Home Success Stories Florists Convention Attendees: Exercise Your Bragging Rights
Convention Attendees: Exercise Your Bragging Rights PDF Print E-mail
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I was talking to Vince Butera, AAF, AIFD, PFCI, of Butera the Florist in York, Pa., and his wife, Caroline, before the Premier Product Showcase last Saturday at SAF Phoenix 2009, and he told me he really markets the fact that the attends the SAF convention to his customers.

Essentially, he lets customers know that he participates in national conventions, where he stays up to speed on new trends and gets to see some of the best varieties of flowers and plants on the market. He lets them know that he networks with growers and suppliers and comes back to his shop energized and ready to put what he learned into practice -- for the benefit of his customers.

On top of that, he markets the Outstanding Varieties Best in Show and Class winners to his customers -- as in, "I have available a white gerbera which just won a national award at the prestigious Society of American Florists Outstanding Varieties Competition."

Vince says this helps position him before his customers as a "cutting edge" florist who cares about professional development and bringing new things to his client base.

This certainly makes sense – and there are likely myriad other ways to promote participation in a convention, whether SAF’s, a state or regional event or AIFD Symposium. Anyone else out there doing the same? If so, please share how you use your attendance at these events to position yourself as a real pro to customers.

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