There always is a season or a reason for flowers and the same holds true for marketing possibilities. As a florist, you have unlimited opportunities throughout the year to position your creations as the perfect gift for any occasion. Using an on hold message to your advantage means planning ahead and keeping the information as fresh as your flowers.
“In this business, especially, your on hold message needs to be dynamic and strategic in order to be effective,” says Jim Mathis, President of On Hold Marketing and Communications. “For instance, your April message should remind people that Mother’s Day is only a month away. And your September message should put callers in the mindset of ordering holiday decorations or centerpieces.”
In addition to promoting the “big flower days,” your on-hold message needs to let callers know why they should choose your floral designs over someone else’s. Talk about any exotic flowers or plants that you offer or avant-garde arrangements. Promote your knowledgeable and talented staff of designers who provide personal attention and custom configurations.
“Flowers are a generic concept to some customers,” Mathis says. “It’s up to you to tell them how you can make the outcome unique.”
Weddings should be a strong and consistent element of your on-hold message. Even though June and October are peak months, planning for weddings and accompanying celebrations such as showers and rehearsal dinners is a year-round process. Promote your ability to personalize – from classic or chic designs to theme-based colors and styles that tie all of the wedding events together. Emphasize how your professional staff will attend to every need. Don’t forget to include any extras you provide such as linens, lighting, and other decorations.
“When you are dealing with weddings, not only does your creativity need to shine through, but your customer wants to be assured you will be on time and on top of every detail,” says Mathis. “The more stress you can take off of their plate, the better.”
Flowers are a universal symbol of love, friendship, appreciation, comfort and sympathy. Let callers know that you have the expertise and the inventory to create an arrangement that will convey their particular message. What is the scope of your delivery capability? Is it worldwide? Do you hand deliver to hospitals and other local establishments? Are unique delivery options available?
In addition to fresh flowers and plants, what other services do you have that callers may want to learn about? Do you provide corporate landscaping or weekly plant maintenance services for home and offices? If so, emphasize convenience, quality and reliability. Ready made baskets with gourmet food, chocolates or fruits are great gift alternatives, as are silk or dried flower arrangements. Make sure callers know you have them in stock or can create something custom to suit their needs.
And finally, let your website support your on hold message. Direct callers to where they can view your arrangements, check out specials, and get information on your location and hours as well as conveniently order online.
To learn more about how Florist and Flower Shops can benefit from On Hold Marketing, visit: http://onholdmktg.com/serv-onhold-spec-indus-florist.php