PROM 2011 – MAKE IT YOUR BEST EVER!
Prom is a special time for many young ladies. It happens at different times around the country depending on the weather. Generally in the South, we see proms as early as March and in the North as late as June. But no matter when it happens is a major event in many young people’s life. The planning starts very early and that is one of the reasons you want to start now to make this prom season a financial success.
Prom when marketed correctly can be a very lucrative mini holiday. Although many view the opportunity with negative connotations, we should actually embrace this opportunity with open arms. This is your future client base and they have the potential to spend on average $35,000.00 in their lifetime with your flower shop. By the time they spend the $$ on multiple dances, graduation, wedding(s), anniversaries, birthday’s, holiday gifts, home décor, and sympathy, these new customers should be considered as the next generation of flower buyers with huge potential!
Effective marketing happen in several locations. The easiest is to WOW your store. Feature an area that you have a prom dress and tuxedo on display. The thrift store is a great source for inexpensive props to make this display successful. Showcase all your selection guides and a digital photo screen that displays some of your more unusual creations. No one wants a corsage that has little distinction. Have some examples made up in permanent botanicals so the young girls can try them on to see which keepsake bracelet will work best for them. Make sure all your examples of bracelets, ribbons and accessories are out so the selection process can be effective and efficient. Another consideration is to do prom fashion shows with your local vendors such as tuxedo stores, dress stores, hair salons, restaurants and limousine companies. When doing so, be sure to have lots of fresh flowers on display and made up into corsages and bouquets for the attendees to try on so they can place their order on the spot.
An average high school couple spends in excess of $1,700.00 on their prom night by the time they buy a dress, salon services such as hair, make-up, nails, and tanning to name a few. Factor in the tuxedo rental, limousine, tickets for the dance, after prom activities, meal, and flowers. The list goes on and on! So the question you should be asking yourself is how much of that money is coming to your shop? The next question you should be asking is what is my plan to improve this year’s prom season? Can you sell a wider selection of upscale flowers? What about boutonnieres? Can you do a better job stocking a wider more current selection of fashion bracelets for your wrist corsages? Take a look at your current marketing plan you have in place (if any) and try selling at the schools by contacting your local prom sponsors to see how you can get involved at the school level. Try doing a fund raising program to help make their prom a success and to garner new customers.
Prom should be treated like any other holiday. It needs to be planed and organized and thought threw to have a successful and profitable season. Remember, these customers are you future so take a fresh look at what you can do to ensure future success!
