Episode 3:
The Power of Relationships and Technology in Floristry with David McLamb, Bice’s Florist
Arthur Conforti, founder of Bloomerang Solutions and former owner of Beneva Flowers, continues to share invaluable insights into the floral industry through his podcast series, Flower Pros. In his latest episode, Art welcomes David McLamb of Bice’s Florist in Fort Worth, Texas. The conversation takes listeners on a journey through the early days of their partnership, detailing the innovations and strategic decisions that helped Bice’s Florist become a leader in the industry.
A Partnership Rooted in Growth and Innovation
Art Conforti’s relationship with David McLamb began serendipitously in the early 2000s, following an FTD Top Member event where Art’s team connected with David. This meeting sparked a transformative business partnership. McLamb, who had recently acquired Bice’s Florist from its founder, Buddy Bice, was searching for ways to modernize and grow the business. He was immediately drawn to Art’s vision and the comprehensive digital solutions offered by Bloomerang Solutions.
Bice’s Florist was already a top-performing shop, thanks to the strong foundation laid by Buddy Bice. However, McLamb recognized the need to innovate further to stay ahead of the curve. The initial focus was on upgrading their website, but the collaboration quickly expanded to encompass a complete overhaul of their marketing strategy, point-of-sale (POS) system, and phone system.
The Power of Exclusive Technology and a Unified Marketing Approach
In the podcast, Art and David reflect on the early days of digital marketing in the floral industry. At the time, the concept of an advanced, integrated website was new and met with skepticism by many. Most florists were still relying on traditional marketing methods, and the idea of a comprehensive online presence was seen as risky. Art’s innovative approach, combined with his exclusive partnership model, attracted the industry’s top players, including Bice’s Florist.
The introduction of Flower Manager, a cutting-edge e-commerce platform developed in collaboration with GravityFree, was a game changer. The system integrated seamlessly with the POS and phone systems, creating a unified approach that streamlined operations and enhanced the customer experience. Features like the "Helping Hands" charity program and the "Yes We Can" commitment set the platform apart, providing unique value propositions that resonated with customers.
Art’s insistence on exclusivity—working with only one florist per market—allowed Bice’s Florist to differentiate itself and capture a larger share of local business. David shared that this decision was instrumental in their growth, as it eliminated direct competition and enabled a focused marketing strategy.
Taking Risks and Reaping the Rewards
David McLamb admits that the decision to invest heavily in a new website, phone system, and POS was daunting. However, the guidance and reassurance provided by Art made the leap of faith easier. Art’s experience and his willingness to share knowledge gave David the confidence to move forward.
Art’s approach was always all-in. He believed in the product he was offering and knew that if implemented correctly, the new systems would yield significant returns. He explains in the podcast how he navigated the challenges of building a custom website, managing costs, and dealing with the inevitable bugs and issues that come with new technology. His solution was simple: partner with clients who shared his vision and were willing to collaborate on continuous improvement.
The results were immediate and profound. Bice’s Florist saw a marked increase in sales, greater customer engagement, and improved operational efficiency. The combination of a robust online presence, targeted marketing campaigns, and superior customer service transformed the business.
Shifting the Focus to Digital Marketing
One of the key turning points discussed in the podcast was the shift from traditional newspaper ads and Yellow Pages listings to digital marketing strategies, including pay-per-click (PPC) advertising. Art recounts the early skepticism he faced from florists who couldn’t understand the value of paying for clicks. However, he explains how the data proved otherwise: PPC campaigns were delivering substantial returns, often yielding five to six times the investment.
David credits Art for introducing him to the concept of tracking marketing efforts meticulously. By using unique phone numbers for each campaign and integrating analytics tools, they were able to measure the impact of every marketing dollar spent. This data-driven approach allowed Bice’s Florist to fine-tune their strategies, maximize ROI, and make informed decisions about where to allocate their budget.
Adapting to Changing Consumer Behavior
The podcast highlights the evolution of consumer behavior, particularly the shift toward online shopping, which was accelerated by the COVID-19 pandemic. Art and David discuss how the rise of mobile ordering and Google Maps has changed the landscape. Today, customers are more likely to search for florists on their phones and place orders online, making a strong digital presence more critical than ever.
Art shares valuable insights into how businesses can adapt to this new reality, emphasizing the importance of Google Business Profile optimization, responsive website design, and effective use of social media. He also notes that while online orders have increased, the phone remains an essential channel for certain types of orders, such as sympathy arrangements, which often require a more personal touch.
Reflecting on the Legacy and Looking to the Future
The episode ends on a nostalgic note, with Art and David reminiscing about their many shared experiences, including memorable industry trips and events. David expresses his gratitude for the partnership, noting that the tools, support, and mentorship provided by Art and Bloomerang Solutions were pivotal in shaping the success of Bice’s Florist.
Art’s closing thoughts reflect his enduring passion for the industry. Despite having sold Beneva Flowers, he remains committed to helping florists thrive through innovation and collaboration. He sees a bright future for the industry, driven by new technology, creative marketing, and a renewed focus on customer service.
Key Takeaways
Invest in Technology: The right website, POS system, and phone system can transform a florist's business by improving efficiency, customer experience, and sales.
Track Your Marketing Efforts: Use unique identifiers and analytics to measure the success of every campaign and adjust strategies accordingly.
Focus on Customer Service: Exceeding expectations, offering a "Yes We Can" approach, and prioritizing sentiment transmission are key to building long-term relationships with customers.
Leverage Digital Marketing: Embrace pay-per-click advertising, social media, and SEO to reach new customers and grow your business.
Build Strong Partnerships: Surround yourself with knowledgeable, like-minded people who can offer support, share ideas, and help you innovate.
Art Conforti’s Flower Pros podcast continues to be a valuable resource for florists looking to learn from industry veterans. His candid conversations with guests like David McLamb offer a unique glimpse into the strategies, challenges, and successes that have defined their careers. For anyone in the floral industry, this episode is a must-listen, packed with practical advice, inspiring stories, and a wealth of knowledge that can help take your business to the next level.
Ready to elevate your floral business? Contact Bloomerang Solutions today to learn how our comprehensive digital marketing services can help you achieve lasting growth and success.