There are no companies with a dominant market share in the floristry industry, which represents a great level of opportunity for small independent retailers and such like. Nonetheless, competition comes from the large supermarkets that are offering bouquets and flower arrangements at a cut-price. In order to compete with this threat, specialist florists need to convince customers that a professional and high-quality floristry service is the best way to go.
Projecting a professional business image is of the utmost importance if you are to achieve this and there are various different ways you can portray such an image. Use all the platforms available to you to show off your skill. From your website, to your shop front, to social media platforms – there are many ways you can display flower arrangements that you have put together in the past. You can also use custom window wraps to capture the attention of anyone passing your store. This will give potential customers an insight into the level of quality and creation they are likely to experience if they use your service. If they are happy with what they see then you will of course reap the rewards of more business as a result.
Another tool you should consider taking advantage of is content marketing. This is a great way to get across the message that quality floristry is the better route to go down as opposed to cheap alternatives. Instead of simply telling people that this is the case, you will provide them with original, engaging and informative content. This content will give them the knowledge they need to make a more informed decision regarding where to purchase their floral arrangements and bouquets from. Moreover, by posting such enjoyable and specialist information on the Internet you will be showing yourself as experts in the field. This will, of course, enhance the professional business image you portray.
Arguably one of the most important things you need to do is use professional business documentation. Whether you are sending a quote to a potential client or a final bill to an existing one, you must do so in the most sophisticated and professional manner. These documents are a representation of your brand. They give you an opportunity to make a clear and effective message. Failure to capitalise on this can actually hurt your business.
You need to consider the fact that you offer a service that is judged based on quality and style. The look of your flower arrangements is the most important factor. If you do not apply this same level of care, quality and style to the rest of your business then it will undoubtedly have a negative impact on your brand image. If you send a bog-standard black and white quote template to potential customers then they are going to have some concerns about the quality of your floristry service. Nowadays, brand is everything, and cutting corners is never a recipe for success, especially when it comes to something as fundamental as financial communications and business documentation. Design is a core component in floristry and thus if the design of your print documents are not on point it will affect you more than it would in other businesses.
Photo by Andrea Piacquadio from Pexels
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