Petals Group & Flower Café

CASE STUDY

How We Saved a 60-year-old Luxury Events Business During the Pandemic

Petals Group & Flower Café

“Our parent company, Petals Group, is an industry leader in the luxury weddings, florals and corporate events space in Cape Town. We had never done any advertising or marketing, as word of mouth had brought in 100% of our business since 1967. Spiking coronavirus infections in April 2020 suddenly caused the government to shut down all ‘non-essential’ businesses, which meant Petals Group and most South African businesses came to a standstill. In July 2020 our Petals team met with Anago Marketing. In one day, Lisa brought us the idea for Flower Café and helped us launch the new business and brand just three weeks later! And the rest, as they say, is history!”

– Veronica Yankelowitz, Co-Owner and Director of Petals Group & Flower Café

CASE STUDY

How We Saved a 60-year-old Luxury Events Business During the Pandemic

Petals Group & Flower Café

“Our parent company, Petals Group, is an industry leader in the luxury weddings, florals and corporate events space in Cape Town. We had never done any advertising or marketing, as word of mouth had brought in 100% of our business since 1967. Spiking coronavirus infections in April 2020 suddenly caused the government to shut down all ‘non-essential’ businesses, which meant Petals Group and most South African businesses came to a standstill. In July 2020 our Petals team met with Anago Marketing. In one day, Lisa brought us the idea for Flower Café and helped us launch the new business and brand just three weeks later! And the rest, as they say, is history!”

– Veronica Yankelowitz, Co-Owner and Director of Petals Group & Flower Café

Petals Group had around 25 staff members and a huge rental bill that needed to be paid while COVID-19 locked people in their homes and away from their businesses. While they had to cut salaries and retrench some staff members, after four months of lockdown it became clear that their business and morale would not survive without pulling a rabbit out of a hat.

Flower Café has seen approximately 15,000 people through their doors since their opening and has become a beloved spot for locals and tourists, garnering around R1 million worth of free PR coverage and exposure along the way. The client was also able to start selling off warehouse stock of their event props and styling items through the cafe – an avenue which had not been open to them before. Flower Café has also developed a retail arm, where locally made products are displayed for purchase. The little business is also known for its creative collaborations with local artists and creatives, who are invited to host beginner classes for the public in the whimsical studio space.

Petals Group had around 25 staff members and a huge rental bill that needed to be paid while COVID-19 locked people in their homes and away from their businesses. While they had to cut salaries and retrench some staff members, after four months of lockdown it became clear that their business and morale would not survive without pulling a rabbit out of a hat.

Flower Café has seen approximately 15,000 people through their doors since their opening and has become a beloved spot for locals and tourists, garnering around R1 million worth of free PR coverage and exposure along the way. The client was also able to start selling off warehouse stock of their event props and styling items through the cafe – an avenue which had not been open to them before. Flower Café has also developed a retail arm, where locally made products are displayed for purchase. The little business is also known for its creative collaborations with local artists and creatives, who are invited to host beginner classes for the public in the whimsical studio space.

“Efficiency is at the core of this small owner-run marketing agency. Anago has a unique ability to simplify strategies for their clients, making them understandable and less daunting. Once they have a feel for your business, they have the talent to make your customers truly understand and feel the heartbeat of your company. And this is the skill that we believe makes Anago Marketing a uniquely and proudly Capetonian entity.”

Veronica Yankelowitz

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While it’s tempting to assume that a big pile of money is the thing that separates successful brands from the rest, the truth is money has nothing to do with it!

Here are five FREE things that successful brands get right that you can action TODAY.