Know-How Exchange : Advertising/PR

Has the slowdown only affected your shop or among others as well? In the past, why did people come to YOUR shop? Location? Price? Selection? Service? Have you tried using a Groupon-like offer? How about contacting local event planners? Co-market with local charities? Created a (small) roadside stall to catch the eye of drivers?

You might want to consider providing bouquets to a select number of service men or women to give to their spouses. This not only creates community goodwill, but would generate a beautiful Valentine's Day news angle.

If your location is easily accessible, your flowers particularly fresh and long-lasting, "organic" or any other feature that can separate itself than other stores, use it in your marketing. A radio promo is good, but unless it's a highly listened to show, you may be challenged to recoup your costs.

I like Gail's ideas for providing to a select number of service personnel...great PR exposure opportunity. Another similar one might be a select number to patients in a local cardiac unit or a senior community.

Could you combine your flowers with another service such as "singing delivery"(high school glee club), special restaurant promotion(flowers with dinner), work with a jewelry store to provide special "packaging" of purchases.

Are there other merchants nearby that you could develop a collaborative event or package?

Do you use Twitter or Facebook to promote your shop? If so, can you start to promote the benefit of flowers...giving and receiving?