We started as a private studio with cash only, three years ago. No loans. We worked very hard on SEO (Search Engine Optimization) making sure we were listed in all the major (and quite a few small) search engines. I spent the first six month researching ONLY and making sure we were up and out there in our community. Then we went to all the major malls, hotels, restaurants, etc. and created pro bono holiday and special event displays for enhance their look and get our name out there. We connected with the local Starbucks and the outlet mall and have our arrangements in the mall office (with cards, brochures, etc.) at the desk especially for big sales and promo weekends. We offered to sponsor the national triathlons, Mooseman and Ironman which were being held here and took the opportunity to make a name for ourselves with the ten thousand people who came.
The first two years every bit of money we made went out to these events or into advertising. Our advertising went to specifically targeted and studied demographics. We determined that our clientele needed to be the budget bride, considering the state of the economy. So we created packages that were basic and the flowers purchased in bulk, which made it easier for us to offer discounted flowers. If they wanted more elaborate designs we could accomodate those however they would not fit our basic package prices. Pushing the basic packages brings in all sorts of brides. They want to know about those first. if they decide they want more we are good upsellers and can sell them more.
We never do consultations over email or telephone.
We connected with local wedding magazines and offered to do photo shoots and free flowers for their bridal shows. They promoted us organically. We conferred with marketing experts on branding and brainstormed on catch phrases, asking everyone close to us...This or this photo? This or that catch phrase? That or this location? We take photos of everything we do (almost) and put it up on Facebook. Many brides come and see what we have been doing and even if they don't book with us someone they know might. Recently we had to open a retail space because we simpy got too big to be operating from a private studio. We will see what this next challenge teaches us! This year we serviced 38 weddings. Next years, so far we have 16 weekends booked (12 of which are weddings). Now we are working on building the funeral end of the business. Although my designs are very good I am still learning the ins and outs of this side of the business. Specifically protocols with dealing with directors and funeral homes. That's kind of the long and the short of it so far. We do have long term and short term goals and little by little we work on each. We still operate cash only.
