Know-How Exchange : Strategy

I just happen to have spent 6 years in the wedding industry. In the high end gown part. We did two bridal shows that did not attract the big spenders, so I started my own fashion show for the glamorous wedding. High end dresses and other high end vendors.

If you don't have a local high end fashion show, maybe you can do one too. Just pick a date, put a deposit on a venue, and go sell booths. Then take the money and advertise the show in local media that has high end readers.

As a bride to be, I can tell you how other florists have targeted me.

If you want to be high end-- forget the banquet halls. The high end weddings are at high end hotels and destination wedding sites. We went for a weekend getaway and my fiancee had flowers in the room delivered early-- thru a florist the hotel uses.

Market thru sites like theknot.com. They will send you leads daily of brides. I think every bridal mag has an online site. FOLLOW UP--- you won't believe the unprofessional haphazard emails I get.

Bridal fairs are everywhere and a lot more fun than I imagined. There are tons of giveaways. I won a Mary Kay basket-- and it included a certificate from a florist for a throw away bouquet. My future son-in-law was getting married soon so I gave it to him. Of course they ended up buying all of their flowers from that florist.

You can also fusion market with realtors. My realtor send me an arrangement when my home closed. A flooring contractor is fusion marketing with a florist at an ASID (soc Interior Designers) and their annual conference-- providing all flowers. The florist is providing at a discount -- the contractor is paying for them-- both get the PR.

OK, I don't have much experience in this as an industry, and unlike Larry King, I've been married only once, BUT...

I'm thinking that since you are a part of the overall wedding planning process that you need to link up with some of the high-end wedding planners.

No?

there's tons of ways to advertise without really spending any money and getting your name out there. come up with something unique in your store, something that no other florist would have, whether it be your "signature" design or adding that extra touch for free.

Once you've got something special, contact the local newspapers to do a story, i would also join the various chambers of commerce in your areas, they are huge on helping their members. See what it takes to get affiliated with the golf courses. Most of them have tons of banquets and have the who's who of guests there. Offer to do a banquet for free, it would cost you but can you imagine the coverage?

Set up booths at fairs, home shows, garden shows, bridal shows, put an ad on craigslist. You can contact local realtors and offer certificates that they can put into their thank you folders they hand out to clients or their relocation packets!

You need to give away services to someone that already has their in with that market or join social clubs with members of that social status. That type of business is done primarily by word of mouth. Another important key to remember with that market is that they expect more than the average floral boutique would deliver. You have to have something that sets you aside and then you have to get the word out about it.

Most of the suggestions given here are all things any bridal florist should do to have a successful business.

If you want a high-end clientele, you must network with upscale wedding planners. The high-end demographic is a niche and they likely know (personally or through their closely held network) a planner that they “go to”. The planner has “go to” network. These are personal relationships. If they don’t know you, it is not likely that they are welling to try you out on one of the most important days of their lives.

Your first target audience should be the planners. If your friend is known for a certain style of floral design, try to brand her accordingly. An exclusive branded event for planners would be good way to introduce her service and unique value. It should be super upscale and highlight cutting edge ideas (what's new, different). When they have a theme that matches with your brand, they may call.

CAB