SAF 2015: Fortune 500 Moves on a Small Business Budget
FloristWare was proud to sponsor Rick Rivers of Florist Bootcamp as he made his debut at the SAF Annual Convention this year and presented a lively session on marketing strategies for today’s florists.
Rick draws on his expertise as both a long-time retail florist and a member of a national retail marketing council to show other florists how to get more out of their marketing dollars.
A highlight of Rick’s session was the numbers 94, 13, and 75:
- 94% of customers who contact a floral shop are ready to buy - this number is second only to customers ordering pizza!
- 13% of floral shop customers can be classified as “frugal” or “price sensitive”. This means you should be able to increase the average order size to most of you clients.
- 75% - Rick suggests that the average flower shop needs a 75% retention rate to stay in business. You need to not only get new clients, but provide high quality service to keep the ones you have.
One of Rick’s favourite marketing strategies is to leverage your driver by having them drop off marketing materials such as brochures and a fridge magnet to nearby businesses after a delivery.
Florists really enjoy, and learn from, these presentations from Rick Rivers. Supporting the floral industry is a responsibility we take very seriously but, at times like these, it is also a lot of fun.