[Hua11.com Original] Hua11.com primarily focuses on practical skills. For flower shop and floral studio operators, mastering craftsmanship is just the beginning. Equally important are practice, operation, marketing, and management.

Our core strengths lie in flower shop marketing and management. Within our student community, we frequently analyze various marketing methods and models.

Despite our strong internet focus, we still emphasize the importance of a "traditional and primitive" promotion method: ground promotion. But why?

I. What Is Ground Promotion?

Ground promotion, also known as "ground marketing," can be likened to cold calls. Imagine encountering people distributing flyers on the street—that's a form of ground promotion (although it's not effective for flower shops, as explained below).

Ground promotion can be categorized into two approaches based on target customers:

1. Passive Ground Promotion:

Let's take a look at this marketing funnel again (Refer to: [Hua11.com · Marketing First Step Series 2] 3 must-learn practical marketing tips for affordable flower sales):

- Use this method when you're unsure of your target customers' location or want to reach as many people as possible.

- Distribute flyers in high-traffic areas like stations, subway entrances, hotels, and residential neighborhoods.

- However, our practical experience shows that this approach is highly ineffective.

Why?

- Pedestrians often avoid "small advertisements," leading to minimal flyer acceptance.

- The lack of customer attributes and poor target accuracy makes conversion into "intentional customers" challenging.

- The input-output ratio for flower shops using this method is very low, resulting in wasted time and energy.

Negative Feedback and Confidence Impact:

- High failure rates and negative responses undermine confidence.

- Without confidence, attracting customers becomes even more difficult.

Recommendation:

- We generally advise against using this method for Hua11.com students.

2. Active Ground Promotion

When you have a clear understanding of your target customers' location, it's time to implement active ground promotion.

For instance, consider your "Opening Flower Basket" project, which boasts advantages such as quality products, reasonable prices, unique features (such as combining balloons), and excellent service. Through customer exploration and daily experience, you've identified that your primary customer group consists of shoppers from the two nearby malls and street shops.

Now, you can conduct focused, one-on-one door-to-door ground promotion for these specific locations.

The significant advantage of active ground promotion lies in its precise targeting—almost everyone you encounter becomes a potential customer. By concentrating your efforts on serving this well-defined group, you can continually improve and achieve a relatively high success rate.

During this process, expect to receive positive feedback, which will enhance your service quality and create a virtuous cycle.

II. Why Prioritize Ground Promotion?

In China, traditional internet and mobile platforms have significantly developed, offering numerous online marketing channels. Many people assume that online promotion is effortless—you can stay home, relax in a beautiful flower shop, enjoy air conditioning, face your computer and mobile phone, and effortlessly promote your business. Orders will magically flow in, right?

 

However, reality paints a different picture. Various data indicate that the cost of acquiring customers online has nearly equaled that of physical stores. Moreover, the virtual nature of the internet lacks inherent trust, significantly increasing the cost of customer communication.

While Hua11.com boasts rich online experience, the content in our "How to Run a Flower Shop and Floral Studio" album focuses on universal practical methods (akin to teaching people how to fish—highly valuable). We intentionally avoid specific platform descriptions because platforms belong to others, and their rules control us. Relying solely on platforms limits our growth.

Instead, we advocate using platforms for "configuration" rather than "dependence."

Why Ground Promotion?

Ground promotion is the only marketing channel you can fully control. Consider what you can manage:

1. Promotion Content:

- Continuously optimize based on effectiveness.

- (Refer to: [Hua11.com · Product Analysis Series 3] Creating in-demand floral solutions and pricing them effectively using A/B testing)

2. Promotion Audience:

- Face-to-face communication lets you understand real thoughts from the target crowd.

3. Promotion Timing, Frequency, and Density:

- Identify the most efficient time periods for promotion.

4. Promotion Location:

- Quickly pinpoint customer groups likely to make deals and replicate success.

- (Refer to: [Hua11.com · Marketing Pro Series 3] Apply the "Advantage Amplification Principle" to discover your niche market)

By skillfully executing active ground promotion, you can temporarily set aside other methods. It's a powerful tool you control, unlike internet platforms with various restrictions.

III. How to Execute Active Ground Promotion

Active ground promotion need not be as complex as imagined. You don't need extensive training—just follow these steps:

1. Define Your Ground Promotion Project

Before you begin, ask yourself: In which project do you have an advantage and feel confident? For instance, consider the "Opening花篮" project mentioned earlier. Alternatively, explore options like:

- Monthly Subscription Flowers:

 

- Launch unique weekly flower arrangements, control costs effectively, and ensure timely delivery.

- Floral Salons and Interest Classes:

 

- If you've completed Hua11.com's "Floral Salon Lecturer Skills Training," you're well-equipped to organize such activities. Ensure the venue meets requirements.

- Light Decoration for Malls and Shops:

 

- Your plan should consistently attract clients (Party A) and fit within their budget range.

 

- (Refer to: [Hua11.com · Light Decoration Series 2] The significance of Light Decoration to modern flower shops and floral studios)

- Baby-Related Balloon Decoration:

 

- Leverage your understanding of mothers' needs.

Based on your situation, choose one project. Concentrate your energy and time on promoting it fully within a specific period (e.g., one month). Avoid spreading yourself thin—the best results come from focused efforts.

2. Identify Your Target Audience

Once you've selected a project, carefully consider where your target audience can be found. For example, if you're focusing on the "floral salon" project, your audience might include:

- Banks and Securities Firms

- Medical Aesthetics, Beauty Salons, and SPA Centers

- Schools and Educational Institutions

- Larger Enterprises and Institutions

Target and engage with these places systematically.

Personally, I create a table or visual chart, using administrative regions as units. Each day, I concentrate on ground promotion in one specific area. After completion, I mark it off.

Tracking progress this way keeps actions well-planned and fulfilling.

3. Prepare Your Materials

Ground promotion isn't about setting up a street stall—you don't need actual flowers. Instead, bring pre-designed flyers, an iPad, or even just your mobile phone. Load your plan and portfolio of works onto the electronic device. When unlocked, it can be displayed instantly for convenient sharing.

Avoid switching to other interfaces after unlocking—searching for materials may cost you customers. In those crucial first seconds, customers lack trust. Maximize efficiency during this golden time. Otherwise, they may doubt your professionalism and lose patience—something challenging to regain.

The more thoroughly you prepare your materials, the better.

4. Dress and Appearance

When engaging in ground promotion, there's no need to dress too formally. Aim for cleanliness and tidiness. Overly formal attire can create distance, making ground promotion more challenging.

Remember, we're promoting art—not selling insurance or houses. Leave the suit and tie behind.

Ladies, avoid high heels. Ground promotion often involves a lot of walking, and high heels can be tiring.

Pay special attention to your demeanor and always maintain a friendly smile. First impressions matter.

Ensure that your clothing, appearance, and grooming enhance affinity. When the other party feels comfortable interacting with you, the chances of closing a deal naturally increase.

5. Attitude Adjustment

Ground promotion isn't about humbly begging customers to buy your products. Instead, focus on bringing value and improving their lives.

You and the customer are equals—neither party is the other's deity. (Discard the notion that "the customer is God"; refer to: [Hua11.com · Marketing First Step Series 4] Boost flower sales with strategic services)

Maintain a balanced attitude—neither overly humble nor pushy.

6. Take Immediate Action

No matter how well-prepared you are or how many times you've rehearsed, if you don't step out and take the first initiative, ground promotion will remain theoretical. It won't reach your customers.

Practice is the ultimate test of effectiveness. If you tend to hesitate, try this: Prepare for just 10 minutes, then visit your first customer. Say, "I provide flower services. Do you need anything?"

Don't worry about perfection or whether the customer makes a deal. The crucial step is breaking the ice. With each attempt, you'll become smoother and more confident.

I've been there too. :)

Now, this comprehensive guide introduces the reliable and effective marketing method of ground promotion. I hope you find it beneficial.

In fact, we've previously detailed a ground promotion practical project: Fresh Lily Special Delivery (Refer to: [Hua11.com · Marketing First Step Series 3] Guide for novices to open offline markets: Learn risk-free promotion with examples and easy steps)

If you're unsure, follow this practical project and this article to gain real-world experience. I guarantee you'll learn a lot.

Lastly, if you worry that ground promotion seems lowly or that others might look down on it, consider how internet giants like Xiaomi, Didi, and Meituan started their journey.

Compared to career success and substantial gains, any fleeting self-esteem concerns can be set aside.

Copyright Statement:

This article is an original creation by Hua11.com and is included in the “How to Run a Flower Shop and Floral Studio” Ebook. The content of this article may be periodically updated and is initially published on the Hua11.com official website blog. You can find the article at this link: https://hua11.com/blog/4705.html.

Reproduction of this article is permitted, provided that it is reprinted in full and all copyright information is retained. Any form of plagiarism, whether partial or complete, is strictly prohibited. Legal action will be taken against violators.

The work titled “How to Run a Flower Shop and Floral Studio” is copyrighted by Hua11.com. Additionally, the “Practical Floral Training” model and the concept of “Light Decoration” are original creations by Hua11.com. The trademark “花艺意” is registered and protected by relevant national laws.