The Future Is Coming! Are YOU Ready?

The success of flower shops, now and in the future, depends on the ability of florists to connect with, and cultivate the Generation Y (People from 20 to 35 years of age) consumer. Fortunately, there are only two things you need to know about Generation Y.

Number 1. It’s ALL about them

Make it all about them by communicating on their level. How?

Connect with them on Facebook or other social media sites.

If your shop is still not on Facebook, what are you waiting for!? It’s the easiest, FREE way to market yourself online! A Facebook Business page has become almost as essential to businesses as a website and phone number.

Create a strong online presence — a website with mobile abilities.

Your website is the most important online asset to your website. Keep it in mind when promoting yourself everywhere on the web. Share pages of your website on Facebook. Make sure it’s also advertised on your business cards, and any print material.

Court them. They are more interested in what you can do for them than what your accomplishments are.

AIFD, PFD, CMF — the list goes on and on. While these are impressive accomplishments, Gen Y is more interested in what you can do FOR them than what your background is. Show them by having pictures available online, and in the shop of your past designs, events you’ve done and anything else that will show them just what you’re capable of!

Appeal to their visual need for information.

Generation Y loves visuals, graphics, pictures, video, it’s time for you to start using more! Of course on your website and Facebook Page, but also offline as well. Capture their attention with videos and slide-show photo frames in your store displays.

Think outside the box! Move out of your comfort zone and into theirs!

Find out what local activities Gen Y’s are doing in your area and how you can participate! You might consider attending a Tweet-up (Twitter meetings set up in a particular town), or start a recycled vase program!

Number 2. They Want To Participate

Encourage and leverage Generation Y’s need for participation. The floral game has changed, they want an experience, not just a product. Florists can use this mind-set to their benefit by:

DIY Activities and Workshops

Hosting activities, like letting DIY brides create their own bouquets or having parties in-store, such as bachelorette parties, and showers. Some florists are even offering weekly flower arranging workshops where attendees build their own arrangements.

Check out these articles for more: Want To Reach DIY Consumers? & Sips & Snips – DIY Flower Classes

Design Contests

Developing design contests for events like prom corsages, holidays, etc. Voting can be used as a form of advertising. Posts all the contestant’s pictures to a Facebook album and let visitors ‘like’ them as votes! Each ‘like’ promotes the contest entry and your Page on that visitor’s page!

Kid’s Workshops

A great way to advertise to Gen Y (20-35 year olds) is to get their kids involved! Host a Design your own Mother’s Day Bouquet Workshop, or other holiday-inspired specials for treats small children can share with their moms.

Check out Mother’s Day Build A Bouquet Workshop

Fanfare With Gen Y

Encouraging customers to become fans of your Facebook page. This is easy to do with a Facebook username. Your shop’s username will look like this: www.facebook.com/shopsname This is a much easier web address to give out than the original. You might even consider adding this to marketing materials, business cards and enclosure cards.

If you do not have a username yet, simply go to www.facebook.com/username to set one up.

Encourage Testimonials

Remind customers to post testimonials about your shop. You might even offer them an incentive for doing so on your website. Shoppers who frequently buy online will often check reviews before every purchasing. Having a large quantity creates a strong social signal, which is almost as important as good reviews.

Everyone Loves Pictures!

Remind customers to take photos of their flower arrangements and post them to Facebook or in your store. This not only promotes your product just on their page, but goes to their friend’s page and even sometimes their friend’s friend’s pages! This is also a strong type of testimonial for your shop to Gen Y.

If done correctly, florists can turn customer participation into customer evangelists. What better form of advertising than a happy customer?