THE WEDDING FLORIST PODCAST

Support your learning through weekly bite sized episodes released every Monday 

Episode 17 | Marketing ideas for your wedding flower business
to attract bigger budget couples 

Do you want to attract bigger budget couples and create floral arches for ceremonies? Do you want to be creating large and luxury elevated floral designs and want to be bringing more revenue into your business?

The problem is that you are either starting out or you’ve been wanting to do this and don’t know the process.    

Keep listening, grab a pen and paper and make notes so you can go away and apply this to your business.
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A very warm welcome to you for today’s episode of the Wedding Florist Podcast.

Today I’m going to be talking about how to attract bigger budget couples and tell you 3 steps you can take in your business too.  

So I remember in my early days of business, when I had just completed my level 2 floristry and when I used to see other florists jaw dropping designs and wishing that someone one day is just going to come to me and say I would like this gorgeous arch and I’ve got £5k to spend - can you just do it for me

I used to assume that my couples knew exactly what they wanted and they knew how much those items would cost and also that I would just post my past and current wedding designs and one day a couple would just come up to me and tell me they wanted a bigger budget wedding that costs £10k. But it doesn’t work that way at all. And what you need to do is shift your thinking by doing so you can grow from the £1500 budgets to £5k or £10k or more. It is not really that hard when you know how.

The first thing you need to be clear on is what your ideal couple’s wedding flower budget is and let's assume for now it is £5K.  So the biggest thing you need to figure out as a business owner is who your ideal couple is and what you are going to provide them so they spend £5k with you. And also you need to figure out and decide the type of work you want to be doing and how you are going to be doing it.

Once you define, for yourself, who your ideal couple is, and let's assume it's a £5k budget couple getting married at your preferred venue then you get to decide what you will be providing them with and once you’ve done this you can start to uplevel your marketing to attract that type of couple.

One of the biggest lessons you can learn as a director of your flower business is that your marketing does the work for you. Your marketing shows your customers what is possible and also what you can create. If your aim is to attract couples with a £5k or £10k or £15k or £20k budget then your job is to level up your marketing to attract that client. So don’t just sit there and think that your customer will magically just come to you and ask you to create this gorgeous wedding. You need to take control and decide what type of work you want to do.

 Once you have figured out the money you need to make, the type of work you want to create and the type of couples you want to be working with then all you have to do is focus on the marketing to attract those couples.

So the most important piece of work that you will be doing is defining your ideal couple and that includes what their floral budget is.

So let's assume that your client is looking to spend, on average, £5k with you. I’m going to give you 3 simple steps to follow and here they are.

Step 1 - define what that £5k budget looks like and what you can provide for £5k. 

You need to be really specific - and you can do this by creating a list, getting the calculator out, creating a spreadsheet if that helps and have a playaround to see what will work. You need to work out what types of flower designs and weddings you want to be creating for that £5k couple. For example you may do a bridal bouquet, a few bridesmaids bouquets, a few buttonholes and corsages and then a ceremony feature and table arrangements. It’s like creating a shopping list so that you work out what that £5k client is going to buy from you. So once you have done this you can move onto step 2
 
Step 2 - this is where the fun begins because your marketing is going to lead the way. 

The way that you market your business and position yourself is going to attract a certain kind of client. So if you're on a mission to attract a £5k client then you need to be creating work that reflects this budget. When you are marketing, let's say on Instagram because this is the most used platform for wedding florists because of its very visual nature, then you need to be showing the type of work that will attract the £5k clients. And if you are currently showing bouquets and buttonholes, bud vases and foliage pieces only then this is not reflective of the £5k budget and you will not attract that £5k budget couple.

Whereas if you know that a client is going to be looking for a luxury ceremony feature or an archway, maybe a gala dinner setting, a sweetheart table, then those are the type of images you want to fill your instagram feed with. And because your couple will have no or very little experience they need YOU to lead the way through the process and show them what is possible. So you need to be levelling up your instagram feed now so you can showcase what you can do for £5k and attract the right types of clients with those budgets into your business.

Once you know what is included in your £5k wedding then you can fill your instagram feed with those types of designs. It really is this easy.

So first decide what type of work you want to be doing and then make sure that this reflects through in your marketing so you attract the type of clients you want to be working with and have the budget to spend on your flowers.   And the other thing is that you want to make the process really simple for your clients. I’ve gone through steps 1 and 2 and now let’s move to step 3.

Step 3 - Rinse and Repeat 

And this is that you need to  repeat and keep coming back to step 1 and 2 so you can reevaluate your ideal client and their spending AND your marketing efforts on all your platforms - that includes on all your socials and your website too. Keep carrying on and doing this and know that everyday is another opportunity for you to keep testing and growing.   We always have a tendency to overcomplicate this and doubt ourselves but you really don’t have to.  

If you need help with creating a portfolio of luxury designs then I have just the thing for you. I have a hands-on 2 day intensive wedding and installation workshop where you can learn how to create drop dead gorgeous designs. We will be creating a luxury tablescape with large elevated designs and low level designs, a ceremony arch and another surprise installation. It’s a great opportunity where you will walk away with lots of tips and tricks and the confidence to do something like this yourself, the actual recipes used to create the designs and professional photos that you can use to fill your socials with and attract the right couples into your business and gain a load of flower friends along the way.

Each day will be broken down into 2 sections.  

Day 1 will begin by talking about running a business, consultation process, social media and visibility in your industry and the use of silk and fresh flowers. Then we move on the fun designs with hands-on designing to create a drop dead gorgeous tablescape with tall and low flower designs and learning to incorporate different styling elements.  I will go through all the ways you can create a stunning tablescape that is a feast to the eyes.

 Day 2 We will talk about larger scale designs and learn the theory and mechanics behind large scale designs. This will be followed by hands-on experience to create a ceremonial setup with a full and lush arch using chicken wire construction and beautiful flowers and lush foliages.      

We know how important photography is for our industry and we will have a professional photographer on site for the whole 2 days so you can get professional photographs of the work you have created on both days for your portfolio with a headshot. You can use these images on your website, your socials and all printed marketing.   You will be given the recipes for each of the designs created in the 2 day masterclass so that you can get rid of that analysis paralysis and really feel confident with creating jaw dropping designs in your business.  

There is more info in the show notes if you want to take part in this incredible experience.  

And if you need help with your business and getting the processes in place then you can join the Wedding Florist Academy - my signature program that walks you through from beginning to end what you need to be doing together with all the templates for each step of the process.  

Now If you've enjoyed listening to my podcast please show me the love and give me a review on i-tunes. it would mean the world to me. Take a photo of this podcast and post it on your instagram stories tagging me in and I'll be sure to share some love back. If you think this podcast will help your biz bestie then be sure to share it with them too.

So, here are various ways you can work with me

I have free resources to help you in your business

Get your Complete Guide to Write Winning Proposals and The Ultimate Social Media Kit with a social media calendar, florist specific hashtags and strategies to grow your audience.

Watch the free training on how I went from hand ties to installations and grew my wedding flower business to a 6 figure profitable business.

I know how hard and time consuming it can be to have the right resources in your business and that's why I have created various digital templates and resources that you can use in your business and these are available for instant download in the Etsy Store

That’s it for now - if there's a topic you want covering in the future let me know and I'll get it sorted for you. So until next week, stay blooming and take careBuilding a strong network  Wherever you are in life it is really important to build a strong network and this is really important for wedding florists too. You can really get a lot of emotional support through the rollercoaster of your business journey but also open up opportunities for growth and collaborations. You can share ideas and learn from each other and help each other on projects.  So how can you do this? One of the ways I have done this is going to networking events and attending workshops and also connecting with like minded professionals on social media to get more of a global reach. I have a facebook group for wedding florists to connect with each other and the link is in the shownotes. The idea is to be part of a support and uplifting community.  

Hey there Wedding Florist

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