Parfum Flower Company puts a lot into their marketing: blogs on websites, social selling by employees, Instagram, but especially Facebook. The current highlight of this according to them is a video of David Austin packaging roses at a company called Tambuzi in Kenya. With 13,000 likes and being shared 2,200 times, the video has reached 2 million people and the video itself has been watched 1.3 million times.
Arnold Wittkamp, marketing manager of Parfum Flower Company thinks that; “The success of our page is because we can offer the best variety of the most beautiful flower in our line of work. The rose.” “On our social media, we mainly create content for florists but also for the consumers who have their picture taken with our roses and is given to the florists.”
So the consumer is also being addressed. Although I don’t take them into account when deciding on a target group to advertise for on Facebook.”
Of the 12 employees at Parfum Flower Company 2 are working fulltime on marketing. But it is expected that all employees present themselves on social media, even the employees in the box. It is expected from account managers that they spend at least 4 hours a week on social selling via Instagram, Facebook, and LinkedIn.
“Thanks to our Italian account managers/influencers, for example, we have gathered that florists in the north of Italy aren’t on Facebook that much. They make more use of Instagram, and this requires a whole other approach”, says Arnold Wittkamp. “We don’t spend that much on Facebook really. With a good post and 50 euros budget, we easily reach 100,000 people. This is of great value to us and brings more visitors to our website. The last couple of months we’ve been getting more than 10,000 unique visitors a month. And in a week or three, we will have reached 100,000 likes, from actual florists and companies, on our Facebook page. This brings us new opportunities if I still understand Facebook's algorithms. Because a lot changes in a short period of time it has become hard to keep track of it all. But with over 100,000 likes other companies can use our page as a target group, which can only be good for our own reach.”
Arnold Wittkamp: “The video of the packaging of roses at the Tambuzi company in Kenya has, by now, reached over 2 million people. A simple handheld video made with an iPhone. And to think we just finished a very pricey video production, that hasn’t even gotten that kind of reach. But it can still happen. The professional video has a bigger chance to get picked up by the masses and go viral. Only time will tell. In the meantime, we will keep on making beautiful and relevant content to generate more leads and conversions.”
Parfum Flower Company
Flora Holland Aalsmeer (Zuid)
Magnolia 1
1424 LA De Kwakel
T: 31 (0297) 361 006
www.parfumflowercompany.com