Download PowerPoint - New Mexico FFA

Marketing Floral
Crops
Next Generation Science / Common Core Standards Addressed!

CCSS. ELA Literacy. WHST.11‐12.4 Produce clear and coherent writing in which
the development, organization, and style are appropriate to task, purpose, and
audience.
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CCSS. ELA Literacy. WHST.11‐12.5 Use technology, including the Internet, to
produce, publish, and update individual or shared writing products in response to
ongoing feedback, including new arguments or information.
Agriculture, Food, and Natural
Resource Standards Addressed

ABS.05.03. Assess marketing
principles and develop marketing
plans to accomplish AFNR
business objectives.
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Lesson E2-4
ABS.05.03.03.a. Research and summarize the
purpose, components and process to develop
marketing plans for AFNR businesses.
Horticulture Core CD
3
Bell work / Student Learning
Objectives
Describe the need for effective
marketing of floral crops.
 Identify the five steps of
effective marketing.
 Identify methods of effective
packaging and delivery.

Terms
Place
 Price
 Product
 Promotion

Interest Approach
Sell this pen to the class.
 Now try to sell the same pen,
but in nice packaging to the
class.
 Which is easier? Why?

Why is effectively marketing
floral crops important?
Marketing products is essential
to any business.
 Selling products, such as cut
flowers and potted plants, and
providing services, such as
arranging and delivering
flowers, is the heart of a floral
business.

Marketing plans!
The four P’s of marketing
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Product refers to the goods or services that
meet the needs of customers.
Price is how much money a person pays to
purchase a product or service.
Place refers to the location, convenience, and
availability of the product.
Communication between the seller and buyer is
called promotion.
Advertising is also important in
marketing floral crops.
 Examples of places where floral
shops can advertise include
billboards, newspapers, websites,
television, radio, and mailings.

What are the five steps of
effective marketing for florists?


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There are five steps for effective
marketing that every florist should
follow.
The information determined in one
step affects the next step.
The steps and reasoning for each
are as follows:


Step one: define the strengths and
weaknesses of the floral business.
 In doing so, the manager is able to
identify the potential of the business.
Step two: define the targeted customers
or target market based on
demographics, income, age, and
lifestyles.
 Understanding who the target market
is will help determine what products
and services should be highlighted.

Step three: determine what the
customer wants to buy.


This step involves identifying the
needs of the market segments,
Step four: determine how to
communicate with customers.

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The manager or owner must determine
what method is most effective in
communicating.
Different advertising formats and costs
must be weighed to determine
maximum benefits from each source.

Step five: decide what to offer the
target market.
Each targeted group of customers will
have different needs.
 It is the responsibility of the manager
to determine which products will best
fill the needs of each type of
customer.

What are some examples of
packaging and delivery methods?


The manner in which a
product is packaged and
delivered says a lot for a
business.
A beautifully packaged
product, delivered by a wellmannered delivery person is
positive advertisement for
any business.
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While packaging is important for a
business’ image, its main purpose is to
protect the product.
Many floral products will die if exposed
to extreme temperatures.
Packaging also helps to protect from
wind and rain.
Packaging can include plastic sleeves,
plastic wrap, or paper wrap.
To finish off a wrapped product, ribbon
or stickers should be added.
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Delivery people are important to the
flower shops they work for, for many
reasons.
Not only do they take the product to
the person it is intended for, they also
serve as a walking advertisement for
the business.
Their professionalism can
help to bring in business.
17
Review/Summary
Why is effectively marketing
floral crops important?
 What are the five steps of
effective marketing for florists?
 What are some examples of
packaging and delivery
methods?

The End!