We surveyed a cross-section of florists from across the country about their advertising, online and offline. The results are in — and there are some surprises, particularly in the realm of online advertising. Why is this important? We think in lean times, it’s more important than ever for florists to be smart about attracting customers. Spend – but spend smarter — that’s our motto when it comes to advertising.
Our caveat with this online survey, our florist respondents are probably a bit more technically savvy than the average florist — most of our respondents have a Facebook page and a website. That said, the survey gives a good representation of how flower shop owners are approaching marketing.
Should you be cutting, increasing or holding your spending steady? Interestingly 44% of florists spend less than 5% of revenues on marketing. The percentage varies pretty widely across industries. According to Bloomberg Business, automakers spend 2.5% – 3.5% of revenues on marketing, Target spends 2% g, BestBuy 3%, and Macy’s more than 5%. But service businesses should consider upping that number, according to Bloomberg’s Steve McKee.
Take a look at our survey results and let us know what you think: