Three options. Only one actually works for your business.
Retail florists are your customer. Five peaks pay the cold-room.
Florist supply wholesalers live and die by five peaks: Mother's Day in May, Valentine's Day in February, Christmas in December, Easter in March or April, and the second Mother-and-Father-Day push in late August. Retail florists, wedding stylists and event planners are the customer base, the cold-room and the import logistics (Holland, Kenya, Colombia, Ecuador supply chain on top of the Australian-grown specialty) are the fixed cost, and the marketing job is two-fold: win the wholesale-cut supply contract eight weeks before each peak (when retail florists are locking in their Mother's Day stems three months out, you want to be the page-one Google result for 'wholesale cut flowers [city]'), and fill the May-to-September bench with wedding-and-event-stylist work and corporate-funeral pallets. Almost nobody plans both: most wholesalers either ride the peaks and accept the off-peak gap, or they over-extend into the off-peak with no peak-supply ad ramp pre-warmed, and lose the next Mother's Day to whichever Sydney Markets neighbour is on page one.
Good florist-supply wholesale marketing is four things, in this order: a peak-supply landing page per peak window (Mother's Day live by 1 March, Valentine's by 1 January, Christmas by 1 November) that ranks for 'wholesale cut flowers [city] Mother's Day' before the retail-florist buying team starts shortlisting; a category-page library across fresh-cut, dried, preserved, silk and import (Holland + Kenya + Colombia + Ecuador) plus Australian-grown specialty so retail florists searching the specific stem find you; a wedding-stylist-and-event-planner pipeline page with bulk-pallet pricing visible ($3 to $15 per stem, $40 to $300 per bunch, $200 to $2K wedding-package, $500 to $5K event tier) and Flower Industry Wholesalers Association of Australia membership front-and-centre; and a steady stream of cold-room-arrival, market-floor and event-pallet content on Instagram and Facebook that builds the B2B-supply authority signal an aggregator import desk never will.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the five peaks (Mother's Day May, Valentine's February, Christmas December, Easter March-April, Mother-and-Father-Day late August) and the May-to-September wedding-stylist and event-planner bench. Briefs the other agents so the Mother's Day landing pages go live by 1 March, the wedding-stylist Instagram runs year-round to feed the six-month booking pipeline, and the corporate-funeral pallets and event-stylist work fill the off-peak gap.
Imports your existing site and makes shipping a new peak-supply or category page a five-minute job. Builds out a page per peak (Mother's Day, Valentine's, Christmas), a category page per cut type (fresh-cut, dried, preserved, silk, import, Australian-grown), and a wedding-stylist-and-event-planner pipeline page with bulk-pallet tier pricing ($3 to $15 per stem, $40 to $300 per bunch, $200 to $2K wedding-package, $500 to $5K event), to your live site in two taps.
Owns the work that decides whether you rank for 'wholesale cut flowers [city]', 'Mother's Day wholesale roses [city]' and 'wedding-pallet supplier [city]': Google Business Profile primary category set to 'Wholesale Florist', stocked-stem lists and case prices posted to the profile, Flower Industry Wholesalers Association of Australia membership in the footer and schema, peak-supply pages indexed in time. Auto-applies the low-risk fixes.
Launches Google and Meta campaigns that RAMP into each peak: Mother's Day wholesale-supply spend climbs from $40/day in early March to $400/day across April, then drops back; Valentine's ramps in January; Christmas ramps in November. A separate wedding-stylist Meta campaign runs year-round at a steady $40/day with retargeting on the bulk-pallet portfolio. Pauses spend if the cold-room is light on stock or import shipment is delayed.
Turns the 5am cold-room, the Sydney Markets Flower Section floor, the import-pallet arrival and the wedding-stylist setup into a weekly stream of posts in your real accounts: the Madame Red landing from Kenya, the David Austin trolley from the Sydney growers, the cool-chain rig leaving for Centennial Park, the event-pallet build for Saturday's wedding stylist. Builds the wholesale-supply authority signal an aggregator import desk never will. You film one frame per moment, the agent drafts, you approve.
Drafts the long-form pieces retail florists, wedding stylists and event planners read between peaks: 'Mother's Day wholesale supply: when to lock in your stems', 'Holland vs Kenya vs Colombia: what the import grade actually means', 'wedding-pallet pricing guide: what does a $2K wedding pallet actually contain', 'corporate-funeral pallet sizing for a 200-head service'. Two drafts a fortnight, in your voice, that bring the retail-florist buying team to your site weeks before they shortlist suppliers.
Your first 30 days.
- Existing site imported, agency hosting and CMS bills torn down
- Annual plan set by Sam around the five peaks (Mother's Day, Valentine's, Christmas, Easter, Mother-and-Father-Day) and the off-peak wedding-stylist and event-planner bench
- Mother's Day, Valentine's and Christmas peak-supply landing pages indexed and ranking for 'wholesale [peak] [city]'
- Category pages indexed across fresh-cut, dried, preserved, silk, import (Holland, Kenya, Colombia, Ecuador) and Australian-grown specialty
- Wedding-stylist and event-planner pipeline page live with $200 to $2K wedding-pallet and $500 to $5K event tier pricing
- Corporate-funeral pallet page live with head-count sizing and cool-chain delivery cut-off
- Google profile flipped to 'Wholesale Florist' with Sydney Markets Flower Section, cool-chain delivery suburbs and case-price stem lists posted
- Cold-room-arrival, market-floor and wedding-stylist-event captions queued in your voice; Mother's Day wholesale-supply explainer drafted
Florist supply wholesalers lose the peaks not because the cold-room isn't full, but because the Mother's Day landing page goes live in April and the wedding-stylist Instagram looks like every other importer's grid. The wholesalers that fill the May-to-September bench are the ones treating each peak as customer-acquisition for the wedding-stylist, event-planner and corporate-funeral work that pays the off-season.
Agencies are too dear to actually run the peak-supply landing pages, the wholesale-cut ad ramps and the wedding-stylist pipeline for $4.5k a month. Tools are cheap but you write the Mother's Day buying-team email at 9pm after the cold-room shuts. In-House is the third option: for $299 a month the agents ship the peak-supply pages, ramp the campaigns 8 weeks before each peak, post the cold-room arrivals, draft the wedding-pallet guides and open the event-stylist pipeline. You stay in the driver's seat, two taps to approve, minutes a day. Stop losing the May Mother's Day case order to the Sydney Markets neighbour on page one.