The Best Ways to Reach Tech-Savvy Floral Consumers

Photography: Almond Leaf StudiosDesign: Philosophy Flowers — Photography: Almond Leaf Studios
Design: Philosophy Flowers

Happy birthday to you! Whether you celebrate the day or not, your birthday is a big day—and not just for you. Smart people in the floral industry have discovered the value of using birthdays to develop targeted online marketing strategies to connect with their audiences. Inevitably, the era a customer was born in affects their attitudes, values, and behaviors. Different generations have different wants and needs. They shop and vote differently as well as have different ideas about how to celebrate.

Take millennials (those born between 1981 and 1996) who, for flower businesses, represent the next generation of consumers. Millennials make up one-quarter of the nation's population and are taking over the baby boomers as America's largest generation, but studies have shown they aren't buying flowers at the same rate as previous generations.

According to Chengyan Yue, Ph.D., professor of horticultural marketing at the University of Minnesota, "Millennial consumers do not purchase floral products due to perceptions of them being expensive or their longevity being too short." While this may be true, millennials aren't the only ones who have these preconceived notions. So how do we, as floral professionals, reach this group of people in our current day and age?

How to Change Consumers' Feelings about Floral Products

People will spend their money when they think you deserve their business and when they see that your product has lasting benefits. They need to hear stories that help them better understand flowers and how flowers can enhance their everyday life. They also want to get to know you and your business and what you stand for. Posting quality blog content can play a significant role in helping you reach and engage tech-savy buyers. Demonstrate your industry expertise while educating your audience by consistently posting valuable blog content, such as:

How-to instructions or guides to DIY with flowers
Top florist tips and tricks
Stories about your flowers and how they can change the lives of people
Ways for your clients to express themselves through flowers

(For more details on what to include in your website's blog, check out this free article!)

Get Social

Most of the next consumer generation started using technology in their "tween" years—if not earlier—making it second nature for many. Today, people are highly influenced by social media ads, comments, and peer reviews, so social media ads for Facebook and Instagram should be an essential part of your marketing strategy!

Most people typically read reviews, blogs, and user feedback before making a purchase. They are active on all social media platforms, but more so on Facebook and Instagram.

Reach Customers Where They Spend Most Time: Their Phones

Almost everyone has a smartphone or tablet with instant access to the internet and various forms of connectivity. Phones are used to research products and services online as well as make purchases. Mobile-friendly is no longer optional. To make sure you are taking advantage of every opportunity to reach your potential audience, your website must be optimized for mobile devices. Mobile-optimized websites will help consumers feel comfortable placing online orders or clicking the "Call to order now" link on your homepage.

Mobile marketing also offers the use of text messages to accept orders from customers or to remind them of special events or promotions. Convenience is high on the list of importance, so use texting to make things easier and convenient for your customer and strengthen their loyalty at the same time.

Build Customer Relationships with Email

Even though social media is most used for communicating with friends, most people prefer email to communicate with brands when making a purchase—as long as the transaction is easy to complete.

One reason they are partial to email is for the "perks" this direct channel can provide. Emails that offer free delivery, discount codes, or special promotional offers are examples that engage the current-day customer.

Another vital aspect of emails is in customer support: resolving errors in ordering and delivery, helping customers with flower selection, and encouraging them to share their feedback on your business and your products.

The best email communication is authentic and purposeful and provides real value. Delivering helpful email information with a friendly voice will keep your business top of mind when it's time to buy flowers. It's okay to personalize the emails. Be concise and speak to them like you are having a one-on-one conversation with them using a consistent, authentic voice. (Check out this blog for tips on writing with a consistent brand voice.) You can even include videos and infographics to keep your customers interested in your content.

You could even consider an email newsletter. Often, newsletters that deliver information in a personal manner accompanied by a personal commentary will provide an opportunity for regular customer engagement.

Other Practical Ways to Engage with Potential Consumers

Host free informational classes.
Encourage customers to engage and become familiar with your products by hosting in-store events such as arranging their own bouquets.
Show floral arrangements at different places in your shop at various price points to give buying choices
Offer coupons, discounts, and loyalty programs to encourage purchases.
Embrace a cause. There has been a resurgence in organically-grown, sustainable, and locally grown products. If you use these types of products in your shop, advertise it and involve customers in promoting the cause.
Offer a free gift with a purchase such as branded bags, calendars, or pens.
Work with other businesses such as bridal salons, hair salons, or event venues to promote each other's businesses. Include a link to their website on your website and have them do the same for you.

Floral customers come in all shapes and sizes and are made up of members from all generations. We now know that a one-size-fits-all marketing strategy will not work. But you can positively influence the shopping decisions of consumers by delivering what you promise, being authentic, and providing real value.