Florists' Review Magazine tip of the week

Apr 10, 2017  Marketing to Administrative Professionals To market your Administrative Professionals offerings (Administrative Professionals Day is April 26 this year), borrow an idea from florist Kay Cross, at Flowers Naturally in Westfield, N.J. She sends out creative emails that playfully goad business leaders into buying. The text of her email may read something like: “If you already rewarded your administrative professionals with an extra week of paid vacation and an all-expenses-paid trip to the Bahamas, then read no further. But if you haven’t done that, then maybe flowers would make a great way for you to express your appreciation for your valued employees.” Send the emails to corporate clients as well as last year’s Administrative Professionals Week customers who haven’t ordered yet. For the largest clients – large banks, insurance companies and other corporations with lots of helper employees – you could sweeten the deal by offering a special discount for a large order to a single location. Not only can this increase your orders but it can also streamline deliveries.

Christina Burton-Fox AIFD floral artist & instructor