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Are you ready to grow your floral business not only in profits but in creativity and fulfillment? Listen as Jeni Becht a wedding and event designer of over 25 years shares all the juicy details of growing and evolving her floral business into one of passion, purpose, and financial freedom. She shares all the secrets with actionable tips and strategies so you can wake up inspired and on a path to profitability while feeling lighter and more aligned in work and life. Join Jeni in building your business while ditching the overwhelm, avoiding burnout, and feeling fulfilled in work and life.
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Hello flower friends, this is Jen and you're listening to the Floral Hustle Podcast. And Mother's Day is kind of wrapping up and I want to talk a little bit about how you really gauge success of a holiday. , I know that of course everybody is doing something different for the and you know, you want to make sure that you're doing What, for one, feels good, and for two, that's making you the most amount of money.
And most of the time, what we go through is that we're not going in and really assessing what happened and if this actually worked. So, if you are looking to really figure out, Okay, is what I'm doing successful? Is this You know, something that I should do this exact thing next year, or maybe like this didn't work.
I should double down on this other thing. You need to actually sit back and look at what happened so that you know where to go double down on and where to like basically say, Hey, this probably isn't where I should be like investing time because this really didn't work. So. What I would love for you to do is on my website, I actually have this amazing holiday wrap up guide.
And in this holiday wrap up guide, it has like everything that you need. To really figure out, okay, what works, what sort of worked, what didn't work, and then to document everything in one place. So, I want you to head to thefloralhustle. com forward slash holiday. So, H O L I D E. And there you're going to download a very comprehensive guide that is going to walk you through step by step on everything that is going to help you set your next season or next holiday up for success.
So things that you really should start like looking at and analyzing, okay. I did all of these pre made arrangements that were like, maybe, um, for Mother's Day specifically. They're in like little wicker baskets. And I didn't sell any of them. But I did these compote bowls, or I did these fun containers, and I sold a ton of those.
So this is like your opportunity to look at, okay, what sold well, what didn't? What did you sell out of? What were the prices that you were buying flowers for? How many did you buy? So you can really gauge, which also like when you're looking at things for the next, you know, year. Of course, like this holiday, Mother's Day, is always on a Sunday, so you should be pretty consistent.
When you have a holiday like Valentine's Day, flower sales are really tied to what day of the week it is. If it's on the weekend, you know, the, their wife, or their partner, or whoever isn't at work, and so floral delivery becomes more important. like less, um, uh, by a norm that you're just doing this because when women are at work or when you're, you know, their partners at work, who doesn't love to get flowers delivered to work?
So that usually drives more sales from my experience, but also like how many times did you post? What, when did you get your offers out there? Really looking at every single detail that went into this holiday should be documented somewhere. We have so many things going on. And if we just rely on our memory, we are in trouble.
We need to make sure we have all the data. And honestly, what if something happened that, you know, you were not around to help put this together. You're basically putting a roadmap. together for your team, if you have a team, to be able to help make these things happen. And if you don't have a roadmap, you're going to have to like put everything together again.
You're going to have to take all your paper notes and grab them and like, okay, I ordered this from here, this, or you're going to have to contact the wholesaler and figure out like, where did you order all your stuff from? Same thing, like, if you work on it and actually document what happens, like, with anything, with prom, with whatever holiday is upon us, it is so much easier for you to be realistically like putting together plans that you are not always the one that's driving the business forward.
That you can actually come up here as the floral CEO that you are. and start like doing something and making it impactful and making it something that is going to be just easier. And if you spend a little bit of time doing that, I know it was funny because I, I think stepping back and really analyzing what we're doing in our business as a whole is something that is Is lacking because we're always, you know, like acting like we're so busy, which honestly, some of us are.
Everything feels like a lot because there is a lot of moving parts. And then on top of it, you don't have time to post on social media, so then there's all this guilt. Or you don't have time to like actually recap what your holiday looks like, so then there's all this guilt. And you never feel like you're really like fully in charge.
Of your business until you start doing things like this, you want to be an empowered CEO and data empowers us. It was really interesting. I have, um, a membership for a local, um, bridal magazine in my state and they were trying to do the renewal. They were like, Hey, give us more money. I'm like, I just, I like being a part of it because I think that there's aspects of it, but I was like, how much am I actually getting from this, from a like web referral traffic standpoint?
So what did I do? I just went into my website analytics and I was like, Hmm, okay, I'm going to go in and look at my web referrals and look at any, like you can actually track, okay, how many web referrals. And like, what did those web referrals do? And, And since, not January of 2024, since January of 2023, I had two web referrals.
I'm like, are you kidding me? Like two? That, and it was like over two Gs. And I'm like, I know that the, there are so many other facets of the exposure you're getting. Uh, but I'm like, this is not working. So I went to them and said like, just to let you know, I like dug into my analytics and this is what it looks like.
But honestly, most business owners wouldn't have taken the time to do that. And that's why you need to do the same for now. You, if for some reason, three days into when you normally start, things feel really slow, then you have all these metrics to go back to. Okay, well, I pulled my website traffic data for this, and I had this many visits.
I had this many people bounce. I had this many people do whatever, but without that data, you, you're, you're making decisions off of your, your gut feeling and you're making decisions off of like, not concrete data. That could make sense of what's happening. If for some reason all of a sudden you're, you have half the web traffic and your sales are down 50%, that might be an easy correlation to put together.
Well, my website traffic is down. Well, what can I do to fix that? Maybe I need to go and do some Google AdWords. Maybe I need to go in and do a strategy for this. And if not, like, you're just going to go blindly into Okay, well, I'm going to go and post on social media more, but if half of your web traffic is down, posting on social media could gain some momentum, but you need people to get to your site so that you can make a conversion of them buying on your site.
So if this is you, like this is very easy to just develop a plan, but you need to do it now. We need to like sit down now when it's all fresh in your head because if you do it in two weeks There are things that you're going to miss out and I actually with my decor friend Nor who I do tons of weddings with like we recap what happened on that weekend especially when we're doing something new and something challenging and Her and I both because we we love each other so much we can just say I don't think this went well.
I think that if we did this, that it would be even better. I don't like where that cage was on the structure. I think that cage should have been like a foot down. Uh, or, you know, I thought it looked a little bit clumpier in that we should have had things a little bit looser, you know, like that continuous feedback loop is what is going to make your business more successful, not only with your team, but with others.
Having a feedback loop for wedding planners. Like, you want this to be perfect and so make it perfect by getting that feedback, by inviting that feedback in. And when you do that, you're going to be more informed about what went well, what didn't. Even ask your team. What do you think went well about Val about this holiday, about Mother's Day?
What do you wish was different? What do you think, like, we shouldn't do next year? Just go and ask those three questions. And then go and download my free guide at thefloralhustle. com forward slash holiday, because this is going to be a comprehensive place for you to park this data and really make it into something that is going to be, you know, your plan of attack for next year.
You're not going to be having to hunt all over the place. You're going to be able to easily look at something and be able to say, okay, this is it. Go do that and then, uh, check out that free download. And thank you so much for following along, flower friend, and you have an amazing flower 📍 filled day.