Reece Nakamoto Farinas, sales and marketing director at Beretania Florist, will present “Sales Jolt! Photos that Sell,” at SAF Palm Springs 2018.
How much time do you have to grab customers’ attention online? According to the Journal of Behaviour and Information Technology, you get 50 milliseconds — that’s (gulp) only 0.05 seconds — to make a positive first impression. The good news? Visuals can help! The better news? Creating custom photos of your unique designs is easier than ever, according to fourth-generation florist Reece Nakamoto Farinas, sales and marketing director of Beretania Florist in Honolulu.
In a competitive market, it’s also more important than ever. By replacing stock photography with his own photos, Farinas has dramatically increased customer satisfaction, web conversion rates and sales — and he’s eliminated complaints. Farinas will explain how he did it during his session “Sales Jolt! Photos that Sell,” at SAF Palm Springs 2018, the Society of American Florists’ 134th annual convention, Sept. 12-15, at the Westin Mission Hills in Rancho Mirage, California.
“In my session, we’ll go over easy-to-follow steps and recommendations,” Farinas said. “I’ll go over the techniques I use to capture great product photography, and you’ll see how a little bit of effort will change your business.”
For example, after updating his website’s photos, Farinas found:
- Their customers now converted at higher rates online.
- Their complaints virtually stopped because customers are happy with the finished product that looks just like the photos.
- They have more control of the types of flowers purchased with less waste.
- They’ve eliminated codified low-margin containers.
- Their designers are happier because they’re selling their designs that they are comfortable making and at quicker rates.
- And most importantly, their sales have increased.
What’s the trick? For starters, look what’s behind the floral arrangement.
“A great backdrop goes a long way,” Farinas said. “Gone are the days of draped black velvet backdrops and placing your arrangement in a nest of colored tulle or fabric. Not saying it’s bad or anything, we were once guilty of that staging technique. Opt for minimal and neutral colors except whites. We use a light wood tabletop and a light gray wall, and the results have been amazing.”
Still not convinced you can take photos that look as good as your floral designs? Farinas said, it’s possible with practice.
“For anyone uncomfortable with photography or technology, it’s important to note that this will be challenging at first,” he admitted. “But it’s also important to remember that we’re florists, and florists are tough. If you can make it through a major floral holiday, you can do anything.”
Ready to get inspired? See the SAF Palm Springs 2018 schedule and learn more at safnow.org/annual-convention. Lock in early-bird pricing by registering before Aug. 17.
