Marketing Plan. step-by-step. marketing plan

Transcription

1 Marketing Plan step-by-step marketing plan

2 marketing plan checklist Getting involved with your website is fun, and when you begin actively promoting your site, your customers will see how easy it is to order flowers from your online shop. Follow the steps below, referring to the detailed action items as guidelines. As you finish each step, mark the date completed. You ll be amazed at how quickly you ll see results! page 3 step 1 Adjust your website prices to match your in-store prices date completed page 4 step 2 Advertise your website page 6 step 3 Differentiate your website page 7 step 4 Collect and submit addresses page 8 step 5 Use promotions and incentives page 9 step 6 Customize your website page 10 step 7 Offer in-store pickup page 11 step 8 Track your success 2

3 s t e p 1 adjust your website prices to match your in-store prices For consistency, you can choose to update your website prices so that they match your in-store prices. Included in this packet is an eflorist Website Product Price List, which contains the current eflorist prices for all Teleflora products, including web bouquets and keepsakes. You can also find price lists on MyTeleflora.com, in the Customize My Site section of the Florist Service Center. To make changes to your site, you can log in to MyTeleflora.com and open the eflorist Self Administration Tool (esat). Within esat you ll find instructions for updating pricing and product selection and even excluding products from your site with just a few clicks. If you are unable to make changes yourself, you can also contact Web Services at webmaster@teleflora.com or

4 s t e p 2 advertise your website Advertising your website is one of the most important things you can do everyone should be aware that you now have an online presence as well as your brick-and-mortar flower shop! There are numerous ways to advertise your site. Here are some ideas to get you started: In-store banners Make your in-store customers aware that they can purchase from you online as well display your web address prominently in your shop. Business cards Include your web address on your business card along with your shop name, address, phone number and address. Enclosure cards Your web address should be listed on every bouquet that goes out your door. This is a low-cost, high-return tactic to market to potential customers. Including your web address on enclosure cards is a great way to do this. Delivery van If your delivery van doesn t already advertise your shop information, including your web address, magnetic signs are a cost-effective way to advertise both. Put a sign on each side and one on the back of your delivery vehicle. Word of mouth Mention your website to every walk-in and phone customer; let them know that ordering from your online shop is another convenient option for them. Use your community to get the word out post an announcement in your local paper or grocery store bulletin board. 4

5 In-store table tents Table tents are another highly visible way to display your web address in your store. Rubber stamp A rubber stamp with your web address is a simple way to add it to printed items (statement stuffers, enclosure cards, etc.). Instead of reprinting these items, you only need to stamp on the web address. When the time comes to reprint these products, you can add your web address then. Postcards Send postcards to your loyal customers, informing them of your new website. Phone messages Your on-hold and after-hours messages should mention your web address. It s important to let your customers know that they can visit your website 24 hours a day and place orders at their convenience. Make sure you give the exact web address, such as You may want to spell out your shop name so that your customers don t have to do any guessing. Online directories Does your flower shop business information show up in the results for local listings on Google, Yahoo! and MSN? If you answered yes, do you know if your web address is included? Use the following links to add your street and web addresses to top local directories. Just type them into your web browser and follow the directions. It s free and easy! Google: Yahoo: MSN: You will automatically be included in findaflorist.com, Teleflora s online florist directory. Talk to Web Services about becoming a platinum or gold member. 5

6 s t e p 3 differentiate your website sample About Us page sample wedding gallery There are many places to add or change information on your website in order to differentiate it from other florist sites on the Internet. About Us page This is an important page within your website where you can showcase what makes your shop special. Use this space to include the number of years you ve been in service, to mention if you are a family operation or to list any awards you have received. Include a list of your specialty services to help shoppers pick you out of the crowd. You can incorporate logos and photographs of your shop and include your mission statement. Go to the Customize My Site section of the eflorist Service Center. Supplemental pages Do you have a gallery of wedding photos or host a Flower of the Month Club? You can add extra pages to your eflorist website to highlight what makes you truly stand out. Call Web Services to include additional pages. Footers Listed at the bottom of your homepage are search engine optimization (SEO) keywords related to the areas that you serve, such as cities and suburbs. We also include any specialty services you provide. If you wish, you may replace the SEO keyword footers with your own custom footers. Make sure to select words that your customers would use when searching for your shop. Please call Web Services at if you would like to customize your footers. 6

7 s t e p 4 collect and submit addresses marketing is one of the benefits of having an eflorist site, and there are no extra fees for using this powerful marketing tactic. You can even customize which products you d like featured in your s! Teleflora s eflorist marketing team sends your customers professional s personalized with your store s identity. Increase your eflorist orders by adding more customers to your marketing list. We will not sell or share your customers addresses with anyone we will use them only to send marketing s on your behalf. sample Start collecting addresses today! Keep a notepad at your counter and by your phone and ask your customers if you may add their address to your list, so they can be kept up to date on your store s promotions. We automatically include a field on your website that allows customers to submit their addresses to you. Offer customers an incentive to sign up, such as entry in a monthly bouquet giveaway or a promotion code they can use on your site. Train your employees to collect addresses from customers. Make sure they explain the benefits of promotions and the convenience of placing orders on your website. Incorporate sending your updated addresses to Web Services into your weekly or monthly schedule so that you are constantly updating your list with us. Please updated lists to Web Services at webmaster@teleflora.com. We ll be sure to include the new addresses in your future campaigns. 7

8 s t e p 5 use promotions and incentives 8 sample website promotion Offer promotions and coupons on your website, in your customized marketing s, on findaflorist.com and more to connect with your customers and grow your business. Offering discounts to your loyal customers will encourage them to continue buying from you. The demand for coupons is high. According to a recent poll, 87% of consumers surveyed said they were more likely to shop at a retailer that offers coupons (Prospectiv s 2008 Consumer Coupon Poll). Plus, when customers visit your shop or website to redeem a coupon, they will likely buy a higher-priced item, given the discount. To create a coupon, go to the Customize My Site section of the eflorist Service Center. Below are a few different types of coupons you can create: Website promotions on your homepage, you can offer website visitors a discount they can redeem immediately. coupons give your loyal customers a reason to purchase from you again by including a coupon within the custom marketing s we send out on your behalf. You can even customize the subject lines of these messages so your customers are excited to open them. findaflorist.com promotions make your findaflorist.com listing stand out from the crowd by having a custom promotion available to potential customers who search the site. You can also call Web Services if you would like to offer a coupon for the next purchase. Coupons can be placed on your order confirmation page or within your order confirmation s to encourage customers to return to your website.

9 s t e p 6 customize your website Customizing your site gives you more control over the products you offer, your prices and many other aspects of your online business. Refer to the eflorist Advanced Features sheet within this packet for ideas on how to customize your site. A sample customized homepage is pictured at left. Here are a few ideas to get you started: sample customized homepage Add custom products and categories Add custom bouquets and products to your website, create custom shopping categories and manage which products go in each category. To do this, simply log in to esat and make changes according to the instructions. You can also complete the Create Custom Categories form and the Create Custom Product form. Both forms can be found in the Customize My Site section of the eflorist Service Center on MyTeleflora.com. If you have any questions, call Web Services at for help with the process. Customize add-ons You can add specialty items you are known for, or include additional items that you d like to offer your customers, like high-end chocolates, by completing the Create Add-Ons form found in the Customize My Site section of the eflorist Service Center. You can even upload images of your custom add-ons! Customize your delivery rates Add seasonal delivery charges, offer low or no delivery charge to funeral homes and hospitals or specify products with no delivery charge, such as gift cards. You can even set different delivery charges according to zip code using esat. 9

10 s t e p 7 offer in-store pickup Offering in-store pickup allows shoppers to browse your entire selection of bouquets, then pick up the flowers and deliver them to their recipient for an even more personal gift. Whether for a last-minute present or a small purchase such as a boutonnière, in-store pickup is an easy way to convert a website visitor into a paying customer. Call Web Services to add in-store pickup to your eflorist website. 10

11 s t e p 8 track your success Now that you ve gotten involved with your website and increased your traffic and orders, it s time to begin tracking your success. Ask your customers how they heard about your website you ll be able to identify your best marketing channels and decide which ones to build on. website statistics tool Using the Website Statistics Tool (in the eflorist Service Center on MyTeleflora.com), you can track several elements by day, week, month and year, including: User Traffic see details about the number of visitors to your site and the number of orders placed. Top 50 Products view information on the top 50 products sold on your site. Top 50 Referrals see where your traffic is coming from. Promo Codes view the effectiveness of your coupons and promotions. Source Codes view the effectiveness of your advertising. Web Services can help you generate source codes to help track your advertising campaigns. You ll be able to see the results with the Website Statistics Tool. If you use Click to Call on your eflorist website or your findaflorist.com listing, reports of calls will be available via MyTeleflora.com, so you can see how many sales leads this service is bringing to your shop. 11

12 Keep it up! You ve gotten off to a great start. As an extension of your flower shop, your website should work for you to bring in additional orders. Continue leveraging the power of your website by staying involved and engaged in the maintenance of your site. Keep it fresh and up to date, and continue to check MyTeleflora.com for new features and services! If you have any further questions or if there is anything else you d like to learn about your eflorist website, feel free to call Web Services at Printed in U.S.A Teleflora IN6296