The Digital Advertising Arena Holds Great Promise

Blue www and EarthSmart Firms Go Digital

Business owners who insist on sticking to the old traditional way of selling are finding it harder and harder to compete in today’s fast paced environment. We meet folks like this everyday. They are honest, hard working people. They have each built successful businesses by the sweat of their brow. Almost all of them feel they understand their business better than anyone else, yet they find themselves wondering why their revenue growth has seemingly stagnated. Most are afraid of change and thus stuck in proverbial quicksand. They know change is needed, but, don’t have any real  idea of what that change should be.

Please don’t mistake what I am saying. These are some of the brightest folks you will ever meet. Most are college grads, all have built successful businesses and lead happy, productive lives. Yet they all seem to find themselves at that same intersection in the road. For years their businesses have grown and flourished. The need to change approach has arrived though and they are simply not sure which fork in the road is the right one to go down. Change seems to be one of the hardest things for the human mind to wrap itself around. Many find it so much easier to just ignore the need for change because they are comfortable with how they have done things over the years. They know that change sometimes brings pain. Change means reinvestment in the business. Change means they are probably going to have to work more hours, like they did when they were first getting started with their businesses.

0f0d452One of the smartest folks I am blessed to work with is a man named Charles Carithers. He is the owner of Carithers Flowers. Charles has built one of the most successful flower shops in the southeastern United States. We have been right there by his side, helping him to accomplish that impressive feat. Charles often says, there are two key things that he focuses on. The first is reinvention and the second is marketing. He is convinced that maintaining a keen focus on these two things has helped him to grow Carithers Flowers into the successful flower shop that it has become.

Depositphotos_8588374_s (2)Lets talk for a minute about the reinvention piece of the equation for a minute. If you are the owner of a flower shop, or any other business, you probably have certain practices and procedures that you have historically followed in running your company. Many of you have spent years of your lives, honing these practices and operational procedures into a fine edge. You are proud of that accomplishment and have made money sticking to what has worked to keep your business growing all these years. Now, all of the sudden, things have started to change. You are seeing less walk-in traffic in your stores. Competitors are popping up in your industry and they seem to be very tech savvy. These firms have deployed websites. Armed with a website and a high tech work team, these new kids on the block are fast gaining ground on your business and that concerns you. The truth is, they will catch up to you, and pass you, if you don’t embrace change!

businessmove2Reinvention can mean a lot of things to different people. For the sake of this discussion, I choose to think of it as a means of challenging yourself, and your employees, to find ways to drop the traditional methodology in favor of a different way of doing things. Here is one example of how Charles Carithers approaches reinvention. For years, he built his business around the traditional brick and mortar approach to growing a flower shop. As his business grew, he opened store after store, all over the Atlanta area. To provide flower orders for each new store, he traditionally counted on walk-in traffic and wire in flower orders from BloomNet and other sources. This approach worked for years and Carithers grew into a huge flower business. Then one day, Charles realized that growth had stagnated. Instead of living off his past success, he smartly realized that change was needed. He quickly began to dismantle the traditional business he and his family had worked so hard to create. Charles hired our firm to help him compete and evolve his firm, using growth opportunities offered via the new digital advertising space.

What I am telling you is this. Charles literally scraped the traditional business approach and started all over again. Most would never have had the courage, nor the conviction to do such a thing. It’s not unusual to see business owners unload and sell off their businesses at that point. Most would never have the energy to go through the pain of the reinvention. That is what I love about Charles Carithers. He isn’t afraid of any challenge! Instead, he embraces change and makes it a part of his operational strategy. The employees who work for him have come to realize that change is a good thing. He challenges them all to find ways to be better at what they do. His management style and approach is designed to encourage employees to evolve and to compete and I am telling you, it is working!

Marketing signNow lets talk about the marketing piece of the equation for a minute. I am going to use flower shops as an example for the sake of this part of the discussion. Many of the flower shop owners I meet tell me that they are willing to dedicate 5% of sales, back to a marketing program. I ask them where they came up with 5% of sales as the magic number. They give me all kinds of reasons for it, but, at the end of the day they are just trying to do what others in their industry are telling them they do. Most flower shop owners belong to various floral groups. These floral user groups share information about tactics and strategies and things like marketing budgets. Oh I don’t blame flower shop owners for going to these group meetings. They do learn lots of things that are helpful.

If it were me, I would watch what innovators like Charles Carithers are doing. If I owned a flower shop, I would also study what the largest florists in the industry are doing. That would require spending time and energy analyzing companies like 1-800 Flowers, FTD, Teleflora and ProFlowers. These firms are all enjoying huge success in the flower business. Yes I agree. Studying these firms isn’t rocket science, it’s just common sense. A number of these large florists are public companies. That means they are required to publish an annual report. These annual reports include information about those firms strategies. They also contain statements about anticipated benefits and future financial projections on revenues, operating expenses, market trends, cash flows and uses of cash. That means you can glean information from their annual reports to help you better understand how much they spend on marketing. Let is suffice to say, they are not reinvesting 5% of their sales back into marketing. In fact, they are spending more like 12% – 15% of sales on marketing.

 

[button link=”http://investor.ftdcompanies.com/secfiling.cfm?filingID=1047469-14-2022&CIK=1575360″ color=”custom” size=”large” type=”” shape=”pill” target=”_blank” title=”” gradient_colors=”#8224e3|#8224e3″ gradient_hover_colors=”#dd3333|#dd3333″ accent_color=”#b5b5b5″ accent_hover_color=”#8c8c8c” bevel_color=”” border_width=”2px” shadow=”no” icon=”” icon_divider=”yes” icon_position=”left” modal=”” animation_type=”0″ animation_direction=”down” animation_speed=”0.1″ alignment=”center” class=”” id=””]Peruse The 2014 Form 10K Annual Report Filed By FTD[/button]

 

Let me ask you this question. Does it make more sense to follow the lead of ultra successful florists, or should you stick to the traditional way you have always managed? I guess the answer to that question will lie in whether you are open to change or stuck in quicksand. Business owners with an open mind can evolve and win. If you choose to avoid the fray, you may find yourself owning a company that is becoming increasingly less productive and valuable. My advice, embrace change and evolve. The new digital advertising arena is kind of rocket science stuff, but, it offers change and possibility for growth and success.

Image converted using ifftoanyIf you are ready to take the next step, but, realize you aren’t knowledgeable enough to head in that direction on your own, give us a call. We can help you. Our approach is unique and our track record of success is on record for all to see. When we agree to take on a new client, we don’t just view ourselves as a vendor. Instead, we focus on becoming an extension of the business owner. To that end, we seek to find business owners who are actually looking for a strategic partner, and not just another vendor to do a task. When we find those types of folks, we step right in and take ownership and responsibility in helping them grow their firms. Not to sound redundant, but, our work, effort and performance are second to none! Ask companies like Carithers Flowers, Veldkamp’s Flowers, Flowerama of Columbus and Allen’s Flowers. We have helped these firms to achieve new levels of success. We also help lots of firms in other industries, such as; Gwinnett Medical Center. All will tell you that we have stepped right in and played a major role in helping them to implement growth strategies and achieve their goals. For us, it’s about relationships and driving success for those we serve. We see ourselves as servants and appreciate the chance to be part of the team. Money is a secondary component and not what motivates us. We just love finding family owned businesses who are worth spending our life energy to help. We enjoy helping other families and thrive on bringing these types of businesses back to a vibrant state. It’s friendship, trust and respect we seek, not a paycheck.

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Sneak Preview Of New Radio Ad Spots For Carithers Flowers

Carithers Store FrontCarithers Flowers

Voted Best Florist In Atlanta, Georgia

14 Consecutive Years!

We spent some time a few days ago cutting some new radio ads spots for Carithers Flowers. The ads will run on WSB radio. You can tune in to WSB at 750 AM or 95.5 FM. These new spots will actually start to hit the airwaves shortly after Christmas.

 

On-Air-150x150-1WSB RADIO ADVERTISING

The radio spots feature Charles Carithers, owner of Carithers Flowers, and “The Georgia Gardener,” Walter Reeves. We created ad spots in three different lengths (15, 30 & 60 second). The spots were recorded at the WSB radio studios in downtown Atlanta, Georgia.

 

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By | 2014-12-24T13:30:32+00:00 December 24th, 2014|Advertising For Florists, Broadcast Media Buying, Carithers Flowers, Walter Reeves, WSB Radio|Comments Off on Sneak Preview Of New Radio Ad Spots For Carithers Flowers

Flower Shops Enjoying Astonishing Growth

Flower Delivery 300Flower Shop Growth Rates Off The Charts

Data from The Society of American Florists indicates that the number of locally owned and operated flower shops in the United States continues to decline at an alarming rate. This downward trend has been going on for years. Industry leaders and flower shop owners have all shared opinions and feelings about what they feel are the root causes. In our estimation, there are likely many factors that are truly to blame. One red flag that stands out to us is, we see far too many local flower shops who don’t know how to effectively generate sales leads for their organizations. Relying too heavily on wire-in order volume could potentially be a formula for disaster, if you haven’t laid the proper ground work to win with that business model. Our advice. Learn how to generate your own sales leads.

10678508_869043607941_482773389807749643_nWhile the floral industry continues it’s shake out, flower shops supported by Flyline Search Marketing continue to grow at astonishing rates! We routinely hear back from our flower shop owners that their growth rates far exceed those of other flower shop owners in the industry floral groups they participate in. Why are they doing so well you ask? The secret lies in the great vision and leadership of folks like Charles Carithers, Brad Levy and John Veldkamp.

These florists didn’t just hire a marketing vendor to do some work. Instead, they chose to treat us with great respect and to add us to their team as a strategic partner. They placed their unwavering belief in us that we could successfully drive positive change for their businesses. Then they gave us the latitude to do our job to the best of our ability. Some think we are far too quick in taking on the heavy burden of helping a flower shop to turn their fortunes around. Heck, where we come from, we call that opportunity! Who wouldn’t want the chance to partner with some of the greatest families in the flower business. It’s a once in a lifetime chance to help these families thrive, while at the same time giving us the chance to deliver stunning results and prove that we are the best marketing team in the floral industry.

0f0d452The florists we serve are truly some of the brightest and most innovative minds in the floral industry. Most of them prefer to leave the industry spotlight to others. The vast majority of them actually seem to favor maintaining an effective degree of anonymity. These folks are simply brilliant, tactically gifted, forward thinkers who are the some of the most successful people in their industry. Oh the truth be told, not everyone we have served falls into this category, although the vast majority have truly embraced the value of a strategic partnership with our firm. At the end of the day, we can honestly say that we put every ounce of energy we have into our service. To those who continue to put their faith in us, we are honored, thankful and truly blessed for the chance to serve you and your family. Thank you for allowing us to contribute to your success.

FloristsWhat Flyline Search Marketing ultimately brings to the table is an incredibly well thought out strategy, a comprehensive marketing approach, industry leading PPC platform designs, relentless drive, a competitive spirit and and dogged determination to drive success for those we serve. It’s not money that motivates us. It is the chance to be a part of something special. We relish the challenge of helping a flower shop owner go from good to great! We will always place a higher value on our clients success than we will ever place on our own. Those who place their faith and trust in us are rewarded. We are fiercely loyal and never rest until the families we serve have achieved their goals. For those that say they don’t understand, it is not your money we desire. Instead, we seek to earn your lasting friendship, trust and respect. That is just how we are wired!

The Flyline Search Marketing team out works and out performs those we compete with. If you want to beat us, you had better plan to spend a ton of sleepless nights because while you are sleeping, we plan to be up kicking your backside. You can ask the florists we serve, our team will work whatever hours are necessary to ensure we deliver on the promise! Our program has been deployed in some of the largest and most competitive cities in the United States. It has delivered results in all of them. We are talking cities such as; Atlanta, Albuquerque, Columbus, Denver, San Diego, Long Beach and more. As new clients have partnered with us, our knowledge and ability to identify local and regional demographic differences has steadily gotten stronger. In addition, the new marketing opportunities have allowed us to continually refine our approach and platform designs.  Our advertising program was capable of delivering a seven digit annual revenue result five years ago. Today it has morphed into a strategic weapon, designed to deliver astonishing results for florists who partner with us. The truth is in the sales results. Flower shop owners we support have significantly grown their brand strength and now hold commanding, dominant positions in the markets they choose to operate in.

Couple visionary leadership with the best marketing program in the industry, sounds like a formula for a very successful, long term business partnership. Are you interested in working with us?

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By | 2014-11-18T00:41:17+00:00 November 18th, 2014|Advertising For Florists, Flower Shop Marketing, Internet Marketing For Florists, Local Florists, Local Flower Shops|Comments Off on Flower Shops Enjoying Astonishing Growth