Have you ever thought about why a customer will buy from your shop, a floristry student enrol in your class or a new member sign up to belong to your club? Perhaps in these recessive times, your question may be more, why aren’t they?

I think the hardest thing to do whether you are part of a club or own a business is to ask that question of those who floated away without parting with their money or their time. If you don’t make excuses, blame the weather, the world economy or even the size of your community, you know what the obvious answer is? You didn’t give them what they were looking for.

To help you on your way, we have gathered New York’s top florist to the rich and famous, a florist working from home who has harnessed technology, a florist opening a brand new flower shop, a tiny flower arranging club and an award winning floristry student.

They have all found some of the answers to creating demand for their particular activity and taking advice from all five will give you some powerful tools for your own unique mix - they also share step by step lessons so you can make their most successful flower arrangements!

So this edition is about giving you some basic marketing ideas to create demand and help you in your business or as a flower club to keep vibrant, passionate and excited this year.

This edition of floral design magazine has an optional companion DVD with 6 fabulous Easter flower arranging lessons, with Sandra Bai.
Review DVD here...