marketing Bloomster's

Innovative tools and strategies reach discerning consumers in San José, Calif.
  by Shelley Urban

    While San José, the third largest city in California (and 10th largest in the United States), is known as a relatively wealthy community (it boasts the No. 1 median household income according to data from the City of San José), the money doesn’t just flow into the shop; instead, Mr. Rasmussen and his staff have to work hard to earn the business. But in this community, now known as the “Capital of Silicon Valley,” where “high-tech” companies such as Cisco Systems, Adobe Systems, e-Bay and many more are headquartered, advertising strategies have to be as sharp and savvy as the consumers.

    Among the company’s most useful and creative promotions are its interactive DVDs, which show the shop’s floral creations and highlight its many services in vibrant color on a computer or television screen. A general-information DVD, developed two years ago, is the shop’s main promotional disc. On it, customers can view samples of the shop’s home décor, wedding and event work, and corporate creations. These are sent to anyone who inquires about booking an event with Bloomster’s. They’re also tucked into packets at corporate events and bridal fairs. “We’ve distributed about 3,000 of these in the last two years,” Mr. Rasmussen reports.

    More recently, using its collection of images from various venues in the region, Bloomster’s began producing DVDs customized to specific locations. Currently, Mr. Rasmussen shares, the shop offers DVDs for five or six venues. “Each DVD shows various bouquets and bridal party work blended with décor work done at the particular location,” he explains.

    Bloomster’s offers them to venue managers and to consulting brides who are considering the particular sites. “The staff at these locations are happy to hand out our DVDs to potential clients, so the clients can get a sense of what the places look like when they’re ‘dolled up.’ It makes [the managers’] jobs that much easier,” he adds.

    In this town of “techies,” it’s no surprise that the shop’s staff is able to create the DVDs in house. According to Mr. Rasmussen, developing an all-new DVD requires about a day’s work—pulling together pictures, putting them in the proper sequence and so forth. According to Administrations Manager Scott Vanderpool, two software packages are required, the initial costs of which totaled less than $1,200.

    Duplicating the DVDs in house is also affordable and efficient because the shop’s computers were already equipped with DVD “burners.” “When we have time, we burn a batch of 30 or 50 and just keep a close eye on our stock,” Mr. Rasmussen shares. To make the process faster, the men are considering new equipment that will burn 16 DVDs at once, at a cost of around $400. Each disc itself costs just 38 cents.

    All of the interactive discs feature pleasant music and inviting special effects along with some of the shop’s most beautiful floral designs. And because they’re produced in house, the DVDs are easily refreshed with new images as needed. “Our product is what sells Bloomster’s better than anything else,” notes Mr. Rasmussen.

    Even traditional printing, whether in the form of rack cards, brochures and paid ads, bucks convention. “I’m not a fan of 81⁄2 x 11,” Mr. Rasmussen stresses. “I prefer odd sizes, like 4-inch by 4-inch or 4-inch by 9-inch, that stand out more.”

    The shop’s wedding and event “rack cards,” which are printed in large quantities in full color on both sides, are outsourced at a cost of just $150 for 1,000. “Scott keeps an eye on special offers and our future printing needs, so he’s able to take advantage of good pricing from online printing companies,” Mr. Rasmussen assures. The rack cards, which feature the shop’s contact information and several examples of its gorgeous wedding work, are distributed in quantities to hotels and event coordinators, who share them with bridal customers.

    Other marketing pieces, which Mr. Rasmussen often calls “marketing collateral,” are printed in house. Most of these, according to Mr. Vanderpool, “are distributed with our commercially placed arrangements.” The cards are inserted into thick glass card holders engraved with the letter “B” and are positioned near the fresh flowers.

    Each of these commercial arrangements, adds Mr. Rasmussen, are viewed about 10,000 times a week, so the attractive piece receives maximum exposure. And the cost to print the marketing cards is minimal. “We got a great deal ($340) on a color laser jet printer that [prints] as well as any outsourced service,” Mr. Vanderpool reports.

    As Mr. Rasmussen shares, these self-printed cards also accompany bouquets donated to nearby retirement homes and assisted living facilities. “We contacted 15 or 20 facilities in the area, and five of them agreed to let us deliver a weekly floral arrangement for the reception desk. Along with the arrangement,” he shares, “we leave our marketing collateral, so when family members inquire about sending flowers for birthdays or other occasions, we’re the recommended florist.”

    The arrangements are small, with a retail price of approximately $45, and are delivered on Tuesdays, the shop’s quietest day. “It helps us turn our cooler before our new product comes in, and we get the containers back the following Tuesday, when we deliver the new arrangements. It’s been a fun, successful project, and we get calls all the time from those five facilities,” Mr. Rasmussen confides.

    To some, instructional classes and group presentations are “old school,” but Mr. Rasmussen, who charges $200 to $500 to cover his costs, says he puts a new twist on this conventional marketing strategy, giving groups the chance to use the events as fundraisers. “During the week after the presentation, we’ll donate a percentage [to the host group] of each sale made to those who attended my presentation,” he shares.

    Attendees have to come into the shop and mention the fundraiser, which increases walk-in traffic. “It allows the groups to broaden their fundraising and allows us to establish relationships with new clients,”  Mr. Rasmussen adds.

    Once in the store, which spans 2,700 square feet, guests are awed by a large mirrored waterfall, which cost $10,000 to install two years ago. They’re also inspired by the fresh flowers, home decoratives and gifts.

    Giftware and décor items range from $10 to $800, but most sales are in the $75 to $225 range. In the cooler, cash-and-carry arrangements are priced from $45 to $150; positioned near the checkout counter is a “showstopper,” usually priced at $200 to $250. While this large fresh arrangement often sells, its purpose is to inspire.

Contact Shelley Urban at surban@floristsreview.com or (800) 367-4708.

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