For most florists in the United States, Mother’s Day was a successful holiday. With spring transitioning into summer, floral designers can take a step back and invest in operational changes or educational opportunities to turn a slow summer season into an opportunity to set up for a successful fall.
Now is a good time to consider investing profits back into shop infrastructure. Investments can be made in technology, like point of sales (POS) systems, websites, and delivery automation. While interest rates remain low—with a strong possibility of rates going up—this is a great moment to make capital investments to improve business.
Summer can also be used to strategize more ways to engage customers. This issue’s Digital Marketing article explains how to take better photos and videos; put this information into practice on social platforms to get noticed by potential customers and grab the attention of current clients. Think of digital marketing strategies that use paid ads on familiar platforms like Google, Facebook, and Instagram to build everyday business over the summer and transition into the fall. A new course on Floriology NOW will review digital marketing best practices, which include investing in paid advertising. So, by the next wave of holidays, floral designers will be prepared with matured, optimized ad campaigns.
The slower summer season can also be used to invest in educational opportunities for floral designers and shop staff. Hard good supply remains uncertain, so leverage what’s already in shop or available to create unique gifts for customers. Floriology NOW will feature updated design courses focused on weddings, certifications, and using wire to help floral designers prepare for upcoming fall events.
Attending local conventions and state shows offers opportunities to network, build a business portfolio, and gain knowledge on a variety of topics. Keep your eye out for the floriology team at these shows to find out more about design and business courses. As always, thank you for your continued readership, and we hope to see you at your local convention soon!
DINESH POPAT
President
