Melanie Spilbeler of FreshPath Marketing will help florists streamline their marketing to maximize sales through the holidays during a session at the Society of American Florists’ 1-Day Profit Blast in Baltimore on Nov. 9.
When business is strong, and staffing is lean, it can be easy to let some tasks, such as marketing, fall by the wayside.
“As we know, the floral business is full of unexpected surprises and without planning ahead with a calendar it is very easy to let the day-to-day demands of the business take over,” says Melanie Spilbeler, of FreshPath Marketing.
Spilbeler will help florists streamline their marketing efforts to maximize sales during the holidays and year-round during a session at the Society of American Florists’ 1-Day Profit Blast in Baltimore on Nov. 9
“Florists should really be thinking about their audiences, what their sales goals are depending on their audience, and then come up with very targeted marketing strategies, and tactics to achieve their goals,” Spilbeler says. “If they do not put in the work to be strategic, they will end up losing margin and profitability in the long run, and potentially will become less competitive in their market.”
The first step is to identify your target audience and where they learn about their buying options, Spilbeler says. Plan a campaign to reach that audience, which may include building a simple social media content calendar.
With your target audience in mind, set short-term and long-term goals.
“One thing I have seen a lot of is goal setting related to marketing campaigns and/or using data to inform marketing decisions,” Spilbeler says.
Her session will also include an introduction to low-cost or free tools florists can use to support their marketing.
“Time is money in any business and the more florists can plan ahead and think strategically about their marketing plans, the better off they will be from a business perspective,” Spilbeler says.
Spilbeler’s session is one of three educational sessions at the event. Award-winning floral designer Kevin Ylvisaker, AIFD, CAFA, PFCI, will give a presentation on designing efficient, profitable and sustainable holiday floral arrangements. Attendees will also hear from CPA Derrick Myers, PFCI, or Crockett & Myers Associates, about how and why incentive plans can help achieve business goals.
Want to learn more? Register for 1-Day Profit Blast.
Anne Holub is a contributing writer for the Society of American Florists.
