Marketing Floral Crops

Next Generation Science / Common Core Standards Addressed! CCSS. ELA Literacy. WHST.11 ‐ 12.4 Produce clear and coherent writing in which the development, organization, and style are appropriate to task, purpose, and audience. CCSS. ELA Literacy. WHST.11 ‐ 12.5 Use technology, including the Internet, to produce, publish, and update individual or shared writing products in response to ongoing feedback, including new arguments or information.

Agriculture, Food, and Natural Resource Standards Addressed ABS Assess marketing principles and develop marketing plans to accomplish AFNR business objectives. ABS a. Research and summarize the purpose, components and process to develop marketing plans for AFNR businesses. Lesson E2-4Horticulture Core CD3

Bell work / Student Learning Objectives Describe the need for effective marketing of floral crops. Identify the five steps of effective marketing. Identify methods of effective packaging and delivery.

Terms Place Price Product Promotion

Interest Approach Sell this pen to the class. Now try to sell the same pen, but in nice packaging to the class. Which is easier? Why?

Why is effectively marketing floral crops important? Marketing products is essential to any business. Selling products, such as cut flowers and potted plants, and providing services, such as arranging and delivering flowers, is the heart of a floral business.

Marketing plans!

The four P’s of marketing Product refers to the goods or services that meet the needs of customers. Price is how much money a person pays to purchase a product or service. Place refers to the location, convenience, and availability of the product. Communication between the seller and buyer is called promotion.

Advertising is also important in marketing floral crops. Examples of places where floral shops can advertise include billboards, newspapers, websites, television, radio, and mailings.

What are the five steps of effective marketing for florists? There are five steps for effective marketing that every florist should follow. The information determined in one step affects the next step. The steps and reasoning for each are as follows:

Step one: define the strengths and weaknesses of the floral business. In doing so, the manager is able to identify the potential of the business. Step two: define the targeted customers or target market based on demographics, income, age, and lifestyles. Understanding who the target market is will help determine what products and services should be highlighted.

Step three: determine what the customer wants to buy. This step involves identifying the needs of the market segments, Step four: determine how to communicate with customers. The manager or owner must determine what method is most effective in communicating. Different advertising formats and costs must be weighed to determine maximum benefits from each source.

Step five: decide what to offer the target market. Each targeted group of customers will have different needs. It is the responsibility of the manager to determine which products will best fill the needs of each type of customer.

What are some examples of packaging and delivery methods? The manner in which a product is packaged and delivered says a lot for a business. A beautifully packaged product, delivered by a well- mannered delivery person is positive advertisement for any business.

While packaging is important for a business’ image, its main purpose is to protect the product. Many floral products will die if exposed to extreme temperatures. Packaging also helps to protect from wind and rain. Packaging can include plastic sleeves, plastic wrap, or paper wrap. To finish off a wrapped product, ribbon or stickers should be added.

17 Delivery people are important to the flower shops they work for, for many reasons. Not only do they take the product to the person it is intended for, they also serve as a walking advertisement for the business. Their professionalism can help to bring in business.

Review/Summary Why is effectively marketing floral crops important? What are the five steps of effective marketing for florists? What are some examples of packaging and delivery methods?

The End!