As we enter the new year, many of us have the same thought percolating in our minds — how to build our wedding focused floral businesses.
For florists, weddings are not just events; they are opportunities to weave dreams into reality, turning couples’ visions into stunning floral landscapes.
However, in a competitive industry, securing more wedding bookings requires a combination of creativity, strategic marketing, and exceptional customer service.
Together, let’s explore some proven strategies for florists to flourish and book more weddings for the coming season.
- Build an Irresistible Portfolio:
First impressions matter, and your portfolio is often the initial glimpse potential clients have into your floral artistry. Create a portfolio that showcases a diverse range of your best wedding work, highlighting your ability to adapt to different styles and themes. As a reminder, you don’t have to include every wedding and every arrangement you’ve ever designed — be sure to focus on featuring your favorites, they ones that really speak to your creative eye.
High-quality, professional photographs will make your arrangements stand out and demonstrate your commitment to excellence. And remember, always note the photographer who provided you with their lovely images.
- Your Online Presence Matters:
In this day and age, having a strong online presence is essential. Invest time in building and maintaining a user-friendly website that showcases your portfolio, provides information about your services, and includes client testimonials. Most important elements of a website – clear contact information, a portfolio of YOUR work, an about section detailing how to work with YOU!
Leverage social media platforms like Instagram, Facebook and Pinterest to share your work regularly, engage with your audience, and stay top of mind for couples planning their weddings.
Remember to put your effort in your website, we do not call the shots with social media and have to play the game, but we do own our websites and can control what’s on them and how they are marketed.
- Network with Wedding Vendors:
Collaboration is key in the wedding industry. Build relationships with other wedding vendors such as wedding planners, photographers, caterers, cake bakers, and venues. Establishing a network can lead to referrals and collaborations on styled shoots, increasing your visibility within the wedding community.
Most importantly, having Friendors (friends who are vendors) is good for the soul and having longevity in this intense business.
- Participate in Bridal Shows:
Bridal shows offer a direct line to engaged couples actively seeking wedding vendors. Participate in local bridal shows to showcase your floral designs, connect with potential clients, and distribute promotional materials. Consider offering exclusive discounts or promotions for attendees who book your services during or immediately after the event.
Personally, I preferred to participate in the small ones hosted by venues I enjoyed working at and I avoided the huge wedding shows where I’d easily get lost in the mix.
- Offer Packages and Customization:
Create wedding packages that cater to different budgets and preferences. While some clients may prefer pre-designed packages for convenience, others may want a more personalized touch. Offering a mix of packages and customization options allows you to appeal to a broader range of clients.
Over the years I have found most clients wouldn’t go for a package, but it was a starting place for a conversation and gave people an idea on pricing.
- Provide Exceptional Customer Service:
Word of mouth is a powerful marketing tool. Ensure that every interaction with clients, from the initial inquiry to the completion of the wedding, is marked by professionalism, responsiveness, and genuine care. Happy clients are more likely to recommend your services to friends and family.
Quite frankly, we all have bad days and when that inevitable bad day happens – avoid contact with clients or potential clients. Let the phone call go to voice mail and return it when you are in a better head space.
- Utilize Wedding Blogs and Publications:
Submit your work to wedding blogs and publications to increase your visibility and credibility. Many couples turn to these platforms for inspiration, and having your designs featured can attract new clients. Research the submission guidelines of popular wedding blogs and submit high-quality images along with compelling stories about your floral creations.
Just a reminder – you must have the permission of the photographer to submit their images to a publication. Best to work together and decide which blogs you’d like to submit to — team work makes the dream work!
Booking more weddings as a florist requires a multifaceted approach that combines showcasing your artistry, leveraging online platforms, networking with industry professionals, and providing exceptional customer service. By adopting these strategies, you’ll position your floral business for success, turning inquiries into bookings and transforming wedding dreams into beautiful floral realities.
Best wishes to you and your business for a successful 2024 filled with lovely and flower filled weddings!
This blog post first appeared on Flirty Fleurs Florist Blog.
All photographs by Alicia Schwede.