Welcome everyone to the Flower Files podcast sponsored by Wildly Native Flower Farm. Here everyone is welcome to talk with fellow flower lovers, including real perspectives from the farm, the flowers and me, the florist.
Speaker 2:From the messy day-to-day operations down to the details and even business perspectives, this podcast has a little bit of everything. To keep it real, we know that life can get crazy and we don't always have the time to spend on what we love, so we are here to help you take a little time to indulge in nature. I'm Liza Goetz.
Speaker 1:I'm Lizzie Frey, and we are the team that makes this podcast. Every once in a while, we have a couple guests. This business thing and what we are working with is called life.
Speaker 2:Join us as we walk you through how to think outside the box, talk from the farmer's perspective, have honest conversations about florals and how to run well life so listen in.
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Speaker 2:Hey flower friends and welcome back to the flower files. I'm Liza, your host and the grower behind Wildly Native Flower Farm. If you are tuning in today, chances are you've sold or are thinking about selling flowers at a farmer's market. Maybe you want to know a couple tips and hints to make your booth the one that draws the biggest crowd and, of course, has the most sales. But let's be honest farmer's markets are lively, competitive, packed with incredible vendors, and not all of the booths get the same attention. Some are buzzing with customers while others struggle to get a second glance. So today we're diving into how to stand out at the farmer's market, attract those customers and sell more flowers. So I have my farmer's market aficionado here with me today and, Renee, will you give us a little bit of an intro?
Speaker 3:Hi, I'm Renee. I see you guys every Saturday morning at the farmer's market and super excited to get that rolling again for the new season.
Speaker 2:So yeah, yay, all right, so let's hop into this episode. So I think and Renee correct me if I'm wrong here, but I think one of the biggest things that we do that sets us apart is having that visually really attractive booth.
Speaker 3:Yeah, one of the biggest comments that people make when they come by is how nice it looks. A lot of times people have even said it looks like a store. When you come by, it looks like a storefront and the idea is just to if they look, sometimes they'll stop. If they stop, then they'll shop. And that's really what you're trying to do. You're trying to grab somebody's attention long enough to get them to stop, because a lot of times, especially early in the morning, they're busy Like they've got exactly what they want. They want their bread, they want their milk, they want their eggs. Like they've got exactly what their bread, they want their milk, they want their eggs. And the idea is how can I get somebody to stop from what they are regularly buying every week, to be like I need those flowers, or oh, you have honey. Or oh, look, how pretty these earrings are, I need a birthday gift. So that's really the biggest starting point. Is that visual that gets people to stop?
Speaker 2:A hundred percent, and I think the other thing that we do that sets us apart from many of the other displays there is the fact that you're really good at having different heights and elevating and also having the booth be really approachable. So that it's. I feel like a lot of the times people will do a U shape where they expect customers to come in. But that's, that's like commitment If you come in, you feel like you have to buy something where, if you have it out closer for people to just be able to kind of gently walk past, I feel like it's it's not as intimidating.
Speaker 3:No, you're, you're definitely right, cause almost like with a U, you kind of feel like you get trapped like oh my gosh, um so.
Speaker 2:And if people are coming in from the other side like you've come in and now they've come in and like who gets to go, what happens?
Speaker 3:Traffic, what's going on? And then there's a cute dog and everybody wants to pet the dog and like what do you do? Um, yeah, I think I. I like having the different heights and elevations because some products really stand out on their own and some things need a little extra boost and it's. It's interesting because with the farmer's market you have a definite direction that people walk in. And you've got some people and they they only look to the right. And you've got some people and they only look to the right. And you've got some people that they like they're only looking to the left and you need something that catches their attention.
Speaker 3:So if your table is all the same length or all the same height, it just kind of blends in. So I like to have like I love to have our flower display that's on the ground some lower things. I have the high top table where I can do like the weekly features and things like that. So I find that that helps. I like to hang things from the tent on days when the tent is up, and it's funny because when you hang the things on the tent the people will come and there's been a couple of times that I've been chit-chatting and turn around, I'm like, oh hey, how are you? And there's like people behind me and that's great, because they're like oh, can I just smell the dried flowers? Yes, yes, you can, absolutely.
Speaker 3:Absolutely, and there's nothing better than to turn around and like somebody has their nose, like in the flowers.
Speaker 2:They're like perfect, perfect, perfect. And I think that first year that we did Farmer's Market, we really learned a lot about and I know this is going to sound stupid, but we learned about where to put our branding Should it be behind us, should it be on the table skirt in front of us? Should it be beside and hung where the main traffic flows, like there's so many little things with the branding, just so people know who we are, how we are and what we're doing and what our story is. Because there's so many things to look at. It's almost like decision fatigue. I know I need these things and it's been interesting seeing the early morning shoppers compared to the afternoon or like not afternoon, but like late morning shoppers.
Speaker 3:Oh yeah, you're eight to nine people. If you can get them to stop and buy flowers, you're doing something, because they are there for their, their food items, like they're there with their weekly list. But the other thing that's kind of cool is that eight to nine o'clock hour I have my regulars. I have some ladies that every week they're there at 8 o'clock, they pick out their bouquet. I tuck it back for them, they go do their shopping and then they pick it up when they're ready to go home and that's really cool to see too.
Speaker 3:Then around 10, 11, the college kids wake up and they're rolling in with their coffee and their sandwiches and you know, and they're so cool because they will come by and they're not sure at first, but then they're like oh, my mom needs a gift and I'm like I got you. And I can't tell you how many amazing conversations I've had with people that you know. Oh, I want to give my mom something different. This is great. And they like her earrings or they like, you know, the dried arrangements or just something different that we've got to offer.
Speaker 2:And I think that's what is so cool about the farmer's market. Everybody comes with similar items, but the way they're displayed, used or just even presented really makes everybody so unique.
Speaker 3:It really does. And I think one of the things that and I can't I can't tell you how many times over the last season of the market, people would come up and they were so kind. They're like well, have you thought about doing this? And they've given me suggestions or they've been like I'm looking for this, can you guys make it for me? We go back and make it for them. They bring three other friends and they're like hey look, this is the place that did this. So I tell people all the time, if you don't see something that works for you, but you have an idea, tell me. We've got an amazing team behind us at the farm. They can make it Like. They can make whatever it is that you need, especially when it comes to like arrangements or you know different color schemes or things like that.
Speaker 2:I think that's the biggest word team.
Speaker 1:It takes a team.
Speaker 2:It absolutely does, it really does. So, yeah, for those of you who don't know, renee and I, I have always kidded with her, because she loves the cold weather, that she is the polar bear and I am the frog, the toad, the lizard, the whatever reptile you would like it to be, because I love the heat.
Speaker 3:I always call you the tree frog.
Speaker 2:Well, some people call me a lizard. Like it's cool, I'm fine with it. Give me all of the sun, it's trying to be nice. How do you deal with the heat in the summer? Like we have flowers, they're perishable. What are some of your strategies? What have you learned?
Speaker 3:I chase the shade with the flowers. I'm good. They're usually good for the first couple of hours and then I start to like really make sure that they're in the shade. They're always in water, so our flowers stay in water until the moment you buy them, and then a lot of times I'll wrap them in tissue that's damp to make sure we're looking at some different things for this season to keep them even more fresh. Because I had a couple people that are like, hey, I'm going to New York and I'm like time out and I'm like in my car pulling out paper towels, wetting them, getting them baggy so that they can make the ride and still be as beautiful when they get there. Um, so that's a key thing is keeping everything in the water and the shade. So, like when it's cold, sometimes I don't put the tent up because I want the sunshine, but that summer heat that tents up. So we're we're chasing the shade.
Speaker 2:A hundred percent. The whole time, the whole time.
Speaker 3:And I think it's really hot. I'll share my fan with the flowers you know that makes a lot of sense.
Speaker 2:A lot of sense. Do you think that we will have the same setup this year as compared to last year?
Speaker 3:Well, I think I think less is more. I think we learned a lot this first year. We were so excited to be at the market. We wanted to show everybody everything and it was a lot. Sometimes people were so kind they were like I don't know how you do all this. This is amazing, but it really comes down to, I think, highlighting a couple of really special things. Our flowers are the thing Like. We're a flower farm first and foremost. That is where we will always be, so anything that showcases our flowers. I love our dried, Even if it's not fall or winter, like even in the summer sometimes, you know, I like to have those out because there are people that are like that's pretty cool. We are highlighting some really cool things that are coming out a little bit later this year.
Speaker 2:Those are our secret things that we're so excited.
Speaker 3:I cannot wait. I know Suspense, they're getting a whole table. I'm just saying that out loud now.
Speaker 2:Excellent, excellent, excellent. It's been over a year in the making, excellent.
Speaker 3:Excellent, excellent. It's been over a year in the making and there's so much that's gone into it. So I'm super excited, I'm super proud. But I also think rotating, rotating what we have out there, trying to make it look fresh, every week different. I love it when the girls are like, hey, that looks a lot like last week. Okay, noted, let me see what I can do. And I love that because it has to stay different. But it's weird too, because you have people that like that consistency, different but not too different. Exactly, I want to know where my stuff is, like I want to know that the flowers are there. I want to know where the honey is, I want to know. So I want to know where the honey is, I want to know.
Speaker 3:So it's a little bit of a balance, but I really think the less is more. Approach is going to be where we go this year and I'm super excited for that.
Speaker 2:Okay, so I'm going to ask you a question and you're going to be like, really, but I think one of your personal strengths is how you engage with customers. You are so good at knowing how to talk to people and having that not just that golden retriever, frisky, friendly personality of like hey, good morning, how are you Like? That's, that's not who and how you are, but you're really good at engaging with customers without them being overwhelmed. How do you do it?
Speaker 3:Okay, first of all, for those of you that don't know, liza and I have known each other a very long time and she knows that she just made me very uncomfortable Because I called you a golden retriever. No, I kind of liked that. Well, thank you for the compliment. But first, it does help to be a morning person.
Speaker 3:My children don't appreciate that, but it works well. At the farmer's market. I just love what I do. I am so proud of the farm, I'm so proud of you, I'm so proud of our team that I love telling people about it. But I also I don't think I'm pushing. If I'm pushing people, please tell me. But I also I don't like to feel uncomfortable myself.
Speaker 3:So that's kind of a gauge that I use Like would I want someone talking to me that much? And and I tell them all the time. You know people will come by and I'm like I'm looking for this and I'm like we don't have that, but so-and-so does you know a couple of stands down and when you do that it takes people like, oh okay, and a lot of times those people will come back because I would love for you to buy our stuff, but I want you to love it as much as we do and if that's not the case, then it's just not the case for you and I want you to have whatever you want. People are so kind at the market. I've met so many amazing people. I've run into people that I haven't seen for years and I get to see them every Saturday and I love that, so I truly enjoy being there. I love the dogs, the dogs are so high.
Speaker 3:From eight to nine it's the dog parade and I just, you know it. It is a happy place for me. I'm with my flowers, I'm with you know, the company that I love so much, and I get to interact with people who, nine times out of ten, are really really happy to be out and about as well. Yeah, so it's a very positive environment and sometimes it's just such a change from, maybe, our everyday lives that I just really like it and I want it to be as pleasant for other people as possible too.
Speaker 2:So I think the other thing that you're not, you're not giving yourself credit for, is your ability to to have that little small talk that feels and is genuine. You're not just, you're not going to call out to everybody like hey, I love your shirt, look at those cool shoes, where'd you get those earrings? Like you're not, you're not salesy, you're so genuine and I I've seen you comment to people who look like they're sweating to death Be like girl. I feel you. It is hot today, isn't it? And then turn around and look at somebody else and give them a genuine compliment on whatever I really like your scarf, or maybe it is hey, where did you get those boots? But it's never done in a way that feels right, slimy, I don't know how else to put it.
Speaker 3:Well, I would never be a good used car salesman. I guess is that the cliche they always use. I've been working retail on some level since I was 14.
Speaker 2:Okay, so you've worked it for 10 years, right?
Speaker 3:Yeah, oh, that's why we're such good friends, that's why we're such good friends, we'll go with that. So I I've kind of seen it done all all different ways. You know, I did work at one place where you had to make a quota, like you had to sell a certain amount of stuff, and I hated that because you know what? Not everybody wants to buy a ski jacket, sorry, they just don't. And I'm like, no, no, you need a ski jacket.
Speaker 2:They're like sorry, it's July, you still need it.
Speaker 3:So I just, I don't know, it's just, it's natural for you. Yeah, it's, it's who I am. I um, which is funny because I'm a quiet person normally, but if you get me talking about something that I really like or I'm passionate about, as you guys can now find out, I don't shut up. Yeah.
Speaker 2:Yeah, I get it, I get it, I get it, I get it. I think the other thing you're good at is you make buying really easy. We learned it was better to have everything labeled, because it's intimidating for folks. You can literally watch their body language. They want to look at something, but they're not sure how much it costs. But if they pick it up or if they ask about it, it's almost like a commitment. So we've learned everything gets a price tag. Everything is clearly labeled, everything is marked. But I've seen you be really good about oh, you're going to get that eucalyptus or you're going to pick that out. You know it would look really great in this if you need that. So you gently consider the upsell without it being oh, you need to do this, so it's again, it's natural for you.
Speaker 3:Yeah, and I mean I don't like being told what to do so I'm not.
Speaker 3:You know, I would never be like, oh, you absolutely need this, but it's options. You know, if you give people options and also make them feel like it is absolutely okay to tell me no, and so many times I'll be like, hey, you can tell me no, this is just a thought. And a lot of times you're like, oh, that's great, but I don't need that. Today, great, perfect, and I think that's important. Once they share with you that that's not what they need, you need to be so okay with that and not change your tone and not be like, oh fine, you know what I mean. Yeah, yeah, and because it is, it's great. Whatever that person needs, it's a customer service piece and you serve the customer's needs and if that's not their needs, you don't serve that, and that's really what that comes down to.
Speaker 2:That makes sense and it's interesting. When we first started it was like, oh cool, we've got some bouquets, we're going to see how they do. And now we have this loyal following of folks who come to the market, who have actually started to call me and be like April's coming. Are you going to be there at the first weekend or the second weekend? Because we want to be ready.
Speaker 3:Yeah, yeah, I, you know, and it's funny because, um, one week a lady was a little bit late and I was worried about her and she showed up. I was like, girl, where you been? Like it's nine o'clock, you're here by eight, 15. I got scared and these are the two bouquets I put back for you because I didn't want to sell out. You know, because you do get, you do get loyal customers and you do get people. That you know and I'll be honest, I love that. She buys the bouquets every week. But she asked me about my week every week. Did you have a good week? Yeah, I did, did you? And? And like, again, you start to build those relationships and you know, or it's a really hot day and she'll be like do you have water? Yeah, I have water.
Speaker 3:You know what I mean and it's like it's a genuine connection and it's a community and it's just. I know I sound like really gushy right now, but I really love it. Like the people are amazing and I've had so many people say that you know the Chestertown Market is the best in Maryland. It's one of the best on the East Coast.
Speaker 2:Because it's so genuine. And there's the other thing that I've noticed is okay. So it's a farmer's market and you wouldn't think there'd be a lot of politics or squabble, but oh my gosh, some of the other farmer's markets that I've been to, visited around, considered being part of people are mean. Yeah, I don't do mean, I do flower Right.
Speaker 3:The meanest thing I want is a bumblebee that I'm like trying to be in their way. Like I'll back off. This is your flower.
Speaker 2:Yeah, you have at it.
Speaker 3:You can do whatever you want. You just do what you gotta do. Yeah, I don't do mean either. So and then, and honestly, you know that first season it was, we wanted to see what it was, because we had also talked about if it wasn't a good fit for us. We weren't going to do it Right, and I would be sad if we weren't doing it because I think I think we have a place there.
Speaker 3:I think we've built relationships, we've built a following and you know it's not just selling something, it's also being able to talk to people about who we are and what we do. And you know, and having somebody come back a month later and talk about hey, you know, we want to have a bridal shower and this is our thought. Could you help us? Absolutely, you know. Or you know who would I talk to about, maybe, booking a wedding? And you know I can give you a little bit. I'm not the wedding expert, but I'm going to tell you who to call and you know they call, they love talking to you guys and you know, take good care of them. And then they come back and they tell me it was amazing. Thank you so much.
Speaker 2:Yes, yes and that's, that's the part.
Speaker 3:That's the part.
Speaker 2:Yeah, and then you know.
Speaker 3:Then they bring in their friends and like these are the people that did so-and-so's wedding, and then you end up getting another wedding from it, or they're like, oh my gosh, I love your flowers. And it just becomes this larger than life thing and it all starts with just hey, good morning, how are you?
Speaker 2:Yeah, yeah, yeah, that's it, that's it, that is it. Oh my God. That just sums it up. For sure, for sure, for sure, okay. So I think the other thing that we played with last year that you and I have talked about and we've all talked about being a little different in is our social media and how, how we want to. I don't want to say like capture emails and I great, if you want to be on our email list, no problem. But I feel like what we've worked really hard to put in place this year and make sure that we have it in stories Tomorrow, this is what we're going to have at the farmer's market Sneak peek, like some of those things to try to help people understand what we have. And then I don't know, I struggle with that sometimes because I never want to be that pushy person, I never want to be in your face. But then other people are like, oh, I wish I had known about this on your social media and I was like, oh, okay, I guess it's okay.
Speaker 3:Yeah, I definitely. I agree with you. I think that that's been a learning curve for us, but In a good way. So many people come by and they're like, oh, I follow you on Instagram or you know, I saw your Facebook post and so shout out, first of all, to everyone who does our social media on the team because they are amazing the girls of spring. I don't care if we post a picture of, literally a metal spring.
Speaker 2:We've got to do something for social media and everybody was like we already took all the pictures and we have it set.
Speaker 3:I'm like oh, thank you, I know, and they're so good and they're very good to me because they know I'm a little challenged in that area. So I go and take my little pictures in the morning and send them and they make them into magic, cause I'm just like hey, here's a picture of a jar of honey and they're like no, no, no.
Speaker 2:And they're they're very patient with me, Cause I'm like look, did you see that I posted? And they'll I know that they almost want to like pat me on the shoulder, they don't, but they'll, they'll be like yeah, we saw that, you did it. Next time, Let me show you how to do it and add this with it. And I'm like okay, Like, I'm totally open to learn, because when it says social media, there's Instagram, Facebook, TikTok.
Speaker 2:We don't Twitter. There's LinkedIn, there's threads. There's so many layers and finding we're finding that each of those has their own audience. I mean, obviously it has their own audience, but for a long time we've been like oh, we're going to post to socials and it would go to multiple places, but we're finding that it's a totally different client on Facebook and a totally different client on Instagram and totally different on TikTok, totally different on LinkedIn. So how do you take one post and separate it into multiple posts so that you're posting in all of the places saying all of the things in the ways that you need to say that Like, that's like, oh, my God.
Speaker 3:Yeah, and that's I will. It's not well, to be very honest. For months, liza was like okay, we're gonna, we're gonna put you on the Instagram account so you can post. Oh, okay, okay, I avoided that like the plague because, ladies and gentlemen, you do not want me posting anything. And they figured out quickly yeah, we don't.
Speaker 2:No, no, no, no, don't post that, Don't post that.
Speaker 3:You just wrap the flowers, we'll take care of it exactly.
Speaker 2:You do the customer service. You take care of that.
Speaker 3:You morning person, polar bear, you yeah, I can talk to the people.
Speaker 2:I can't post for the people, sorry, oh my god, oh my god, and we had a huge conversation trying to decide do we have a booth? Do we continue farmer's market, january, february. My instinct was like absolutely not, it's cold. And you were like, oh no, that'd be great. I was like no, no, no, no, no.
Speaker 3:I really wanted to, I really I really did, and then, and then I didn't.
Speaker 2:It is cold and it's raining and it's windy and the wind, oh my God, the wind.
Speaker 3:Let's talk about the wind. Yes, nothing will shut us down faster than the wind. I can't tell you how many kind people have chased our items down the street because one good gust of wind and half of our stuff is gone.
Speaker 2:Yeah, and it's hard, because you want to have these beautiful displays, you want to do all of these things and it's like, okay, but here's the concrete to hold it in place. Exactly, exactly and there's some warnings.
Speaker 3:You know, there there's a lovely young lady that has a booth next to me and and there's some warnings. Well, I'll show up. And she's like you don't have the tent up. I was like I ain't chasing it. She's like, yeah, me either. She's like if you don't have the tent, I don't have the tent, but it is. And you know, because I do like to hang things on the tent and display them, the wind just is not a good friend. I would rather do a cold, rainy morning than any kind of wind.
Speaker 2:Ugh Yuck, Nobody likes the wind.
Speaker 3:Except there's a nice little breeze that keeps me cool, so like.
Speaker 2:Oh no, breeze is different than wind, very, very, very different I just want mother nature to hear that.
Speaker 3:So it's like July and she's not like, didn't like the wind, did you?
Speaker 2:Awesome sauce, well, renee, thank you, thank you. Thank you for dialing in with me today. I really appreciate it. And do you have one funny, interesting or crazy farmer's market story?
Speaker 3:actually do. There is something that I kind of need to get off my chest, oh God. So yeah, here we go, ladies and gentlemen, and this is for all of the individuals who have the opportunity to buy flowers for the person that they love. If you are walking past the flowers and your significant other stops, comments that they look beautiful, pauses and you keep walking, you have messed up.
Speaker 2:You're fired.
Speaker 3:You're fired. I love when whoever you know sometimes it's the gentleman, sometimes it's the partner in the couple Somebody stops, they comment, and that person just walks right over which one did you want? Picks them up and buys them. I'm like you're winning. So if somebody stops to look at the flowers and says they're pretty, they want the flowers, even if they tell you, no, I don't want the flowers. So that's just a little life lesson, ladies and gentlemen. If you are in any kind of relationship and you would like that relationship to last buy the flowers.
Speaker 2:And that goes back to our first point make your booth visually awesome. Awesome, awesome, awesome. All right, so I'm going to do a real quick recap. So make your booth visually irresistible. You want to find your unique style. You want your signature bouquets, your story, interactive elements all of those things to really help you stand out. Renee is our master of engaging with customers in a way that feels natural and not slimy or scary, and you want them to keep coming back. You want to have those repeat customers, because it really does feel good to have that each week.
Speaker 2:So, but now I'd love to hear from you guys. So, what is your favorite farmer's market strategy or what is your favorite farmer's market story? Share your thoughts with me on Instagram. You can do Instagram TikTok newsletter. You could text the shop phone. I love hearing your stories. Tag me in your booth, set up photos, because I would love to see yours and I'd love to feature you and say like hey, look, this is how they do theirs. And if you enjoyed today's episode, make sure you subscribe. Leave a review, hit like share with fellow flower lovers. That's always a mouthful, and until next time, keep growing, keep blooming and keep making your market booth the one people can't resist you.