Got a question? Need some impartial advice? Not sure how to approach a problem. Then Jo Read is the man to ask.
Jo is responsible for all the Flower Council of Holland activities in the UK, and has not only travelled the world to gain a unique understanding of the industry but from his earlier career in advertising and journalism has a huge pool of knowledge when it comes to marketing.
So if you need some help why not send you question in. Just e-mail info@thewordhouse.co.uk and we’ll pass it on.

A: Measuring advertising return is perhaps the most important part of advertising – the legendary Lord Lever, founder and inspiration behind the subsequently global Unilever empire, is oft quoted as having said “I know that half my advertising works, I just don’t know which half!”
Reconciling the orders you get back and the money you make to the investment costs of placement and production will give you some idea of the value to you of advertising.
Having said all that in these chastened times I believe that it is highly likely that you will generate more business and create more branded awareness by re-allocating your advertising budgets to direct sampling.
Very little beats putting a fresh stem with a business card attached to it in the hands of local people in the street.
So make a plan for peak days in your area to get out of the shop – or better still hire a young hunk to do so for you – and hand out stems to passers-by.

A: In my honest opinion 25% off is more likely to devalue your business and the reputation you have built up than help it.
Think about it - flowers have no fixed price or perceived value unlike bread, milk or a litre of petrol so money off flowers will not have the same significance to the purchaser.
Extra however conveys the feeling of more, generous and does not in any way devalue the image, the impression of flowers, or your business reputation.
And commercially giving extra only costs you the cost price of the flowers whereas money off costs you a discount from the retail price.

A: Why can’t you afford to cut your margin?
Do a practical re-assessment, you may find that you are just thinking you can’t.
How long is the contract for – is it worth reviewing? If the client wants something for nothing then your best bet may be to give him nothing and walk away –hard to do but perhaps better business.
Alternatively propose different design and floral combinations. Use less expensive flowers.
Or even better still look at a plant contract and think about selling in all the health and welfare benefits that you can - for more information check out the very full plants for people section on www.flowercouncil.org/uk