The Story of The Florist

We cannot speak of the financial increases we have been able to create for the florist, but we can say that it was quite substantial. We used ‘Education’ as the marketing tool. Here is a small list of information that we presented to the viewers of their website:

• What the ‘in’ flowers are this season
• An understanding of the color of flowers in different lighting and space conditions
• What different colors and flower types mean
• What the best arrangements are for specific occasions (including funerals)
• What types of nutrients keep cut flowers fresh the longest
• Gardening and Lawncare tips
• The favourite flowers of certain celebrities
• Other interesting information such as

o Cultural views on flowers - e.g. in some cultures it isn't a very good thing to bring flowers with you when you visit because you're bringing a 'dead thing' to their home.

• Etcetera

As you can see, we spend a long time in continual research to present this information to the client. All this content is regularly updated so that the viewers always have the best and most accurate information available at all times.

Also, all Clients that walk into the store are informed of the web presence and the type of information they can expect to find. These Clients checked back on the web regularly as we became not only their florist but a reputable source of information for them!

The key is to gain reputation by providing excellent information. Our aim was to build the site with excellent information that the florists competitors didn't offer. This made us the clients trustworthy source.

As you can imagine, this increased repeat business and it also created word of mouth (or shall we say word of internet) popularity.

We reached 'Buzz' state.

Of course, as more traffic started coming to the website recommendations increased to view the excellent content we presented. This gained the attention of other popular websites.

I’m sure you see the domino effect. The big question is, what information can you give to your viewers? What ‘REAL EDUCATIONAL VALUE’ can you provide?

To help you with that question, imagine yourself as your potential website viewer and ask yourself these two important questions (from the viewers’ perspective):

• Why should I read this?
• What is in it for me?