Maximize Millennial Floral Purchasing Renato Cruz Sogueco, Floriology Institute Business Instructor, Vice President Digital Strategy, BloomNet
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
5.30
5.05
4.76
4.54
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