When you were in high school, chances are you planned your prom look by reading Seventeen magazine or heading to the mall. Not so with today’s teens. Marketing research company Bluecore recently surveyed Generation Z (those born in the mid-90s and early 2000s) about their shopping behavior and found 85 percent research ideas and purchase products via social media.
Florists can boost their prom business by going where teens are (online) and engaging them with interesting and inspiring information, said social media selling expert Crystal Vilkaitis, owner of Crystal Media and a featured speaker at the Society of American Florists’ 1-Day Profit Blast in Boston, sponsored by Jacobson, on Sunday, March 31. Early-bird online registration is open through March 22.
The trick, Vilkaitis said, is “intercepting the social media user’s attention, versus interrupting it.” That means your content should include topics that help them envision their big night and make smart decisions for their look — info they want to find when they scroll through their smartphones.
For instance, you could start with a prom fashion overview, by posting on trends such as:
Another idea: “Partner with a make-up expert to give tips or feature a ‘Prom Post: Live Edition’ video on Facebook or Instagram,” Vilkaitis said. “You could give your viewers a 2019 (town/city) prom guide.”
Additionally, turn to a “hip” site like Snapchat. “On Snapchat, florists can create their own filter that teens can access when they’re close to the flower shop or while at school or the event location,” Vilkaitis said. (Custom filters are based on geo-locations and are a form of advertising so there is a fee money, “but it’s relatively inexpensive,” she said). “Setting up a beautiful flower filter before prom, and occasionally updating the filter throughout the year can be a good way to engage the teen on social, too.”
Want to encourage teens to follow you? Besides using filters, follow and interact with local hashtags on Instagram, run contests or giveaways online and partner with other local businesses, such as hair and nail salons or dress stores, Vilkaitis said.
Vilkaitis’ presentation, “Six Steps to a Profitable Social Media Strategy,” is just one piece of the can’t-miss lineup at SAF’s 1-Day Profit Blast in Boston.
Joining her are the following experts:
- Jody McLeod, AIFD, CFD, NCCPF, owner of Annie V’s Floral Design Studio, Clayton, North Carolina, will present, “Design Hacks and Smart Services to Delight Consumers,” sponsored by Syndicate Sales
- Derrick Myers, CPA, CFP, PFCI, president of Crockett, Myers & Associates who will present, “Lost in Space: Where Are Your Profits?”
- Sam Bowles, FSC, a director of FloralStrategies and manager of Allen’s Flowers in San Diego, will present, “Extraordinary Service in Your Shop Every Day,” sponsored by FloristWare
Participants also will have opportunities to network with their peers and meet with vendors during a Supplier Showcase.
Register today for the SAF 1-Day Profit Blast. Early bird pricing is available until Friday, March 22. The discounted rate for SAF members is just $139 ($189 for non-members).
Bring your team and save even more, with special $99 tickets for each additional team member you register. Profit Blast tickets include breakfast, lunch, educational sessions and a popular supplier showcase.
Anne Holub is a contributing writer for the Society of American Florists.