My Favourite Marketer of 2014

There’s a tiny little florist in Annandale that sells gorgeous blooms. That in itself is not so unusual. There are plenty of perfectly nice neighbourhood florists selling fresh flowers. So what makes this one a standout for me? Their marketing comms. As far as I’m concerned, they do everything right. Here’s a recent sample: +++++ Dear Dominique We love December. For us it’s all about the gorgeous summer blooms that nature throws at us (plus, we don’t mind the Christmas celebrations and a little 4 day mini-holiday either). For you? It’s a birthday celebration and we’re not going to overlook it just ‘cos it’s in December! In fact, we’ll get you smiling with your birthday gift of an Apple Green Duck Bag – why not choose your favourite design? Plus we’ve other offers to make you happy – take a peek below and for these feel free to use any or all of them (just not together at once). Happy birthday again! +++++ See what I mean? I’m sure they don’t have a big marketing budget, but they make sure what they do send out is relevant, engaging and personal – absolute gold. – They remember my birthday, then tailor the email around the fact that it’s in December (so I know they won’t be sending the same thing to those born in Jan, or July) – They keep it short and sweet, but it still says everything it needs to – They say ‘you’ and ‘your’ a lot – The sell is pretty soft – they know I’m an existing customer so I don’t need to be hammered with lots of product info – The fine print (‘just not together at once’) is in Plain English. They also get small things right, like spelling my name correctly. So don’t fret if you don’t have a lot of time and money to throw at your marketing communications – start with the basics, and build on that. If the local florist can do it…