In 2000 we decided to change our lifestyle. While maintaining our jobs in the city, we joined the millions of commuters in Southern California, just to live in a rural setting. After buying real estate in Valley Center, California, we adapted quickly, and the commute is worth every minute (or hour) of it. Surrounded by an avocado grove, we also started growing flowers - from exotic South African Protea to long stemmed Mediterranean Myrtle and Australian Eucalyptus and Banksia. In 2005 we decided to look for an alternative to the wholesale markets that we were selling our cut flowers to.

We turned to the Internet and established a simple e-commerce web site. Our business model changed from grower and wholesale supplier to grower and Internet floral boutique.

That gave us the opportunity to concentrate on marketing our web site.

In 2006/07 our business grew rapidly and once again we had to change. We created an Internet enterprise that combines an online storefront and supply chain with established supplier relationships to create a marketing platform that bypasses traditional wholesalers, distributors and retailers.

We now make use of every available Internet marketing channel. The most successful marketing tool is our newsletter. The e-mail campaign consists of writing and distributing a monthly newsletter; we schedule campaigns, design landing pages with offers, promotions, and event listings. We have a very loyal following and 50 – 60% of our sales consists of repeat or referred sales as a direct result from our newsletter subscriber list. In addition to a ‘sales pitch’, we cover topics from growing tips to interesting tidbits about the Protea floriculture industry. Our subscribers also dictate the new areas of growth for the company.

To create awareness for Protea flowers (few people know what they are) and to get new customers, we use the following marketing techniques:

1. On page SEO for organic Search Engine listings
2. Pay-per-click advertising (AdWords, Yahoo! Search Marketing, MSN adCenter and Exact Search)
3. Article writing and blogs
4. Online press releases
5. Social Media sites and podcast advertising
6. Utilize Google analytics to evaluate and implement tactics to improve conversion and average order value

Traditional marketing still plays a role and the emphasis is always on directing traffic to the web site.

We sell flowers through our web site only. Our target audience is small and select; and consists mainly of affluent individuals as well as professional floral designers that supply their clients (hotels and restaurants) with long-lasting Protea flowers.

To all of you, from all of us at Cape Flower Fields - Thank you and enjoy these amazing Protea flowers!

Eugene & June Brill
DiscoverProtea.com
(760)705-GEMS