Starting in The Floristry Business
The craft involves various skills and a real sense of creativity. A florist should be able to select flowers and other floral supplies and materials that will look good together based on principles and elements of floral design or market demands.
They should also know how to handle and arrange flowers and plants so they will remain fresh as long as possible, and would be desirable for purchase. That means they must have a working knowledge of customers' requirements and expectations and always be up to speed on industry trends.
With all that in mind, trying to come up with an effective and strategic PR and marketing plan is probably the last thing aspiring florists need. That is where public relations come into its own.
Florists setting up in a city, like Edinburgh, would do well to seek out a good Edinburgh PR agency to handle their publicity needs.
A reputable Edinburgh PR firm will know the city well and have an established rapport with local journalists. Agencies should also, ideally, have a working knowledge or have researched thoroughly other local businesses in the same line.
That research, coupled with the agency's expertise in media relations, would give any fledgling florist a head start over the competition.
An Edinburgh PR firm will get to the heart of any individual business and, working with the key messages and unique selling points, take that brand and ethos to new heights locally and further afield.
Starting to build a name for a new business in the city in which it is based means a solid base is established from which the brand can grow and flourish. Once the name is fully established in the local area then it is far easier to take the brand, name and product further afield.
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