Monthly Archives: May 2010

To Do List: How To Get Publicity

May 24, 2010

I need to be cautious here…but I am wondering if you (like me) ever feel like a loser when you do not accomplish all of the tasks on your To Do list?

I try to be vigilant of that fearful, lazy part of myself that loves to create distraction and drama not to do the work. Whenever “the loser Preston” appears, I treat him with a lot of tender loving care. Maybe I take him out for some ice cream or a run and bring him back, sit his ass down, and let him do the work. (OMG, I am talking about myself in the third person…)

How did you make out with your To Do list last week? I had a little difficulty making two of the three calls I needed to make.

This week, I’d like us to concentrate on getting publicity. I find that advertising is a very powerful tool in getting your name and business out there, but a great article written about you is even more powerful. When a potential client reads your name in print, she is more likely to take you and your business seriously.

These are my suggestions for how to get your name out there:

Magazines. What magazines do you think your clients read? When I first started, I called Brides magazine once a week for 6 months. I simply told them, “I’d love to be in your magazine. I have some beautiful flowers I want to show you.” Eventually I got a call back and my first cover. You need to understand that any good magazine editor is constantly looking for something new and different and that could be you.
Newspapers. The same approach as above, yet this one is a bit more challenging. You need to ask yourself one question: If I was reading the paper, what story about me or my business would I want to read that I have not read before? Even if you are not a writer, put down this idea in a couple of sentences. Then, you are ready to do your weekly call or email to one of the newspaper editors.
TV. I find that the morning shows in your area are the best place to start. Again, remember that these shows are daily. Most of the time, producers of these shows find it difficult to come up with a new and fresh idea. This is where you come in. Most morning shows love demonstrations of some kind. If you are having a difficult time coming up with a fresh idea, consult a friend, family or associate. Look up one or two of the show’s producers and make it your daily practice to send him/her your “new idea.”
Web. This is both easier and harder than some of the other tactics above…which is why we’re going to discuss this in a separate post next week. (Stay tuned!)

An important thing to remember as you develop your Publicity To Do list: this can become a really fun thing to do, especially when you get that first call. (It can take at least three months to get that first response back.)

The key is to never give up

In my experience, once you get your first break, the others will follow with greater ease.

My To Do list this week: Plan a great week of fun and laughter. (We seldom make time for fun… What are your plans for the holiday weekend?)

I also want to know…Do you resist self-promotion? Why?

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Your Turn: Best Venue In Your Area

May 21, 2010

Gotham Hall in New York City (Before)

HELP! I am having a hard time finding great new venues to recommend to my clients when I am working around the world. I find that a lot of venues have these amazing pictures online, but when I visit either the upkeep leaves a lot to be desired (dirty carpets, scratched chairs, dirty walls, etc.) or the food is not all it promised to be.

Could you please recommend the best venues that you have worked in or visited in your area?

place settings, table setting,flowers,wedding centerpieces,bouquets,arrangements

Gotham Hall (after)

This is what I am looking for:

Beautiful rooms, modern or traditional
Good upkeep
Great food
Great servers
Good bathroom (If this is not great, I can always improve it)
An extra bonus: if they have good hang points (I love the choice of hanging extra lighting or decoration from the ceiling)

Your recommendation would be greatly appreciated!

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Common Mistakes: Indulging clients with big dreams and small budgets

May 20, 2010

It’s very challenging (and frustrating actually) when I get a bride who has been dreaming about her wedding her whole life and starts describing a million dollar event without the least awareness of how much things actually cost. Then, there is another group of clients who actually know what things cost, but in their minds somehow expect that you will either lower your prices or do some kind of magic to give them what they want for a very small budget.

Here is an example of an event that ended up being bigger than the client’s original budget. However, they did receive a great value. For example, the flowers in this centerpiece also ended up working as the giveaways for the event–two for one.

I have received countless calls from vendors and friends describing jobs from one of my books clients wanted them to duplicate for very little cost. I have also seen pictures of some of these reproductions vendors and friends have created from my books and they’ve done incredible work for much less than I was able to (you know who you are–congratulations!).

After making the mistake of indulging my clients with the fantasy that they can get more for less, this is what I have learned to bring them back to reality:

In that initial meeting you do want to hear all their dreams and wants. However, you need to establish a very clear explanation of your services and cost in a way that any client can understand easily.
It helps a great deal when you have varying levels for your cost choices (from less expensive to the more costly). It’s important that you have visuals to describe what a client will get at each level. For example: this table is $200 with an explanation in great detail why. This other table is $300 also with an explanation, etc.
This level of detail in explaining is important for your services as well. I find that once a client learns how your pricing works, it’s easier to make a sale.
Explain to clients that you are willing and excited to give them their dream event, however they might have to decide what is more important to them because they simply cannot have it all. (Most clients understand this. The ones that insist in getting it all for less are NOT for you.)
It’s all about romancing the clients, treating them with great care, and being very firm on your costs. I find that even very wealthy clients became wealthy because they learned how to spend their money effectively by getting the best value possible. So, it’s up to you to convince them what they are getting is valuable.

Regardless of how much money a client has, they all have a cost they are comfortable spending. You always need to find out what that price is. I have also learned that if there is something they really love and want (and can afford), they might be willing to spend a bit more. It is up to you to create an environment of upselling. (Next week I’d love to talk about how you upsell–the art of getting a client to spend more than they originally intended.)

Question: Can you actually say NO to a client who wants you to lower your prices? If not, how do you deal with them?

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Motivation Practice

May 19, 2010

Excuses by D.Wayne Dyer (photo via).

I wonder if you, like me, ever need to work on remaining motivated? We all want success, inspiration, great jobs etc., but very few folks talk of the daily journey that is integral to staying motivated.

For me, remaining motivated is essential. It helps me battle with my old familiar demands of not being good enough, thinking about not getting the jobs I want, not having enough time…this list is endless.

I’d like to start this new blog series where we can share motivation tips and support each other to keep moving forward regardless of all our doubts and difficulties.

How do we keep our faith that things will work out? (This simple belief is what has kept me going for so many years.) Obviously, motivation requires daily attention and practice.

Here is the daily morning routine that helps me keep focus and inspired regardless of my demons:

Write anywhere from 1-3 pages in a journal. This is a very powerful tool and great way to get rid of all the unnecessary junk in your mind. Once written down, it’s easier to let the worries go. In addition, don’t hesitate to write down your dreams and goals. This is always a first step for putting them into motion.
Read a few pages from a book that inspires you. This book could be the Bible or any religious book that gives you hope. I am reading several books right now, but the one I am loving is Excuses Begone! by Dr. Wayne Dyer.
Find a motivation quote. Sometimes, we just need something that will remind us how much we can achieve. Find a quote that motivates you and tape it up near your desk. My quote for today is: “You can do what you have to do, and sometimes you can do it even better than you think you can.” –Jimmy Carter
One meeting at a time. If a day of tasks ever feels overwhelming, just sit and think this to yourself. Once you focus on being present to the tasks that need to be accomplished, and you focus on them one at a time, you can achieve anything.

Now tell me, who among your friends and family helps keep you motivated? For me, it is my partner and my design team.

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Frequently Asked Questions: What is the typical cost of an event in your area?

May 18, 2010

Last week, I posed the question: Should a florist or design act as a planner too? I mentioned that I’d give you my opinion this week on the answer to this question. In my humble opinion, I think we should all stick to what we do best. However as I mentioned last week, I think it’s perfectly acceptable if your company offers both services.

I remember how excited I was when I first started my career and received my first $500 job (this was many, many moons ago). The following year that amount doubled, and for the past 30 years, it has been steadily increasing (thank God).

Today with the economy, the amount that clients are paying for their events is highly confusing. At times, clients can even use this confusion to try and get us to lower our prices. This is why I wanted to take this opportunity to present this question to you: What is the typical cost of an event in your area?

I understand that we all resist discussing prices, however this might help us all understand the general market value of what we do. In my experience, a typical event in New York could cost anything from $200,000 and up.

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