Floral Marketing

Marketing Terms

• Marketing: all business activity to encourage the moving of goods, including selling, advertising, promotions, and packaging.

• Advertising: the presentation of a product, idea, or service so others may buy, support, or approve of it.

• Media: channels of communication, either electronic or print, – serve mass or targeted audiences; e.g., newspapers,

magazines, radio, television, etc.

Marketing Terms

• Promotion: advertising, leading to the public recognition of a business and the generation of sales.

• Publicity: to attract public interest, especially information with news value.

• Open house: a effort to bring customers into a business establishment.– Often centered around major floral holiday

Marketing Terms

• Loss leader: a retail article is sold at a loss in order to attract customers.

• Turnover: the number of times merchandise is sold and re-stocked for sale in a given time period.

Marketing Terms

• Target market: a defined group of customers whom a retailer attempts to attract.

• Niche market: a special area of demand for a product or service.

Marketing Terms

• Circulation area: the geographic area where product is delivered and advertising is done, particularly with respect to printed media.

• Demographics: characteristics of a population, – age, income, gender, and education level that are used

to develop targeted marketing efforts.• Psychographics: the behavioral and cultural

characteristics of consumers, such as lifestyle, attitudes, values, and buying patterns, that influence purchasing habits.

Marketing Terms

• Customer: one that purchases a commodity or service

• Customer service: the manner in which a vendor accommodates the needs and demands of the customer or client, which may enhance the perceived value of a product or service.

• Customer base: a group of individuals and commercial clients who regularly patronize a business

Types of Customers• Decided customer: has a definite floral need,

may already know exactly what he or she wants to buy.

• Undecided customer: has a floral need, but has not determined exactly what he or she wants.

• Browser: may be looking for an idea or a bargain, not interested in pressure for a sale, may be a potential customer, hardest to sell to.

Types of Customers

• Foot traffic: collectively, the people who come into a retail store who may or may not make a purchase.

• Walk-in: a colloquial term describing a customer who enters a business establishment, without an appointment, to make a purchase or place an order, rather than using the telephone or internet.

Selling Terms

• Selling: the process of influencing a buying decision.

• Impulse sale: an unplanned purchase. Such as a greeting card, etc.

• Up-sell: to suggest or show to the customer one or more premium options rather than a less expensive choice. Up-selling may also encourage the sale of additional goods or services.

Marketing

• Racing the Clock: The Dutch Auction• http://www.pbs.org/thebotanyofdesire/video-

dutch-auction.php• Like a Florist from 100 years ago• http://www.pbs.org/thebotanyofdesire/video-

florist-100-years-ago.php