Time to Bloom! Meet John Stanley, uBloom’s Retail Expert
Whether he’s jet setting around the globe, conducting high powered business meetings, consulting with international businesses, or speaking at major retail conferences; John is always on the move and staying ahead of the world wide retail and marketing trends. His passion and unique talent for assimilating global retail trends and translating them to the local business market has made him one of the most sought after and well respected retail consultants and speakers on the planet.John has been with uBloom since it’s inception and has written many insightful and thought provoking articles to help uBloom professionals stay ahead of the retail and marketing game. We are very honored to have an expert of John’s caliber as an adviser on uBloom and are especially pleased that we are able to help YOU take advantage of the wisdom and years of experience that John has amassed.When I asked John if he could answer a few questions for this uBloom Blog Interview, he was flying home to Australia from New Zealand and responded that he would answer the questions immediately on Thursday when he got in to the office. I was quite amazed that, despite his intensely busy schedule, he set uBloom as a PRIORITY as one of the FIRST things he would address upon arriving at his office. His display of loyalty and integrity impressed me and that is why I am pleased to bring you my exclusive interview with John Stanley, International and uBloom Retail Expert.Talk a little about your business/retail background.John Stanley Associates was started in 1976. I have a background and qualifications in horticulture and was a lecturer at a college in the UK before starting the business. I am a consultant, author, and conference speaker to the industry and worked last year in 23 countries. I am based in Australia, but travel to the USA at least four times a year to work with clients. My skill area is in the practical side of retailing and marketing in the industry. Last year I was voted the 14th most influential person in British horticulture, the only non-resident to be in the top 50 list.How did you get involved with the flower industry?When I started work I had an evening business in floristry to help me pay my way. We made arrangements for weddings and this gave me a start both in operating a small business and an understanding for the technical side of floristry. I then became involved in the teaching aspects and now work with clients such as Interflora. I now am a regular speaker at conferences for the industry. Recently, I presented talks in the USA, Japan, Australia, and New Zealand with my next assignment being in Malaysia.What are the business practices or marketing strategies that are unique to florists and wedding/event designers?Business is business and the principles of business are exactly the same. The main difference is that we are working with a highly perishable product. If we get it wrong, the product deteriorates very quickly. In other industries, it just gets dusty. We have to get it right the first time.What are 3 marketing strategies that are inexpensive but really work?
- Get to know who are the main tipsters in the community that can use word of mouth to build your business.
- Network with progressive, local businesses outside of the floral sector to grow the pie for both of you.
- Use modern technology…such as M coupons on mobile phones and YouTube for marketing.
How can florists navigate this recession?Florists are more recession proof than most businesses. People will buy small luxuries to cheer themselves up and flowers willbe one of them. Florists need to develop flower arrangements they can promote at the right price point as small luxury items.I know of florists who are growing their business during the recession by taking a positive approach and looking at the opportunities.How can florists/wedding designers deal effectively deal with the "I want something for nothing" customer or the "champane flower arrangements on a beer budget" bride? This seems to be an increasing problem.We need to develop designs for different price points. Take an idea from other businesses and have a good, better, best approach. Have a budget selection, followed by a better, then best category. Make the middle one the ideal choice for the client, but continue to offer the three options. You will find most people will select the middle option. The key is to be proactive form the beginning and lead the conversation with the three examples and do not let the client lead the conversation on the options…it works!What do florists need to be thinking ahead about or need to start preparing for NOW?This is a long recession and florists need to be proactive in the community to make a difference. My local florist is having an excellent year. He is offering specific, unique budget arrangements to the local supermarket. He is offering customized picnic hampers with food and a bunch of flowers. He is developing a data base and communicating directly with his customers. He is also proactive in the local business community. All these things are important…remember, the customer will not come to you, you have to go out to them.I provide retailers with a free monthly newsletter that has ideas on how to grow your business. This is available by going to our webpage and clicking on to Get the Free Newsletter.