We can all achieve more - in life and in business - if someone has our back.
That’s why we’ve been working with British entrepreneur and American Express Shop Small Ambassador, Sarah Willingham to offer tips and insights to help you tap into consumer trends to attract customers, provide added value and drive revenue for your small business.
In this film, Sarah explains one way that small business owners are increasing profit margins; by introducing and running workshops for their customers. Such ‘experiential’ elements are increasingly regarded as more than just an ‘add on’ and are in fact becoming an important part of the overall business model. The main objective of experiential marketing, such as workshops, is forming a memorable connection between the customer and the brand, and the lifestyle that joins the two. There are hundreds of workshop ideas out there for many small businesses including; pottery, paper-making, candle-pouring, pasta or pizza making, creative arts, butchery or as this film explores, floristry.
Sarah Willingham visits The Flower Bar & School in London to meet Amal and find out how and why floral workshops have become such an integral part of her business strategy. The film also sees Sarah providing several tried and tested marketing ideas for small businesses looking to run their own workshops - including using social media, front of store advertising and word of mouth to spread the message. And Sarah’s top tip? Reward loyalty by providing benefits or discounts to customers for coming back to another workshop!
One reason independent businesses owners may be reluctant to offer workshops is a fear of sharing the secrets of their expertise and craft. However, business owner Amal highlights not only the financial gains a small shop can generate, but also explains the emotional rewards a business owner receives by creating a place where consumers can come together and enjoy the experience.
Sarah also recommends making the experience as fun and interactive as possible – not just for your customers but for you too!