Know-How Exchange : Student Questions

It will help for you to get some insights into the benefits people are seeking in purchasing silk over real and customize your marketing so that you communicate these benefits effectively. Talk with some of your customers and find out why they have purchased silk instead of real - what problem does it solve for them, what emotional-level benefits do silk flowers provide for them, etc. You'll need to make sure you talk in the language of your customers when you do your marketing - using the key words they understand that will be meaningful to them. You'll also want to be sure that you don't just use characteristics of silk flowers in your marketing, but that you market the benefits of this product.

jlevin is spot on with her advice. Talk to your satisfied customers and find out all you can about their likes and dislikes when it comes to silk/real flowers. The more you ask and listen, the more you will learn about what it takes to market your product.

Also, see if you can find some common threads among your customers that might have predicted who your best customers would be. Are they all affluent? Do they all have small children (or not)? Are they mostly people who usually buy fresh flowers? What words do they use to describe their decision process (when it comes to buying flowers)? Is it for special occasions only? Do they buy both fresh/silk, or just silk? How do they make that decision?

You get the idea. Ask high-gain questions, then listen carefully to the answers and take detailed notes. After you've interviewed a dozen folks, step back and look at your notes. You'll be amazed at how many great marketing ideas you'll find that way.

Also - if someone doesn't buy from you - find out WHY. Knowing why people do and don't purchase your flowers will complete your marketing picture.