Penny’s By Plaza Flowers renewed their service agreement with Flyline Search Marketing. We have served Chris Drummond and his firm for the past four years. Chris signed a long term renewal. We feel very blessed to continue helping he and his incredible family achieve success in the Philadelphia area.

Chris Drummond is President of the Society of American Florists and Owner of Penny’s by Plaza Flowers in Glenside, Pennsylvania. He has been in the floral industry for over 20 years and has a love for flowers that runs deep.

Chris’s passion for flowers began when he was just seven years old. His parents were avid gardeners, and they encouraged his love of plants from a young age. He would spend hours playing in their garden, where he would learn about different types of flowers and their habitats.

In high school, Chris joined the horticulture club, where he learned about the different types of plants used for landscaping purposes. It was during this time that Chris fell in love with floristry as a career choice.

Google has created G4 analytics. That new platform is scheduled to replace Universal Analytics. In planning for the change, Flyline decided to create a data warehouse that will be utilized to help current clients to have a platform to store UA analytics reports.

UNIVERSAL ANALYTICS

Google Universal Analytics is a free tool that lets you track your website’s performance and user behavior in one place. It gives you detailed reports on how many people visit your site, where they come from and what they do when they’re there. You can also use Google Analytics to set goals for visitors and track how much time they spend on your site and what pages they like best.

With Google Universal Analytics, you can easily compare data from different platforms—including mobile devices, tablets, desktop computers and laptops—to see whether your strategies are working across all devices.

Google Universal Analytics is integrated with the other tools in the Google Marketing Platform so it’s easy to share data between them. For example, if you’ve set up remarketing campaigns using DoubleClick Search, those ads will automatically appear on Universal Analytics dashboards.

G4 ANALYTICS

In recent years, Google has been making big moves to help marketers better understand their customers. They’ve rolled out a new analytics platform called “Google G4” that aims to help advertisers track their customers’ behavior across apps and devices, with the goal of helping them make more effective ad campaigns.

Why Google Created G4 Analytics

Google G4 was created to help advertisers better understand how customers interact with their ads across mobile devices and app platforms. The new platform tracks users across multiple devices and platforms so that advertisers can see how their ads are performing on different platforms—and what kinds of campaigns work best for each.

How Google G4 differs from Google Universal Analytics

Universal Analytics is an older version of Google’s analytics program, which tracks only web-based traffic. Universal Analytics is still being used by some companies, but most people have switched over to using Google G4 instead.

ABOUT THE DATA WAREHOUSE

Our data warehouse is a collection of all our clients data, collected from all type of data sources. It’s a single place where we and our clients can go for research, data analysis and a place where our clients can see same day campaign results. As most of you now know, G4 analytics data is generally thresholded for most companies. Meaning, you won’t see same day results in your analytics account. When thresholding has been applied, it can take 24 – 48 hours for the data to actually populate in your analytics platform.

You probably already have some data stored in spreadsheets, or maybe in a database like MySQL. But if you want to get any real benefit out of your data, you’ll need to put it into a real data warehouse—one designed specifically for storing and analyzing large amounts of information.

There are two main reasons why this is important:

1) You need to be able to access your entire dataset quickly and easily, no matter how big it is. This is one way that being able to look at trends across all your sales channels helps you see what’s working and what isn’t working—and then improve on those things that aren’t working so well!

2) You need to be able to combine the information from different sources into a single dataset that makes sense together. Your flower shop may have a lot of different databases: one for email marketing and another for social media ads; one for customer contact information and another for inventory tracking; and so on.

Flyline Search Marketing

Serving Penny’s By Plaza Flowers

About six months ago, Chris Drummond, owner of Plaza Flowers and Penny’s Flowers, hired our firm. We were brought in to create a sustainable lead stream, reduce dependence on wire-in orders, boost brand recognition, optimize the primary website, create more wedding and event opportunities and to build and deploy the tools needed to be achieve a more dominant and competitive position in the Philadelphia market. At the time we began serving Chris, he was operating two primary websites. Those sites were https://pflorist.com and https://pennysflowers.com. Chris Drummond is an icon in the floral industry. He is President of SAF and known throughout the industry as a creative entrepreneur with a high propensity for giving back to others.

In our first few weeks with him, we built a new free standing blog, created a wedding website, started optimizing his primary website and began to evaluate the overall competitive landscape in the Philadelphia area. The competition in that market is fierce to say the least. There are a number of large, well established floral design firms operating in the market. These firms are for the most part using some pretty sophisticated online tools and tactics. That is precisely the kind of challenge our team loves to dig into.

One thing was very clear to us from the start. The the fact that Chris was operating two duplicate websites was likely going to create issues for him with the search engines. The search engines use Artificial Intelligence systems to manage their search platforms. These AI systems are equipped with machine learning. These state of the art systems run on some of the world’s most sophisticated super computers. Google was an early adopter of this approach. In fact, most believe that Google likely pioneered this strategy and approach, as it relates to information collection and the delivery of relevant organic and paid search results. Their Search Engine Results Pages (SERP) are arguably the best in the world industry at delivering the most “relevant” answer to search queries they receive. I believe the proof is in the data. Google holds a completely dominant position in the Internet search industry.

For years, Google and the other Internet search providers used human coded algorithms in their platform. The Artificial Intelligence systems replaced those human coded algorithms. The super computers that the AI systems run on can process thousands of transactions in seconds. It was clear to our marketing team that Chris Drummond needed to merge his two duplicate websites into one. That would allow us to build out one more powerful and relevant site. In talking with Chris, we choose to keep the site that had the strongest historical ranking. As we merged the two sites, we built a 301 redirect package that ensured that customers using the pennysflowers.com site would continue to find the content they were looking for. As we rolled out the new merged site, we also ramped up efforts to introduce the world to the new merged brand. The new company is called “Penny’s By Plaza Flowers.” We all felt that Plaza and Penny’s customers were going to love the new brand name. Customer reaction has been very positive so far. Online results have improved since the merge.

There are a number of reasons why you should not operate multiple websites that serve up the same replicated or re-purposed content. First, there is the issue of website relevance and page rank. We believe that the search engines seek out and reward new, original and relevant content. We also believe that the search engines will not assign a high ranking or relevance to a site that is serving up replicated, re-purposed or redundant content. In creating the Penny’s Flowers site, Chris’s web development firm replicated the exact content from his Plaza Flowers site. The data in Google Analytics was pretty clear. Both sites were being boat anchored in the two site configuration. Based on this and other experiences, our team believes that it is very likely that anyone who attempts to operate two identical sites would seem the same data trends.

Think for a minute about how the search engines go about their business. Google, Bing and Yahoo all send automated robots out onto the worldwide web. These BOTS operate every second of every day. When BOTS find new relevant content that they haven’t indexed, they capture that information and deliver it back to the search engine server farm. The server farms at Google have more indexed more information than any other singular entity in the world. Their server farm is massive. Arguably one of the most elaborate and sophisticated computer centers in the world.

A second reason to not operate two redundant website is the brand confusion that scenario creates. We felt Chris would be far better served devoting all of his, and our time and energy into building one super brand. A foundational element of our marketing program is to help clients build the most powerful brand possible. We have found that strong brands can thrive, even during times of economic downturn. Chris was already somewhat on that track when we met him. I think having us on his team gave him the confidence to take the plunge. As mentioned earlier, the name selected for the new merged company is “Penny’s By Plaza Flowers.” Based on the most recent online results, it appears that our customers are reacting well to the new merged brand. Here are some data points for March of 2020. Online sales at Penny’s By Plaza Flowers are up 77.42%. Online revenue is up 90.16%. We feel pretty good about these numbers. Chris is now on the path to a stronger brand. He is also well positioned to benefit from sustainable long term growth.

We are thankful for the opportunity to partner with Chris Drummond. He is everything everyone said he was. Kind, thoughtful, extremely smart and totally engaging. Our team is learning so much from him. We are well on the way to earning his trust, respect and his friendship. Thankful for that. The challenge of helping to reshape the competitive playing field in Philadelphia is something we found irresistible. What a great market. The key data metrics are all trending up. We look forward to delivering long term success for Penny’s By Plaza Flowers.

New Marketing Tools

We are just getting started with deploying the tools and program elements that will be needed to take Penny’s By Plaza to the next level. Take a look at the new blog we created. You can access the blog by going to https://pennysbyplazablog.com. Our blog team will be creating some great articles, photos and sharing lots of exciting news about the Penny’s By Plaza firm.

Penny’s By Plaza Blog

In addition to the blog, we also built a new wedding site for them as well. You can view that site at https://pennysbyplazaweddingflowers.com. Brides in the greater Philadelphia area should contact the Penny’s By Plaza wedding staff. They create luxurious, upscale wedding flower packages and offer FREE wedding consultations.

Penny’s By Plaza Wedding Flowers

Our firm works with more than a dozen flower shops, located all across the United States. The shops that we strategically partner with are family owned and operated. Most have revenues of approximately $700,ooo per year or more, at the time they bring us in. Every flower shop in our the floral group we have created is experiencing solid growth. We welcomed the newest member of the group last month. It is a company out of Indianapolis, Indiana. We will be talking more about them once we get all of the elements of our comprehensive program plugged in and working for them. Our expectation is to help them grow into a dominant position in that great market.