Think about the last time you went to a nice restaurant. You knew it would be expensive, and decided the overall experience would be worth it.
Those little extras–the personalized birthday dessert plate or the white-glove service–made it special. The restaurant ran like a well-oiled machine, and so should your floral business.
Throughout our floral journey, we’re so lucky to create with gorgeous blooms. In the beginning, every event feels like a gift. We are, quite literally, making our clients’ dreams come true. Quite an honor, indeed. And now, you’re ready to move up to higher budgets and bigger dreams.
This is how to position your floral business to attract higher-end clientele.
There will likely come a point in your floral journey when you aspire to break into the luxury market. Consequently, you participate in styled shoots to prepare your portfolio. Big installations, elaborate table set-ups, and expensive blooms that project luxury.
And then, womp, womp. No inquiries from higher-end clients, even after all the money you spent on the photoshoot content.
Even worse, now the clients you previously targeted think you’re out of their range.
What went wrong?
A website can attract visitors and still fail to generate inquiries. This is one of the most common—and costly—issues in a floral business.
If your florist website isn’t converting, the problem is not visibility. It is misalignment with your ideal client.
These days, it takes a lot more than over-the-top styled shoots to attract luxury clients. That’s because, realistically, most luxury events aren’t over-the-top. They can be simply well done, understated, and evocative of the finer things. Think full, lush table runner comprised of simple peonies, rather than an elaborate ceiling installation.
Luxury clients are more impressed by quality than by quantity.