Know-How Exchange : Advertising/PR

New customers will want to know your value -- what you offer that's better than the other guys; include service list.

Appeal to emotions and goodwill of former clients. Your message to them should be one of an old and trusted friend who appreciates their loyalty and return business, and that you're prepared to conduct other spectacular jobs for them.

Hello:

I'm not a flower buyer, however, fifteen long years still conveys a lot to potential customers. Event planners, brides-to-be, and other discriminating flower purchasers will seek out an established and trusted service provider. So I say play up your company's staying power to a mix of your good service, quality product, convenient location, variety, price and/or etc.

CONCEPT:
Produce a direct mail "wedding" invitation to your shop's special anniversary event. This invite should really feel special and authentic (include an RSVP). Hire music, have staff dress the occasion, roll out red carpet, place out hors d'oeuvres, wine, champagne and/or sparkling cider. To add impact, value and to help defray costs, you could also partner with other businesses: bridal, planners, DJs, photographers, limo service, caterers, cake decorators, personal trainers, stylists, makeup artists, spas, travel companies, musicians, etc) to help draw customers. Also, have a guest book where customers can fill in their contact info – especially email so that you can send out monthly announcement specials. Oh, don't forget the bouquet toss, and your party favors (coupon).

HEADLINE:
We're "Renewing our Vows"

SUB:
Help us Celebrate 15 great years serving Yourtown

VISUAL:
Owner(s) of business dressed in wedding gown (or tux) with beautiful bouquet, of course.

COPY POINTS (VOWS):
Along with the obvious, include satisfied customer testimonials highlighting how you saved their event by some act of great customer service; also include a customer that had a low budget and your creative solution more than solved their problem; and include a large, high profile customer, too.

ACTION / OFFER:
RSVP today and each guest receives <party favor> ie. a free consultation or discount or free delivery or free photo or ???

SIDE IDEA:
You could distribute a "Free Wedding Ceremony" press release and fliers to generate local radio/tv/social media news buzz (this should be professionally written by an experienced PR person). Your PR would explain that a licensed person will be onsite performing free marriage unions to any financially strapped newlyweds (or renewals) during your event.

Good luck and congrats on your Crystal anniversary!
Terry

Make contact with people who were your first wedding flower customers 15 years ago. Some may not still be together! Find those who are and feature them in advertising. "Still going strong after 15 years"...

show their wedding photos, and them now. Explain how you've changed over time too...

The inference prospects may draw is that people that get your flowers for their wedding may be more likely to stick together. Long bow to draw, I know...

Pick 15 people to donate your services to, and make it a competition to get them picked. Perhaps have entrants pay a small fee (all proceeds benefit a local charity - which gets you additional PR) - perhaps submitting the answer to the question "Why Pick Me?" - and you could engage the public through online voting (which will also help your social media awareness).

You can have a great celebration and yet do that on a budget by partnering with non-competing businesses who target your clients.

Supporting your community needs (schools, supplementary education providers etc) might be another place to consider. Taking recommendations from your older clients (their kid's school's etc) wouldn't hurt either. Surely WOM publicity would happen which you could use to get additional press if you like.

You can play on the number 15 depending on the budget. discounts, shopping sprees, items to donate. The list is potentially endless.

A great book called "Promotion that Works" has amazing ideas that you might consider using (including list of vendors who can execute for you quickly and efficiently).

Hope it helps