Marketing Strategies from the 2015 Retail Florist of the Year, Lillium Floral Design

Lisa Pritchett, Owner, Lilium Floral Design; 2015 Retail Florist of the Year

Lilium’s marketing strategy is multi-faceted, combining traditional methods with social media and the latest technology. The key to successful marketing is finding what is most profitable for your business and focusing on those methods.  In determining what methods are successful, you must be able to track results. Whether we take an order by phone, or consult with a prospective bride, we always ask how the customer heard about us. We then use this information to concentrate on marketing efforts that bring the greatest return.

Lilium’s traditional marketing includes print media, vendor events, charitable contributions, banners, customer service and sales calls. While ads and banners reach the masses, there is no replacement for face-to-face interaction. We frequently call on existing customers, getting their feedback on our products and customer service, and also make in-person sales calls to potential customers.  In addition, we participate in vendor events, which give us the opportunity to showcase our services and directly interact with prospective customers.

Our social media marketing outlets include our website, www.liliumflorals.com, Facebook, Instagram and Pinterest. We update each frequently, to keep content current, fresh, appealing, and relevant to our customer base. Our website displays samples of Lilium’s work, offers a blog focused on topics of interest in our industry, and provides an online ordering option. Keeping up with changing technology, we recently formatted our website to be mobile friendly, allowing customers to easily navigate our website and place orders using their smart phones or tablets.

Again, find the marketing tools that work for your business and channel your efforts to those areas. Just because one marketing strategy works for one business doesn’t mean it is best for yours. For example, Twitter is a very popular social media outlet, but in order for it to be effective, we must be engaged in posting (or tweeting) almost constantly. We feel that our resources are better used elsewhere. We track responses on all social media, and target our posts and content accordingly. The combination of tried-and-true traditional marketing and new cutting-edge techniques has proven to be a successful marketing strategy for Lilium.

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