EDITORS’ NOTE Derrick Myers, CPA, CFP, PFCI, loves a good financial management challenge, however big or small. Send your questions to
fmeditor@safnow.org.
Every marketing dollar
has a job to do. The most valuable investments aren’t measured by the
first sale they generate, but by the long-term
customer relationships they help create.
BY DERRICK P. MYERS, CPA, CFP, PFCI
customer relationship? There’s a significant financial difference between the two, and understanding that
M
difference can change how you evaluate every dollar you spend on marketing. Some marketing efforts generate a single transaction. Others create customers who
return again and again, refer friends and become long-term sources of revenue. The dif- ference is often measured through customer lifetime value, a financial metric that helps businesses evaluate customers not by what they spend today but by what they may spend over time. Understanding that distinction can change how you evaluate market- ing investments, customer retention efforts and the overall health of your business.
34 FLORAL MANAGEMENT | September/October 2026 |
WWW.SAFNOW.ORG
arketing matters. It drives orders, builds awareness and keeps your shop visible in a competitive marketplace. But not all marketing delivers the same kind of return. Marketing is often measured by how many new orders come through the door. But here’s an important question: Are you acquiring new but one-time orders, or are you embarking on a continuing
SHUTTERSTOCK/IKIRY GR& MERNK
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48
