Attracting floral wedding business begins with reaching recently engaged couples! Tap into this $100 billion industry now by marketing to the recently engaged.
Advertising Basics
Remember the five rules of marketing we wrote about here:
- Create brand visibility/recognition
- Grab your customer’s attention/interest
- Encourage purchasing
- A simple call to action
- Increase your business revenue
These are your guiding principles in reaching the recently engaged market.
Google AdWords
Google AdWords is a paid advertising service that can help get you clicks on your floral website. Because it is a paid service, you will want to use it carefully to maximize the return on your advertising investment. Click here for more specific instructions on using Google AdWords.
In addition to sharing pictures of your wedding designs, you can use Facebook to create targeted ads.
Click the Create Promotion button on the right sidebar in your Facebook feed, then choose a promotion type. You may choose to create a post advertising your wedding and event floral service, promote your page, or advertise a discount or sale.
In the Audience section of your promotion, you can target the ad toward Facebook users in your area, by age, by gender, by language, or by other pages the user likes. Be sure to include images here, too! Like Google AdWords, creating paid ads should be more than a zero-sum game. Be thoughtful of how much you’d like to spend on your daily budget for boosting a post or your page.
Consider the average age of your target audience: most Americans got engaged between the ages of 25 and 32 in 2017. Also, the most common days of proposals are Christmas Eve, Christmas Day, New Year’s Eve, and Valentine’s Day. You can either target your ads for these days in particular days (or the days and weeks following), but in the big picture, you’ll want to focus your advertising on the winter months to attract recently engaged couples.
Pinterest and Instagram
Successful use of social media is the key to reaching and engaging recently engaged couples. Many brides-to-be browse social networks like Pinterest and Instagram for wedding inspiration. Having a business page or profile on each of these networks is an absolute must.
Your Florist Website
If you don’t have a florist website already, now is the time to get one! If you have a website, consider your site from the perspective of a recently engaged visitor. Be sure that your website can easily accept wedding consultation requests and displays a gallery of previous wedding designs, plus information on wedding packages, etc.
The more pictures, the better!
Connect Them to Other Wedding Resources
Besides flowers, the newly engaged couple will need to locate many different services to plan the wedding: stationery, lodging and venues, catering, gowns and tuxedo rentals, travel, etc. A dedicated wedding florist may offer some of these other services in-house, but every florist offering wedding and event florals can forge partnerships with other resources and services in your area.
In-Shop Marketing
Don’t forget to advertise in-shop! Attracting recently engaged couples for wedding florals shouldn’t start after the engagement—it helps to build a rapport with younger customers before they become engaged.
Prepare Deals and Discounts
The average length of engagements last year was 14 months—planning a wedding is an open-ended process, and the deadlines are entirely self-imposed.
Work on creating a few discounts for customers to get them in the door and to take action instead of procrastinating the flowers. Will the customer get cheaper flowers the sooner they sign a contract with you?
Florists, do you have any important advice on reaching recently engaged couples? Please share your feedback, tips or any marketing questions in the comment section below.
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Floranext offers great florist software, florist POS, florist websites and florist wedding proposal software. Our florist technology products are built by florists, for florists. Let us know if you want a free demo or try our software for free here.
Florist Marketing to Recently Engaged Couples posted first on https://floranext.com
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