The new year is coming soon, and there’s no better time to promote flower subscriptions in your flower shop. But what are all the details that go into marketing a subscription and how to keep it exciting all year long? We’ve compiled a list of ways to bring new life and excitement to your flower subscriptions!
Offer Tiered Options
- Time Frame Options
Offering multiple time frame options can make a big difference! While some people prefer flowers once a month for a year, others might be in a transitional period, maybe expecting to move out of town within a year. Consider creating a 4 month, 6 month, 1 year, or even 18 month long subscription option to fit any timeframe!
- Bouquets vs. Vased Arrangements
Does your client prefer handheld bouquets or arrangements in vases? If they prefer bouquets, it could be a nice touch to wrap them differently each month with varying papers, ribbons, or even a special bag. If your client prefers vased arrangements, consider offering upgrade options for the vases and delivery containers.
- Size Ranges
Offer a range of sizes from miniature, small, medium, large, to luxury for flower subscriptions will assist with budget options and lifestyles.
- Delivery
Some clients may prefer to pick up their flowers during their subscription, but the most popular option is delivery to their house, office, or school.
Alternative Options
- “Build Your Own Arrangement”
Perhaps your client or recipient enjoys getting flowers, but would prefer to skip the arrangement and get an experience instead. Consider sending a collection of processed and unarranged flowers with a vase, clippers, and floral food. This can create a fun and interactive experience, and establishes an appreciation for the art of floral artistry.
- Workshop
Another alternative option could be a ticket to take a workshop at your flower shop! If you’re new to hosting workshops, this is a great way to fill seats and offer an event they will enjoy!
- Items From Your Flower Shop
In place of an arrangement, perhaps a recipient would prefer an item from your flower shop. In keeping within the value price range, a great alternative could be a candle, perfume, plant, etc. If they have a luxury flower subscription, pair flowers with the item in a clever way like a basket or a flat lay.
How to Keep Things Fresh
Even though each arrangement will vary, customers should never feel underwhelmed or question the value of their subscription.
- Rotate Seasonal Themes
- Spring pastels and flowy design styles
- Vibrant summer colors with garden style
- Rich autumn colors and textures
- Holiday evergreens, red and green flowers
- Include exclusive varieties such as special flowers, designs, vases, and containers only available to subscribers
- Send care tips with deliveries that include delicate blooms or plants.
- Occasionally include small freebies like special vases and containers, flower food, additional flowers, cards, or small items from your flower shop.
- Celebrate subscriber milestones (6 months, 1 year, 2 years) with a special arrangement or coupon for additional arrangements or store accessories.
- Regularly offer feedback options on your website to adjust to customer preferences.
Consider Year Round Flower Choice Customizations
- Seasonal Flowers
Using seasonal flowers ensures a fresh, varied selection of arrangements. This also helps with pricing, since in-season flowers are typically more affordable from wholesalers.
- Special Containers (additional price or included)
Another great customization option is to occasionally use special containers to celebrate a holiday, birthday, or special occasion. This can be a special vase, use of ribbon, or delivery container.
Focus on Marketing
- Highlight Convenience
By positioning a flower subscription as perfect for busy professionals, gift-givers, newlyweds, and all flower lovers, you broaden its overall appeal.
- Social Content
As a florist, creating social content to promote your work can help drive overall business growth.. Showcase photos, customer testimonials, and unboxing videos from clients so future customers get a look into what styles and service to expect. To promote your flower subscriptions, show off behind-the-scenes content for arranging, selecting flowers, and prepping deliveries.
- Offer Limited-Time Discounts
Creating introductory discounts can tempt a potential client to purchase your floral subscription service. You might also consider offering a first-month bonus bouquet or discounted rates for newlyweds.
- Consolidate your “pause, stop, change, alternatives, and upgrade” options
Add a pause option for those who may need to update their address or information, if they are out of town, or simply need to pause. Consider offering the ability to change details of their floral subscription such as what flowers to typically include, what blossoms they do not like, or any design style that fits their home.
In Conclusion
Flower subscriptions are a special way to celebrate all year long. Navigating the right way to market your subscriptions can be tricky, but by posting on social media, offering special discounts, and highlighting convenience can lure new subscription customers! Mix things up every once in a while, but stay true to your design style!
Photos included are from Pinterest and linked to the original post.