Noticias
Un nuevo estudio ofrece estrategias para ganarse a los milenials
January 17, 2017
El Fondo de Investigación de Marketing Floral (FMRF) has released results from a new study that provides a detailed analysis about the floral consumption behaviors of Generation Y (or Millennial) consumers.
The FMRF study, called “Tácticas de marketing para aumentar las compras de flores de los millennials,” was conducted by Dr. Chengyan Yue of the University of Minnesota and sponsored by Asocolflores.
The study explored innovative marketing strategies and tactics to better target Millennials, who are key to the future of the floral industry.
Results of the study reveal ways to effectively attract Millennials to floral products, as well as data on their attitudes, preferences and barriers to purchasing flowers.
Los principales hallazgos y una lista de verificación detallada de las recomendaciones de marketing se presentan en el informe y son de un valor incalculable para la industria.
Some of the important strategies include:
- Encourage customization and personalization
– Provide Millennials the opportunity to arrange their own bouquets and customize their delivery, designs and discount options.
– Reposition floral products as trendy and modern. - Provide value for their dollar
– Offer loyalty programs with awards or points that do not expire.
– Create subscription services that are easy to use.
– Overcome the price barrier by offering free gifts, coupons and discounts.
- Use electronic word-of-mouth to generate interest
– Maintain a strong social media presence.
– Develop apps on mobile phones that engage Millennials using coupons, easy payment options and other desirable features.
– Create advertisements that contain funny, unique and interesting information about flowers.
La FMRF fue establecida en 2008 por la AFE para financiar investigaciones de consumidores de la industria floral. Desde entonces, se han completado cinco proyectos importantes, incluido el más reciente Estudio de las Generaciones de Flores de 2016.
Register to download the FREE report and other reports at FMRF.org.
