I learned within a few months of owning my own shop that I better get an idea of how real businesses run and work if I wanted to grow and have been learning ever since...and learning about how past florist history affected my business today so that I could possibly avoid the pitfalls later that will happen with bad decisions.......................but now we need all the analytics we can get just to forcast a holiday and we need to have a years worth of planning just to market what we do, most of the time we are a day late and adollar short because of the ways we have always marketed ourselves, I am recognizing this in my business, I am stretched to the point of exhaustion thinking about christmas at prom time and worrying about ,my valentine marketing at christmas and wondering how much of the money I am making today will be left to do this.............................
I just wonder when is it time to hang it up and to stop trying so hard...I am all for chasing a dream and going after a goal, but I don't want to chase and go after something unattainable and practice an effort in futility...and sometimes the state of this industry seems like just that...and effort in futility, for business owners anyway...
Trust me, you're not the only one who feels this from time to time. I have to say that is has to be about the numbers. The book might help you, I got a few advance copies so I sent one out to all who registered for the bootcamp (that we're working to re-schedule). Here's a tip for Christmas if you want it or anyone else................
Step #1: Run a list of all who have bought from you within the last 3 years. Draft a letter (will send you one of mine) that reads like you write here, be yourself and please don't be boring, have some fun. Hi this Lori from "your shop" and I'm writing to let you know that I appreciate that you bought from us in 200?....or past years and I would like to offer my services to you. Include in the letter all your sales paths, phone, email and website. Mail letters around Dec. 8th. Put in there if you call by Dec 15th, I will "personally" upgrade your peice. Don't be afraid to be current tell people, I know times are tough, so you accomodate all budgets. If there's any on the lists that have bought 2 out 3, write personal note on it. One year I had a kindergarden class draw on mine.
Step #2: Using Mircosoft mail merge, imput the data so you can track who's buying. On Dec 17th (exactly that day), mail to the list again (people who've not bought) and put the header as "Postal Servcie says "No" but Lori say yes !!! Explain in laymans terms that the postal service can't send gifts as general postage but you still can send flowers and explain the dangers of using an OG, I even give a desrciption of what they are. (without a name). Tell them if they don't use you, then talk to a "real florists". My definition of a real florist is B & M, order taken and del. out of same company/physical location.
Step #3: Have a way to track the letters, I use "this is Rick's ho, ho ho, offer". Last year they had to sing jingle bells to me or clerks on the phone. (Clerks weren't to happy). In this second letter, drive as much traffic to the web address as possible. Tell them several times that, I'm here for your 24 hours a day for them at your website. The OG follow the same schedule as us, they get really busy, so try to steal some of it away.
Step #4: Do email blast the night of Monday Dec. 20th (my birthday) and again on Dec 22nd, at 9:09 PM, list title as "A gift from Lori at Affairs to Remember". Drive them to your home page and put a "by here button".......average arrangement with nice price. My price point will be 39.99 with a $10 upgrade, plus delivery charges. Why 39.99 ( I think that will be the average last minute buyers price this year). I will also put all the web buyers in for a drawing that I haven't determined. Last year it was an Outback gift card. For best results it takes 3 holdiay cycles of all the above. But you will see some on your first spin, depending how manys on your list, this should be $200 - $300 dollars. Your customer will want this to be repeated every holiday, because you're now thinking for you. OG will be sending in the late evening (10 - 11) so you will be them to the inbox if your competing by doing earlier. Others on here have suggested early in the morning, you make the call on that. We all have customers who "aren't loyal" and will be all over the place. The later it gets the more the "panic buyers" come out, some will buy at pure sight or what they think mom, sis, brother, dad, girlfriend/wife or both will like.
In all my letters and emails, I also tell people that I'm a drop center for varuious charity's and accepts gifts up till Dec. 23rd. I usually work with 2 or 3. This year our chruch is doing a secret Santa, for out of work single Mom's. Let your community and your "customers" see that you put them first, then they will put you first..............................
I def. talked to much for today................later
