Dirt By Amy Stewart

Why Stop at Twelve?

After hearing from several florists who wanted to talk more about the benefits of buying from a local florist, I've spent the last twelve days listing a dozen reasons to buy flowers from a florist.  Thanks to all of you who have posted comments or sent e-mails.  But why stop there? I'm sure I left a few out!  Send me your reasons and I'll post them on my blog and work them into the next talk I give to a floral industry group.  (Find out more about speaking engagements here.)

And...the conversation is continuing at Apartment Therapy.

Oh, and here's a story for you.  After reading Reason #9, my dad called a local florist to order some flowers for their wedding anniversary.  He'd bought Stargazers from OrganicBouquet before and loved them.  So he ordered Stargazers again, but this time from a local florist.  They put together a lovely arrangement, but the lilies weren't Stargazers--they were a pretty pale pink Oriental lily with nowhere near the fragrance of a Stargazer.  And it's the fragrance he loved so much!

But here's the thing. It's Friday night.  It's your wedding anniversary.  Are you going to call the florist and complain that they didn't deliver what they said they would?  Nah. 

Are you going to remember that they didn't deliver what they said they would next time you're ready to order flowers?  Probably.

So the question is:  Is it possible that the very nature of a florist's business (delivering flowers, often to the person who did not order them, often for a special or serious occasion that is about so much MORE than the flowers)  makes people less likely to speak up if the order isn't right?  I'd send back a plate of pasta that wasn't to my liking, but I might not complain about the flowers, especially if those flowers are just one small part of a much bigger event, like a birthday or a funeral.  It seems petty, almost. It spoils the fun of a happy occasion, and detracts from the seriousness of a sad one.

If that theory is right, and florists get less feedback from their customers than, say, restaurants do, what should they do about that? Should they call more of their customers to find out if the flowers were satisfactory?  And if so, should they check back in with the person who ordered them, or the person they were delivered to?

Why Shop at a Local Florist: #12

12.  We have more fun.

Highlight your special events, promotions, and crazy sense of humor.

"Is it your birthday?  Come in for a free flower.   And don't forget to watch our sign out front.  Every Monday we pick a name at random, and if we put your name on the sign, you get a free flower.  What can we say?  We're florists.  We like giving flowers to people. Especially on Mondays."

"Guys, don't miss our annual Beer and Bouquet night on February 13.   Drink a beer, assemble your own arrangement, and score major points at home.  Enough said."

"Our annual Mother's Day Tea is our most popular event all year.  Bring Mom in for tea, Springfield Bakery scones, and a flower arranging class. You can design a bouquet for her on the spot.  No pipe cleaners or popsicle sticks involved."

"Want to have a flower arranging party at your home or in our shop? We've hosted bridesmaids, garden clubs, and football teams.  (Okay, we've never hosted a football team, but we'd like to!)"

"Have you ever serenaded someone?  Neither have we, but we partner with members of the Springfield Opera Company to deliver a tuxedo-clad, red rose-carrying, opera-singing crooner to your loved one's bedroom window, place of work, or rendezvous location of your choosing.  All you have to do is show up and take the credit. Think you can handle that?"

"Every month, our Random Act of Kindness team delivers a bouquet to a random Springfield resident while they're at work.  We've delivered bouquets to bank tellers, nurses, teachers, auto mechanics, veterinarians, and executives.  You could be next!"

Why Shop at a Local Florist: #11

11.  We're affordable.

Okay, can I just say one thing here?  We each have our own definition of "affordable."  Let's say you have to buy a gift for your neighbor's daughter's baby shower. You don't know this person very well, but they picked up your mail last time you were out of town, and now you're on the hook to go to this baby shower.  What are you going to spend? 10 bucks?  20 bucks?

Now a customer comes in and tells you the same story.  You assume they only want to spend 20 bucks.   But what she doesn't tell you is that, by picking up the mail, this neighbor made sure that a package of very important business documents didn't get sent back to the post office.  Or maybe she lives in a very ritzy part of town, where you just don't show up at a baby shower with a $20 present.  Or maybe she just loves babies.  Who knows?

The point is, everybody has a different budget.  There are a lot of people out there who are willing and able to spend 50 or 100 bucks on a present.  Sometimes people need to make a very big statement, and if you offer them a $45 bouquet, they might decide that you're just not the kind of shop that can handle the $200 order they were planning on placing with you.

So how about:

"Our best-selling arrangement is priced at $60, which is less than the price of dinner for two at the Springfield Hotel, a sixty-minute spa visit, a pair of tickets to the Springfield Theater, or a ride in a hot-air balloon.  And all of those gifts last an hour or two.  Our flowers last a week or more!"

"We can put together a fabulous arrangement for any budget.  Don't believe us?  Visit our website for the results of our latest Designers' $20 Challenge."  (which you ran, Iron Chef style, on the local TV news program, right?  Or held on a Friday night, complete with cocktails and bets on the winners?)

"Our growers bunches sell for about a dollar a stem, which is what you'd pay at a supermarket.  What's the difference between our flowers and theirs?  See #1 and #2."

"We've always got a $9.99 mixed bouquet wrapped and ready to walk out the door."

"Sign up for our Monthly Flower Lover's Club and get a different mixed bouquet every month for only $125 a year. If your home or office is in the Springfield Downtown District, we'll even walk over and deliver it."

"Never been to our Friday Night Happy Hour?  All the flowers on display are $1 a stem.  Mix and match, or let our designers put it together for you. "

"Even our luxury flowers are surprisingly affordable.  Our unforgettable Artisanal Bouquet, priced at $175, comes in a crystal vase or a handcrafted wooden box, and includes the most rare and delightful flowers of the season."

Why Shop at a Local Florist: #10

10.  We're artists.

Everybody thinks they can arrange flowers, right?  Remind them of your fabulous talents without putting off the do-it-yourselfers.

"We hate cookie-cutter designs as much as you do.  You won't find any boring, fern-and-baby's breath mixed bouquets in our shop."

"We want our flowers to take your breath away, not put you to sleep.  We are known for our lush, botanical style.  Check out our signature Flora bouquet, or visit the Design section of our website for more ideas."

"Our designers know how to interpret a mood, a personality, or an occasion.  You don't have to guess about what kind of flowers to order.  Is she a cook, a gardener, or an art collector? Is this bouquet going to a farmhouse or a modern condominium?  Does she hate pink or secretly love carnations?  Give us a little information, and we'll figure out a fresh, innovative approach."

"Our designers have created bouquets to match old family photos, tranquil Japanese gardens, and even dinner platters.  That's right, bring us a table setting and we'll design a centerpiece to match it. We'll even create a design just for a special vase in your collection."

Why Shop at a Local Florist: #9

9.  We go the extra mile.

I'm talking mainly about deliveries here, but go ahead and broaden the concept to talk about other ways you go the extra mile.  I've heard lots of great stories from florists, and I wonder why they don't turn those stories into advertisements or local news articles. For instance:

"Look for our shiny Flower Power vans delivering flowers all over Springfield."

"Ask about our ultra-fast One Hour Delivery option for those all-too-frequent floral emergencies."

"We once carried a bouquet up the ski lift in the middle of winter for a marriage proposal on the mountaintop.  We'll go anywhere for you."

"Want to surprise her in a restaurant, hotel, airport, or in a rowboat on Springfield Lake?  We deliver to the most unlikely places."

"Planning a dinner party?  Let us worry about the flowers. We offer a Fabulous Fiesta package that includes flowers, candles, and a keepsake vase. You can even e-mail us a photo of your color scheme, china, or decor, and we'll come up with the perfect complement.  We'll not only deliver it, we'll bring it inside and set it up for you, so you can get back to stuffing those mushrooms."

Why Shop at a Local Florist: #8

8.  We care about the environment.

The floral industry is the ultimate green business.  I won't bore you with the facts and figures that demonstrate what a large percentage of your customers care about this issue.  It's obvious to everybody that 2007 has been the Year of Green.   The truth is that some of the supermarkets may be ahead of you on this one.  Even Wal-Mart is asking its vendors what they are doing about sustainability and environmental issues.

Rather than give you some examples of quotes that you can use, I'm going to list all the different ways that you can go green.  Then it's up to you to issue press releases, put it in your newsletter or on your website, or print it up on a little card that goes out with your flowers.  Just get the message across!

Appoint a sustainability czar who is in charge of keeping your "green strategy" on track.   This is a great job to give to one of those pesky Gen-X or Gen-Yers who you can't figure out how to motivate.

Find the organization in your community that is dedicated to helping businesses go green.   There may be grants or technical assistance available. Ask around at the Chamber of Commerce or other local business organizations, or try the local recycling center or power company. And of course, contact local environmental advocacy groups and find out how you can work together.

Buy sustainable, certified, organic, or locally grown flowers, and let people know that those flowers are available.  Ask your wholesaler to supply you with flowers certified through one of these programs, or try Organic Bouquet's wholesale division.  Be prepared to answer questions from your customers about exactly what these certifications mean.  Your most dedicated customers may also be your most educated and enlightened customers.

(Oh, and by the way, the answer to the question "Why do people care about organic flowers?  They're not going to eat them" is:  People care about the safety of the workers--and that includes your health-- and they care about the environment where the flowers are grown. )

Switch to compact fluorescent light bulbs.

Ask your local water authority to help you find ways to reduce and reuse water.

Contact your local recycling center about special programs to recycle "green waste," and make sure you're recycling your cardboards and plastics properly.

Offer a rebate or rewards program to people who bring back vases  to be recycled.

Use low toxic, environmentally friendly cleaning products.  Here's a product line that is so nice that you might even want to offer it for sale as a gift item.

Look into solar power, hybrid vehicles, and other energy-saving options.  Check back every few years, as the technology gets better and the prices go down.

Look for local suppliers that can help reduce the environmental impacts of shipping.

Consider ways to reduce and reuse packaging.

Share party fixtures, decorations, and similar items with other florists or event planners so you're not all buying and storing the same stuff.

Why Shop at a Local Florist: #7

7.  We Give Back.

Florists probably get more requests for charitable donations than just about any other kind of business.  Remind the community about everything you do for them.   Put somebody in charge of charitable giving, and have them keep track of the results.

"Last year, we donated over 10,000 flowers and 1,000 volunteer hours for local charities and events."

"We're proud to participate in the Springfield's Table program, which donates unused food and decorations from parties and events to local nursing homes and homeless shelters."

"We've been sending free flowers to the Springfield children's hospital every week for the last 10 years."

"Every year, we teach Mrs. Johnson's eighth grade science class about flowers and plants as part of the national Flowers for Kids program."

"Every year, our employees choose a charitable cause and design a bouquet to benefit that cause.  Last year, our Mardis Gras Bouquet raised $10,000 to help rebuild New Orleans."

Why Shop at a Local Florist: #6

6.  We're part of your community.

Buying local is the new buzzword. Get involved in your Local First  (here's another list, or just google "Local First" and your city) or downtown merchant's association.  Learn about how local merchants are promoting small, locally-owned businesses over big boxes.  Remind your customers, and your city council members, that studies show that spending $100 at a local business puts $68 back in the community, while that same $100 at a big box creates only $43 in local impact.  Remember, the big boxes are well-funded and well-organized.  Now small businesses are too!

And don't forget about local flowers!  This not only appeals to eco-conscious consumers (more about that coming up), but it also lets you offer more interesting, unusual varieties and support another small business dedicated to flowers.  Check your local farmers market association, county agricultural extension office, or go here to search for local flower growers. Don't forget about locally-grown potted plants, dried flowers, herbal sachets, and locally-made gifts like spa products , wine, or chocolates.

" We are a third-generation, family-run shop.  Our grandparents delivered flowers to your grandparents."

"We support local farmers.  We buy fresh, locally grown flowers in season, and we're proud to offer a "Grown in Springfield County" bouquet all summer long.   In the winter, ask about our "Made in Springfield" gift basket."

"When you shop here, your dollars stay in the community.  We hire local contractors, local janitorial services, local bookkeepers, local graphic designers, and local mechanics.  We're proud to do business with our friends and neighbors. Studies show that locally-owned businesses put significantly more money back into the local economy than chain stores do."

"We're part of the Main Street program.  Stop by on the first Friday of the month for Springfield Arts Walk, when we feature floral paintings by a local artist and pour champagne."

"We participate in the monthly Shop Springfield night, when you can get discounts and rewards for shopping at a network of locally owned businesses."

"We're the winner of the 2006 Small Business of the Year award from the Springfield Chamber of Commerce."

Why Shop at a Local Florist: #5

5.  We'll handle your long-distance orders.

Your customers have probably had a bad experience with order gatherers, without even really knowing what an order gatherer is. But you can be sure they don't like the idea of dealing with a call center.

"Sending flowers out of town?  Call us and we'll get the order to the right florist, anywhere in the world.  No more dealing with call centers or fraudulent websites that only pretend to be an actual florist.  Best of all, you'll get more value for your money, because you won't be paying unnecessary fees to a middleman.  And if there are any problems with your order, we'll follow up on your behalf.  Oh, and did we mention that even long-distance orders earn you credit in our Frequent Flower Program?"

Enough said, eh?

Why Shop at a Local Florist: #4

4.  We offer a money-back guarantee.

Can you offer a 7-day vase life guarantee?  What about 5 days? 

"All of our flowers come with a vase life guarantee. Just follow our simple care instructions, and if your flowers don't last a week, we'll replace them or refund your money."

"Wrong color?  Wrong size?  Wrong address?  Wrong date? Wrong girl? We'll take care of it. (Okay, it's up to you to pick the right girl, but we can handle the rest.)  If there's any problem with your order, we'll send out a fresh bouquet right away or refund your money."

"Ever tried to bring wilted flowers back to the supermarket and ask for your money back?  Good luck.  If our flowers don't last a week, we'll replace them or refund your money."