Rethinking Mother's Day: Maintaining your brand and your sanity while planning your Mother's Day

Episode 018: Ellie LaFever, Creative Director and brand manager of Flower Clique, joins Vonda LaFever and Lori Wilson to discuss last minute marketing ideas for your shop. It's a whole different Mother's Day, but don't forget to let customers know what you can do to bring smiles, love and virtual hugs to mothers. Ellie shares 5 ideas that are easy to execute and are sure to bring results!

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Sponsored by:
Flower Clique
Flower Clique Prep School
Real Life Retail Florist

Transcript

Lori:   0:06
what are some thingsthat you have found that seem to be working so far?  

Ellie:   0:12
So I have five things that I want to discuss.      

Vonda:   0:22
Welcome to the business and pleasure of Flowers, where your hosts Vonda LaFever

Lori:   0:26
and Lori Wilson and we believe that business and fun are a perfect combination kind of like us, Vonda.

Vonda:   0:42
Today we're gonna talk about Mother's Day, actually rethinking Mother's Day this year. We understand that everyone has a little bit different circumstances, but many of you, thankfully, will be operating in one way or another for Mother's Day this year.  

Lori:   0:59
I can't believe Mother's Day. It's a few weeks away. I woke up this morning and looked at the calendar and realized that April is almost over. But I feel like March lasted 95 days and then April has lasted four days like I don't know where April went, is it just me?  

Vonda:   1:20
No, it's hard to keep track of the days to start with

Lori:   1:23
right, which leads me to my next confession every morning. I wake up, and I'm trying to remember what day of the week it is, because we're even working on Saturdays because at this point it doesn't matter the day. But every morning the same song comes into my head that my mom taught me when I was little because she was a kindergarten teacher. And it's that Sunday, Monday, Tuesday, Wednesday, Thursday, Friday, Saturday. I sing it every morning, every morning, and then I stopped at Oh, it's Friday. So that has been my world since quantine started.  

Vonda:   2:04
You've seen the post on Facebook. It's like I wish I had those underwear that I had when I was a child that say what day of the week it was, because then I would know    

Lori:   2:12
exactly that you would lay out strategically. You know, it's my Friday underwear. Yeah,  I wonder if we could bring those back. I bet Target has some.  

Vonda:   2:22
Somebody has those. I am sure They're probably selling the heck out of them right now.  

Lori:   2:27
Probably. I bet. Have you got on etsy you would find some

Vonda:   2:31
I'm sure. All right, well, you know me. I have to bring us back in.  

Lori:   2:35
OK? Yes.  

Vonda:   2:37
So the challenges for Mother's Day are great this year, right? The fact of the matter is that it's still Mother's Day and people are still gonna buy flowers, which means you have to market your shop. But the question is, what do we do? Your challenges are things like the availability of flowers, staffing and what guidelines are in your area. But hopefully you've thought through all of that.  

Lori:   3:01
Well, yeah, If they haven't thought through that, they probably need to give us a call and have a conversation with you because again, it's just a few weeks away.  

Vonda:   3:11
Yes, for sure. So we know you have to get the word out and market yourself. And so we've asked Ellie LaFever, our creative director of Flower Clique to help us with a few ideas to connect with your community this Mother's Day.  

Lori:   3:26
Yes. Hi, Ellie. Good morning.  

Ellie:   3:29
Hello, girls. Thanks for inviting me back.  

Lori:   3:32
Well we were excited. I know that you're what is your exact title for flower clique  

Ellie:   3:38
Creative Director

Lori:   3:39
 Creative Director. I would also like to add maybe in parentheses of that is my favorite brainstorming partner  

Ellie:   3:49
Agreed, you are mine.

Lori:   3:51
Yes, I like your formal title, but I like your informal titles even better.  

Ellie:   3:56
I think if we got to choose, we would just brainstorm all day long.  

Lori:   4:00
Yes, I agree, And then we could put it all on a list, but then we need somebody that can take that list and just do it without asking questions. We're so excited that you're here. Because you do. You make our podcasts even more creative. And we need some great ideas this year because Mother's Day looks a little bit different than it has in the past. And so this week and even last week, just talking with you and Vonda and a lot of our members we've been reaching out to, we had some really creative flower clique members, don't you think?  

Ellie:   4:40
Yeah, Lori, they really understand the importance of maintaining their brand. And I think that's something to keep in mind and also keeping your sanity. While planning the strategy for Mother's Day. I think that's key, right?  

Lori:   4:55
Yeah, I totally agree. So what are some ideas? You've done a lot of research. What are some things that you have found that seem to be working so far?  

Ellie:   5:06
So I have five things that I want to discuss. So get out your note pad.The first is a gift guide. So putting together a little gift guide of the favorite things that are in your store. Things that would be perfect for Mother's Day. I'm sure most of you had already planned way ahead on the giftware that is already in your shop. And so those walk in customers are not there anymore. So instead creating a gift guide with ideas, you know, maybe it's a package for the active mother, the reader, a traveler, the foodie, the coffee lover. There's so many things, and just based on your inventory, you can pair a certain fresh arrangement with a giftware item and then include just one price for it all. And if you can throw in free delivery, that's great. So just making it as easy and straightforward for your customers to order. Canva is actually a free online design program that you can use to kind of create a little graphic and then just post each of them like, you know, say you have the reader, post that one day on social media, and the next day maybe it's the foodie or the traveler, so that you're kind of sprinkling the content throughout leading up to Mother's Day and keeping your followers engaged in what you're posting.  

Lori:   6:30
I love that idea, Because again, we always talk about the consistency on your social media. If I'm a consumer and I am following of shop and they're doing that at some point one of those days, one of those things is going to spark my interest.  

Ellie:   6:46
Absolutely.  

Lori:   6:47
Every one of those sparked my interest, but keep doing it because you never know. You just never know when it's gonna start someone's interest.  

Vonda:   6:56
And I love the idea because as a business owner, you're so right you know in February or early March is when they've got new merchandise coming in. They were planning to use for Mother's Day or for the spring holidays. And to be able to pair that with the fresh flowers into a package, I think is a great idea.

Lori:   7:14
Yeah, I love it.

Ellie:   7:15
 And within the first post that you do, whether it's on Facebook or email marketing announced that it's a gift guide so they can look for that. So it doesn't just look random, announce that you're doing a gift guide, that you'll tell them that you're gonna be posting new things every day and keeping them engaged that way.  

Lori:   7:33
You know, another thing. Along with that, the reason to announce it at the beginning is so people will look forward to it every day and maybe say you know, if there's a certain subject, you think I should create a gift basket for comment below, like you get that engagement going.  

Ellie:   7:50
Yes, I think the power of your followers, your customers, super important toe listen to their feedback and kind of pivot from their pivot is our word. Right? Ladies  

Vonda:   8:00
It is, yes.

Ellie:   8:03
So the second idea is to do a collab to do a collaboration with a local business in your community that you have a good relationship whip. Maybe there's more than one. Some examples. Massage studio, a beauty salon, a coffee shop, a pizza shop, a juice shop, if you're on the board, the Chamber of Commerce, or you just have a good relationship, help each other out and create a little package that you think that moms will love that will be mutually beneficial to the both of you.  

Lori:   8:34
I love that, and we have a lot of members that we're doing that They've been doing that for a while, they did it Valentine's Day, and it works so well. They're bringing it back now. It also is two fold because we know the local small businesses are the ones really struggling right now, you're really helping each other out more than you know.  

Ellie:   8:54
Definitely. Yeah, and I mean, obviously a chocolate shop. That would be the most obvious when you said Valentine's Day, um, a candy store, something like that. So the third idea is to host a giveaway on your social media channel, something that is nominating Mom, where you can ask for submissions on, for example, how your mom has kept your family sane during quarantine and ask for funny stories, emotional stories and then pick one or pick three and then deliver flowers to their home, you're engaging your audience, you're giving away something which everyone loves free stuff. But make sure that when you deliver those flowers to their home, you include a bounce back insert or bounce back coupon, something that encourages them to come into the store after your restrictions are lifted. You know, obviously include, you know, business card too, but this bounce back could be like a $10 gift certificate or, you know, $5 certificate or free delivery on your next purchase or a free gift with purchase. Something like that. Even though you're giving something away for free, the hopes is that they will come back to your store.  

Lori:   10:07
Right. I'm gonna piggyback on that. If you're really brave and you can do a Facebook live or video video the person receiving the gift the surprise and use that video on your such media because you know, we all love that feel good story. Post it.  

Ellie:   10:25
I love that. So good. The next idea is to really market the bouquet of the month club. You can do three months, six months a year. And Lori, I know you have mentioned this so if you have siblings that you can all go in together on this, you know, $600 or $300 doesn't seem so so much when you divide it in between a lot of people. And don't be shy to ask for this from your followers. Spell it out for them on how this can work,  

Lori:   10:56
right. You let him know you have it. I think of my husband. He has a brother and they adore their mom. But they are kind of last minute like, Oh, it's Mother's Day. But if he knew of this and texted his sibling like, he would be the hero, because oh, great, yes. Here, I'll venmo you. That sounds good.  

Ellie:   11:14
Yes, and it's last minute, but it can make a huge impact for three months, six months a year  

Lori:   11:20
Exactly.  

Vonda:   11:21
And it never hurts to suggest that, right? So if somebody calls it and wants something for Mom and they want to spend $100 or $50 whatever they say, Oh, did you know that we have a bouquet of the month club would that be a good thing to get for mom right now? Don't be shy. Ask about this.

Ellie:   11:39
And the last idea which I have seen a lot of people do actually on Instagram is a virtual class or a design party, whatever you want to call it, so you create a product on your website or social media. Just a little graphic. It's not a specific arrangement. It's not a specific type of flowers, but you market a design with me virtual class, and this would be something that you might market to the husband to buy for his wife and daughter that they can do together. You can do pre calling. You can pick up the phone and call people and say, Hey, we're hosting a virtual class where you include everything that they need for this class. So the container the flowers hand out of when the class is and things that they would need. Maybe it's just scissors or clippers. Then you go live on Facebook or instagram at a set time. Maybe it's the Saturday of Mother's Day weekend. It's a class. People love the design classes, but it's it's a virtual one and brings people together. They're learning something. They get something out of it.  

Lori:   12:46
I have not thought about another daughter type virtual class, that is That's a great idea.  

Vonda:   12:52
I would suggest that you would not hold the class on the Saturday of Mother's Day weekend. Because everybody is listening is probably going, what I don't have time that Saturday, but I think, sell the class right, sell the idea, and it's held on another day. I mean, maybe it's the Saturday after Mother's Day. I don't know it. Maybe it loses some of its bling, but I think most shops the Saturday of Mother's Day are not gonna have time to do a Facebook live into a virtual class?  

Ellie:   13:23
Well, good point.  

Lori:   13:25
I have questions at Wanda. I'm glad you bring this up. My question again as a consumer would be if I bought that package for my mom and you d delivered the basket of everything I would need for the class. And there were live plants in it. How long would that last? Like how many days? If it got delivered on a Saturday, could you have the class Monday night?  

Vonda:   13:56
You could now another idea. Instead of doing the virtual class live, could you do a YouTube video with a link to it so that whoever received the basket can click on that link and do the class whenever they want to?  

Ellie:   14:11
It's a great idea. I think that there's two ways to do it, and I think pre recording is great for you because then they could do it on the Sunday of Mother's Day or whenever. I think you need to coordinate the delivery right, so you deliver it the Friday before, whenever the other thing about doing it live is that it engages people who aren't doing it. It gives them FOMO. Oh, so it's like a moment, another one. It creates that interest. Then it could be something that you do on going the length of the quarantine, or even beyond that.  

Lori:   14:46
One thing that I have seen some of the flower shops do, the ones that typically have done the wine and design where they'll host those big parties that they can't do right now, they do these virtually on Zoom, where they will reach out to the list of their normal people that come to this like they kind of have a posse  that come every couple of months is, And they rejected them if they were going to do it virtually this year. So maybe you do it that way where everybody's on its that community. That is part of the fun, right? You know, I just signed up for an online tutorial by myself. There's a high probability for me because I'm not a designer, that those flowers are going to die, and I'm gonna say, I'll watch it later and it's gonna be wasted, So I think there's something about being live as I'm designing it my friend Eli's over in this corner trying to design it to, and we're both Maybe we're failing, but we're having a blast. Does that make sense?  

Vonda:   15:49
Totally. I actually did artist in residence program for Texas A and M University, and that's what we did. We had 23 people on the screen designing as we were going.  

Lori:   15:59
How did? Oh, it was very interesting, actually. I did the video beforehand. We played part of the video and then we could stop it. They could catch up. Then we play a little more video, and then I could watch everybody doing their part of the design.  

Ellie:   16:15
It's almost like live commentary.  

Vonda:   16:17
Yes, with live commentary. Yes.

Lori:   16:19
nice. I think that would be the way to do this. So you could like he's a pre recorded it. And then you do almost like you know how Facebook doesn't watch party. You could do your own version of a watch party where you're on there and you guys are doing it together. So that could be cool.  

Ellie:   16:38
So lots of options. And I think just the one that works best for you.  

Vonda:   16:42
I love these ideas, thes air, great ideas But whatever you're doing for Mother's Day, keep it an emotional message. When I'm reading constantly, consumers are demanding authenticity. They want you to be real. What does that mean for a flower shop?  

Lori:   16:57
You know, I have a slight obsession with Brene Brown, one of my favorite authors. I talked about her all the time, but I saw something that I was reading, that she was going on about how we are all holding back on, spending too much or on even going outside and all of these things. But she said, the last thing we need to be holding back on right now, our emotions and for me, when I read it. I automatically thought Mother's Day is the perfect time to show people. Hey, Mom, I love you. I know I can't be with you. Maybe, Or maybe this is my first time to see you face to face out of quarantine. Don't hold back on love right now we need that. I think most flower shops in the United States ones that are are able to deliver you guys should be so busy. The week of mothers say every person should be sending flowers or coming to pick up flowers to take to somebody.  

Vonda:   17:55
Yes, because you're sending smiles and virtual hugs. Yeah, you had mentioned Ellie Something about to give away or nominate Mom. One thing that came to my mind on that is like contest with schools. Talk to your school because they're doing online classes for Children of all ages. The teachers meet with the Children each week, and then the teacher would say, Hey, we have something special going on. The flower shop is going to give flowers to whoever wins this contest. You need to send some about how great of a teacher in your mother is, and then it's working through the schools, which is getting the buzz even more about you and your flower shop.  

Ellie:   18:31
That's a great idea.

Lori:   18:32
 Yeah, moms are the super heroes right now.  

Vonda:   18:35
One thing. We don't want to really play up too much, but it needs to be said, and that is that you are doing safe delivery practices all over websites are talking about touch free delivery and all this. I think we can maybe back off on that a little bit and just use safe delivery practices. People kind of get an idea that and at this point, they just want to get flowers to their mom.  

Lori:   18:58
I haven noticed lately. Maybe it's just because we're just bombarded for the last. How many days that I say 1924 days have been at home. But who's counting? I think at this point, when I log into websites and I see like paragraphs explaining to me the steps they're taking. I just kind of want, I don't want to read it. But I do think it's important. You still say, You know, we're We're still practicing safe delivery practices. I think that's all we need to have on there, quite honestly.

Vonda:   19:34
So to wrap it up, you need to get the word out. Lori, give me your favorite of what we talked about today. What do you know? Will work.  

Lori:   19:43
You want to give you our favorite marketing idea that we talked about?

Vonda:   19:47
Yeah Ellie went through those five, you pick one.. You've had many conversations? What is your fav?  

Lori:   19:52
Number one All of the above. But the one that I really like again, probably because of my personality I love when a flower shop collaborates with another local business, especially right now, and they are just supporting one another. We have a restaurant and a flower shop, and the restaurant is advertising for the flower shops and the flower shop is advertising for the restaurant. And they're both local, and they're hardworking business people. And you're just so for them, I think I just like the background story on it. And you're getting to know more local businesses in your community  

Vonda:   20:31
love that.

Lori:   20:32
So that's probably my favorite.  

Vonda:   20:34
Okay, Ellie  

Ellie:   20:35
my favorite is I hate the word giveaway, but I think this year this could really work for moms. I mean, even the Kay Jewelers commercials on TV are just emotional and making me cry. So everyone is emotionally heightened right now, and I just think everyone wants to talk about their mom. You know, open up like you're saying with the Brene Brown, like showing their emotion. And I think that you would get a lot of traction from doing something like this. Hosting a giveaway, nominating mom. Let them tell their stories, let them spill their heart and then give back to the moms.  

Vonda:   21:13
Well, I would have to say minus the gift guide. Maybe it's the business person in me and knowing there's extra merchandise that you have that you bought specifically for this occasion and you might not be able to get the word out. So I love the gift guide. I think that's a great, great idea and a great way to promote what you have and still keep it emotional.  

Ellie:   21:32
Love it.  

Lori:   21:32
Yeah, no, I do. I love a good gift guide and it doesn't have to be instagram perfect. A lot of the gift guides. I know Ellie and I love a good gift guide, Ellie makes a great gift guide. Just make it authentic work with what you have. People are gonna understand. Right now, we're all in different places. But one thing I want to say because I know we're running out of time is whatever you decide Whatever marketing idea you decide to do now is not the time to be shy about it, you need to be shouting from the rooftops about your business. Whether you are just doing delivery, whatever your story is, you need to be shouting that on social media on email, campaign on pre calling Anything you can do to get the word out Because people want to support businesses right now. Local businesses

Vonda:   22:34
they do they certainly do

Lori:   22:36
you can't be timid right now. You just can't. Okay, ladies, we've come down to the important question of the day.  

Vonda:   22:46
Yes, Lori  

Lori:   22:48
that is Vonda, I'm gonna start with you because I can tell on Ellie's face. She's like, Oh, shoot. Yes. You've got to remember what it was. Vonda. What is getting new life right now?  

Vonda:   23:00
Actually, giving me life right now is my perfect bar. It is my power bar and has a lot of protein. And today I feel like I needed more protein. So my perfect bar is actually, in many ways giving me life, right now.

Vonda:   23:14
 Really giving you life. And this is not a sponsored ad. No, no. We have no affiliate marketing links, was it? You've on early. Which one of you got us all obsessed with those silly? The chocolate meant taste like a thin mint, so you could cut up pieces of them and put them in the freezer and their little treats. Little dessert. Okay. I don't help that they have broccoli. in them. Did you know that? No. Yeah, I didn't. Look, I've never seen a sentiment when my Trader Joe's doesn't have in their rare. They're rare when you want. No, you better grab seven. Where else can I get those? Besides Trader Joe's? I'm not seen anywhere. Foods, whole foods, sprouts, walmart. Um, longer. What my walmart doesn't have, um I've tried. Neither doesn't public keeping. I'm out. I just did the Trader Joe's. So Okay, so I'm with you, Vonda. I'm living vicariously through you this morning cause I'm out of my perfect bars cepal by on just drinking iced coffee. All right, Ellie, what's given you Life? Starbucks actually makes a new ground coffee that has essential vitamins in it. It has five different B vitamins fortified, and I truly think it gives me more energy than a normal. I don't need as much coffee. Yeah, because the B vitamins are good for metabolism and energy, right? And so when you mix it with coffee, I don't know. It could be placebo, but I am liking it. I have more sustained energy throughout the day. So Starbucks essential vitamins. Coffee? Is it dark, medium or light? Roasted It is a medium roast which normally I'm a light roast person. But the medium is not. It's not too strong, you know? And this was not a sponsored at either another. No spot for Dad. No. Sponsor it. Glory. What about you? Well, you know, I have a bit of an addiction to buying books. Yes, So I got my newest book of the week. And now keep in mind I do want to say this. I love books. I have probably six right now that I'm reading bits of have not finished one of them yet, but my goal is to finish them. This is my nose. I've read all of this moment books, and it is the new Jen Hatmaker boat. It's called Fierce, Free and Full of Fire. The Guide to Being Glorious. You and, um I read the first chapter and I'm already like trying to figure out when I can street the second. So it's kind of giving me life. It's what I need right now. I'm so impressed with all of these authors and speakers and people out there that have launched books during this time. And typically, you know, they have to go out and do their book tours there haven't do everything. Virtually. I feel like all of those people. I want to support them because I do like that. They have to say So that's what's giving me life right now. In one of these days, I'm going to make a list of my favorite podcasts, my favorite books, my favorite whatever. And that will be a whole another podcast. That's a whole nother cast. All right, ladies, it was fun as usual. Thanks for joining us, Ellie. Being spare having me that we have certainly enjoyed our time together today. And we look forward to being with you guys again. If you have any questions, concerns, comments, anything we would love to hear from you. You can always email Laurie flower click dot com. Also, if you enjoy our little podcast,

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