Maximize Millennial Floral Purchasing

Renato Cruz Sogueco, Floriology Institute Business Instructor, Vice President Digital Strategy, BloomNet

The American Floral Endowment (AFE)

• Non-profit funding research & scholarships in floriculture and horticulture.

• Growers, wholesalers, retailers, allied industry organizations and individuals contribute and benefit.

• Sustain industry growth through generating and allocating dollars to fund scientific and consumer research based on industry need.

• Donate at: www.endowment.org

About the Study

• Funded by Floral Marketing Research Fund (FMRF) — started AFE Board.

• Researchers:

• Dr. Chengyan Yue, University of Minnesota

• Shouli Zhao, University of Minnesota

• Dr. Alicia Rihn, University of Florida

Agenda

• Meet the Millennials — demographic insights

• Highlight and focus on select data — full data available at http://fmrf.org/

• Addressing perceptions of flowers — convert into opportunities

• Specific marketing strategies — mostly digital, but includes new and traditional methods

Meet the Millennials

• Born between 1977 and 1994 (21 and 39 years old).

• Finishing school, entering job market and have potential purchasing power

• Collective annual buying power of $200 billion, with indirect spending reaching over $500 billion

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Respondents’ 2015 household income

2016 FMRF Millennial Marketing Tactics Study

Flowers are not top of mind. Push reasons, reminders

• Advertising and promotions should not be overt sale. Content that educates, entertains or engages

• Creative, quirky, funny, cause-oriented, reminders, discounts

• Holiday and life-event reminders

• Share trends of how flowers could be incorporated into lifestyle and/or home decor http://www.flowertrendsforecast.com

www.flowertrendsforecast.com

Price matters. Millennials Love Discounts

• Discount price promotions and/or free add-on gifts targeting first-time buyers, “young professionals” and/or students

• Offer incentives for Liking page, checking in on-site, or sharing product photos

• Buy two, get one or BOGO deals

• Online coupons — place coupon page on website, offer specific deals targeting Millennials

• Provide options: good, better or best for all artistic arrangements

• Fun promotions such as discounts on flowers that match outfit

Millennials expressed interest in loyalty and subscription programs

• Start loyalty program featuring reward and/or incentives such as free products, discounts, member-only sales

• Make program based on emails or phone numbers vs cards or usernames — link coupons directly to accounts and automatically apply them

• Make rewards or points indefinite or no-expiration

• Use geo-location — through app or online ads — to inform customers about in-store sales and events

Millennials agree flowers have benefits, but don’t associate with meaningful benefits. Share knowledge!

• Millennials already have positive perception of flowers!

• Confirm psychological benefits with Society of American Florists (SAF) research: https://aboutflowers.com/quick-links/health-benefits-research/

• Power of Giving

• Emotional Impact

• Flowers & Seniors

• Home Ecology.

Millennials are experience-oriented. Become a destination

• Develop and share your story — short, clear and reinforced through branding, promotions and product offerings.

• Offer in-store activity such design demos, floral design classes, and selfie station complete with floral props

• Team with local hot-spots to provide floral decor, promotions

• Provide comfortable work or hang out space in store (think free Wi-Fi, provide refreshments)

• Positive experience will generate word-of-mouth (social) advertising as they share with their friends and family

Millennials value uniqueness and authenticity through customization and personalization.

• Free consultation with designer for any purchase — talk budget, floral preferences, occasion, color

• Customized delivery services — offer in-store pickup

• Custom arrangements through a flower bar — related to in-store activity. http://dailym.ai/2qKbu0H

• Consider providing pre-arranged options where Millennials can select pre-prepped containers, flowers by color, flowers by meaning or bring your own vase

Millennials perceive flowers as short lived. Be their go-to expert on proper care and handling

• All staff prepped of post-purchase care. Share shop’s care practices. Set reasonable expectations

• Provide clear instructions on flower labels and signs, “free” flower food at purchase

• Web page (ie. www.yourflowershop.com/care) with post-purchase care tips and step-by-step video instructions

• Follow up email reminder of continuing care instructions and offer to call in for more care advice

Millennials appreciate Sustainable Practices

• Share your company’s good and fair treatment of employees

• Tout less pesticides and chemical usage

• Tout use of organic or sustainable processes such as selective (local) sourcing, composting of waste, recycling initiatives

• Support of local community as local business, sponsorship and participation promoting local charities

2016 FMRF Millennial Marketing Tactics Study

Less than once a week More than once a week Everyday

0%

Facebook

YouTube

Instagram

Snapchat

Twitter

Pinterest

Google+

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Frequency of social media platform use

Photo and Video Creation Best Practices

• Capture high quality photos — set up a cost-effective photo studio. Photograph all of your designs http://floriologyinstitute.com/cost-effective-photo-studio/

• Use smartphone as main media capture device

• Use Google Photos to archive every photo https://photos.google.com/

• Lighting is important for both photos and video, but audio is critical for video, get a mic http://amzn.to/2qTM4gj

Social Media Strategy. Think Facebook, Adopt Video now!

• Facebook is a must — as best way to engage Millennials

• Funny videos and photos http://www.giphy.com, flower facts and information; timely response to online reviews, comments; invites to in-shop events; constant posting of shop activity; videos of trend and care advice

• YouTube — Start a channel ASAP

• Videos can potentially go viral. Use videos to showcase your expertise of trends, care info, demos, discuss in-shop activities geared to Millennials.

Instagram and Snapchat

• Instagram provides a photos and video sharing social network that connect to other social media such as Facebook (owns Instagram) and Twitter

• Snapchat is an image messaging and video sharing — to create multimedia stories

• Only consider using if you have in-house expertise — i.e. have a Millennial working for you

Social Media Content

• Focus on Page content vs sponsored stories or ads — Page content is viewed as authentic and allow engagement (Likes)

• Offer incentives — free products, coupons, discounts, reward points, contest, prizes for “check-ins,” sharing content, leaving reviews and referring friends

• Timely feedback is expected for a “real-time” platform.

• Variety of content — funny floral videos, in-shop events, flowers in appropriate settings, meanings of flowers, contests, cause marketing, Q&A sessions

• Mostly likely to be shared in red

5.98

5.59

5.56

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5.05

4.76

4.54

Mobile-friendly website

Mobile coupons

Mobile payment

Mobile app

Text message with discounts and sales

Coupon or promotion alert when I am close a florist

QR code on product linked to care instructions or other information

1 = Very Unimportant 7 = Very Important

1 2 3 4 5 6 7

Importance of mobile device options

2016 FMRF Millennial Marketing Tactics Study

Millennials rely on online information when selecting stores. Have an accurate, search-friendly website

• Search Engine Optimization (SEO) critical to capture mobile searches — Accurate and detailed descriptions and pricing for product pages

• Frictionless shopping cart experience. Improve convenience through a stream-lined online shopping experience — work with Web developer to improve conversion

• Offer in-store pickup as an option on website

• Have top-notch ratings and reviews!

Mobile App vs Mobile Responsive Website

• Mobile responsive website is a must, App is an option — why invest? App features requested by Millennials include:

• Built-in care instructions, general information and meanings for flower varieties

• Flower arrangement customization; Flower recognition feature (think Shazam but for flowers)

• Quizzes, games, augmented reality — take photo, apply floral treatment like arrangement or flowers

• Coupons, connects to loyalty program, sharable to social.

Resources

• Download the study at http://fmrf.org/

• Webinar resources will be provided at http://www.floriologyinstitute.com/millennials

• Provide feedback! Fill out the survey at http://www.floriologyinstitute.com/survey-millennials

• Email me: renato@floriologyinstitute.com

Maximize Millennial Floral Purchasing

Renato Cruz Sogueco, Floriology Institute Business Instructor, Vice President Digital Strategy, BloomNet