Promotion of the flower workshop "Pansies" in Bugulma.
About the project:
The flower workshop "Pansies" was opened in Bugulma on May 2, 2017. The workshop was opened by young and ambitious guys, despite the fact that the town is not big and the competition is high. The guys made an original repair of the premises with their own hands, having a small area of the room. It turned out to create a cozy, in a good homely atmosphere of the workshop.
A task:
- To make Pansies flower workshop as recognizable and popular as possible in
Bugulma city; - Increase sales through public VK;
- Increase the number of subscribers of the public.
- Bring the store's income into a plus (at least a small one).
The target audience:
From my personal experience in other projects related to the flower business, the main target audience is:
Relatives of the birthday person(s)
It can be divided into several segments:
- Girls who are in a relationship with birthdays
- Men who are in relationships with birthday girls
- Mother's birthday (anniversary)
- Birthday (anniversary) of the Pope
- Birthday (anniversary) of mother-in-law, father-in-law, nephew(s), etc.
Brides
Parents' Committee (before certain holidays)
Men in the candy-bouquet period
competitor audience.
But in this case, I will not talk about it!
Bugulma is a small town in the Republic of Tatarstan, and it was enough for me to tune in by GEO and exclude the age of up to 16 and after 60.
Up to 16 - mostly insolvent, after 60 inactive in social networks.
The budget was gradually replenished by 1000 rubles a week (all the money from the guys went to the opening and purchase of goods), so I could not divide the audience into each post by gender, age and sites. I'll talk about other settings later.
Budget:
5000 rubles (22.05 mastered 2026 rubles)
Work progress:
Buying bouquets is usually either pre-planned or unpredictable depending on the situation. Since in this case we did not select segments, it was decided to launch promotional posts with direct sales texts.
Texts and photos of ads that were used in advertising this flower shop. The advertising company is placed from top to bottom. First - last by launch date.
Results:
We received for the period 02.05 to 22.05:
— 263 subscribers
— 61 orders, the average bill is 1500 rubles.
Only orders received through "community messages" were taken into account.
As a result, they earned 91,500 rubles by spending 2,026 rubles. for advertising
The case was sorted out at this period, because graduation and last calls will go further (there will be a lot of orders).
All settings:
Thank you for your attention!
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Subject: online store of flowers and plants.
Budget for 2 months: UAH 27,000 (including payment for agency services).
Promotion period: 1.01. — 28.02.2014
Region: Ukraine.
This client worked with us for 2 years on the SEO promotion scheme with a monthly fee. Then in 2013 he decided to do promotion on his own. In 2014 he contacted us again. A pay-per-traffic SEO service was offered, which he liked.
What goals were set?
- Increasing traffic to the site.
- Increasing the number of conversions.
What have we done to achieve our goals?
For large projects, an especially important stage is internal optimization. To bring the site in line with the recommendations search engines An SEO audit of the site was carried out. With Netpeak Spider as the main audit development tool, the following was done:
- found errors and broken links;
- fixed incorrect redirects;
- Duplicate title, description, keywords found and fixed.
The rapid implementation of our recommendations ensured that the result was visible from the very beginning of the project. The most important initial technical recommendations were related to the uniqueness of landing pages on the site. Simply put, work was done with duplicate pages and site indexing.
An important point in working on this project is the constant optimization of images.
Images are a significant part of website content. There are about 16,000 of them - and this is a great resource for getting targeted traffic.
Assigning unique alt and title meta tags, optimizing the sizes and compiling a competent sitemap for the sitemap.xml images gave a positive additional increase in traffic.
What will we continue to do?
AT this moment intensive work is underway on the semantic markup of landing pages (I once wrote on this topic) to increase the CTR of pages, since the main KPI indicators directly depend on this. Semantic core of this project is constantly updated by our service Serpstat (ex. Promoter) . Collected requests will be used in our "smart script" internal linking in order to optimize the distribution of PageRank across landing pages site and enhance the relevance of phrases.
What results have we achieved
The seasonality factor is not taken into account in the results, since we compare the same time intervals for 2013 and 2014.
1. Growth of non-branded traffic by 60.82%:
2. Growth of non-brand traffic transactions by 17.25%:
The dynamics of site traffic from search engines since the beginning of the promotion (dated December 19, 2013). Data from the Client's Personal Account:
All information is provided without phone calls. E-commerce data from Google Analytics:
Average margin for all groups of goods according to the client: 25%;
Revenue from Google Analytics for 2 months: UAH 311,003;
Gross profit for 2 months: UAH 311,003 * 0.25 = UAH 77,750.75;
Promotion spending: 27 000 UAH;
ROMI (return on marketing investment)= ((Income × Margin) - Client's expenses) / Client's expenses = ((311,003 UAH × 25%) - 27,000 UAH) / 27,000 UAH = 187% (for 2 months).
The average conversion rate for non-branded search traffic was 0.96%, the average check was UAH 244.79. We predict a 20% increase in search traffic and transactions over the next three months. Perhaps someone will consider that ROMI (return on marketing investment) of 187% is not the best indicator, but for this project there is still more to come!
Hello, friends. My name is Yakutov Vladimir, I am from the warm and sunny city of Sochi. For three years I have owned the Mechta flower shop and managed to get a good promotion:
- initial investment - from 700 thousand rubles;
- monthly income - from 300 thousand rubles;
- staff - five people;
- services - sale of flowers, jewelry, bouquets to order, decoration of holidays;
- floor area - 40 square meters;
– location of the store – the central part of the city.
Business on flowers is profitable, fashionable and forever!
What is good business?
With the right choice of location and strict adherence to the business plan, you organize a truly profitable business. The main direction of the flower shop is the sale of potted plants, flowers, the creation of bouquets, the delivery of flowers, the design of bouquets to order, and so on.
The customers of the outlet include florist lovers, people who wish to congratulate their colleagues, men and women who wish to show signs of attention to the opposite sex.
As a rule, flowers are in demand all year round, but there are days of special activity - March 8, Valentine's Day and other holidays. It is necessary to prepare for such periods in advance and make orders one or two months in advance.
Business plan for opening a flower shop
Important point: I earnestly ask all aspiring entrepreneurs who have decided to create a flower business (as well as any business) to listen to my following words: “Starting a business, especially a new one, and especially the first one, is impossible without a working and carefully developed business plan.
Not only is it impossible, it's the height of stupidity. Believe me, who has already "filled his bumps" in the flower business. A business plan is needed and it needs to be such that it fully meets the conditions of your particular business.
Do you understand? A business plan not downloaded from the Internet, created by an unknown person and under what conditions. You must have a business plan that is created just for you, just for your business.
Is a working business plan expensive? Yes, it is, but you are going to invest in your new business money. And a lot. So, having invested hundreds of thousands, will you “regret” two or three dozen?
By the way, even three dozen may not be needed if you create it from a template, having previously bought it here:
Opening a flower shop from scratch is possible!
What are the types of business?
A flower business can take many forms:
1. Ordinary flower shop. Such an outlet can be placed in the office of a shopping center, on the ground floor of a residential building, or a separate building can be built.
The peculiarity of the store is a wide range of products, good qualifications of sellers, a high level of service, a wide range of services.
The main costs of such a business include wages employees, rental costs, window dressing, payment utilities, carrying out an advertising campaign, buying flowers and so on.
The initial cost of opening such a point is from 700 thousand rubles. Monthly expenses - from 100 thousand rubles.
2. Flower salon- a more promising line of business, from which you can expect large incomes. The main disadvantage is the need for large investments.
The costs include staff training, rent (as a rule, the salon should be located in the city center), a large advertising campaign, room arrangement, and the purchase of flowers and potted plants.
Such a store should offer flower delivery services on order (for example, by phone). At the request of the client, delivery is made to any convenient place - to the office, home or even on the street.
The initial cost of opening such a business is from 1 million rubles. Monthly expenses - from 300 thousand rubles.
3. Online store- one of the most popular and profitable business development options. Its advantage is savings on staff and rent of premises.
With the right business organization, you can achieve no less sales than in a standard store (salon). An online store can exist separately (without an "online" office) or as an addition to an existing salon.
If the site on the Internet is not "tied" to a real business, then orders are executed upon receipt. In this case, you must conclude an agreement with the supplier for the timely delivery of goods. It is desirable that the supplier is as close as possible.
Bouquets can be made personally or hire professional florists.
The main expenses in organizing a business are the promotion of an online flower shop. Initial costs - from 50 thousand rubles.
4. Pavilion- another a budget option flower business. Such a point can be opened in any crowded place, for example, at the airport or at the railway station.
The main advantage of the pavilion is its location in places with high traffic and savings on the purchase of equipment. At right choice places can achieve excellent sales.
As a rule, the pavilion has a small area, it does not have water and sewerage. For the sale of flowers, it is worth hiring a mentally stable person who is ready to stand all day, without the opportunity to properly sit down, warm up and go to the toilet.
Such a pavilion works for 16 hours a day - from seven in the morning to eleven in the evening. If you wish, you can organize a round-the-clock business, but then you will need to hire several sellers (it is advisable to put a man at night).
The starting capital for opening such a point is from 100 thousand rubles. At the same time, the total profit can be no less than from a full-fledged store or salon.
How to register?
There are no special difficulties in registration. For a flower shop, IP is enough. A big plus is the ability to work without printing. In the future, this may turn out to be a minus, because some serious partners may refuse to cooperate.
To start a business, you need to get:
- trade permit;
- good from SES, confirming the suitability of the premises;
- book of complaints and suggestions;
- invoice, which should contain the names of all goods on the shelves of the store.
As for the quality certificate, it is not required for flower trade. On the other hand, if he is on hand, then this is only a plus.
Registration costs - from 30 thousand rubles.
How to open a flower shop
How to choose a location?
Please note that the success of a flower business is 90% dependent on the location of the outlet. Don't rush into choosing a room. If possible, collect the necessary information about free real estate (for this you can contact professional realtors).
After a preliminary selection, study the area, its patency, the presence of other flower shops nearby. It would not be superfluous to make acquaintances with people who have been in this business for a long time and ask about the state of the market.
Shops located near large transport interchanges, shopping centers, registry offices, bus and railway stations are very popular. In general, the more crowded the place, the better for business.
What are the requirements for the premises?
The ideal option is to rent a room and re-equip it.
But here it all depends on the type of outlet you choose.
If we are talking about a small store, then 40-45 square meters are enough.
Pay attention to the presence of an additional room (utility room) where stocks of flowers and auxiliary materials will be stored.
If you plan to expand in the future, then rent a larger room.
The cost of renting such a room will cost from 40 thousand rubles per month. It all depends on the proximity to the center and the arrangement of the store itself (the availability of lighting, water, sewage, and so on).
What should be the range?
It is important that your flower shop has a good choice. So, on sale there should be several types of lilies, 5-6 types of gerberas, 9-10 types of chrysanthemums and always roses (the more varieties, the better).
A large selection of spring flowers (the same tulips) is just a plus. Especially if it comes to the 8th of March. Do not forget about the need to import exotic flowers - sterlitia, orchids, hydrangeas and others.
Provide a wide variety of potted flowers, such as ficus, spathiphyllum, monstera, and so on. The most important thing is that your seller has information about each flower and can convey it to the buyer.
As experience shows, people are very fond of asking about plants, their features and even signs.
Table number 1. Consumer potential of a flower shop in Russia
Flower shop equipment?
Flowers require a special microclimate, otherwise they will not live long. It is advisable to install special refrigerators or a split system to create the proper microclimate.
If your store has a small area (up to 40 square meters), then you can limit yourself to a good air conditioner. The main thing is that the latter can work in winter. In addition, you will need a showcase for flowers, a vase, a cash register, a computer, a table.
Stands, buckets, tools will come in handy, expendable materials and other equipment.
The cost of purchasing equipment for the store - from 200 thousand rubles.
Who to hire from the staff?
As we have already mentioned, the issue of personnel is key. A person must be accurate, honest and responsible. A big plus if he can tell the buyer about a particular flower, as well as quickly and beautifully arrange a bouquet.
If the store is small, 1-2 florists are enough to carry out the sale and compose the compositions. If the store organizes flower delivery, you will need a driver.
Average monthly staff costs - from 50 thousand rubles.
Table number 2. Growth of flower shop market participants in Russia
How to advertise a business?
At the initial stage, it is desirable to make yourself known. Can advertise on public transport, in specialized institutions (for example, where they train as florists), in printed literature (newspapers, magazines).
It will not be superfluous to create your own website and promote it according to the main requests (taking into account the name of your city).
How much does it cost to open a flower shop
Financial results
So, the cost of decorating a flower business can be different. It all depends on the scale of future activities.
Consider the option for a small flower shop:
- initial expenses - from 700 thousand rubles;
- registration and registration - from 30 thousand rubles;
- advertising - from 50 thousand rubles;
- equipment - from 200 thousand rubles;
- rent - from 40 thousand rubles per month;
- salary - from 50 thousand rubles per month.
Potential income - from 200 thousand rubles per month.
Selling flowers on Instagram is not as easy as it might seem at first glance: bouquets, unlike clothes and jewelry, are rarely bought impulsively. Most often, flowers are bought by a certain date for some occasion.
Therefore, we can distinguish two areas of promotion to increase sales:
1. Raise your account in Instagram search results and by hashtags. To do this, we increase the involvement of the audience.
2. Work on brand awareness so that it becomes a Top Of Mind brand among the residents of Cheboksary.
Top of Mind is the first brand that is remembered by the consumer when mentioning a product category. It is necessary that a resident of Cheboksary first of all remembers @flowers_cheboksary when it comes to flowers. To do this, we also involve the audience in activities and add an individual approach.
What is done:
An individual approach captivates and is remembered much better than the usual announcement “10% discount to all participants of the competition”.
Since these people are already following us, Instagram did not restrict the creation of new dialogues.
Mass following and mass liking
Worked with three main channels:
1. Parsing the audience of the Vkontakte group "Overheard Cheboksary"
2. Followed and liked those who were marked by the participants of the contest
3. Followers and likes of subscribers and subscriptions of contest participants. The logic is this:
- all contestants live in Cheboksary. With a high probability they are subscribed to their friends and acquaintances who also live in Cheboksary.
- people are more likely to follow an account that their friend is already following (shown in bold below the profile description)
There are filters everywhere.
- limit on the number of subscribers (4000)
- subscription limit (900)
- only Russian language
- added a list of stop words so as not to catch commercial accounts
Result:
The number of orders increased noticeably, and the customer increased the budget to 8 activities per month instead of four.
Launched a new contest to increase engagement. No one else needs to be tagged. We are drawing a bouquet among those who simply comment on our latest photos (the number of comments is unlimited). We receive free comments from real people not only under the contest post, but also under all other photos. Now at least 15 comments are collected under each photo.
There are a couple of conditions...
Flower Shop Promotion: Getting Started
In December 2015, we were approached by a client, working with whom became a real challenge for us. And it also contributed to the fact that we more soberly assessed our capabilities and once again became convinced of the need for in-depth marketing analysis.
So, let's get acquainted. Our client is a company engaged in the creation of bouquets (both classic and custom). Their sale at retail in the store. Their delivery to the addressee ... And, besides this, flower decoration for various events.
The initial data are as follows: there are quite a lot of similar companies in St. Petersburg (the yell.ru directory mentions 2051 organizations), but the demand is also quite impressive. The client's bouquets are beautiful, but expensive: more expensive than most competitors.
Here, for example, is the price of a bouquet of 101 roses.
Bouquets of our client:
Bouquet of our competitor:
In addition, the client has a high-quality, beautiful "showcase" - the online store is stylishly designed, the photo content is attractive.
Before us stood difficult task– attract profitable applications for the client, taking into account the cost of our work and its high (relative to competitors) price.
But that didn't scare us. We decided to work.
For what purpose did the client come to us?
First, the primary task was to improve the online store. Improving the product card, simplifying the process of placing an order and purchasing, and developing a new page for the B2B direction.
The online store was our Starting point in creating traffic and setting up an analytical package.
And right here in the first step, we screwed up!
But first things first.
The second task, as you already understood, is the creation of advertising campaigns in Yandex.Direct, Google Adwords, connecting YAN, CMS, targeted advertising on VKontakte, engaging other channels. In other words, setting up targeted traffic to the site is the very promotion of a flower shop.
The third and last task (but not least) is to measure indicators, measure the cost of a click, the cost of an application, improve advertising campaigns and scale the most effective ones.
At the stage of negotiations, we did not indicate the desired cost per click and application, because the client's analytics before contacting us was unsystematic, there were no starting indicators.
We expected that after the test launch of the updated site and our traffic, we would measure all the necessary indicators ourselves.
The client contacted us in December so that we could prepare together for the upcoming holidays - February 14 and March 8, when the demand for flowers is the highest, and online competition is going through the roof.
Stage 0. Preparation
We know that 80% of a project's success is in preparation. What do we mean at Zolle by project preparation? This marketing analysis. I will not disclose all the technology, I will note the most important points.
The goal of our analysis is to create a value proposition. This is such an offer that the buyer is ready to exchange for his money (time / effort / other), because he receives in return a measurable and necessary value for him.
To determine such a proposal, we need to study target audience(internal motives, fears and pains), product (its competitive advantages and hidden benefits) and competitors (the market as a whole and current trends, market leaders, their promotion methods, tuning methods). At the intersection of these three objects, a value proposition is born.
This is how it should be.
Since at the first stage it was important for us to take on the client's site, we did not go deep into research, immediately starting to improve individual important elements of the site. Let's move on to the next stage.
Stage 1. Improving the work of the site
The work to improve the site was carried out as follows:
- The marketer of the project studied the movement of customers on the site, found "uncomfortable" places, developed an improvement strategy, drew layouts of new site elements in Moqups, improving usability, simplifying the purchase process for a potential buyer.
- The designer embodied all the ideas of the marketer in the style of the existing site.
The logical continuation of the story is the transfer to layout, the transfer of our changes to production and (fun and easy) the launch of the updated site and traffic ...
But it was not there!
Layouts of the changed elements of the site, designed in the existing style.
Already after the design stage, having started implementing changes to the site, we found that Bitrix, which at first seemed standard and not changed, was shoveled and turned inside out by past developers. They managed to write their own modules, replacing all the standard ones, get into the core of the site and leave a lot of legacy there.
This fact automatically pushed back the launch date. Our developers had to restore the admin panel and set up standard modules. At the same time, an important condition for the client was to save the 1C settings. Later, a problem was discovered on the hosting, and we had to restore it too.
In general, as you understand, main reason our mistakes were hidden right here: during the preparation phase, we did not dig deep enough and misjudged the scale of the disasters on the site.
So, unfortunately, the first stage of our work to promote the flower shop stretched for almost a month and a half - until the beginning of February.
And it certainly was a disaster!
Stage 2. Setting up traffic
Moreover, we had to test traffic on old version site. Our changes were never successfully ported to production.
When we realized that all these works were carried out (at that time) completely in vain and led to a colossal loss of time, we urgently reconfigured already prepared advertising campaigns, connected analytics.
We had to go out with traffic testing in the hottest period.
Let me remind you that initially we set the task of testing traffic, “warming up” it, and by February 14 reaching a stable working system. All the facts described above forced us to test traffic on the eve of the holidays, with the hottest auction in Yandex.Direct.
The most active days - from February 9 to 15 - we constantly monitored the progress of advertising, monitored clicks and applications, expanded campaigns, improved ads, and optimized costs.
The result is in front of you. High price conversions, few requests (this report does not take into account calls and chat requests (17 in total)), as well as traffic from the relevant issue. The client went to zero without earning from our advertising. But he increased production capacity in advance, prepared for the holiday and bought flowers, rented a new warehouse with refrigeration equipment, and hired additional couriers.
We did not live up to our predictions and failed.
Stage 3. Dealing with bugs
After receiving feedback from the client, we fell into despair. But there are no hopeless situations, so let's move on!
We noted for ourselves two reasons that prevented us from helping the client earn:
- Traffic testing should be carried out in advance, not during the peak period.
- Incorrect assessment of the preliminary work on the site took a catastrophic amount of time.
As a result long negotiations with the client, we came to the conclusion that we continue to work and by March 8 we give a guarantee to attract at least 150 applications (customers who have made a purchase) from the site, at a price of no more than 1,500 rubles each.
Due to protracted negotiations, we were again unable to test traffic during quiet times. But for the previous period, we have accumulated statistics, thanks to which we have significantly adjusted the conduct of contextual advertising.
So we achieved the result that we predicted and even improved it. See for yourself:
As a result, we received 158 clients at a price of 701.6 rubles per order (round up to 702). The number of applications was fulfilled according to the forecast by 102.6%.
At the request of the client, the traffic was stopped on 4.03 for 12 hours and on 8.03 at 13.00 and did not start again.
The price of one bid was also within the predicted norm and even turned out to be twice cheaper than planned.
It is worth noting the fact that a high-quality product showcase, setting up advertising campaigns for a specific target audience and analytics allowed us to increase the average check by almost 1,000 rubles compared to last year.
We cannot disclose all financial indicators, but I will say that only from the buyers we attracted, our client earned about 1 million rubles in 5 days of advertising campaigns, investing only 110 thousand rubles of the advertising budget.
We connected the analytics system and with its help we realized that out of 5000 key phrases in contextual advertising(this is not the limit, you can collect more) the most effective and stable result is only about 20!
Flower shop promotion: results
Well, let's summarize.
As I noted at the very beginning and as you understood from this case, preparation is the most important stage of the project. Not only marketing analysis, but also a thorough study of the client's site, if you plan to work with it. Not only the preparation of advertising campaigns, but also their preliminary testing.
We also realized that in no case should you be afraid to promote a product that is expensive for your niche.
A high-quality and attractive showcase for the target audience, a good product, analytics that helps to constantly improve the effectiveness of advertising, fine tuning advertising for the right target audience - this allows you to create the value for which the buyer is willing to give money (even above the average market price).
I hope our case study was as useful to you as it was to us! 🙂
P.S.: a little beauty in the end!
As I mentioned at the beginning of the article, we developed a B2B page for the client. Here is a small snippet of it!
If you have any questions - ask them in the comments, and I will definitely answer them.