Does your social media attract your ideal customers or are you repelling great clients accidentally?
Click to watch for some practical advice to help you course correct if your marketing has gotten a little off track!
FYI The Marketing Workshop for Florists starts on Monday, Dec. 4th! If you haven’t registered yet, Now’s the time to sign up so you can start attracting more of the BEST clients to your business.
As I mentioned in my live chat above, here are a few things to think about when marketing to “luxury” event!
Have you noticed that there are a lot of people who throw around the word “luxury” when it comes to weddings and events? Well, it turns out that “luxury” events may not be what you think.
To borrow a quote from one of my favorite movies of all time, The Princess Bride, “You keep using that word. I do not think it means what you think it means.”
That’s because every single wedding you design is a luxury!
Just think about it: You can get married without a single stem of flowers, which means when clients choose to hire you as their florists it IS a luxury. (Yup, you’re already in a luxury market!)
It’s easy to lose sight of this in the social media world where “luxury” seems to be described as $100,000 weddings and above.
But as a florist who’s done her fair share of $100K weddings, they aren’t necessarily “luxury” in the way that social media wants you to believe!
Because that $100K budget actually gets spent quickly!
And while there may be $10,000 (or even $15,000) for flowers, that might “just barely cover” what they’re asking for–it’s not “ample” or “over the top”, it’s adequate (depending on the guest count!) and you can make it a beautiful event!…
However, you’re probably NOT creating that grand entrance to the reception tent, lining the entire aisle with flowers, or hanging a floral installation over the dance floor…which is what we tend to think of when the word “luxury” is invoked.
So when we’re really talking about “luxury events” you’re working with MUCH BIGGER BUDGETS–maybe even 3x higher, for example.
What does it take to do a $30,000-$45,000 floral installation? Well, in short, it’s soooooo much!
From a team of 8-10 floral designers you can trust (at $20-$50 per hour!), to multiple vehicles that need to be rented and loaded, to long design days (and nights!) to get the job done, to the VERY high expectations that your clients and their planner communicate to you every step of the way for 6-12 months!
(The stress level, in other words, is probably more than 3x!)
This is why it’s important to be careful what you wish for in your own “luxury goals”.
➤ How do YOU define luxury as it pertains to your customers and your own brand identity?
➤ What sorts of events do you want to attract?
➤ Do you want to do full-service weddings and events that are manageable, yet profitable, and don’t require a huge team?
➤ Are flowers for the wedding party your specialty, so you’ll happily design boutonnieres, bouquets and corsages, but leave the rest of the event to the DIY client?
➤ Or do you prefer the higher-ticket, higher-stress events because you thrive in that CEO position overseeing a team?
So before buying into the idea that you should be striving for “luxury”, recognize that you’re already doing it!
Define for yourself what your brand of luxury looks like so that you know EXACTLY what it means to your customers.
In short, when it comes to folks trying to convince you to break into a “luxury market”, don’t believe the hype.
Whether it’s personal flowers only or the biggest wedding of your career, the artistry you provide matters.
Keep doing beautiful work!
REMINDER: The Marketing Workshop for Florists starts on Monday, Dec. 4th!
If you haven’t already registered, Now’s the time to sign up so you can start attracting more of the BEST clients to your business. Click Here for all the details!
- We’ll meet for 3 Days, Mon, Tues and Weds for about 45 minutes each day.
- Recordings will be available if you can’t join me live!
- VIP sessions will take place each day at 1:30pm Eastern to answer YOUR specific questions and provide additional support!
Questions for me? Get in touch. I’m here to support you along the way!