Kren Rasmussen, AIFD (center), poses with some of the Bloomsters staff at the entry to his San Jos,

Calif., shop.

marketing
Innovative tools and strategies reach discerning consumers in San Jos, Calif.
BY

SHELLEY URBAN

he founding father of guerrilla marketing, J. Conrad Levinson (see his column starting on Page 24), describes his brand of marketing as a body of unconventional ways of pursuing conventional goals. Although KREN RASMUSSEN, AIFD, owner of BLOOMSTERS in San Jos, Calif., may not be a student of Mr. Levinsons philosophies, the flower shops innovative marketing strategies clearly fit the guerrilla model. These strategies, which earn Bloomsters the repeat business of an affluent customer base, also earned the shop the 2009 award for Outstanding Marketing and Promotions in our BY KELSEY E. SMITH annual RETAIL FLORIST OF THE YEAR competition, co-sponsored by the WHOLESALE FLORIST & FLORIST SUPPLIER ASSOCIATION (WF&FSA). Bloomsters was nominated by MT. EDEN FLORAL COMPANY in Mountain View, Calif.

As this annual holiday event at Everts Flowers, Home & Gifts approaches its 50th year, its owner P 44) shares the secrets to (C its longevity.
ONTINUED ON AGE

money doesnt just flow into the shop; instead, Mr. Rasmussen and his staff have to work hard to earn the business. But in this community, now known as the Capital of Silicon Valley, where high-tech companies such as Cisco Systems, Adobe Systems, e-Bay and many more are headquartered, advertising strategies have to be as sharp and savvy as the consumers.

digital marketing
While San Jos, the third largest city in California (and 10th largest in the United States), is known as a relatively wealthy community (it boasts the No. 1 median household income according to data from the City of San Jos), the

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(CONTINUED FROM PAGE 42)

at a glance
Bloomsters
OWNER: Kren Rasmussen, AIFD NUMBER OF SHOPS: 1 LOCATION: San Jos, Calif. OPENED: 1987 SHOP SIZE: 2,700 square feet CLIENTELE: affluent, most earning six-figure salaries AVERAGE SALE OF ALL MERCHANDISE: $75 to $225 AVERAGE FRESH FLOWER SALE: $75 to $125 NUMBER OF WEDDINGS: one to three every weekend throughout the year, most between $5,000 and $8,000 NUMBER OF EMPLOYEES: 27, full and part time WEB SITE: www.bloomsters.com

Among the companys most useful and creative promotions are its interactive DVDs, which show the shops floral creations and highlight its many services in vibrant color on a computer or television screen. A general-information DVD, developed two years ago, is the shops main promotional disc. On it, customers can view samples of the shops home dcor, wedding and event work, and corporate creations. These are sent to anyone who inquires about booking an event with Bloomsters. Theyre also tucked into packets at corporate events and bridal fairs. Weve distributed about 3,000 of these in the last two years, Mr. Rasmussen reports. More recently, using its collection of images from various venues in the region, Bloomsters began producing DVDs customized to specific locations. Currently, Mr. Rasmussen shares, the shop offers DVDs for five or six venues. Each DVD shows various bouquets and bridal party work blended with dcor work done at the particular location, he explains. Bloomsters offers them to venue managers and to consulting brides who are considering the particular sites. The staff at these locations are happy to hand out our DVDs to potential clients, so the clients can get a sense of what the places look like when theyre dolled up. It makes [the managers] jobs that much easier, he adds. In this town of techies, its no surprise that the shops staff is able to create the DVDs in house. According to Mr. Rasmussen, developing an all-new DVD requires about a days workpulling together pictures, putting them in the proper sequence and so forth. According to Administrations Manager SCOTT VANDERPOOL, two software packages are required, the initial costs of which totaled less than $1,200. Duplicating the DVDs in house is also affordable and efficient because the shops computers were already equipped with DVD burners. When we have time, we burn a batch

of 30 or 50 and just keep a close eye on our stock, Mr. Rasmussen shares. To make the process faster, the men are considering new equipment that will burn 16 DVDs at once, at a cost of around $400. Each disc itself costs just 38 cents. All of the interactive discs feature pleasant music and inviting special effects along with some of the shops most beautiful floral designs. And because theyre produced in house, the DVDs are easily refreshed with new images as needed. Our product is what sells Bloomsters better than anything else, notes Mr. Rasmussen.

capitalizing in the computer age

The companys e-newsletter is also interactive, equipped with links to the shops newly redesigned home page and showcasing the staffs beautiful design work. Mr. Vanderpool reports that each of the quarterly editions is sent to more than 1,300 subscribers. To coincide with the launch of the shops new Web site, which occurred in early July, Mr. Rasmussen is relying upon another of his innovative strategies, mouse pad advertising. At a cost of $2 each, or less for larger quantities, the shop purchases mouse pads attractively printed with the Bloomsters logo, contact information and a beautiful fresh floral design. Everyone who makes an e-commerce purchase receives their receipt, a thank-you note and a mouse pad, he shares. (Read more about the power of promotional products starting on Page 24.) Mouse pads are also frequently given to corporate clients, either in packets for corporate events or as gifts of thanks for large purchases. Its a necessity in the office, and if the Bloomsters name is handy when they need flowers, theyre going to call us, notes Mr. Rasmussen. We want to make sure theres a connection between [lifes] occasions and

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Bloomsters. Eventually, calling us will become a natural and automatic thought process, so that the occasion triggers the action, he adds.

(ABOVE) From the Inside the Home section of the shops interactive DVD, these arrangements show how Bloomsters creations beautify a kitchen. (ABOVE LEFT) Bloomsters retail space features many creative and colorful elements, but the 14-foot-tall-by-14-foot-wide waterfall is the centerpiece. It was installed two years ago at a cost of approximately $10,000 and has a calming effect on the high-tech hustle and bustle of this Silicon Valley city. (OPPOSITE) The shops primary marketing collateral piece is printed in house. Its distributed to potential clients and placed with commercial dcor and donated arrangements. The same image is applied to mouse pads (see example on Page 43), which are sent to commercial clients and those who place orders online. (BELOW) An interactive DVD, complete with music, special effects and voice-overs, effectively presents Bloomsters and all its services including home dcor, weddings and events, and commercial services to potential customers.

marketing collateral
Even traditional printing, whether in the form of rack cards, brochures and paid ads, bucks convention. Im not a fan of 812 x 11, Mr. Rasmussen stresses. I prefer odd sizes, like 4-inch by 4-inch or 4-inch by 9-inch, that stand out more. The shops wedding and event rack cards, which are printed in large quantities in full color on both sides, are outsourced at a cost of just $150 for 1,000. Scott keeps an eye on special offers and our future printing needs, so hes able to take advantage of good pricing from online printing companies, Mr. Rasmussen assures. The rack cards, which feature the shops contact information and several examples of its gorgeous wedding work, are distributed in quantities to hotels and event coordinators, who share them with bridal customers. Other marketing pieces, which Mr. Rasmussen often calls marketing collateral, are printed in house. Most of these, according to Mr. Vanderpool, are distributed with our commercially placed arrangements. The cards are inserted into thick glass card holders engraved with the letter B and are positioned near the fresh flowers. Each of these commercial arrangements, adds Mr. Rasmussen, are viewed about 10,000 times a week, so the attractive piece receives maximum exposure. And the cost to print the marketing cards is minimal. We got a great deal ($340) on a color laser jet printer that [prints] as well as any outsourced service, Mr. Vanderpool reports. As Mr. Rasmussen shares, these self-printed cards also accompany bouquets donated to nearby retirement homes and assisted living facilities. We contacted 15 or 20 facilities

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in the area, and five of them agreed to let us deliver a weekly floral arrangement for the reception desk. Along with the arrangement, he shares, we leave our marketing collateral, so when family members inquire about sending flowers for birthdays or other occasions, were the recommended florist. The arrangements are small, with a retail price of approximately $45, and are delivered on Tuesdays, the shops quietest day. It helps us turn our cooler before our new

product comes in, and we get the containers back the following Tuesday, when we deliver the new arrangements. Its been a fun, successful project, and we get calls all the time from those five facilities, Mr. Rasmussen confides.

capturing with classes

To some, instructional classes and group presentations are old school, but Mr. Rasmussen, who charges $200 to $500 to cover his costs, says he puts a new twist on

From an online printing service for just 15 cents each, this colorful rack card helps Bloomsters spread the message about its wedding and event work. The card, along with venue-specific DVDs, is distributed to event planners, hotels and other popular party places.

this conventional marketing strategy, giving groups the chance to use the events as fundraisers. During the week after the presentation, well donate a percentage [to the host group] of each sale made to those who attended my presentation, he shares. Attendees have to come into the shop and mention the fundraiser, which increases walk-in traffic. It allows the groups to broaden their fundraising and allows us to establish relationships with new clients, Mr. Rasmussen adds. Once in the store, which spans 2,700 square feet, guests are awed by a large mirrored waterfall, which cost $10,000 to install two years ago. Theyre also inspired by the fresh flowers, home decoratives and gifts. Giftware and dcor items range from $10 to $800, but most sales are in the $75 to $225 range. In the cooler, cash-and-carry arrangements are priced from $45 to $150; positioned near the checkout counter is a showstopper, usually priced at $200 to $250. While this large fresh arrangement often sells, its purpose is to inspire. This is why its so important to drive walk-in traffic, Mr. Rasmussen assures. We need people to see our work and see what we have to offer. Were earning our reputation every single day, but, he reiterates, our product is what sells Bloomsters. I
Contact Shelley Urban at surban@florists review.com or (800) 367-4708.

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