Grass Roots Marketing That Makes Blooming Sense.

Slide 1:Grass Roots Marketing That Makes Blooming Sense.

Presented by Kensel J. Tracy

Slide 2:Background and Introduction

Background A professional business communicator and a professional business and personal coach since 1995. I have been in the sales and marketing field for the past 25 years. I have personally been the owner or manager senior managing director of four small businesses. The keys to my success have been I motivate, teach and educate.

Slide 3:What are We Going To Learn Today

Today we will hope to give you some tips on how you can market and grow your business. Growing a business � is a skill and it takes motivation, commitment and focus. Growing a business � is also based on planning, your connection with your customers and your ability to visualize and develop new opportunities.

Slide 4:Some Grass Roots Strategies We Will Discuss

Finding and growing new business The value of having a plan. Finding your niche markets. The power of new technology. Using the power of attraction. Developing customer loyalty. Creative new ways to market.

Slide 5:So When Does the Fun Begin!

So you�re a florist and a retailer and you�re wondering When does the fun begin? Where are the profits coming from? Why isn�t my business more profitable? How do I get more sales? Oh woe is me, how did I get in this business anyway? I got into this business ��why�

Slide 6:So You Think You Have Issues

All businesses have issues. Marketing and sales support. Owner, operator, burnout. Lack of business. Frustration with the business. Cash flow problems. Competition on all fronts, big box, internet. Lack of capital to expand. Lack of creativity or creative counseling internally. Can�t hire staff because�.

Slide 7:Marketing and Sales � Is The Key to Growth

Marketing and sales is one of the key motivators to business growth. Most people fear marketing and fear sales even more. Most companies that are suffering are suffering because they are not good at sales and marketing. Most companies that are doing well are aggressive marketeers and information gurus. They educate, motivate and encourage their customers to participate in their marketing efforts. They give customers a reason to participate.

Slide 8:Reasons Why Companies Don�t Market

They don�t really like being rejected.. I AM NOT A SALES PERSON I AM AN ARTIST They don�t know where to start THE BOOK OF LIFE DOESN�T COME WITH AN AD PLAN It doesn�t work anyway and its expensive. THAT�S WHY I REFUSE TO ADVERTISE

Slide 9:More Reasons Why?

It feels like I am trying to hustle business, SO! -- DEFINITION OF A BUSINESS � THE INTENT TO MAKE A PROFIT I feel like business should come to me, the store is open and its two days before mothers day. -- GOOD MARKETING AND GOOD LUCK?

Slide 10:So I Need to Have a Plan

Phase 1 � Where Am I Now - Information Research, Research, Research Past Histories � what worked before may not be working now. Analysis of your current advertising and marketing - 50% of advertising doesn't work we just don�t know what 50%.

Slide 11:Maximizing My Marketing

Redefine your target audiences Find out who is buying your product and where they are coming from. E.g. Black Label Beer Campaign Redefine your product offerings Offer more value to your customer more often, extra services, free delivery, a monthly payment plan, options, floral registry service and standing orders.

Slide 12:Data Mining and Loyalty Attraction Business Strategies

Research states that 80% of your business comes from 20% of your clients. So In order to grow your business you can increase your business by communicating and getting more business from your existing clients. You need to find out more about your customers Here�s How an Accounting Firm Increased their business by 50%. So you sell your existing customers more and larger orders, and have them purchase more often.

Slide 13:Niche Marketing - Find your Niche or Create One.

When you review your business � Find out what is it that you are the best at, do extremely well or excel at. What other target groups can purchase, what it is, you do well. What are the groups of purchasers that have an affinity for your products or services. What steps to I need to take to get more frequent purchases more often from this group.

Slide 14:Network � Network - Network

Assess your company and your market areas and decide who and what type of customer you are most interested in and how they will interface with your product. Assess your potential market to determine if there is another area that could use your services. An easy way to make this determination is just talk to the people in your targeted community. Join groups or networks that can lead business to you, BNI, Board of Trade, Chamber of Commerce, community groups. Once you find a promising niche, then determine if you can be comfortable with the anticipated income from it. Networks have value as � people buy from people�. Referrals work! � People buy from people they know.

Slide 15:Business Growth

There are two rules of of thumb in business growth: You can try to pull clients to your location. This is expensive and hard to do! You can motivate loyal customers to stay loyal and purchase more and more often. Frequency of purchase and purchasing more often. Most efficient and less costly as there is little cost with customer acquisition � we know who they are.

Slide 16:Developing Loyal Customers

Since we discussed the 80/20 rule then how do we get our existing customers to buy more. Communicate with them more often through an email/on pack or information or education. Send targeted direct mail � Certico � direct Marketing Get them on a list and develop a standing order of flowers for special occasions for a flat rate. Get some form of loyalty program, buy more often and save, offer a point program ( Trucash Loyalty) Get a � flower power � program going where you supply all their flowers for all special occasions and its done automatically as they have a standing orders or special orders with you.

Slide 17:The Art of Planning

The key to planning is to actually have one. So many organizations just run from week to week, month to month without a plan. You should develop your 12 month marketing/promo/pr plan based on your market curve. You know your peaks and valleys based on special events, however there is a lot time in between that can be put to good use. Those valleys between special events if increased could represent significant growth for your organization. -- there is gold in the valley.

Slide 18:The Art of Technology

If your not on the web you should be. Online shopping is cost effective and can be implemented quite easily with a lot of off the shelf technology. There are all kinds of web firms out there, hire a hot young shop with track record that knows the web and knows how to use Web marketing. Your website should be one of your marketing priorities, everything else should evolve from your web strategy.

Slide 19:The Art of Technology

Embrace technology at all costs Email addresses are valuable commodities E-Zines are easy and cheap to setup and use. Having a firm position your website at the top of the heap can pay off big rewards. Try to remove the fear of using technology. Examples of Web marketing, Brymark Promotions, Windsor Home Cleaning

Slide 20:Being Personally Motivated

The key to growing your business is to get re-energized yourself in your life and in the life of your business. The E Myth � work on and not in the business. Eliminate Tolerations � things that get in the way or take up time that occupy your time. Develop reserve so you can focus on growth not on what you don�t have. Try to think positive � remember you become what you think about. And you always get what you ask for, good and bad.

Slide 21:Get Some Professional Help

Yes if you need that kind � get it. However � other help can include: Hiring a marketing company or marketing rep. Full or part-time Hire a good accountant/bookkeeper, get all your paperwork in order Hire a coach or a business mentor

Slide 22:Putting It all Together

Planning � focus for your business, business plan, marketing plan, PR Plan, staff motivation plan, advertising plan and personal plan. Plan your work and work your plan!

Slide 23:Niche Marketing

Develop or find your niche, work the networks associated with your niche, hire a specific person to focus on the niche market. PR � the heck out of your niche Become a specialist the best, teach others, for a fee, sell to others for a fee, combine or partner with others for a fee. Develop new products, dried, designs, purchasing options, allied products and strategic alliances.

Slide 24:Attraction Marketing Programs

Develop a series of marketing programs that attract people to your shop. People are not compelled to buy flowers unless you have specific hook ( $9.99 roses) People also do not associate florists with happy events, a perception that needs to be changed. Give reasons for people to buy flowers, make it easy, ( the standing order) and reward them for being loyal. Use attraction marketing techniques, newsletters, rewards, classes, info sessions, corporate events or community events and the internet.

Slide 25:Getting Your Personal Needs Met

Make sure you are mentally fit. Male sure you take holidays and get a break. Take training and participate in networking events. Hire a PR person to help you build your community identity. Hire the individuals you need to make your life better, personal trainers, coach, Chiropractor, Massage Therapist Ad agency/ marketing person/ mentor/ coach.

Slide 26:Eliminate the Tolerations

Change your mind set, get rid of the things you have been tolerating in your life or your business that just get in the way. Change the store so that everything works Make sure your car and personal life if functioning properly so that it will not get in the way of your business Do not tolerate taking time for you throughout the week, the month, take mental health days and spend it in a toleration free zone.

Slide 27:In Summery

The Floral business � it�s a tough business but hey every business is tough. If business was easy, everyone would have a couple. To be successful one needs to remember you are not alone, you went into the business because a little voice inside said you would be good at it. Its time to get that little voice motivated again and take the necessary steps required to grow and help make your business succeed.