| A Year for Flowers How many of you make New Year’s resolutions? Do you make the same ones every year? I think we all have a tendency to do that. Each year at this time we come to the same crossroads, the end of one year and the beginning of another. This year it’s a little different. We ended last year on the downside and now approach the new year with hesitancy and fear of what 2009 will bring. Yet on the other hand, isn’t it wonderful we get another opportunity to begin again? If last year didn’t meet our expectations, then let’s start over with new ideas, new directions and new enthusiasm. It takes more energy to be negative than positive so let’s save energy and more forward optimistically. The new year gives us a blank slate to review our habits and prioritize what is important. We can set new goals, make new plans and chart new courses. Greet challenges with renewed energy and look forward to problem solving rather than fear of what may arise. So how do we go about planning for what lies ahead? Do we just wait to see what happens or can we actively participate in shaping the future? I have a few suggestions that will help you stay on top of things as the year progresses: 1. Get organized. Clean up, straighten up and get rid of clutter. Organization can help both physically and mentally. If you look prepared you feel prepared. Getting organized physically can also put your thoughts in order, it all works together. If you are organized and “decluttered” you are ready to take advantage of new opportunities that present themselves and also better equipped to deal with problems and challenges. 2. Adopt a “can do” attitude. What you think…you are. You can choose to have either a good day or a bad day. How about choosing a good day? It is often said that you are unable to behave in contrast to how you think. If you think things will be bad most likely they will. If you think they will be good the odds are that you will be right. You have three choices on how you want to approach each day. You can hope it’s going to be a good day; you can blame others if it’s not or you can do something to make it an exceptional day. 3. Step up your customer service. Customer relationships are more important now than ever. Consumers are wary and want a sense of security when they make a purchase. Building and maintaining strong relationships with our customers will be crucial to doing business this year. Keep in mind; flowers even though they are a nonessential purchase fill a need that is not filled by other products. Their ability to communicate emotion and feelings; provide a sense of well being; enhance our homes; bring life to our offices and celebrate our most important occasions are benefits that we often forget as we conduct our daily business. The buying experience is very important to today’s consumer. A positive buying experience combined with the benefits flowers have to offer is a sure formula for success. 4. Don’t try to do it alone. Get involved with other professionals. Attend local programs and floral organization meetings and conventions when possible. Subscribe to and READ many of the excellent floral and business publications that focus on the many aspects of today’s retail business. There are chat and florist boards available on the internet to which you can participate in active conversations regarding industry issues. Your local chamber of commerce is another place to work with fellow business people to find solutions to business challenges. 5. Make a marketing plan for the year beginning
with Valentine’s Day. You can’t change the holiday from its
Saturday position, but you can make it Valentine’s week. Promotions
such as “Be the first to say I love you” or “Start the
weekend off right with a Friday Valentine”, etc. will help make
the most of the weekend holiday. Don’t be reactive and wait and
see what happens, be proactive and make it happen! Consider “cause”
marketing in your plan. As a retailer you are bombarded with donation
requests. Rather than just hand out the token gift certificate, consider
partnering with these organizations. The goal would be to get their people
into your store and as a result support their cause. A win-win situation
for you and the charity, plus you distinguish yourself for contribution
to the community. 7. Use that same magnifying glass and look at your expenses. Are you operationally sound? Cut where you can but be careful not to cut needed expenditures such as marketing. There is a very old saying “You have to spend money to make money”. I know that sounds very old fashioned but there is truth to it. Keep inventory under control but remember you can’t sell what you don’t have. If you can’t meet the consumer’s needs they will go elsewhere. No matter how crazy the economy gets there will always be a market for flowers. Our product is unique and not easily replaced. Sure, over the years social customs evolve and we see changes in floral sales such as we have experienced in the sympathy market. However, red roses are still requested even in an “in lieu of flowers” situation when a loved one wants to say good bye. SAF, the Society of American Florists www.safnow.org , has mountains of behavioral research that prove the uniqueness of flowers as they reduce stress, anxiety and depression, and increase compassion. This research has also proven that flowers make people truly happy when received as gifts and increase problem solving skills in the workplace. Current trends are all about wellness and flowers are a natural addition to the wellness formula. We try to eat right, exercise, take vitamins and all we need to finish our wellness routine is to have flowers in our living spaces to make us happier, less stressed, more social and compassionate. Are there messages here that we can use in our businesses for 2009? When we use these research findings we find we can substantiate the benefits of our products so that the “luxury” connotation doesn’t seem to be the first thing we associate with flowers. The year 2009 will bring us many challenges but
I feel that there will be ample opportunities available to us. We need
to turn corners and explore some new territory. Being prepared both mentally
and physically will allow us to break away from the old and welcome the
new. Times are changing and we have to change as well. But let’s
not be dragged kicking and screaming and possibly get left behind. Let’s
lead the way with positive energy, good ideas and a product that is like
no other. I believe “Flower Power” is very real. Let’s
make 2009 a great year for flowers.
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