2016 Mother’s Day Flower Sales

Depositphotos_44537085_s (2)Year over Year Sales Growth Objectives Achieved

Flyline Search Marketing® provides comprehensive marketing services for florists all over the United States. We serve a very distinguished group of flower shop owners. That group includes firms like; Carithers Flowers in Atlanta Georgia, Allen’s Flowers in San Diego California, Veldkamp’s Flowers in Denver Colorado, Allen’s Flower Market in Long Beach California, Flowerama of Columbus Ohio and Flowers and Company in Houston Texas.

Carithers Main Logo-Vertical-no-backgroundThese are not your average independent flowers. They are some of the floral industries most successful, lead by some of the industries brightest minds. These florists are also some of the most creative flower shop owners in the flower business today. We consider it to be a huge honor that these florists have strategically partnered with us. They brought us in to handle their online advertising, lead generation, social media marketing, brand management, content development and public relations duties. Our mission is to help our florists win today and build for the future.

Even though each of these flower shops is unique, there is one consistent theme that each of the owners is focused on. That theme is growth! All of the shops owners we support are experiencing growth rates that exceed industry averages and all have either achieved a dominate position within the cities they market to, or are on the path to doing so.

This year, Mother’s Day fell on the 8th of May. In 2015, Mother’s Day fell on the 10th of May. That lead most florists in our group, and many around the country, to project lower estimated sales for the period May 1st through May 8th 2016, versus May 1st thru May 10th of last year. Well, the final sales numbers are now in. Flower shops we support actually generated more sales transactions and higher revenues this year than last, during that time frame. When you think about it, that was no little task. Especially considering each of our florists all enjoyed solid Mother’s Day sales campaigns in 2015.

CMS design over white background vector illustrationHow did we do it you ask? We did it by utilizing a comprehensive approach to marketing these flower shops. That program is designed to generate sales 24 hours a day, 7 days a week and 365 days a year. We do make very specific tactical adjustments for the holidays, but, work to maintain our focus on growth all year long. We would be remiss if we also didn’t mention that the shop owners we support are some of the smartest, hardest working folks in the industry. All of them work relentlessly during the holidays to exceed the expectations of the clients they serve. I have never met a more dedicate or harder working group of business owners. These folks are some of the best and brightest in the floral industry.

I love being around the group of shop owners that we support. They are innovators and are always willing to try new ideas, strategies and tactics. Especially if they believe that the new idea, strategy or tactic will make for a better customer experience for the people buying flowers, as well as for the people they want us to deliver them to. Charles Carithers is always telling me that he truly believes that for his business to succeed, we must focus on innovation and marketing. I think Mr. Carithers is an extremely bright man! The fact that his sales, revenues and customer satisfaction results are continually some of the best in the country, I might not be alone in that thought.

Lets talk specifics about Mother’s Day sales and performance for a moment. In Atlanta, we generated more sales and revenue from May 1 – May 8 of 2016, than we were able to achieve from May 1 – May 10 of 2015. How much more you ask? Can’t provide the exact numbers, but, I will say this. Our online sales transaction totals during that time frame were 9.2% higher in 2016 than 2015. More importantly, our online revenues were 13.2% higher. In San Diego, online sales were up by 11.8% and online revenue was up by 13.5%. I think you get the point. Over an eight day span, we generated significantly more sales and revenues this Mother’s Day, than we did over the 10 day span in 2015.

Again, the flower shop owners in these markets are relentless in their efforts to achieve the highest levels of customer satisfaction possible. They are not just focused on selling more product. They are focused on delivering a great customer experience, while striving to connect with an ever increasing client base. We are thankful that they choose to include us as part of their team. We and they see the relationship as a great fit. Our team matches their intensity and operates with the same tenacity and relentless approach. We don’t sleep much during holidays like Mother’s Day, but, we tend to think the challenge of achieving something special for one of our clients, trumps (no pun intended) getting some beauty sleep.

Depositphotos_31562021_xs (2)Our team focuses on all aspects of the buying process. We run advertising targeted to desktops, laptop and mobile smartphone devices. Why you ask? The reason is simple. Shopping patterns are changing dramatically. In-store shopping is dropping and shopping from mobile phones is rapidly increasing. Google advises that from “2011 to 2013, smartphone adoption in the U.S. grew from 36% to 61%. They also advise that tablet ownership has also increased. Tablet ownership is typically associated with high disposable income. As a result, shoppers are now using these smartphones and tablet devices to conduct their research and to connect with businesses offering products and services that match their interests and hobbies.

Lets look at some actual Mother’s Day phone data from San Diego. We utilize a number of tools that allow us to capture phone calls, phone sales and revenues attributed to mobile devices. Tracked and recorded calls for San Diego increased from 371 (May 1 – May 10 2015) up to 492 (May 1 – May 8 2016). More than 30% of those calls lead to actual online sales conversions. The importance of this data is simple. From one year to the next, calls grew by 32.6%, year over year. That would seem to confirm the data provided by Google about the rapid growth in smartphone usage and the need to focus a portion of your advertising program budget to reaching this segment of the market. While we shared some basic stats from San Diego, this same trend played out in other large markets like; Atlanta, Denver, Columbus Ohio, Long Beach and Houston as well.

Houston Email May 3 2016

Understanding Adwords & Analytics

Pen and business graphGoogle Analytics Is An Empowering Tool

How much time do you spend reviewing Google Analytics? Have you ever set up and managed a sophisticated Google Adwords platform? Just a couple of the questions we ask each new prospective client who contacts us for help. The vast majority have never spent any measurable amount of time doing either. With each client we serve, we spend a good bit of time providing education into the value of understanding the unique attributes of the Adwords and Analytics platforms. We find that educating a client, as to how to effectively review and evaluate Analytics data, is empowering for that client.

Here is one example of the types of information we share with our flower shop owners. When flower shop owners come into our group, they don’t have any idea why Adwords and Analytics conversion data is different. Many assume that there is simply a problem with how the e-commerce tracking code is loaded. The reality is, the platforms are designed to track conversions in a completely different and explainable way. Google Analytics tracks conversions as they occur. Adwords on the other hand, drops a cookie on the computers of every person who clicks our PPC ads. That cookie tracks information for a designated period of time. If the folks who click on our PPC ads, don’t make a purchase at the time of the initial click, that cookie can monitor their search activity over a designated period of time to see if the sale occurs at a later date. If those folks make a purchase with us from that same computer, within the designated tracking time frame, Adwords will attribute the sale to the campaign and ad that generated the initial click. This is why Analytics and Adwords conversion tracking differ.

Depositphotos_8588374_s (2)Why is this information important? It’s just one step along the path of becoming a more knowledgeable and empowered business owner. We frequently encourage our clients to review their “Top Conversion Path” reports. Why do they need to understand that report you ask? The answer lies in the fact that the report provides a great visual teaching tool for our florists and other e-commerce clients. It shows the precise path customers took in choosing to make a purchase. PPC is often the platform we see noted on the report, as the tool that initially allowed us to connect with the customers. The report provides the visual proof our flower shop owners need to better understand that even though PPC may have helped us make the initial connection, it does not always get the credit for generating the actual sale. The actual sale may in fact be attributed in Analytics as coming from a direct visit, organic visit or even from referral traffic. Having a full understanding of how to accurately evaluate the value of the marketing data in Analytics can be critically important to your ability to see and grasp opportunities to grow your business.

Close up of a man using mobile smart phoneLets talk for a minute about another piece of information that is important when evaluating the value of Adwords. We choose to display Google dynamically generated phone numbers with each Google ad we serve up. That gives customers who see our clients Google ads the opportunity to either click and visit the website, or call and speak directly with a live operator. We find that many shoppers opt to utilize the click to call phone numbers. The rapid increase in smartphone ownership and usage is likely at the root of why we are seeing an increase in the usage of the click to call feature. By using the dynamically generated numbers, we receive call data from Google that appears within our Adwords platform. That call data tracks back to the campaigns that are generating the calls. We use that information in our tactical account management efforts. We also forward each dynamically generated phone number to a call tracking number in our own call tracking and recording platform. That allows us to validate call conversions. Our customers have 24/7 access to our call center. They can go in and see the call data as well. They can also listen into actual conversations to see how their folks handled the sales opportunities.

iStock_000009390622_ExtraSmallGoogle Analytics does a great job of gathering all related costs from running Adwords. Unfortunately, it cannot always adequately capture sales conversions from calls, especially if those calls didn’t occur via the dynamically generated phone numbers. If Adwords was the impetus behind the customer purchase, but the customer choose to call directly into your flower shop call center, that sale will likely never be attributed to Adwords in the ROA calculations. We have met many less empowered florists who have looked at Analytics data and concluded Adwords just cannot be cost justified. My advice to any florist with a mind to learn is this. In the right hands, Adwords can and will help your grow your business to levels you might never achieve otherwise. Adwords alone though isn’t the answer to solving the whole growth equation. More accurately, Adwords is one tool in the comprehensive program we deliver for our shop owners that helps them achieve the growth rates they desire.

flowersandcolocationWe recently took on a new flower shop in Houston. The owner shared some point of sale system data with us. After just one month of running our program, we saw strong growth in overall sales transactions, overall revenues, credit card sales, average value per sale and other mission critical areas of the clients business. We attribute that growth to several factors. First, rolled out a new website for the client. Then we deployed our comprehensive marketing program. Our main focus was to drive high quality web traffic to the new site. The sites job was to convert that traffic into sales. We aren’t just trying to drive any type of traffic. We are focusing our energy and platforms around connecting with shoppers who want to buy.

Hopefully this information provided by Flyline Search Marketing® is helpful to you. Let us know if you have questions or would like more information around these subjects?

 

 

 

 

Flowerama Columbus Marketing Efforts Ramping Up

columbus 400Flowerama Columbus Opts For Comprehensive Marketing Approach

In July of 2014 the Ozment family, owners of Flowerama Columbus, Flowerama Reynoldsburg, Flowerama Westerville and Flowerama Whitehall, hired Flyline Search Marketing to design and deploy a comprehensive marketing program for their firm. We were tasked to deliver an advertising program, designed to immediately increase sales transactions, improve their brand awareness and to generate sustainable double digit revenue growth for their firm.

Depositphotos_8588374_s (2)When asked how they found out about us, they advised that they first learned of Flyline Search Marketing from Allen’s Flowers. The owner of Allen’s Flowers, Brad Levy, hired our firm back in April of 2012. Brad and his family have been clients of ours since that time. Brad participates in the “Next Level” floral industry group, that the Ozments are also members of. Steve Ozment had gotten to know Brad pretty well as a result of the meetings. He was extremely taken back with the top line results that Brad had shared with the group. According to Steve, the numbers for Allen’s Flowers were truly eye popping and far exceeded anything being generated by other shop owners in the group.

Fall FlowersThe Ozment family operates four store locations in the Columbus area. Their store locations are located in: Columbus Ohio – 1600 Morse Road, Reynoldsburg Ohio – 6311 East Main Street, Westerville Ohio – 635 South State Street and Whitehall Ohio -4785 East Broad Street. The Ozments have traditionally relied upon a business model that called for using store front locations, strategically positioned in high traffic areas. That approach has served them well, and provided growth over the early years of their business. The storefront approach is historically the way many flower shops have grown to prominence in the floral industry. Here is a great video you might enjoy telling more about the Flowerama Columbus story.

Flowerama Columbus is truly a family affair. Virtually the entire family is involved in the business to some degree. The primary operators of the business are Steve Ozment, Kara Ozment and Andrea Ozment. They are assisted by Mark Ozment, Alisa Ozment and parents Bob and Jeanne. If you haven’t met this family, you really need to. They are awesome folks and really put everything they have into their business and serving their community.

Depositphotos_31562021_xs (2)The Ozments are seasoned professionals and very astute marketers. Several years ago, they came to the realization that the Internet was beginning to reshape the shopping patterns of people searching for fresh cut flower arrangements in the Columbus area. Armed with that knowledge, they decided that it was time to expand their online footprint. The old traditional floral site they had been using was in need of a face lift. They wasted no time and quickly hired a web development firm to help them create a new, more modern online storefront. They chose to custom design and construct a fully responsive, custom built floral website. You can view the new site by clicking this link (www.FloweramaColumbus.com). Their goal was to create a new website, capable of improving the shopping experience for people surfing the web via a desktop, laptop, I-pad or tablet computer device. They didn’t stop there. They also constructed a new mobile themed website as well. The mobile site is designed to make it easier for smartphone users to peruse flower arrangements and to easily and securely make purchases from their phones.

The Ozments quickly realized that the site was really effective, but, in order to get the most out of it, they needed a marketing agency. They chose Flyline Search Marketing. Through their connection with Allen’s Flowers, they were able to connect with us. They signed an annual service agreement with us in mid July of 2014. Our team quickly set about the business of deploying all the strategic components of our comprehensive marketing program. That program is specifically designed for flower shops. It is currently viewed to be one of the top performing marketing programs available in the floral industry.

Carithers Store FrontWe originally created the comprehensive marketing program in January of 2009. At that time we had been hired by Charles Carithers to help him grow his business. Charles and his family own Carithers Flowers in Atlanta. We built the program and produced eye popping results for Carithers. Our connections with other flower shop owners have all grown from those early roots we laid down in serving Charles and the Carithers Flowers organization. The program proved to be incredibly productive for Carithers and that continues today. Through the incredible leadership of Charles Carithers and the support we have provided, Carithers Flowers has grown into one of the largest and most prestigious flower shops in the United States.

We just put together and shared some high level program metrics with the Ozments this past week. The data gave them a glimpse into their advertising program start up experience versus that of other florists we serve. Their key metrics really look rock solid. The data was very clear. Flowerama Columbus is quickly shifting into high gear with their Internet marketing efforts. The program results show that they are already tracking, trending and moving along a very similar pattern of growth, experienced by Carithers Flowers, Allen’s Flowers, Veldkamp’s Flowers and other florists we serve. Armed with their new website and supported by Flyline’s comprehensive marketing program, Flowerama Columbus should be a force to be reckoned with for many years to come.

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Valentine’s Day Marketing For Florists

Carithers Flowers Email Blast 590

Marketing For Florists

Valentine’s Day

February 14, 2015

The Flyline Search Marketing team is totally immersed in Valentine’s Day marketing activities for the flower shop owners we support. Our staff is literally working round the clock to ensure every florist in our floral group achieves their financial goals this Valentine’s Day.

4 Days Left Until Valentine’s Day

Valentine’s Day Online Sales (February 1 – February 10)

Online Sales Generated = 2,837

Online Revenue Generated = $313,582

There are four days remaining in the Valentine’s flower season. If you haven’t purchased Valentine’s flowers for your special someone, you are running out of time. Most small to medium sized flower shops are running out of flowers and delivery capacity. The smallest have likely already taken all of the order volume that they can handle. The larger independent flower shops, like the ones we support, are still able to take and fill orders due to their ability to order direct from the flower growers. The last four days of the Valentine’s season are historically the strongest sales days of the year for the larger shops. The numbers shown above should increase dramatically over the next few days.

3 (2)The Flyline Search Marketing team has a ton of experience in marketing flower shops. In fact, this year represents the sixth year that we have planned and managed Valentine’s Day advertising for Carithers Flowers. We received our baptism of fire back in February of 2009 with them. What an experience that turned out to be. People who have never experienced life in a flower shop during Valentine’s will never fully grasp the magnitude of the endeavor. Valentine’s is the single busiest day of the entire year for virtually every flower shop in the country. The second busiest day is Mother’s Day.

zoom_TwoDozenRedRosesoncoffeetable13021050306In addition to Carithers Flowers, we also handle marketing responsibilities for other regionally and nationally known flower shops, including such notables as; Allen’s Flowers in San Diego, Allen’s Flower Market in Long Beach, Flowerama in Columbus, Flowers and Company in Pasadena and Veldkamp’s Flowers in Denver.  Many of the flower shops in our floral group have opted into log term strategic relationships with us. Quite frankly, that makes great sense for the flower shop owners and for our firm. The level of success that we have achieved for the shop owners we support has set the bar pretty high for other competing advertising agencies. Part of the reason that our floral clients are doing so well is the fact that we integrate into their businesses as a strategic partner. We are not just a vendor selling services.

Veldkamps Image

Each flower shop in our group benefits from the knowledge we have gleaned from years of specializing in marketing for florists. They also benefit from the highly refined and incredibly effective tactics and platforms we bring to the table. One example is our Google Adwords program. The success of our floral group is all the proof you need that our Adwords program provides a huge tactical advantage for those we serve. That program was originally created in January of 2009 and has been enhanced and fine tuned over the past 6 years. It literally has morphed into a tactical weapon, that drives stunning results in every city that we have deployed it in.

Image converted using ifftoanyOn to the subject of Valentine’s Day marketing. We utilize a strategic mix of tools for market each shop during Valentine’s. Platforms we use include; Google Adwords, Bing Search, Facebook, Twitter, Pinterest, YouTube, Google+, Blogging, Press Releases, Email Blasts and a few more. We strategically utilize each platform to maximize exposure for our clients and to position them to effectively compete with all of the national order gatherers who always advertise heavy during floral holidays like Valentine’s. The key to the whole strategy lies not in just the tactics and strategies we use during Valentine’s, but, in the way we strategically market each client year round. The PPC landscape is a crowded ad space during all major holidays. If you haven’t laid the necessary ground work during the year, you aren’t likely going to see huge profits by just advertising during the holidays.

To achieve best in class results, you need a comprehensive marketing program. If you are wise, you will hire a firm like Flyline Search Marketing, who brings a dedicated team of professionals to the table. A talented team like ours can actively manage your program and all the related platforms, to achieve optimal results. Lets face it, flower shop owners have their hands full just trying to run the shop. This is especially true during holidays like Valentine’s. If anyone works as many hours as we do, it’s the flower shop owners we support. These dedicated folks handle everything from ordering product, to order capture and entry, to designing and delivering arrangements. Oh and did I mention, they are have to find time to handle HR issues, such as staffing, training, monitoring work flow and quality control of designs headed out the door and bound for the excited recipients.

 

Valentine's Day Luxury Collection

 

Veldkamp’s Flowers Signs A Two Year Contract Extension

10678508_869043607941_482773389807749643_nFlyline Search Marketing CEO, Mark Lein, announced today that Flyline and Veldkamp’s Flowers have agreed to terms on a new two year service agreement. Mr. Lein advised that a full press release would be issued later this week, providing more details about the contract.

Veldkamp’s Flowers originally hired Flyline Search Marketing in November of 2013. They tasked Flyline with designing and deploying a comprehensive marketing strategy for their firm. The comprehensive program Flyline created proved extremely productive over the past 12 months. Paid search and organic marketing elements of the program helped Veldkamp’s to significantly increase online sales. The program not only delivered increased productivity from the website, it also generated stunning increases in call-in sales, walk-in sales, credit card sales, wire-out orders and drove additional wedding and event flower business for Veldkamp’s. Veldkamp’s has been able to lower their dependence on wire-in orders. They have also benefited from an overall increase in brand awareness.

20140421_120231Mr. Lein, explained that the program deployed for Veldkamp’s was originally created for Carithers Flowers. Charles Carithers, owner of Carithers Flowers, operates one of the most highly successful Flower Shops in the Southeastern United States. Charles hired Flyline Search Marketing in January of 2009. He originally tasked Flyline with helping his firm to improve their Internet presence and online footprint. The comprehensive marketing approach for Florists, grew out of the relationship between Flyline and Carithers. That program has since been deployed by Flyline for other flower shops located throughout the United States. Flyline currently serves some of the most successful florists in the country, such as; Carithers Flowers in Atlanta, Peoples Flowers in Albuquerque, Allen’s Flowers in San Diego, Flowerama in Columbus, Veldkamp’s Flowers in Denver, Allen’s Flower Market in Long Beach and Allen’s Flower Market Online in Reseda.

daffodilWith the addition of each new florist to the Flyline client group, came the opportunity to collect even more data from the program and to enhance and improve the overall design of the various platforms being used. Over the past six years, this comprehensive program has grown from a great idea into a strategic weapon for florists it’s deployed for. Every florist in the Flyline group has reported tremendous growth. Most report that their overall sales and revenue results far outpace those of other florists in various floral groups they participate in.

Another component of the program that has really paid huge dividends is the fact that all the florists in the group have done a great job of communicating with each other on things like best practices, flower vendors and top performing products. Flyline has created an open forum and an atmosphere that promotes a safe and secure environment where florists feel comfortable in sharing all kinds of strategic information and knowledge. This approach has delivered tremendous value for all the members of the Flyline Flower Shop user group.

 

By |October 23rd, 2014|Flyline Advantage, Flyline Search Marketing, Marketing for Carithers Flowers, Marketing For Florists, Marketing for Veldkamps Flowers, Veldkamp's Flowers|Comments Off on Veldkamp’s Flowers Signs A Two Year Contract Extension