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On The Level With Neville: November/December 2009 |
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Written by Neville MacKay
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Over the past few months, I’ve been a designer at floral shows all over North America representing Smithers-Oasis (a big shout out to my friends at the shows in Vancouver and Edmonton!). At these events, I get asked many questions, and I find that these are great places to learn about (and from) other florists and people in our industry. Now, although we’re all a little different (and I know different!), we all seem to face a lot of the same challenges and concerns wherever I travel. One thing I get asked a lot at shows is how florists can get more exposure to the public. Well, my little petals, sit back and pay attention; I’m going to let you in on what I do to stand out from all the rest. Or at least some of what I do!
Over the years, I have had the opportunity to be on many television and radio shows, locally, nationally and internationally, several magazines (this one BY FAR is the most fun!!) and newspapers all over. Some have said how “lucky” I am . . . well, I am very fortunate, I agree, but things happen for a reason, and I work hard to get where I want to be.
Here’s the thing; you’ve got to have more nerve than a sore tooth these days! It’s those of us who aren’t afraid to do what we have to do to get the job done who will get places. I remember the first few times I did a stage presentation as an adult; I was wound up like a $3 watch! I had to lift my left leg, as it shook so badly that it made a noise as it hit the floor! (Not to mention making the man-boobs jiggle – don’t laugh, Mr. Waters!) I also was terrified at the thought of being on television, and the only thing I could do on my first appearance was make a bow for a Christmas tree. Now I still get the nerves, which is natural, but a lot of it is true excitement as I enjoy it so much! My Mum taught me to keep going and to never give up, and I remember her little chirp with her delightful British accent, “If at first you don’t succeed . . . try, try again!” I did just that!
There are many things we all can do to better expose our businesses to the world that cost little or nothing. In house, we have framed photos of our work here and there, as well as photos of people we’ve done work for. This is a wonderful way to “talk about” your work and accomplishments without actually having to. It adds credibility and confidence to you and your business too. It’s amazing how many people watch Coronation Street and are excited to see photos of some of the cast in our store.
Are you on Facebook? If not, then get a wiggle in it and do so, today! I’ve gotten some good business from Facebook in the past few months and use this as a way to let everyone know what we are up to here at work. I post photos of my work, as well as videos and links to my YouTube videos, and many people get a chance to check it all out. This is free! It costs nothing! So, get at it!
Add more to your web page also. On mine I have links to other sites and videos, testimonials from clients, photos and even a calendar of events. This gets a lot of hits, and is a great help in business. Use your digital camera to do a little video of your work. It costs nothing and you can reshoot it until it is OK! Post it on YouTube, on Facebook or on your site and show yourself to the world! I have so many out there now (check my website for links or be my friend on Facebook!) and some were great, some OK, and others not so good (some are awful!) but I tried!
One of my favourites is to just get out there in the middle of things and give away flowers. Now, don’t freak out – this is a cost-effective way to get the word out directly to the public. I sometimes take a bunch or two of roses and hand them out, as the cost is little compared to, let’s say, a newspaper ad, and it gets a sample to the public. I often give a flower to a lady (or man) or a balloon to a child, and they don’t forget the gesture. The thing here to remember is not to give away old flowers! I see this way too often in our industry, and it is a dangerous thing to do. Unless you are giving older flowers to a good friend or family, then don’t do it. You never know who will see those flowers, not knowing you were just giving oldies away. Do it right and you’ll be better for it.
This goes the same for charitable donations. I never give cash, opting for either a gift certificate or a lovely permanent piece. In the past, I have offered pieces to events where I know I’ll get good exposure. I even send flowers out (when I can) to offer congratulations to new businesses, art galleries, etc., as these goodwill gestures are good for business.
Don’t be afraid, darlings, to do what you have to do to get out there! I know you all have the ability to take a photo at the very least or to give away a flower. People will remember you the next time they need flowers.
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