How to Attract More Local Flower Shop Customers With Print Marketing

Social media and online listings can help customers discover your flower shop, but local marketing goes beyond the screen. After all, they also encounter businesses while checking their mail, visiting nearby stores, walking past storefronts, and attending community events. 

Print marketing helps you reach customers in those everyday places. The key is to match each promotional piece to a specific audience (and their needs), location, and season. 

Quick answer: How can print marketing attract local florist customers? 

Reach nearby households: Send postcards using your mailing lists or Every Door Direct Mail® (EDDM®) service to introduce your shop to the local community and announce delivery area and seasonal ordering schedule.  

Be visible around the community: Place flyers at complementary businesses, distribute door hangers to target a neighborhood, and display clear information at your storefront. 

Make every campaign measurable: Encourage customers to take one specific action, such as calling your shop, scanning a QR code, or booking a consultation, to track your campaign’s performance.  

Now that we’ve covered the basics, let’s examine how to get started with print marketing and use it effectively to connect with more customers in your local area. 

1. Decide Which Local Customers You Want to Reach 

“Everyone nearby” is too broad to guide a useful campaign, so a great way is to start with a specific customer group and their needs. The chart below shows the ideal print materials for each type of customer group.  

2. Reach Households With Custom Postcards 

Although postcards have a versatile use in marketing and promotion, they are especially effective when you want to introduce your business to a neighborhood, or you need to reconnect with customers who are already familiar with your shop. 

There are two ways to send postcards to your target audience: use EDDM or your own mailing list. 

Use EDDM to Cover Selected Postal Routes 

This USPS service allows businesses to send postcards or any eligible mail piece to every address along selected postal routes. This is a great option if you don’t have your own mailing list, as it allows you to target customers based on demographic information such as household size, age, and income.  

EDDM-Compliant postcards are especially ideal if you want to introduce your shop to the local community, announce your delivery coverage, and promote seasonal products or services.  

Use a Customer List for More Targeted Campaigns 

If you have a mailing list of customers who have agreed to receive promotional updates from your business, you can use it for your direct mail campaigns. This method is suitable for promoting holiday- or event-themed bouquets, seasonal workshops, corporate gifting, and delivery services.  

Whether you use your mailing list or EDDM for your direct marketing campaign, it’s highly recommended to use standard postcard sizes because of their benefits, including mailing compatibility, lower printing costs, and easier handling. 

3. Place Flyers Through Complementary Local Businesses

Flyers are most effective when their placement aligns with your target audience. Partner with local businesses that serve the same customers as your shop but do not directly compete with your products or services.  

Potential partners include: 

• Bridal boutiques and event venues: Promote wedding consultations and flower decoration for events.  
• Funeral homes: Provide clear information about sympathy flower arrangements and packages. 
• Restaurants, bakeries, and gift shops: Promote bouquets for special occasions (e.g., anniversaries and birthdays) and gift delivery services. 
• Schools and community centers: Share approved information about prom nights, graduations, workshops, or local events. 

Meanwhile, building partnerships with wedding venues and planners takes a more strategic sales effort. For proven ways to convert these connections into client inquiries, see How Wedding Florists Can Book More High-Value Clients.  

To get the most out of referral-based marketing, choose the right size, folding style, and material for your flyers. Keep in mind that the right format and finishes depend on multiple factors, such as the distribution method (e.g., rack display or street/event handouts). 

4. Use Door Hangers for Small, Target Areas

Door hangers are excellent for targeting a small, highly targeted location and work best when the message is relevant to the neighborhood—for example, “Local flower delivery now available in this area” or “Holiday bouquet pickup five minutes away.” 

To get the best ROI with door hangers, consider including a perforated or detachable section that contains a discount voucher or a QR code that you can track. 

Before distributing door hangers, check local solicitation rules and neighborhood restrictions and obtain permission when required. 

5. Turn Your Storefront and Events Into Local Touchpoints 

Window clings and banners can both boost your shop’s visibility, but each is best suited for different locations and promotional timeframes

Remember, always confirm placement rules before installing materials on rented storefronts, shared spaces, event venues, or any property you do not own. 

6. Encourage Customers to Take the Next Step

Each print material should have a clear call to action (CTA) that encourages customers to take the next step. The chart below can help you choose the right CTA and tracking method for each campaign.

Avoid including multiple CTAs on a single print piece. For example, a flyer that asks customers to call, scan a QR code, visit a website, subscribe to a newsletter, and follow multiple social media accounts can overwhelm readers and reduce response rates. While additional contact information can be included, the primary action should be clear and easy to identify. 

7. Track Responses to Improve Future Campaigns 

Record the distribution location, campaign dates, response channels, and number of inquiries received. The goal is to determine if your campaign has achieved its goal. For instance, a wedding-services flyer should be assessed by the number of consultation inquiries and bookings, whereas a holiday postcard’s performance should be evaluated by how many orders it has generated. By tracking responses, you can decide which audience, location, and format deserve another print run. 

You don’t need a large initial print run to learn what works or which campaign needs improvement. Start with a small quantity of promotional materials sent to a selected customer group or distribution area. You can then improve the message, placement, or offer before expanding the campaign.

Turn Local Attention Into Brand Recognition With Print Marketing 

Print marketing is an excellent way to increase your local visibility, particularly if the message is tailored to your target audience.  Moreover, every print material you use, from business cards and packaging labels to greeting cards and other promotional prints, should be consistent with your brand. This helps customers recognize and remember your flower shop across multiple touchpoints.  

For tips on creating cohesive, brand-consistent print materials, see Florist Branding 101: How to Create a Flower Shop Customers Remember.