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Maximize Millennial Floral Purchasing
Renato Cruz Sogueco, Floriology Institute Business Instructor, Vice President Digital Strategy, BloomNet
The American Floral Endowment (AFE)
• Non-profit funding research & scholarships in floriculture and horticulture.
• Growers, wholesalers, retailers, allied industry organizations and individuals contribute and benefit.
• Sustain industry growth through generating and allocating dollars to fund scientific and consumer research based on industry need.
• Donate at: www.endowment.org
About the Study
• Funded by Floral Marketing Research Fund (FMRF) — started AFE Board.
• Researchers:
• Dr. Chengyan Yue, University of Minnesota
• Shouli Zhao, University of Minnesota
• Dr. Alicia Rihn, University of Florida
Agenda
• Meet the Millennials — demographic insights
• Highlight and focus on select data — full data available at http://fmrf.org/
• Addressing perceptions of flowers — convert into opportunities
• Specific marketing strategies — mostly digital, but includes new and traditional methods
Meet the Millennials
• Born between 1977 and 1994 (21 and 39 years old).
• Finishing school, entering job market and have potential purchasing power
• Collective annual buying power of $200 billion, with indirect spending reaching over $500 billion
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Respondents’ 2015 household income
2016 FMRF Millennial Marketing Tactics Study
Flowers are not top of mind. Push reasons, reminders
• Advertising and promotions should not be overt sale. Content that educates, entertains or engages
• Creative, quirky, funny, cause-oriented, reminders, discounts
• Holiday and life-event reminders
• Share trends of how flowers could be incorporated into lifestyle and/or home decor http://www.flowertrendsforecast.com
www.flowertrendsforecast.com
Price matters. Millennials Love Discounts
• Discount price promotions and/or free add-on gifts targeting first-time buyers, “young professionals” and/or students
• Offer incentives for Liking page, checking in on-site, or sharing product photos
• Buy two, get one or BOGO deals
• Online coupons — place coupon page on website, offer specific deals targeting Millennials
• Provide options: good, better or best for all artistic arrangements
• Fun promotions such as discounts on flowers that match outfit
Millennials expressed interest in loyalty and subscription programs
• Start loyalty program featuring reward and/or incentives such as free products, discounts, member-only sales
• Make program based on emails or phone numbers vs cards or usernames — link coupons directly to accounts and automatically apply them
• Make rewards or points indefinite or no-expiration
• Use geo-location — through app or online ads — to inform customers about in-store sales and events
Millennials agree flowers have benefits, but don’t associate with meaningful benefits. Share knowledge!
• Millennials already have positive perception of flowers!
• Confirm psychological benefits with Society of American Florists (SAF) research: https://aboutflowers.com/quick-links/health-benefits-research/
• Power of Giving
• Emotional Impact
• Flowers & Seniors
• Home Ecology.
Millennials are experience-oriented. Become a destination
• Develop and share your story — short, clear and reinforced through branding, promotions and product offerings.
• Offer in-store activity such design demos, floral design classes, and selfie station complete with floral props
• Team with local hot-spots to provide floral decor, promotions
• Provide comfortable work or hang out space in store (think free Wi-Fi, provide refreshments)
• Positive experience will generate word-of-mouth (social) advertising as they share with their friends and family
Millennials value uniqueness and authenticity through customization and personalization.
• Free consultation with designer for any purchase — talk budget, floral preferences, occasion, color
• Customized delivery services — offer in-store pickup
• Custom arrangements through a flower bar — related to in-store activity. http://dailym.ai/2qKbu0H
• Consider providing pre-arranged options where Millennials can select pre-prepped containers, flowers by color, flowers by meaning or bring your own vase
Millennials perceive flowers as short lived. Be their go-to expert on proper care and handling
• All staff prepped of post-purchase care. Share shop’s care practices. Set reasonable expectations
• Provide clear instructions on flower labels and signs, “free” flower food at purchase
• Web page (ie. www.yourflowershop.com/care) with post-purchase care tips and step-by-step video instructions
• Follow up email reminder of continuing care instructions and offer to call in for more care advice
Millennials appreciate Sustainable Practices
• Share your company’s good and fair treatment of employees
• Tout less pesticides and chemical usage
• Tout use of organic or sustainable processes such as selective (local) sourcing, composting of waste, recycling initiatives
• Support of local community as local business, sponsorship and participation promoting local charities
2016 FMRF Millennial Marketing Tactics Study
Less than once a week More than once a week Everyday
0%
YouTube
Snapchat
Google+
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Frequency of social media platform use
Photo and Video Creation Best Practices
• Capture high quality photos — set up a cost-effective photo studio. Photograph all of your designs http://floriologyinstitute.com/cost-effective-photo-studio/
• Use smartphone as main media capture device
• Use Google Photos to archive every photo https://photos.google.com/
• Lighting is important for both photos and video, but audio is critical for video, get a mic http://amzn.to/2qTM4gj
Social Media Strategy. Think Facebook, Adopt Video now!
• Facebook is a must — as best way to engage Millennials
• Funny videos and photos http://www.giphy.com, flower facts and information; timely response to online reviews, comments; invites to in-shop events; constant posting of shop activity; videos of trend and care advice
• YouTube — Start a channel ASAP
• Videos can potentially go viral. Use videos to showcase your expertise of trends, care info, demos, discuss in-shop activities geared to Millennials.
Instagram and Snapchat
• Instagram provides a photos and video sharing social network that connect to other social media such as Facebook (owns Instagram) and Twitter
• Snapchat is an image messaging and video sharing — to create multimedia stories
• Only consider using if you have in-house expertise — i.e. have a Millennial working for you
Social Media Content
• Focus on Page content vs sponsored stories or ads — Page content is viewed as authentic and allow engagement (Likes)
• Offer incentives — free products, coupons, discounts, reward points, contest, prizes for “check-ins,” sharing content, leaving reviews and referring friends
• Timely feedback is expected for a “real-time” platform.
• Variety of content — funny floral videos, in-shop events, flowers in appropriate settings, meanings of flowers, contests, cause marketing, Q&A sessions
• Mostly likely to be shared in red
5.98
5.59
5.56
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Mobile-friendly website
Mobile coupons
Mobile payment
Mobile app
Text message with discounts and sales
Coupon or promotion alert when I am close a florist
QR code on product linked to care instructions or other information
1 = Very Unimportant 7 = Very Important
1 2 3 4 5 6 7
Importance of mobile device options
2016 FMRF Millennial Marketing Tactics Study
Millennials rely on online information when selecting stores. Have an accurate, search-friendly website
• Search Engine Optimization (SEO) critical to capture mobile searches — Accurate and detailed descriptions and pricing for product pages
• Frictionless shopping cart experience. Improve convenience through a stream-lined online shopping experience — work with Web developer to improve conversion
• Offer in-store pickup as an option on website
• Have top-notch ratings and reviews!
Mobile App vs Mobile Responsive Website
• Mobile responsive website is a must, App is an option — why invest? App features requested by Millennials include:
• Built-in care instructions, general information and meanings for flower varieties
• Flower arrangement customization; Flower recognition feature (think Shazam but for flowers)
• Quizzes, games, augmented reality — take photo, apply floral treatment like arrangement or flowers
• Coupons, connects to loyalty program, sharable to social.
Resources
• Download the study at http://fmrf.org/
• Webinar resources will be provided at http://www.floriologyinstitute.com/millennials
• Provide feedback! Fill out the survey at http://www.floriologyinstitute.com/survey-millennials
• Email me: [email protected]
Maximize Millennial Floral Purchasing
Renato Cruz Sogueco, Floriology Institute Business Instructor, Vice President Digital Strategy, BloomNet