hospitality flowers & your brand - 7 most common mistakes by karen french
TRANSCRIPT
MISTAKE NO: 1
Thinking flowers are costly.
Costly compared to what?
Without doubt your compeGtors will have flowers, so instead of looking at them as a drain on your budget, change
your mind-‐ set and view the cost of flowers as an investment in your brand to create a beNer ambience and a great visual
experience for your customers, clients and guests.
MISTAKE NO: 2
Not condi@oning flowers before arranging.
Your flowers will die fast if they haven’t been prepped well,
condiGoned and hydrated before arranging.
Bad preparaGon leads to shabby
displays.
MISTAKE NO: 3 Lack of aEen@on to detail.
Good mechanics are just as important as the flowers themselves. A rubber band
holding your flowers together can destroy your brand and dirty water in contemporary glass vases shows you’re not on the ball. Pay ANenGon To The
Detail. Throw away the rubber bands and keep the water clean!
MISTAKE NO: 4
BORING
Displaying the same arrangements over and over is boring and your regular customers, clients and
guests will get bored too! Do something different. Try
something new.
STAND OUT!
MISTAKE NO: 5
Not Keeping Up To Date
Not keeping up with the trends! Yes, like fashion, there
are floral trends too.
Don’t fall behind. Keep up by keeping connected to the
flower world. Subscribe to the great floral design magazines and send your in-‐house florists
and staff on training to upgrade their skills.
Not choosing your floral provider carefully. Those that don’t understand your décor, your message and your brand.
If you’re outsourcing this service choose wisely. Thinking anyone is able to do the job can kill your brand.
Think A Professional Is Expensive? Wait Till You Hire An Amateur.
MISTAKE NO: 6
Killing Your Brand
MISTAKE NO: 7 Failing To Excite
If you’re in the LUXURY space and the flowers don’t surprise and delight then
there’s something missing. Don’t fall into the trap of being ordinary. BE EXTRAORDINARY!
Hospitality, Flowers & Your Brand – 7 Most Common Mistakes was wriNen by Karen French, a Floral Designer & Author living in Singapore. She specializes in training the in-‐house Florists of 5 Star Hotels to create flowers that WOW!
Tweet @KarenFrenchFD
Interview : www.karenfrenchfloraldesigns.com/interview-‐with-‐karen Website: www.karenfrenchfloraldesigns.com Email: [email protected]