CLASS IS IN SESSION
With the autumn season knocking on our doors, lots of fall activities are happening in your community. From the craft shows tot the fall festivals, your customers are out and about and ready to make purchases, so it is important that your shop also have a presence to get the word out about what activities you have planned.
This is a great time for your Make-It Take-It workshops to be held in your store. It is quite easy to set these up and make them happen. Plan a series of projects – usually 4 to 6 projects so there is a 4 to 6 week series that can be attended; all for a fixed price or sold as individual classes for a slightly higher fee. Classes in wreath making, fresh centerpieces, topiaries, pumpkin arrangements, etc are just a few ideas that customers might be interested in. Let some of your regional festivals and influences help inspire you for additional ideas. Once you have the ideas in place, set a price for the workshop that will market well in your area. Most workshops are in the 25.00 to 30.00 dollar range and are generally well patronized. Next, define a list of materials that you will need to create the design. Most retailers who do these types of workshops feel that they can offer a lower mark-up on this type of product since it is really a part of their advertising budget, but you can set whatever mark-up you wish. Also, remember that you are not incurring any labor on this project, but you may want to deduct a fee from the registration to cover the instructor. An example of this might be: 25.00 minus 5.00 for the instructor leaves 20.00. Divide this by 2 which allows 10.00 dollars wholesale cost of materials assuming that you are working on a 2x mark-up for this project. Remember, the idea is to get people in your store to show them all the beautiful designs and future possibilities that are available. So, when it is workshop day, be sure to have all the seasons’ finest products on display and the store looking top notch. Hosting the workshop in your store also allows you to make available add on additions or upgrades for ribbons, containers, additional flowers, and foliages. Be sure and have a couple examples made in advance of the class project and the upgraded example to wet their appetite. Just as in retail sales, that extra 10.00 dollars on each order makes a huge difference to your bottom line. Your expenses are already being covered, so any additional sales get applied directly to your bottom line minus the cost of materials.
Having this activity in your store is similar to inviting guests to your house. Be sure to allow time for your guests to browse prior to the class starting and also take a break during the class to give time to secure add on sales. Pre-bagged fresh pumpkins and gourds, sleeved mixed packs of foliages, ribbons, birds, novelty seasonal decorations, branches and pods are just a few examples of additional upgrades.
Showcasing your weekly designs or future seasonal selections can transition to additional future sales as well. This is also a great time to announce any future workshops that might be planned, seasonal open houses, additional Make-It Take It workshops, or any other store promotions that are up and coming. Be sure to capture your participants e-mail address for future announcements and special promotions.
It is amazing the interest and mystique that customers have for floral design. Unlocking the “industry secrets” does not have a negative impact on future sales. Actually the opposite is true. The class participants gain a greater appreciation for all the skill and hard work that goes into floral designing and sharing a little knowledge goes a long way for positive support of your business!
