Our family business from 1967 to 1992.
The internet has dramatically changed consumer marketing!
When my parents closed the business, 30 years ago, the internet was used by researchers. Not until the 1990’s did the internet become available to the consumer. It was linked by telephone connections, which took a long time to connect compared to the current connection time. The internet would not be utilized today if the connection time was the same as when the internet was first introduced! Plus, the noise it made trying to get to the connection!
How did one operate a flower business before the internet? There were a large number of marketing avenues available to the flower shop owners. These included Trade Associations on the retail side and the wholesale side. Wholesale Florist & Florist Supplier Association (WF&FSA) represents the perishable and non-perishable wholesaler. The florist owners has Society of American Florists and had Florist Associations at the State and Local levels. Another marketing avenue was the Wire Services.
Our major marketing tool was the telephone! Most sales were phone calls. Credit cards were verified via the telephone. Wire service orders were conducted over phone calls. A major advertising tool was the Yellow pages of the local phone book.
Methods of advertising were local print ads, usually promotions of local events such as programs from football games, yearbooks of local schools, pageants, and other special events. Direct mail was another avenue that was popular. Seasonal mailings were done with special promotions.
But, in my opinion, the most effective method of advertising was word of mouth advertising. The best publicity of our business was the designs that were created by Rosecliff Florist. The most effective promotion was customer service! Many customers were long time consumers that became friends and told their other friends about Rosecliff Florist! This can snowball into a very productive business! The relationship between the business and customer can last long after the business dealings are complete.
Small businesses add variety to merchandise options. Small businesses reflect the culture of the owners. Not every florist should be the same! The talent of the business can reflect the ethnical background of the community. This is something that can be abandoned if not used. Small businesses are an essential component of the United States economy. Support small businesses at every opportunity!
I would like to wish all “Merry Christmas”!!
I have exciting news to share in next week’s post.
CHECK IT OUT.