How to Market your Valentine's Day Offer
Valentine's Day can be an incredibly successful time to enhance your brand, connect with your community and make some serious profit but it can also be a sweaty mess of rose thorns and dissapointment.
I’ve seen a lot of florists lose out on Valentine’s Day in the past. Going in with high hopes, thinking it's going to be a really big day with high profits. Showing up with all their beautiful flowers and nobody arriving or not selling out. Obviously, it can be a really expensive loss if you don't sell your flowers and it can leave you feeling deflated.
I want to help you guys ensure that you are selling out, that your audience is hyped up and people find it really easy to buy from you so that your Valentine's Day can be a success! From a floral coach with 13 years of experience, here's 3 things I would do if I were doing Valentine’s Day again:
Create a Launch Runway
Imagine a plane taking off. It's the runway, engine is warming up and picking up speed.
Before you actually launch your product, make a runway for your Valentine's offering.
You don't need to have everything figured out by this stage, you don't need to have beautiful marketing campaigns done, you don't need to have all your bunches figured out, your price points or the sales page.
Instead, what you could be doing is just expanding your audience, connecting with people, getting your business in their minds about Valentine's Day.
Consider talking about how you're excited about providing flowers for all the lovers, what Valentine's Day means to you, what you did in the past, the most popular flowers that sold, what you want to offer in the future, and connecting with your audience by opening up conversations about Vday.
It doesn't need to be selling at this point. It could just be educating, building hype, growing your following by using high growth types of content, maybe even doing polls and questionnaires and asking the people in your audience what they like about Valentine's Day.
This is going to start getting people interested in what you're going to offer in the future.
Have a Campaign Theme
Obviously, Valentine's Day is about love but to make your campaign stand out a little more you could have a whole theme that you focus on to help you really target your audience and also stand out apart from anyone else who's doing Valentine's Day bunches in your area.
Think "Date Night", "Galentine's", "Anti-love", "Cheesy love songs", "Romantic Comedies"
I do think it's important to look into what your competition is offering and trying to find a point of difference. Check out what they're offering and see how you can make yours stand out so people are finding you and ordering from you, not just because of a price difference. That's going to take away the pressure of wanting to add a more competitive price point and instead you can just really focus in on your campaign theme and how yours is different to other people.
That might just be offering different solutions to problems. Maybe to do with delivery, packaging, whether the flowers are alive or an added gift card.
If somebody down the road is offering really cute pastel bunches, maybe you could go a different route and go really dark and moody, if they offer candles, you could do chocolate. How can you make your offering stand out? A unique campaign theme is going to be the easiest way to look different to everyone else.
Emphasise the Impact of Experience
Focus in on the results of giving someone a bunch of flowers rather than what's actually in the flowers.
Instead of saying “A dozen red roses wrapped in white paper delivered to your door”,
focusing on what that's actually going to deliver. “Make your partner feel so incredibly special”
Flowers are so much more than just a gift, they communicate something. Try to clue into what it is that people are actually giving flowers for.
BUT, I would be careful that I'm not using any generic language or anything that people are just going to glaze over. You can probably close your eyes and picture a typical Valentine's ad right now. That's exactly what you DON'T want to be doing.
Jump onto ChatGPT, try some new words, think of a different way to say it. You want to jar people out of the monotonous marketing they see every day to make them go, “Oh! That's different. I like that!” or “Oh, that's exactly what I was thinking!”
Change it up, be different, stand out.
If you’re a florist doing Valentine’s Day this year, I’ve got a couple of handy resources to share with you!
🥀 Live Q&A: Launching and Marketing your Valentine’s Day Offer
We did a live Q&A within our membership this week and dove deep into launch strategy, expanding your audience, creating urgency, scarcity, really showing the value of your flowers and ensuring are selling as many flowers as possible on Valentine's Day! Sign up to the Wildflower Academy and get immediate access to watch it back here
🥀 Our FREE Valentine’s Day Ordering & Sourcing Guide
Valentine’s Day can be an amazing opportunity to get your business out there, connect with your community and make some serious profit... butttt it can also be a hot, sweaty mess of rose thorns and stress. To help tackle this for you, I’ve made a FREE guide which includes a flower order recipe template, email templates, pricing options and more! Download the guide for free here
Happy flowering and good luck this February 14th!
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