3 Simple Steps to Reach Floral Clients in New Markets
Looking to branch into new markets? Or are you moving to a new location altogether? As a floral designer who recently moved to a different state, I was faced with several questions. I first started my floral business several years ago while living in Southern California and recently moved to a small town in Utah. Shortly after moving, I realized that I would be limiting my business potential if I were to focus solely on my new local market. Therefore, I came up with a strategy to target my ideal wedding clients locally as well as in other locations.
There are three simple steps that have helped me reach clients in new markets as a floral designer:
Tap into the network you already have.
Share relevant experiences.
Make genuine connections.
Let’s dive in!
1. Tap Into the Network you Already Have
Start first with who you know. Are there any friends or family in an area where you want to design weddings? Tell them you want to branch into that market! Nothing beats word-of-mouth marketing, so spread the word that you're looking to book weddings in other locations. Referrals are hands-down the easiest and most cost-effective form of marketing. It removes the leg work of having to "sell" potential clients since your friends and family have done all of this for you.
2. Share Relevant Experiences
Because we live in the visually driven world of Instagram, Pinterest, and the like, these social media avenues are opportunities to show off your crazy, amazing designs. I've found that leveraging travel I already had planned was a great way to show off my flower work in new places. When potential clients are looking at your designs on social media or your website, they should see how your work will effortlessly translate to their wedding destination or location of choice. In the end, the content you create has to be relevant to the clients you want to attract.
On a recent vacation to Hawaii with my husband, I organized a styled shoot on a gorgeous beach in Kona shown in these photos. I found a local Hawaiian model through Instagram who was kind enough to be my “bride.” Since I wasn't able to find a photographer on such short notice, I took the photos myself! I packed a pretty bridal gown in my suitcase and purchased tropical flowers when we arrived in Hawaii.
On Instagram, I shared the behind-the-scenes steps of making the bridal bouquet in my hotel room and styling the model on the beach. I later published a blog post of the beach shoot on my website and images on social media (don't forget those hashtags!). And because of it, my travel bookings continue to grow. Not only does doing something like this give you amazing content and help you reach a new market, but it is also such a great way to test the waters for designing and sourcing flowers in unfamiliar locations. You don't have to fly off to Hawaii to get incredible photos. If you’re in a new market, for example, capture your work and experiences in this new environment so that it clearly shows potential clients in your area that you are there and ready to create beautiful designs for them.
We love Megan’s genius idea of photographing your own styled shoot while on vacation. Check out our How to Photograph Flowers online course to learn to take high-quality, shareable photos of your work—with your iPhone!
3. Make Genuine Connections
Don't know people in your area? That's okay! Connecting with vendors of your similar style is an effective way to target your ideal clients. Vendors such as photographers and planners are asked continuously by couples which florist they would recommend. So get on their roster of recommendations!
A great way to meet vendors in new markets is by attending their local networking events or simply reaching out to them directly. Make a special trip to the area, take them to lunch, or invite them to collaborate with you on a styled shoot. Because they are unfamiliar with you, it's essential to show these vendors what you have to offer and establish trust. In the wise words of Maya Angelou, "I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." Go out of your way to connect with these individuals on a personal level for a genuine, memorable connection!
For me, styled shoots have become the most successful way to build these client-referral relationships. Styled shoots are an excellent way for them to see your design expertise and professionalism through real-life experience, giving them confidence in referring you to their clients.
Final Thoughts
Once you've taken these steps above, inquiries may not happen overnight, so be patient and test to see what's working versus what is not. Be sure to ask the new clients you acquire how they found you—as these will be the areas of marketing you'll want to continue to invest your time into. In summary, utilize your existing network, share relevant work, be intentional in building relationships, and practice patience! You've got this!
