Hospita

lity,  Flowers  &

 You

r  Brand

   

7  MOST  COMMON  MISTAKES  by  Karen  French    

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!  

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Interview  :  www.karenfrenchfloraldesigns.com/interview-­‐with-­‐karen  Website:  www.karenfrenchfloraldesigns.com  Email:  Info@karenfrenchfloraldesigns.com