After the Interview: A Few Extra Minutes With J
J Schwanke has been working in the floral industry basically since birth (his mother went into labor during a snowstorm at a state flower convention in Nebraska). But despite his wide recognition in the industry, we thought it prudent to take a few minutes to introduce him to any FlowerChatters not familiar with his background.
Growing up in the industry, J officially started working at his family’s flower business, Green’s Greenhouses Inc., in 1976. He later went on to direct that operation’s flower shop and garden center in 1981.
Over the years, J earned distinctions as a certified flower designer, a member of the American Academy of Floriculture (AAF), the American Institute of Floral Designers (AIFD), the Professional Floral Communicators International (PFCI) and the National Speakers Association (NSA). In 1994, J began his independent career as a design consultant and spokesperson.
Today, J is CEO of uBloom.com and host of “JTV,” a web-broadcast flower-design show. He travels extensively speaking to florists across the country on a range of topics.
So, before he jetted off for another floral tour, we managed to nab J with a couple of extra questions to help FlowerChat readers:
FlowerChat: What is the biggest mistake florists make in marketing/promoting their shops?
J Schwanke: Forgetting to give their store/image/arrangements a unique personality. It's not surprising that an uninformed flower buyer can be taken in by order-gatherers when so many of our industry’s websites look alike. It's hard for the consumer to tell when they run across something really special.
FC: How can florists fix that?
JS: Make it a priority to create and photograph a signature arrangement or two for you store. You want to stand out from the crowd. The most important marketing and promotion tool for your store is your flower-arrangement style! Remember to lead with it!
Keep in mind that the wires services thrive when all their members’ websites look the same; it advances the order-gathering process. So be creative, stand out! Break out of the crowd!
FC: So, your best advice in how to do that is what?
JS: Show your customers what is possible. They will never order something they haven't seen. So put photos on your site that show them. The real estate taken up by pictures of a few higher-priced designs is a great Investment for up-selling your flower creations.
FC: So florists shouldn’t be afraid of showing off some high-priced designs?
JS: It was interesting... When we surveyed florists about the price range they would like addressed by the images (being offered in the UBloom Image Gallery, a new product J recently developed), the overwhelming response was a higher number than I expected. The suggested prices ranged from $50 to $200+.
Florists stated time and time again that they felt the flower industry was "late to the game" in increasing the prices reflected by our supply chain. So don't be afraid to put a $200+ arrangement on your website. If you have calculated the recipe correctly, you'll make a profit!
Have you experimented with offering more expensive designs on your website? What was the response? Send details to [email protected].
J Schwanke has been working in the floral industry basically since birth (his mother went into labor during a snowstorm at a state flower convention in Nebraska). But despite his wide recognition in the industry, we thought it prudent to take a few minutes to introduce him to any FlowerChatters not familiar with his background.
Growing up in the industry, J officially started working at his family’s flower business, Green’s Greenhouses Inc., in 1976. He later went on to direct that operation’s flower shop and garden center in 1981.
Over the years, J earned distinctions as a certified flower designer, a member of the American Academy of Floriculture (AAF), the American Institute of Floral Designers (AIFD), the Professional Floral Communicators International (PFCI) and the National Speakers Association (NSA). In 1994, J began his independent career as a design consultant and spokesperson.
Today, J is CEO of uBloom.com and host of “JTV,” a web-broadcast flower-design show. He travels extensively speaking to florists across the country on a range of topics.
So, before he jetted off for another floral tour, we managed to nab J with a couple of extra questions to help FlowerChat readers:
FlowerChat: What is the biggest mistake florists make in marketing/promoting their shops?
J Schwanke: Forgetting to give their store/image/arrangements a unique personality. It's not surprising that an uninformed flower buyer can be taken in by order-gatherers when so many of our industry’s websites look alike. It's hard for the consumer to tell when they run across something really special.
FC: How can florists fix that?
JS: Make it a priority to create and photograph a signature arrangement or two for you store. You want to stand out from the crowd. The most important marketing and promotion tool for your store is your flower-arrangement style! Remember to lead with it!
Keep in mind that the wires services thrive when all their members’ websites look the same; it advances the order-gathering process. So be creative, stand out! Break out of the crowd!
FC: So, your best advice in how to do that is what?
JS: Show your customers what is possible. They will never order something they haven't seen. So put photos on your site that show them. The real estate taken up by pictures of a few higher-priced designs is a great Investment for up-selling your flower creations.
FC: So florists shouldn’t be afraid of showing off some high-priced designs?
JS: It was interesting... When we surveyed florists about the price range they would like addressed by the images (being offered in the UBloom Image Gallery, a new product J recently developed), the overwhelming response was a higher number than I expected. The suggested prices ranged from $50 to $200+.
Florists stated time and time again that they felt the flower industry was "late to the game" in increasing the prices reflected by our supply chain. So don't be afraid to put a $200+ arrangement on your website. If you have calculated the recipe correctly, you'll make a profit!
Have you experimented with offering more expensive designs on your website? What was the response? Send details to [email protected].
