In this week’s episode of The Floral CEO Podcast, Jeni digs into one of the most powerful — yet most underutilized — growth strategies in the floral industry: working with wedding planners, corporate planners, and niche event planners.

If you aren’t intentionally cultivating relationships with planners, you are missing out on major revenue, warm referrals, aligned clients, and the “easy button” that can completely shift the trajectory of your floral business.

Jeni breaks down exactly how planners have transformed her own business — including corporate events booked with two weeks’ notice, five weddings from a single planner relationship in one season, and hundreds of thousands of dollars in annual revenue directly tied to her planner network.

In this episode, you’ll learn how planners actually work behind the scenes, the different types of planners florists should be targeting, what content attracts planners, and how to build genuine relationships that lead to consistent bookings.

What You’ll Learn in This Episode

🌿 1. The Type of Planners Florists Should Be Working With

Jeni breaks down the categories of planners — and why you shouldn’t only think “weddings”:

• Wedding planners
• Corporate event planners
• Bar & Bat Mitzvah planners
• Cultural wedding planners
• Event decorators & party planners
• Niche planners (design-led, experiential, luxury, etc.)

Each type brings its own high-revenue, high-frequency, and high-opportunity client base.

🌿 2. Why Planners Are the #1 Referral Source for Florists

Planners attract the clients who need your services — and they send you warm leads who:

• Already trust them
• Follow their vendor recommendations
• Are aligned with your style and pricing
• Tend to book faster and smoother

Jeni shares real examples, like a $40k corporate event booked within 2 weeks simply because a planner already trusted her.

🌿 3. How to Attract the Right Planners

Your Instagram and online presence matter more than ever. Learn how to:

• Use evergreen content to show you do weddings, corporate, cultural, or mitzvahs
• Make your email easy to find (planners hate contact forms)
• Position yourself as in-demand
• Make planners want to follow and remember you

🌿 4. How to Build Relationships That Actually Lead to Referrals

Inside this episode, Jeni gives actionable steps:

• Follow the planners you want to work with
• Engage strategically (not spammy)
• Comment with intention
• Create content that signals your specialty
• Build name recognition before you ever meet in person
• Get your face on video so planners feel like they already know you

These real relationship-building practices have been foundational in Jeni’s business — and can completely transform yours too.

🌿 5. The Math That Florists Forget About

Just 5 planners…
…who each do 30 weddings a year…
…sending you just 3 of their weddings…

= 15 weddings booked without cold marketing.

This is why planners are the growth strategy most florists overlook.

🌿 6. What We’re Covering in the Floral CEO Mastermind This Month

This episode sets the stage for a deep-dive month inside the Mastermind, including:

• Understanding the different types of planners
• How planners communicate with clients and vendors
• How to pitch yourself
• How to network without feeling awkward
• Building confidence around planner partnerships
• Live coaching & hot seats
• Real scripts and real strategies to use immediately

If you want 2026 to be the year you finally stop saying “next year will be my year,” this is the month you want to be in the room.