This doesn't relate specifically to FloristWare but - since so many of our users (like Adam of Belvedere Flowers) have been using online video to promote their stores - we want to share it.

Guy Kawasaki posted a great article on creating online videos that will enchant your customers. There are some fantastic pointers that anyone who is creating video should keep in mind.

Two things that seemed very relevant (and easily applicable):

Keep It Short
The second thing Jarboe taught me is that the most popular videos are short. According to a study by TubeMogul in December 2008, an average 10.4 percent of viewers click away after ten seconds and 53.6 percent after one minute.

Documentaries are the exception to this rule, but the dataset is clear: make your videos short and sweet.

The reality is that flowers, flower prep, flower design, etc. is of much more interest to florists than to your customers. If you are targeting consumers keep it short - a five minute video on flower prep or the creation of a beautiful arrangement may interest your fellow designers but it probably won't grab your customers.

Also:

Education: Educational videos show how to do things and use products. Example: how to fold a t-shirt in two seconds.

This seems like a great opportunity for florists that want to create a short video - you could demonstrate how to cut stems and arrange flowers in a vase. This would also give you a chance to showcase the quality of your product and packaging and, possibly, subtly point how much better it compares to direct-shipped product.

Over the years we have noticed that a surprising percentage of the most successful use postcards and other direct mail campaigns as a very effective means of increasing their sales.

When we see a pattern like this we want to help. So, in this case, we are making enhancement that will allow FloristWare to integrate with the best print and mail service providers to make things easier for the users. The long-term goal is to allow our users to send a list of names/addresses right from FloristWare to their print/mail provider who will take care of the rest.

After a great deal of research we have selected three different print/mail service providers that we will be working with. As we continue development in this area we urge you to check these vendors out - they offer excellent quality, service and value. They can help you be more profitable.

We talk a lot about the power of the Fundraising feature. We really believe in it - many of our clients use it very successfully and we'd like to see still more benefiting from it.

This article "Investing in Your Community Will Boost Your Sales" on the American Express OPEN site contains some great and very relevant information.

If you are already using the Fundraising feature in FloristWare should give you some tips for maximizing results. If you aren't yet using the Fundraising feature we hope that this article encourages you to give it a try.

There is a great article in Canadian Florist magazine that drawing on findings released today as part of the American Express Global Customer Service Barometer.

Of special interest is the statistic that a majority of consumers will pay more "when they believe a company provides excellent service".

This is good news because service is one of the areas where you can really surpass the grocery stores and order-gatherers. Make sure that you are taking advantage of all of the features in FloristWare to give you a competitive edge.

Inc. Magazine has a great article on starting a customer loyalty program.

We believe in this kind of program and we encourage our users to try this kind of marketing. Please take a look at our article on designing a successful points-based incentive/loyalty program.