Flyline Search Marketing ®

Marketing For Huisman Flowers

Flyline Search Marketing was hired by Rick Huisman in January of 2021. Near the end of 2020, Rick and his wife purchased two of the three flower shops operated by Eastern Floral. They bought the Grand Haven and Holland, Michigan flower shops from Eastern Floral owner, Bing Goei. Eastern Floral has always been one of the largest and most successful florists in Michigan. They have been in business for many years. Flyline Search Marketing has been strategically partnered with Eastern Floral for the past 16 months.

With the purchase of the two flower shops by the Huisman family, Flyline was tasked with creating an identity for the new company. We worked together with Rick Huisman to come up with the new name. We choose Huisman Flowers. Then we got started with developing a brand strategy. Included in the strategy was the development of a new logo. We also designed and deployed a new custom website. This site is built on TeleFlora’s latest Oracle based software platform. The design is unique, fresh and relevant. Based on the results we are seeing in analytics, the design if really productive. In addition to the website, we also designed and deployed a comprehensive marketing program, specially tailored to deliver life changing results for the Huisman family.

This is the second time in the past few years that we have helped a florist to rebrand. The first rebrand project we handled was helping the Gross family update the name from Flowers To Go, Inc to Williams Flower & Gift. Changing brand names is a major undertaking to say the least. Arguably it is one of the most difficult challenges any marketing company faces. We successfully migrated Flowers To Go to their new brand. Within 12 months, the Williams Flowers brand was well known in the Puget Sound area. In the case of Huisman Flowers, we think we can accomplish the same mission, arguably in less than 12 months.

 

Selecting The New Firm Name

One of the first things we had to do was to work with Mr. Huisman to come up with a name for his new floral business. At the time of purchase, the local community referred to his firm as Eastern Floral Lakeshore. We worked through this process with Rick. After going through a number of different options, we selected the name “Huisman Flowers.” Our thinking was this. Some of the greatest family owned flower shops in America happen to be named after the founding families. In this case, we could feel the pride and passion that Rick and his family had for this new business. They had invested everything into this purchase.

HUISMAN FLOWERS

In just two short months, the name Huisman Flowers is already beginning to gain momentum. Customers seem to like the name and the results from the 2021 Valentine’s marketing season were some of the very best that the two Eastern Floral Lakeshore flower shops have ever generated. Even in the midst of the COVID 19 pandemic, it feels like we have hit a homeroom with the name Huisman Flowers. We could not be happier for the Huisman family. They are some of the finest folks we have ever had the honor of serving. Looking forward to many great years of working with them. The bar has been raised for competitive florists operating in the area. If they want to keep up, they are going to have to lift their games in a major way.

 

 

Creating The Brand

Once we settled in on the new business name, the next task was to create graphics to support the name and brand. We started with logo design. Thinking about all the different ways we could go with logos. Our team created a design that pulls in all of the mission critical components of the brand. It incorporates the Huisman name, and connects the dots to our historical Eastern Floral Lakeshore roots. The logo was created in multiple formats. That ensured the design would work great for digital, print or vehicle graphics. As part of developing the new brand strategy. Our team created an entire strategy document, designed to provide Rick with one tool for communicating to his employees, sign vendors and vehicle wrap companies. The strategy document included all of the work we did for Rick, including all logos, color palettes, van wrap mock-ups, graphics, marketing plans and more.

 

FINAL LOGO DESIGNS

We created a number of different logo designs. Important to have multiple approved formats for your logo. We use these designs on our digital media. Some of the designs are best suited for van wraps and outdoor signage use. The designs are modern and really pop on the web. Customers coming into the flower shops during the 2021 Valentine’s season were all quite complimentary of the new brand messaging. Many visited the new website during the holidays. Had some great feedback on the new site as well.

 

 

 

 

FINAL TRUCK GRAPHICS

We created several different mock-ups for the graphics on the Huisman Flower delivery vans. The final design that was selected is clean and very effective. We feel that these vans will serve as rolling billboards for Huisman Flowers. They will be seen by thousands of Lake Michigan area people each month. While van graphics don’t necessarily provide a direct impact on sales and revenues, their value will be mission critical in building brand awareness in the community in the years to come.

 

Comprehensive Marketing Program

Flyline has spent years developing one of the floral industries most successful floral marketing programs. Our comprehensive program delivers a steady stream of new sales and revenues for those we serve. It creates the perfect roadmap for search engines who are looking for the most relevant answers to search queries they are receiving. The Flyline staff is relentless in our pursuit of perfection and results. Everything we do is designed to increase sales, revenues and brand awareness for those we serve.

New Floral Bouquets

One of the projects we are working on with Mr. Huisman is the creation of a new line of products for Huisman Flowers. Virtually every great floral brand out there has a number of signature designs that they offer. Our plan is to help Huisman Flowers to also build their own product line.

Some Floral Designs Under Consideration

 

Early Results For Huisman Flowers

We deployed the new website for Huisman Flowers in early January of 2021. That’s right. We did it right before Valentine’s Day. The busiest time of year for a flower shop. I have to admit, it was a challenge to create a new custom website design, in the month proceeding such a pivotal revenue opportunity. We love a good challenge! We worked with TeleFlora to create the custom look and feel that we wanted. The site was deployed and the results from the Valentine’s Day marketing season are now in.  The online numbers were great. The site performed perfectly. The marketing program delivered on it’s promise. Huisman Flowers had an incredible holiday.

Summary

Mr. Huisman choose to strategically partner with us. He signed a multi-year service agreement with us. The Huisman’s now have exclusive use of our services in Grand Haven and Holland, Michigan. We are so richly blessed to have the opportunity to be a part of this start up. Part of our legacy going forward will always be the fact that we helped this great family launch their dream. Thankful to have the opportunity to serve.

 

 

CLICK THE PHOTO BELOW TO VIEW THE NEW HUISMAN FLOWERS WEBSITE

Huisman Flowers selected RTI as their preferred point of sale system. That said, we worked with the lead developers at TeleFlora. We created a new custom site for Huisman. The site is performing extremely well. We have three other clients also using this same custom site. That being Penny’s By Plaza Flowers in the Philadelphia area, Thrifty Florist in the Detroit area and Steve’s Flowers operating in the Indianapolis, Indiana market.