you know?

Sorry to sound too pessimisstic, but my point simply is that I think you might need to analyze your business situation more rigorously than your original post suggest.

 

[jenb1122]

No, I don't think you are pessimistic, you are just telling me what to look at.

I might have overstated the affluence of this community. There are four big subdivisions. The largest is definitely middle-class, two income households. Upwardly mobile, perhaps. Those homes are not larger than 2500. The next in size is a bit smaller, starter homes. Two of the communities are what I would call McMansions, 5000 sq. feet. I do see some of those folks looking at my silks, but I agree they aren't coming to the shop very often.

I have seen the Vince ad as well, His house is in the neighborhood but I'm not sure which shop he owned. It wouldn't have been in this area as the business section is all new. He was probably downtown. I wonder if, in general, newer areas aren't as successful for florists as the more established? I know that in town there are four or five florists that have been in business for many, many years.

I read on this board (forgot which thread) that it is necessary to find a niche. Perhaps the wedding niche will be it. Do you think a wedding florist is more credible in a store front? We are, oddly, getting more wedding business now in the storefront, but LESS day to day than when we were in a studio (cheap office.) My daughter has a youthful trendy style that seems to be finding a place with the brides, and this is a college town.

I am very disappointed and frankly distrustful of the online Yellow Pages folks. But my daughter signed a contract. For a number of weeks I NEVER saw us on Google, then I wrote an email, complained and suddenly (today) every time I looked, well there we were. First. I don't believe we will do THAT again.

Thanks for your honesty. My daughter is reading these responses and we are planning a strategy meeting tomorrow.

Jen

Sorry to sound too pessimisstic, but my point simply is that I think you might need to analyze your business situation more rigorously than your original post suggest.[/quote]

 

[PhillyPhlorist]

Does sound like you need to do a couple things...

First, an e-commerce site is a MUST. Cookie-cutter or not, w/s sites DO get orders into your shop. You CAN optimize them, and MARKET THE HECK out of them...even customize them a bit (add own product, pop-ups with your shop's special deals of the day, etc...). You need an online store...it is just as important as your physical location. I cannot BEGIN to tell you how important it is. We once had 5 locations. Now down to TWO...our physical store, and our online store.

I chose an FTD site, as it migrated into our FTD technology - this was huge back in the day, but pretty standard today. For the fun of it, you may want to contact FTD or TEL and try to broker a deal. Try to get a year with no fees...(they won't go for it) but then try 6 months, how about 8??? BARGIAN away.

My other concern is your sinage. THAT is HUGE...if people don't know you're there, then you're doomed to fail. What Rick said above will help you now, but really try to work something out with your landlord.

Last, DO NOT STUFF!!!! If you're stuffing, then you're giving the product away. You might as well give that same product to business, law firms, hotels, any place that sees a lot of people. Get your NAME out!

PROMOTIONS...gotta do it! Try Constant Contact for an easy, cheap e-mail program. Once you gather a good list of e-mail addresses, market away! I would stick to only one e-mail campaign a month...

Try something that generates weekly orders - like "Friday Flowers". We deliver to the door a bouquet of cuts for $10/week. (starting price $10, our average is $20 - min 4 week commitment, billed automatically every month until they call to cancel). We have 17 FF customers, and gained two last week. This is WEEKLY business - sometimes paid in advance! Some will only do it for a month or two, but MANY stick around. Until recently, when we started advertising the service again, we were at a stagnant 15 per week. Standing orders in general are a GREAT way to keep cash & product flowing.

Best of luck to you!

- Herb

 

[felicityflowers]

Also I noticed that in your local town (zip 32312), there is a florist called "Flowers by Vince" (www.flowersbyvince.com). I suppose they are one of your competitors. In their "about us" section, they say they no longer have a store front. They became a purely event florist.

What does this tell you? For one thing, it was difficult at least for "Flowers by Vince" to sustain their business model which included a store front. In other words, if your shop is having a business model similar to what "Vince" was doing in the past, it's going to be an uphill battle. Your locality doesn't support that model.

If your wedding business has been successful, then that's one area that you might be able to find a profittable niche. If your store front isn't making money, you might want to get rid of it (like "Vince" did) or might want to start selling something else. Wedding consultation doesn't need a retail space, you know?

Goldfish,

I agree with most of your post except this part. We don't know what "Vince's" reasons were for going storefront-less. Sounds to me from the about us page that "Vince" was never a "traditional" retail florist to begin with, he was a events only florist with a storefront.

From Flowers By Vince:

Unlike traditional florist, we do not keep a huge cooler filled with arrangements. All of our orders are custom made, ensuring that you receive only the freshest flowers.

We can't assume that the reason he left a store front was because of slow business.

 

[bloomz]

Grouch all you want about cookie cutter sites but the guys who get all the orders (800, .com, Justflowers) have 'coookie cutter sites'.. they may not be artistic but they do generate a lot of orders.

No, say it isn't so!

I read on that flowerchat board that cookie cutters were no good!!! Who indeed would want to buy from a cookie cutter site? Most of the general public?

Oh!

opinions vary



(ps) invaluable advice about ecommerce - if you don't have it at least 2 of 3 will buy where they do have it, and a brochure site doesn't really do much at all for anyone except make the owner feel good about "being on the web".

 

[theRKF]

I love most of the advice you've been given so far, so I'll try not to repeat it too much.

Here's my advice:

1. Take the money you would pay for one month of wire service dues and purchase every book you can get by Seth Godin, specifically: Purple Cow, The Dip, Permission Marketing and All Marketers Are Liars. Read them. Really. Do it yesterday
2. While your on Amazon, get The Long Tail by Chris Anderson. It's longer than the Godin books, but you don't need the whole book to get the Long Tail concept. I wouldn't dare try marketing in this era without reading Long Tail to understand niching, and Godin for remarkable ideas.
3. Don't stuff. Don't ever over stuff. I am have serious restraint issues about slapping the hands of florists that stuff. Take the extra flowers and put them in doctors' offices, banks, PTA meetings, local kid sports teams event dinners, etc. This is so key to build relationships that give you permission to market to people.
4. Give people a reason to come to your store. Before you do, make sure they will have a reason to come back.
5. If you're in a suburb, new residential type area, I'm guessing there isn't a LOT of local business, but lots of young families, stay home moms, kids and schools. Can the schools bring JK classes into the shop in May to create Mother's Day arrangements for Mom? No charge of course, just your branded care card with the flowers How about PTA meetings? (as above) How about an early afternoon design class for the Moms?
6. Get an ecommerce site with your own images, and an easy-to-manage shopping cart system that let's you add your own images... and add your own images. Frequently. Contact a reputable web developer to add a shopping cart to your existing site. Tim Challies of www.websonix.com would be my first choice. There are other companies as mentioned, but most will want to do a completely new site for you.
7. See something nice at the wholesaler on Monday? Make a design of the week, feature it on your site by Monday afternoon. Be consistent about this, and people will start to make it an event to log in at the right time to see the new weekly special.
8. Blog. Link to the blog from your website. You can use your FlowerChat blog or use Typepad.com or a similar service. Blog 3-7 times per week. Blog about anything - an arrangement you loved doing, a wedding you serviced, life in a new(ish) flower shop, kids / grandkids / etc. Be personable - people will start to feel like they know you, and will subconsciously build a relationship with your shop.

Hope that helps! Let us know how your strategy meeting goes.

Ryan

 

[BOSS]

BOSS's Quote of the day!!

FTD technology - this was huge back in the day,

Yea...sure it's out of context but what the heck...tis Saturday

:rofl::rofl::rofl:

 

[goldfish]

Two of the communities are what I would call McMansions, 5000 sq. feet. I do see some of those folks looking at my silks, but I agree they aren't coming to the shop very often.

Rich people like things that they can possess. They can't possess cut-flowers. They hate taking care of things. Flowers in a vase need to be taken care of.

Some of them do want to show off, however. We recently got one such customer who ordered a single vase arrangment for $550, all tropical.

As a new shop, however, your business might suffer from what they call a 'credibility issue'. When someone wants to spend several hundred bucks on flowers, this person tends to play safe (wouldn't you do that, too?), which means the order goes to a florist with established track record. Same goes for big funeral orders.

We are relatively new, too, so I know what I'm talking about. It takes time to build a reputation. So we need to be very patient.

I wonder if, in general, newer areas aren't as successful for florists as the more established? I know that in town there are four or five florists that have been in business for many, many years.

People living in a newly developed area are not really living there. They spend most of their time on a highway, parking lots, and the workplace which is probably located in a different town. They are mostly shopping-mall shoppers.

Traditional "word of mouth" marketing doesn't work too well to these people, because they actually don't talk to each other. They may not even know who their neighbor is.

I'm not imagining these things. We have a town called Dix Hills next to our town (Huntington). While Huntington has a traditional downtown with the Main street, Dix Hills is a residential town with no downtown, no Main Street, but with shopping malls and supermarkets. The population of Dix Hills is about the same as Huntington.

Huntington now has four florits (used to be seven, but three are gone). Dix Hills has only one and they are struggling.

I read on this board (forgot which thread) that it is necessary to find a niche. Perhaps the wedding niche will be it. Do you think a wedding florist is more credible in a store front? We are, oddly, getting more wedding business now in the storefront, but LESS day to day than when we were in a studio (cheap office.) My daughter has a youthful trendy style that seems to be finding a place with the brides, and this is a college town.

Might work. But honestly, I don't know. We are never a wedding florist. I'm sure someone else here can give you better suggestions than I can.

I can say something general, however. "Niche" market is a market segment whose needs are currently not being addressed by anyone. As such, Wedding flower business itself is not a niche. If you can identify a sub-group of Wedding flower customers whose needs are currently not met, then that's a niche market.

Just out of my head... the brides who have only $500 to spend for flowers, including 50 centerpieces. The brides who want all-organic flowers. etc, etc.

Because you are relatively new, it may not be realistic to target those brides with tons of money (>$10,000 wedding flowers). They probably won't choose you for the next couple of years t least.

One possibility then is to brand your wedding services as something simple (read "inexpensive") and elegant. Create a few "no hassle" Wedding packages starting from $150, or something of that range. I would even hire a spy to investigate how other florists are doing their Wedding services. Just a thought.

 

[RWK]

If "Word of Mouth" advertising is not going to be effective.....as you seem to think....then....It is going to be up to you to get YOUR word out and into their mouth....and brain to recall later.

This is where belonging to any and all maner of social organization will come into play - If YOU are where THEY can be found......armed with business cards and promotional materials.....and they see you there repeatedly.....then You can begin to make inroads.
Here is where you have to determine which group of "Them" you want as your clients and put yourself where they can be found. If there is an exclusive restaurant or country club where they dine out.......Place a Visible complimentary arrangement perhaps....Or become a sponsor of an event held there....or any manner of things that will put YOU where your potential clients are at.