Get Smart in Marco Island, P. 10 Annual All-Industry Web Directory, P

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Also Inside: Get Smart in Marco Island, p. 10 Annual All-Industry Web Directory, p. 36 Time-saving scheduling apps, p. 48

june 2014 | volume 31 | number 4

{ Quality service since 1946 }

When Wesley Berry Flowers opened its doors sixty eight years ago, our family lived in the back of the shop—putting our customers needs ÅZ[\ From these humble beginnings we’ve grown into Å^M brick and mortar shops located throughout Metropolitan Detroit, and we’re proud to say our commitment to customer service is still top priority, and by working with our fellow ÆWZQ[\[ to delight customers from coast-to-coast we have become one of the largest ÆWZQ[\[ in the VI\QWV We’re Wesley Berry Flowers, delivering excellence M^MZaLIa

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june 2014 | volume 31 | number 4

20 DEFY YOUR SIZE ONLINE Flex your online marketing muscle, without depleting your resources.

30 SAF TO MEDIA: ‘LIVE LIKE A FLOWER’ SAF’s latest event is a big hit with national lifestyle editors.

34 PUTTING ART IN BLOOM Nearly 70 ﬂ oral designers from around the country and world paid ﬂ oral tribute to masterpieces in Philly.

36 ALL-INDUSTRY WEBSITE DIRECTORY 30 Locate your favorite suppliers online. 44 ACQUISITIONS: UNDERSTANDING YOUR PURCHASING POWER Thinking about buying a ﬂ ower shop? Don’t move forward before 18 doing your research. 2 VIEWPOINT 14 ON MY TO DO LIST 4 AD INDEX 16 CSI: FLOWER SHOP 6 WHAT INSPIRES US 18 FRESH CHOICES 6 MORE ONLINE 46 INDUSTRY NEWS 8 LETTERS 48 PLUGGED IN 10 SAF IN ACTION 50 BUSINESS OF DESIGN 52 NEW PRODUCTS 12 HANDS ON 54 CLASSIFIEDS Get the Digits 56 CARE & HANDLING Low Cost Technology Streamline Communication > PHOTO ILLUSTRATION BY BUSSOLATI

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Viewpoint CHRIS DRUMMOND, AAF

GET OUT OF YOUR WHOLESALER’S COOLER > Have you ever found yourself in the A lot of flo- following situation? (Be honest.) rists are afraid to THE FLORAL BUSINESS AUTHORITY JUNE 2014 | VOLUME 31 | NUMBER 4 It’s 11 a.m. on a Wednesday and a adopt this buy-in- big order just came in — orchids, callas, advance strategy, KATE F. PENN EDITOR IN CHIEF roses, etc., all in a specific color range. because they’re CHIEF CONTENT OFFICER The trouble is, you don’t have the right worried they won’t [email protected] SHEILA S. SANTIAGO COMMUNICATIONS flowers in your cooler. So, you make a sell those flowers; AND PRODUCTION MANAGER fast call to your go-to wholesaler (maybe that customers [email protected] while you’re out delivering other ar- will demand some- MARY WESTBROOK CONTRIBUTING EDITOR [email protected]______rangements yourself or taking your kid thing different, and KATIE HENDRICK CONTRIBUTING EDITOR to a doctor’s appointment; probably not the florist will end up with a lot of unused [email protected]______while you’re at your desk or carefully re- flowers by week’s end. At Plaza Flowers, DESIGN AND PRODUCTION viewing prices). You get what you need, however, we’ve learned that you can in BUSSOLATI ASSOCIATES JAMIE MITCHELL, ART DIRECTION AND DESIGN but as you pick and choose your flowers fact be successful and far more profitable PUBLISHING ADVISERS from your supplier, a few stems here and with advanced, strategic ordering, but PETER J. MORAN, SAF CHIEF EXECUTIVE OFFICER DREW GRUENBURG, SAF CHIEF OPERATING OFFICER a few more there, you know you’re pay- you have to a) train your staff to sell what EDITORIAL OFFICES ing a premium, and the payoff for that you have and b) use technology to accu- SOCIETY OF AMERICAN FLORISTS great order is getting smaller as your rately estimate what you’ll need, on any 1601 DUKE STREET, ALEXANDRIA, VA 22314-3406 (800) 336-4743; (703) 836-8700; FAX (800) 208-0078 cost of goods sold (COGS) increase. given week of the year, and how much. WWW.SAFNOW.ORG______We all get into a pinch sometimes. Getting that baseline estimate sounds ADVERTISING SALES As a third-generation florist and the daunting, but it’s a lot easier than you KELLI NILSSON [email protected] president and general manager of a suc- might think, and most of us already have 214-291-3652 cessful business with two retail locations the tools to do it, thanks to our POS sys- in metro Philadelphia, I talk to a lot of tems, which can accurately track sales FLORAL MANAGEMENT (ISSN 1067-4772) (USPS-936-400) IS PUBLISHED MONTHLY BY THE SOCIETY OF AMERICAN FLORISTS (SAF), other florists and visit a number of stores based on product categories. (If you want THE ASSOCIATION THAT PROVIDES MARKETING, BUSINESS AND GOVERNMENT SERVICES FOR THE ENTIRE FLORICULTURE INDUSTRY. each year. When we talk shop, I’m often to read more about how my shop handles STATEMENTS OF FACT OR OPINION IN FLORAL MANAGEMENT ARE surprised by what I hear: Turns out, a lot this, read “Master the Art,” p. 14.) THOSE OF THE AUTHORS AND MAY NOT REFLECT THE OFFICIAL POLICY OF THE SOCIETY OF AMERICAN FLORISTS. PERIODICALS of people are living out of their wholesal- The three keys to getting out of your POSTAGE IS PAID AT ALEXANDRIA, VIRGINIA 22314-3406 AND ADDITIONAL MAILING OFFICES. ALL MATERIAL IN THIS MAGAZINE ers’ coolers, waiting until the last minute wholesaler’s cooler, and getting on the IS COPYRIGHTED 2011 BY SOCIETY OF AMERICAN FLORISTS. ALL to buy product and picking and choosing road to improved profitability, are good RIGHTS RESERVED. $25 OF SAF MEMBERSHIP DUES REPRESENTS A MEMBER’S SUBSCRIPTION TO THIS PUBLICATION. SUBSCRIPTIONS FOR stems rather than buying in quantity. data, discipline and training to ensure NON-MEMBERS ARE AVAILABLE FOR $49 PER YEAR. SINGLE COPIES: $4. MATERIALS MAY NOT BE REPRODUCED WITHOUT WRITTEN They have the overblown fresh flower your team knows what’s available. If PERMISSION. COGS (40 percent or higher) to prove it. you’re having trouble controlling fresh POSTMASTER SEND CHANGE OF ADDRESS TO FLORAL MANAGEMENT, This strategy isn’t sustainable. In fact, COGS, and you implement this strategy, I 1601 DUKE STREET, ALEXANDRIA, VA 22314-3406. PUBLICATIONS I’m convinced it’s a recipe for failure. guarantee you’ll see dramatic results. MAIL AGREEMENT #40589029. CANADIAN RETURN MAIL ADDRESS: STATION A P. O. BOX 54, WINDSOR, ON N9A 6J5. The wholesalers and suppliers aren’t Chris Drummond, AAF, is the president E-MAIL: [email protected]. to blame either. They have to charge INSTRUCTION TO CONTRIBUTORS and general manager of Plaza Flowers in FLORAL MANAGEMENT WELCOMES ARTICLES AND PRESS RELEASES top-dollar for “loose pick” because it’s metro Philadelphia. [email protected]______TO BE SUBMITTED FOR POSSIBLE PUBLICATION. SEND TO: FMEDITOR@______speculative and labor intensive. SAFNOW.ORG.______ANY UNSOLICITED MATERIALS SENT, INCLUDING PHOTOGRAPHS, WILL NOT BE RETURNED UNLESS REQUESTED. FLORAL When we, as florists, wait for orders MANAGEMENT IS NOT RESPONSIBLE FOR THE LOSS OF PHOTOGRAPHS OR ANY OTHER MATERIALS SENT. to come in and then source our product, FLORAL MANAGEMENT IS A MEMBER BENEFIT OF THE we’re operating backwards. There’s a SOCIETY OF AMERICAN FLORISTS. WWW.SAFNOW.ORG______better way: Don’t buy what you sold. LETTERS TO THE EDITOR WE WELCOME YOUR FEEDBACK ON THE MAGAZINE. PLEASE SEND Instead, train your salespeople to sell YOUR OPINIONS AND SUGGESTIONS TO: [email protected].______what you bought. This change allows you to work with your vendors far in advance to secure a week’s supply of fresh flowers at the best price. Use proper care and handling procedures, including 34 F coolers, and you’ll provide faster service and better quality to your customers . . . all while bringing down your GOGS.

2 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

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Ad Index

FIND WHAT YOU NEED You can also visit advertisers online at ﬂoralmanagement.safnow.org.

THE FLORAL BUSINESS AUTHORITY Accent Décor 800-385-5114, AccentDecor.com ...... 33 Floral Management Advisory Board Beneva Solutions 866-225-1173, BenevaSolutions.com ...... 32 Chairperson DOUGLAS FICK Cal Glads 805 310-5420, CalGlads.com ...... 47 BROADWAY FLORAL HOME AND GARDEN PORTLAND, ORE. [email protected]______Chrysler Group LLC 866-726-4636, RamTrucks.com/Commercial ...... 29 BOARD LIAISON

ARDITH BEVERIDGE, AAF, AIFD, PFCI, CAFA, MSF Company Corp 800-643-6583, Incorporate.com ...... 8 KOEHLER & DRAMM INSTITUTE OF FLORISTRY MINNEAPOLIS, MINN. Connectaflor 800-888-8994, ConnectaFlor.com ...... 51 [email protected] TOOMIE FARRIS, AAF, AIFD Deliflor Chrysanten +57 (311) 389-3517, DeliFlor.com ...... 15 MCNAMARA FLORIST, LLC - DESIGN CENTER FISHERS, IND. [email protected]______Design Master color tool inc. 800-525-2644, dmColor.com ...... Inside Back Cover

WILJA HAPPE FARMERS’ WEST FLOWERS & BOUQUETS, INC. Floral Strategies 800-983-6184, FloralStrategies.com ...... 43 CARPINTERIA, CALI. [email protected]______Flower Shop Network 800-858-9925, FlowerShopNetwork.com ...... 49 MANDY MAJERIK HOTHOUSE DESIGN STUDIO FTD 800-788-9000, FTDi.com/FTDadvantage ...... Back Cover BIRMINGHAM, ALA. [email protected]______Got Flowers? 408-840-3514, GotFlowers.com ...... 27 DAVID MITCHELL, AAF MITCHELL’S FLOWERS Hortica-Insurance 800-851-7740, Hortica-Insurance.com ...... 55 ORLANDO PARK, ILL. [email protected]______Reliant Ribbon 800-886-2697, ReliantRibbon.com ...... 9 KAITLIN RADEBAUGH GEORGE W. RADEBAUGH & SONS, INC. TOWSON, MD. Royal Flowers 305-477-4483, RoyalFlowersEcuador.com ...... 17 [email protected]

SHELBY SHY Smithers-Oasis 800-321-8286, OasisFloral.com ...... 7 SHIRLEY’S FLOWERS & GIFTS, INC. ROGERS, ARK. The Sun Valley Group 800-747-0396, tsvg.com ...... 25 [email protected]______

HEATHER WAITS Syndicate Sales 765-457-7277, SyndicateSales.com ...... 5 BLOOMTASTIC FLORIST UPPER ARLINGTON, OHIO Teleflora 800-321-8286, MyTeleflora.com ...... 3 [email protected]______OUR MISSION: FLORAL MANAGEMENT STRIVES TO GIVE READERS Vasic Floral 855-505-5545, VasicFloral.com ...... 53 PRACTICAL, EASILY ACCESSIBLE INFORMATION ON OPERATING AN EFFECTIVE AND PROFITABLE FLORAL BUSINESS. ARTICLES ADDRESS A WIDE RANGE OF BUSINESS MANAGEMENT TOPICS, INCLUDING Wesley Berry Flowers 800-628-9371, WesleyBerry.net ...... Inside Front Cover MARKETING AND ADVERTISING STRATEGIES, TECHNOLOGY, PERSONNEL AND FINANCIAL MANAGEMENT AS WELL AS FRESH PRODUCT, SUPPLY AND ECONOMIC TRENDS.

Don’t trash this issue. Please recycle this magazine or pass it along to a colleague or friend.

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4FLORAL MANAGEMENT | JUNE 2014 | ______WWW.SAFNOW.ORG

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What Inspires Us

> SAF Chief Information Officer Renato But in a different way.” (Philosophical Sogueco submitted his technology and rehashed?) trends cover story — a tradition we You see, on the pages of Floral started back in June 2007 and have Management, we try to “keep it real.” continued every June since — with this As in: really practical. In fact, Renato’s precaution: “This is a little different from monthly Plugged In column best ex- my approach in years past. It’s a bit more emplifies this approach. AKA the floral philosophical. A bit more ‘big picture.’” industry’s “tech guru,” Renato would (Uh-oh.) He added: “Also, it sort of talks never write about the importance of, about a lot of the stuff I’ve written about. say, securing your data online, without giving you a detailed tutorial on how to encrypt it. When Renato explores the benefits of promoted posts on read of it. But you be the judge. It’s the Facebook, he also tells you exactly how kind of article you may keep handy for to create one (as in, “now click on the the next several months, as an ongoing top right dropdown menu . . .”). reference for how to “Defy Your Size Generally speaking, that’s “how we Online” (p. 20). If Renato accomplishes roll” at SAF. Details drive our content, what he had hoped, you will start to re- whether in Floral Management or at gard your online presence with a “new, SAF’s educational events (check out the more holistic” mindset — one that’s not sink-your-teeth-in-it convention program- unlike much larger, non-floral companies ming, previewed on p. 10). Same goes for (and a few floral ones as well).

our products and services (visit _____safnow. Hungry for bite-size pieces of tech ad- org/health-care-resource-center some- vice? Check out some florist-favorite tech time; not exactly a “fun Friday night” sort tools and tips (p. 12), several apps to take of activity, but it’s your go-to source for the headache out of scheduling and staff addicted to it What does SAF’s complying with the Affordable Care Act). communications (p. 48) and our annual chief IT guy do at lunch (besides eat)? So Renato’s “big picture” disclaimer all-industry website guide (p. 36). He reads, you guessed it, technology magazines. His favorites: MIT Tech initially had us a bit worried. Would it Kate Penn Review, websitemagazine.com and Popular keep readers interested? A resounding [email protected] Mechanics (his personal favorite). “yes” was our response, after our first

More Online ADDITIONAL RESOURCES ON ______WWW.SAFNOW.ORG

you’ve come a beat the heat don’t drink the water summer in long way, baby Don’t let the heat this summer Is your water killing your flowers? marco island? Want to see just how fast get to your flowers. There If you haven’t checked your water’s SAF’s 130th annual convention, technology develops — even in the are all kinds of precautions pH and salt content levels lately, it SAF Marco Island 2014, has floral industry? Check out Renato and processing steps you can might be. Your floral preservative more programs, workshops and Sogueco’s first annual technology build into your routine, to keep manufacturer will do the testing for networking opportunities than feature. It was only 7 years ago, flowers turgid and hydrated free to make sure you don’t have ever before. It’s jam-packed when POS systems were for the from the shop to the recipient, to make adjustments to your water with everything from the tactical more sophisticated florists and detailed in previously published supply. ______safnow.org/moreonline and practical (photography and “optimizing your website for search issues of Floral Management. window display workshops) to engines” had yet to be turned into safnow.org/moreonline the high-minded and forward- an acronym. A quick walk down thinking (state of the industry memory lane might be good for report and 2015 floral trends). the ego, too, as you’ll find yourself See for yourself (and register saying, “Oh, I know all about by July 15 to save up to $125). that.” safnow.org/moreonline safnow.org/annual-convention

6 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

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BIODEGRADABLE ______©2014 Smithers-Oasis Company. All rights reserved. OASIS® and VERTICAL BAR DESIGN® are registered trademarks of Smithers-Oasis registered OASIS® and VERTICAL BAR DESIGN® are All rights reserved. ©2014 Smithers-Oasis Company.

Letters

Viewpoint BY RENÉ VAN REMS

TEACH THE DESIGNERS WELL > Imagine a classroom filled with stu- over the country dents learning the science behind proper — consumers care and handling. Picture these same exist who value students practicing the fundamentals of floral artistry and floral design with an experienced men- superb customer tor. Now, envision the students “on the service. To serve job” at wholesalers and florists nation- them, we have to wide, working through apprenticeships grow our busi- that help them understand all that goes nesses and our ______into operating a successful, professional industry strategi- floral industry business — design and cally, and that means investing in educa- care standards, of course, but also mar- tion and training. keting, human resources, customer ser- My own background looks a lot vice and more. At the end of the process, like the “pipe dream” I described. I was the students join the floral industry, full educated, trained and apprenticed in all of energy and ideas and most impor- aspects of the industry in Holland and

ISO Next Gen Florists > Loved your Viewpoint (“Teach the Designers Well,” April 2014). I believe part of the problem [with so few young people pursuing a career in floriculture] is that we are not adequately educating the public on our industry’s professional credentials — and hence the quality and value that the best floral companies and designers offer. Perhaps many of us foster th the old perception that it just must be AUGUST 13 - 16 | 130 ANNUAL CONVENTION “fun” to work in a flower shop. From my perspective, based on fairly regular public speaking engagements in Come. Learn. GROW! my area, I find that audiences react with interest (and surprise at times) when I explain some of the growing, hybridizing, shipping and care and handling procedures — or that there are very different grades of floral material. I have spoken on the business aspects to high school classes, and they are amazed at the financial expertise that’s required to create a profit in our “manufacturing” business. Design is the front end, the visible face of our business. But without good management and business practices, design alone will not sustain a business. There is so much more: sales, customer service, marketing, merchandising. So the bottom line is that a school that only teaches design is unlikely to sustain our vocation. SAF is making great strides at pro- viding education and opportunity for members. Our shop benefits a lot from many programs, but it is often difficult for us to encourage our Connecticut Q 25-plus Educational Sessions and Workshops! Florist Association members that the Q 30 Distinguished Speakers! investment in SAF is worthwhile. Maybe Q Hundreds of the Industry’s Top Leaders! NEW! the future does lie in developing a pas- Easy Payment Plan sionate, “new” workforce that is well ed- 3 Installments ucated about the industry and, therefore, REGISTER BY JULY 15 AND SAVE UP TO $125 (credit card payments only) able to start the right way to develop viable and profitable businesses. safnow.org/annual-convention Sylvia Nichols, AIFD, PFCI The Cheshire Nursery Florist Cheshire, Conn.

8 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

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SAF in Action

BUFFET OF BRAIN FOOD AUG. 13-16 AT SAF MARCO ISLAND 2014

> You can learn how to set up a pay-per- STYLIN’ FOR PROFIT click ad campaign, buy a florist shop, Take a tour of style-focused retail dis- train newbies, go viral with video, pop plays with René van Rems. See how to more profit into your prices and sell with create them, the kind of customers they style during SAF Marco Island 2014, attract, and how to tap into your local SAF’s 130th Annual Convention, Aug. style trends to boost your bottom line. 13-16 in Marco Island, Fla. LIGHTS! CAMERA! VIDEO! More than 25 interactive pro- Video is a great way for florists to “go grams are designed to train brains and viral” by showcasing their talents. During stimulate creativity through live demos, sage advice this interactive workshop, SAF CIO hands-on practice and audience par- Renowned retailer Renato Sogueco explains what makes a ticipation. Topics of interest to retailers, Mary Liz Curtin presents an video effective and how to create your wholesalers and growers focus on mar- educational session about how to own without spending a bundle on fancy keting, merchandising and sales, décor use merchandising to minimize equipment or production. and design trends, hiring and training, markdowns and a keynote address on financial strategies, and big-picture in- branding, at SAF Marco Island 2014. COVER ME: ACA COMPLIANCE DONE RIGHT dustry and economic issues. Corey Connors, SAF senior director Review the schedule and register WHO’S TRAINING of government relations, explains the now at safnow.org/annual-convention. WHATSHISNAME TODAY? points of compliance with the Affordable Meanwhile, here’s a brief taste of this The first days and weeks on the job Care Act that you, and your legal/finan- year’s educational buffet. can make or break an employee’s ex- cial advisers, need to understand. This perience. Dana Cook of Wilmington, critical update could help you save thou- FASHION FORWARD: 2015 N.C., explains how the Julia’s Florist sands of dollars in fines and legal fees! DÉCOR AND DESIGN TRENDS “passport” system keeps training Schaffer Designs co-owners Kristine OH SNAP! TRANSFORM YOUR consistent and acts as a safety net Kratt, AIFD, PFCI; and Bill Schaffer, AAF, FLORAL PHOTOGRAPHY for all the little things. It’s an excel- AIFD, PFCI, show how they translate flo- A picture may be “worth a thousand lent model, whether you’re a retailer, ral design trends into stunning displays words” but a bad one tells the wrong wholesaler or grower. and everyday designs that captivate cus- story. Learn to take photos that make tomers and net a bigger bottom line. your website and social media pages pop at this hands-on workshop with Adam WHO LET THE DOGS OUT? THE ART Donohue of Gallery D Photography. OF SELLING WHAT YOU’VE BOUGHT Hate offering discounts? Mary Liz HELP WANTED. LAWSUITS Curtin, owner of Leon & Lulu in Detroit, NEED NOT APPLY explains merchandising tactics that min- Connie Turner, Hortica’s vice president imize markdowns and create sales de- of human resources, covers all the dan- signed to generate cash, not cut losses. important convention deadlines ger zones in people management for businesses of all sizes. UNLEASH THE POWER OF SAF’s 130th Annual Convention is ONLINE ADVERTISING in August — a month earlier than HIRING FOR RESULTS Josh Glass of Peoples Flower Shops in usual — and so are the deadlines. Want to boost productivity and profit? Albuquerque, N.M., explains how to Learn how to fill your organization with execute a pay-per-click ad program to July 1 Sylvia Cup Design top performers. HR expert Glenna Hecht dominate search results, defend your Competition of Humanistic Consulting, LLC, shares brand, and target key markets. the secret that transformed the hiring July 1 Premier Products Showcase process for Dr. Delphinium Designs & ACQUIRING MINDS WANT TO KNOW — Events in Dallas. WHEN, WHY AND HOW TO BUY A SHOP July 15 Early Bird Registration Two successful “empire builders”— Skip — SAVE $75! STOREFRONT ROI: PUT YOUR Paal, AAF, Rutland Beard Floral Group WINDOW TO WORK July 18 Outstanding Varieties in Catonsville, Md., and Kyle Brown, Learn how to use your storefront to ac- Competition Shirley Floral Company in San Angelo, tively engage shoppers and attract more Texas — explain the acquisition process July 21 Hotel Reservations walk-in business as trendsetting floral de- step by step. signers Kristine Kratt, AIFD, PFCI, and Bill safnow.org/annual-convention Schaffer, AAF, AIFD, PFCI, explore the fine art of high-impact window dressing.

10 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

SAF in Action

saf on the hill NEW RX DISCOUNT INVITE YOUR LAWMAKERS FOR A SUMMER VISIT CARD HELPS MEMBERS PAY LESS FOR MEDS > Take advantage of the Congressional Why all this focus on relationship recess in August to catch your legislators building? SAF Board Member Bill LaFever while they’re back home and take them of Bill Doran Co., Rockford, Ill., hosted his on a tour of your business. The summer lawmaker after attending Congressional break is an important opportunity to Action Days (CAD) last year. During the build a relationship that can benefit your visit, “I went over all four of the issues company and the floral industry. They’ll that I had brought up at CAD,” LaFever appreciate the chance to learn more said, “but having him see how these is- about a constituent’s business and meet sues would impact my business first your employees (especially if they’re up hand was really powerful.” for re-election). Issues being debated on Capitol Hill healthy savings SAF’s new free affect you, your business prescription discount card can help and the industry. “Hosting members and their employees pay a member of Congress at less for medications for themselves, your business is one of the their family and even pets. best ways to make your concerns resonate,” said Brian Gamberini, SAF member > To help members offset the high cost services manager and head of prescription drugs, SAF now offers of the association’s grass- a free discount card that lowers the roots lobbying efforts. price of most medications from 10 to “SAF makes it easy for 85 percent. All SAF members and their you to plan a tour of your families, as well as employees, are business,” Gamberini said, eligible. Prescription discounts even but act quickly. “You want to apply to pets. make sure you get on their “The well-being of our members home turf Bill LaFever and HR schedules in August. Once the summer is genuinely important to us, and we Director Stacia Bartlett hosted recess is over, they’ll be focused on the wanted to find a way to make sure they Rep. Adam Kinzinger (R-Ill.-16) at mid-term elections. Contact their offices have the best options available to help the Bill Doran Co., Rockford, Ill., in now to set up the visit.” their families and staff stay healthy,” July 2013 after attending SAF’s said SAF CEO Peter Moran. Get the ball rolling with SAF’s Grassroots Congressional Action Days last year. Developed in partnership with Guide, safnow.org/grassroots-guide. Hortica Insurance and Employee Benefits, the card is accepted by more than 60,000 participating pharmacies BECOME A LOCAL MEDIA MAGNET including Walgreens, Target, CVS and many independent chains. Have you ever wondered how to land > Members can go to rxpricequotes. a TV interview and be the flower expert com to calculate medication costs on the local news showing floral designs at the participating pharmacies. The and talking about your shop? On July card works whether you have health 7, Professional Floral Communicators – insurance or not; for those who don’t International is presenting “You’re On in have insurance, the card can reduce 3,2, 1 … Media Savvy” in conjunction with the price of many drugs. To calculate the American Institute of Floral Designers medication costs at participating National Symposium in Chicago. Susan pharmacies, SAF members can go to Wilke, AAF, PFCI, and J. Robbin Yelverton, rxpricequotes.com. AAF, AIFD, PFCI, CF, of Blumz by… local star Susan Wilke, AAF, JRDesigns explain how to become a media For details visit safnow.org/ PFCI, is spokesperson for the darling. For details, visit safnow.org/ ______business-service-discounts. Wisconsin Floral Marketing Council pfciataifd______or contact Jenny Scala at 800- and FOX6 News Milwaukee often 336-4743 (Ext. 216); [email protected]. interviews her about ﬂoral trends.

The magazine of the Society of American Florists (SAF) 11

FIRSTHAND ACCOUNT GET THE DIGITS

nuanced numbers Direct Inward Dial technology has helped Chad Freytag (below) track and analyze his marketing efforts, for maximum ROI.

> They don’t realize it, but customers of Freytag’s “Our ads have different phone numbers now, Florist in Austin, Texas, have more than 300 ways and so do our emails, our pay-per-clicks” and to get in touch over the phone with the business. much more, Freytag said. “It’s like a tracking Since around 2011, Chad Freytag has been link; we know exactly how much money we’ve buying blocks of local phone numbers through made off of any individual marketing piece. a service called Direct Inward Dial (DID). When you have cold hard numbers it takes the Usually offered through a local phone com- emotion out of it.” pany, DID has become a popular service with The results helped Freytag realize (as other larger companies that need to be able to handle florists have) that printed phone directory ads simultaneous calls without a switchboard opera- yielded very little return; he scaled back on those tor. But smaller companies, wise to the marketing and then cut them out entirely. In fact, DID tracking potential, are getting in on the game, too. results have helped Freytag see that most of his print mar- While attaching a unique product code or different phone keting materials fell short. In the past three years, he’s reduced number to marketing pieces has long been a strategy of savvy his print advertising “to very little” (all of it strategically placed florists, Freytag said the low cost of DID, a relatively recent in high-profile publications) and is instead investing in online ef- phenomenon, has allowed him to buy up dozens of numbers forts that yield higher returns, including pay-per-click. for as little as $10 a month and then attach them to just about “[DID] is wonderful for pay-per-click,” he said. “I find that everything that goes out of the shop (exceptions include TV almost half of the clicks come in as phone calls. I thought people and radio; Freytag has found that phone numbers don’t work were clicking and not buying, but they’re actually calling in.” well with those mediums).

12 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

BY MARY WESTBROOK Hands On

OPERATIONS LOW COST TECH SOLUTIONS > Low on cash? Don’t worry. Plenty of services are available online to improve your site and shop operations — and many of these tools are low cost or even free. If you want to:

Test the Responsiveness of Your Website on Mobile Devices. You can’t appeal to on-the-go customers if your website looks bad SALES BUILDERS on mobile devices (text that’s hard MAKE THE MOST OF YOUR POS to read, over-sized graphics, etc.). Want to drive Tim Huckabee of Floral Strategies Jennifer Swanson of > nuts? Post a cheat sheet of product codes on your Kaber Floral wall — next to your computer. “Those can be saved in Company in your POS system… any POS system,” said Huckabee, La Porte, Ind., used who has been visiting about 300 shops a year for the Responsive.is to evaluate just how past 16 years, giving him a unique perspective on the mobile responsive her previous website could be (the verdict: not most misunderstood and underused POS functions. very). In January, she launched her new site shown here, which is A few examples of missed (or misunderstood) much better; in less than a month, her web orders have quadrupled. POS features: Hire an Expert for ■ Most POS systems automatically populate a Small Project. delivery information for local hospitals, funeral homes and schools. “You wouldn’t If you have $5, Fiverr.com can connect believe how many salespeople I hear asking you with people offering myriad ser- customers to provide that information,” vices, from graphic design and photo Huckabee said. “There’s no reason for that.” retouching to blog editing and much ■ Order history provides a telling window into more. “We have used it to generate di- a buyer’s tastes and budget — worth a quick rect mail advertisements, new logos and look before suggesting an arrangement. blog postings,” said Skip Paal, AAF, of “If you’ve been using your POS for a few Rutland Beard Floral Group in Baltimore, years, you’ll have good information even Md. Other services available through on customers who only order once a year,” the site (for around $5): Upgraded including transaction amounts and previous Dropbox accounts, expert Photoshop recipient names and addresses. That info work, answering machine messages, will help you provide better service and, voiceover work, animation and website often, it will help generate a higher sale. banners. For $5 an experienced writer ■ Product codes are only as helpful as your can also take your blog post and spin it into multiple “original” versions system for assigning them: Many shops have for posting in different places, or write a press release and submit it to way too many codes and a “hodge-podge local media outlets. You can also have custom QR codes created or get system” for assigning them, Huckabee said. several hours of virtual assistant or data entry work. “If your staff has 20 codes to look through, Streamline Communication and instead of 200, and those codes make Stay in Touch, Even on the Road sense,” each sale will be closed faster. At Austin-based Lone Star Bloom, Kyle Brown The good news is that help is available, much uses Google Drive as the company’s shared of it low-cost or free, Huckabee said. “Call who- drive. “This allows us to have version control ever supplies your system and demand training” and share documents amongst several people online, in-person or via videos, he said. “Do this at different locations,” he said. “Google Drive whether you’ve been in the floral industry two also has an app, so I can pull up an Excel months or two decades. All of the suppliers make spreadsheet on my iPhone to check out an updates constantly” and they don’t always make edit someone else made to that sheet 5 min- announcements about those changes. Each time utes before that — no matter where they you’ve learned a new feature, Huckabee said, physically are.” “schedule a formal staff meeting to discuss and demonstrate it. Then, test your staff.”

The magazine of the Society of American Florists (SAF) 13

On My To-Do List

JULY Twitter, Facebook posts Calls to b-days, anniversaries Change website products to reflect buying trends Attend networking event

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

Inspiration for this 1 2 3 4 5 month’s calendar came INDEPENDENCE DAY from Lori Wheat, AAF, Query local college Create one email Secure your business Use yext.com to about social media account (social@ name domains for determine brand of Lafayette Florist, Gift interns yourshopdomain. all social media consistency online Shop and Garden Center com) for all social (Twitter.com/ in Lafayette, Colo., and media YourShopName) SAF CIO Renato Sogueco (3-7) AIFD 2014 SYMPOSIUM, HILTON CHICAGO

6 7 8 9 10 11 12

Brainstorm session: Review hard good Update your Plan staffing Correct outdated Negotiate a pre-buy Develop or refine Come up with and fresh needs from LinkedIn page needs for info & mistakes on rate for VDay 2015 your pay-per-click unique keywords for VDay 2014 Halloween online directories with vendors plan your shop Open House (3-7) AIFD 2014 SYMPOSIUM

13 14 15 16 17 18 19

2014 FIFA World BASTILLE DAY — Update (or setup) an Webinar: Funeral Test the mobile Remind customers Task one staff Cup Final — Viva la Instagram account Sales, safnow.org/ responsiveness of to review member with celebrate with an France! events-education______your website your responding to in-store display shop reviews quickly online

20 21 22 23 24 25 26

Shop for VDay Develop a Fall Update (or setup) a Start tracking sales Take a web Set up Google Alerts Edit photos for Fall 2015 add-on items holidays direct mail Google+ account week over week developer out for for your shop 2014 specials (lotions, candles, email coffee etc.)

27 28 29 30 31

Read up on tech Staff lunch & learn: Research a new Create mini-websites Contact VDay 2014 news, inside and Sell what we have. social media for categories (or temp help; invite outside the industry platform sep. locations) them back for 2015

MASTER THE ART: TRACK SALES ACCURATELY, WEEK OVER WEEK Chris Drummond, AAF, President and general manager, Plaza Flowers, metro Philadelphia

The “sales by” category data in any POS fresh fl ower sales during week 20 of 2013, system is vital in making good buying would have a calculation like this: 2014 decisions and managing COGS. Florists must Estimated Fresh Flower Sales = $10,000 x know their weekly sales volume for: fresh 1.04 = $10,400. These 52 weekly fi gures are fl owers, plants and fruit baskets. I suggest then used to create a buying budget. So, each fl orist generate 52 reports from 2013, if this example fl orist wants a 25 percent one for each week. Generally speaking, fresh COGS, she sets her budget at $2,600. sales in week 20 of 2014 will equal sales in Now, she can work with her suppliers well week 20 of 2013 times the percentage your ahead of time to negotiate good deals on overall sales in 2014 are rising or falling. For the freshest fl owers, instead of paying “loose example, a shop whose sales are tracking pick” price and working daily from her up 4 percent and experienced $10,000 in wholesaler’s cooler.

14 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

Pixel™ Perfect element in floral designs New type of chrysanthemum introduced by Deliflor Chrysanten

Pixel™ enriches the flower industry. No larger than a penny and full-flowering with over 25 flowers per branch. This chrysanthemum is especially suitable in combination with other varieties of its kind. A ‘penny for your thoughts’; allow them free rein and add a new dimension to your chrysanthemum arrangement. Pixel™ constitutes the perfect element for a cheerful bouquet which lets the consumer enjoy chrysanthemums even longer. “An indispensable element in any modern floral design”, is how Deliflor Chrysanthemums describes this new introduction.

Pixel™ is already available in three key colours: ŐPixel™ Cotton (white) ŐPixel™ Candy (pink) ŐPixel™ Tesoro (yellow)

More varieties will be added to the Pixel™ series in the near future.

More information is available through: Finca Los Acantos – Vereda Chipre, Sector Llanogrande Rionegro – Antioquia – Colombia A.A.: 429 Rionegro - Antioquia – Colombia Teléfono: +57 310 504 81 83 / +57 311 389 35 17 E-mail: [email protected] / [email protected]______

Deliflor Chrysanten is the largest chrysanthemum breeder in the world. This is reflected in a wide product range of cuttings in different colors and shapes as for example our well known chrysanthemums Anastasia, Baltica and Zembla.

Step in the world of chrysanthemums and visit us on facebook or on our website. www.facebook.com/deliflor www.deliflor.com [email protected]

Pixel™ Candy Pixel™ Cotton Pixel™ Tesoro

CSI: Flower Shop

LISTEN IN as Huckabee makes sympathy calls toSign unsuspecting up at 1 p.m. EST. Not available? florists, Wed., July 16 anyway: You can access the webinar and train your staff all month long! safnow.org/webinars-education

The Analysis & This call was a breath of fresh air, because Tiffany took the time listen and connect with her customer. She wasn’t afraid to offer a higher priced design, and she did a thor- ough job by offering an extra item.

The Call ' Tiffany did not miss a point. She acted the way every independent, professional florist can — and should. shop: Florist in Indianapolis scenario: Customer ordering anniversary flowers Learn From It This month’s call sounds different from previous months be- employee: Good morning, Flower Shop, this is Tiffany. cause it was made to a shop where the owner has invested tim: Hey Tiffany. I would like to order some flowers for in staff education to build sales and improve service (full my wife. disclosure: my TotalTraining program). Let’s revisit some of employee: Great, I can help you with that. Have you sent the stand-out things Tiffany did so you can use the same tech- flowers with us before? niques with your customers. Tiffany found me in the system, confirmed all my Qualify Customers Ask if the customer has shopped information and took delivery information. at your store before and then find him in the system, pay- employee: What would you like to tell your wife on the card ing close attention to the average sale and shopping history. message? Look for any missing information and make sure the account tim: Well, I thought about getting mushy, but let’s just is up to date, by asking: “Is this still the best daytime contact leave it at “Happy 25th Anniversary, darling. All number for you?” “Which email address should I use to send my love, Robert.” delivery confirmation?” employee: Congratulations! That’s really impressive! React to the Card Message It’s too easy to lose sight of the tim: Well thank you. Yeah, I guess it is. fact that we are dealing in emotions: Someone in the caller’s life employee: Of course you have to celebrate a milestone just got married (or divorced), died, won the spelling bee, had anniversary like that with something special. bunion surgery or, in my case, is celebrating a big anniversary. Do you have a gift in mind for your wife, or would Always have some sort of comment ready, so the customer you like a suggestion? knows you’re paying attention: “Congratulations, you must be tim: I really had not thought that far yet. What do you so excited!” or “I’m so sorry to hear that news.” recommend? Sell Big It’s 2014 and your customers, no matter where your employee: I can create a gorgeous vase arrangement of 25 shop is located, pay lots of money to fill their cars with gas, buy a long-stem roses in her favorite color. I can add beau- new cell phone, shop for clothes or eat out. So, why is our indus- tiful accent flowers and special foliage, too. That try still using 1984 prices? (“Our arrangements start at $39.99.” would be priced at $150, and she’ll love it, I promise! Really?) When the card message merits it, go up and over $100. tim: That sounds perfect. What’s the worst thing a customer can say? “No thanks.” But employee: Great. As a finishing touch I can also include a box they won’t hang up; they’ll just ask for a less expensive option. of our locally made gourmet chocolates for just $20. Personalize the SaleOffering add-ons (finishing touches, Tiffany finished the sale and took my billing in Tim-speak) is not being pushy. And never assume that a information. She confirmed that she had an updated customer will ask for them if they want them. It’s your job to phone and email address on file, ran my credit card, offer these extra items, using the same, elegant approach as and then closed with… Tiffany (above). employee: Finally, your total is $189.46. We’ll bring that Bottom Line An educated staff earns more money for your wonderful anniversary gift to your wife at work next store every day! Tuesday before lunch. Thanks so much for calling! Tim Huckabee, an international flower shop sales and customer service trainer, is founder and president of Floral Strategies LLC Have a customer service conundrum? All SAF members are en- and the American Institute of Floral Sales Experts (AIFSE), a retail titled to a free 15-minute sales or service chat with Tim Huckabee, floral sales certification program. If you would like Tim to test- (800) 983-6184, and special rates on his TotalTraining program call your shop for this column, contact him at (800) 983-6184 or (totaltraining.eventbrite.com)[email protected]

16 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

SPRAY with STYLE with Spray Roses from Royal Flowers

ROYAL

Flowers royalflowersecuador.com Growers and distributors of fine flowers. Call 800.977.4483 for a wholesaler near you.

Fresh Choices TREND-SETTING TIPS FOR BUYING FRESH CUT FLOWERS AND GREENS

RADIANT ROSES > Lately, publications from The Wall Street Journal to Style Me Pretty have been hyping the “ﬁeld to vase” trend, describing designs that feel like they were just plucked from the garden. Plump, fragrant garden roses are a great way to fulﬁll this request, as people tend to associate the perfume-like qualities with their backyard roses, said J Schwanke, AAF, AIFD, PFCI. The host of JTV at uBloom.com also recommends combining green and cream-colored varieties with assorted foliage to achieve “that meadow look.” In terms of colors, Schwanke sees fuchsias and purples (variations of Pantone’s color of the year, “Radiant Orchid”) gaining popularity, along with yellows, which tie in with “the karat trend” (think: gold brocade wedding gowns, gilded containers). Here’s a small sampling of the newest roses sure to help you satisfy trend-following customers. Find more varieties and some examples from Schwanke at safnow.org/moreonline.

‘carey’ (light pink) and ‘kate’ ‘alert’ ‘early grey’ Green Valley Floral Rosaprima Rosaprima

‘fado’ ‘hermosa’ ‘iguazu’ Rosaprima Rosaprima Rosaprima

18 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

Fresh Choices

‘ascot’ ‘cherry love’ ‘santana’ Elite Flower Elite Flower Elite Flower

‘sweetberry’ ‘alabaster’ ‘beatrice’ Elite Flower Green Valley Floral Green Valley Floral

‘madam butterﬂy’ ‘orange romantica’ ‘pashmina’ Green Valley Floral Green Valley Floral Green Valley Floral

The magazine of the Society of American Florists (SAF) 19

BY RENATO SOGUECO Flex your online marketing muscle like the big guys — without depleting your resources

BMW isn’t letting anyone into its lane. strength at different times over the last When a person searches online for “BMW,” 20 years. As a small-business owner, the top car company dominates, owning you’ve probably dealt with each new the first two pages of results. innovation as a singular challenge when And Crate n Barrel just doesn’t have any the technology went from trend to norm room for the competition in search results. — hustling to get a website up in the Do a search for Zappos, and not a ‘90s, and then a Facebook page together single other shoe company gets even a toe back in the mid-2000s, and, more recently, into the territory for several pages. scratching your head about how to make It’s no surprise that big companies your site more responsive for mobile users. loom large online, flexing their marketing Through no fault of your own, you muscle, beefing up the brand and were conditioned to deal with the next sweating the details. But here’s what great, shiny thing, which made it easy they’re not doing: wasting energy, to miss the larger technology picture. blowing through cash or depleting human This month, we’re going to take a step resources to do it. They’re playing lean and back and strategically review the mature mean — using low-cost and free platforms landscape of technologies and offer some to stay large and in charge. strategic advice on where to focus your The Internet didn’t change the efforts and resources. world (or how people search for and With a little sweat equity, you can hang buy flowers) overnight; neither did the with the heavy hitters. (You can’t afford to desktop computer or mobile devices. ignore them.) What are you waiting for? These technologies developed and gained It’s time to get started.

The magazine of the Society of American Florists (SAF) 21

> DEFY YOUR SIZE ONLINE

Social Media: Cross Train Many florists are still struggling with picking a site. Twitter? Facebook? Instagram? Google+. There’s not a bad pick among the top three: Facebook with more than 1 billion users, Twitter with more than 250 million active users and Google+, the social platform being pushed from the world’s largest, most influential search king of the road. Business owners engine responsible for getting potential of all size should follow the lead of major new customers to your website. corporations, such as BMW, which includes So, why not cross train, people! We “BMWUSA” in each of its associated sites. recommended being on all three. If you can’t manage that, don’t sweat it. It’s better to do one well than several with poor form. Think quality over quantity, and you’ll get more qualified traffic to your site.

The secret is to let staff with social GYUSZKO-PHOTO / SHUTTERSTOCK.COM media skills show ‘em off. Got a Google+ genius? Unleash her there. A Facebook fiend who loves to take pix? Get him in sign one person to tackle those sites, and “BMWUSA” is your cooler, taking photos of what’s new. some of the smaller social media outlets, part of each name. Need to win brides? Focus your social every day. Services such as HootSuite Business owners media where they are: Pinterest. can help you schedule and manage posts of all sizes should immediately secure JUST DO IT. If you have no expertise efficiently. To further streamline the job, accounts using their business name as a on staff, quickly develop or hire skills for at consider creating one work email (social@ username. You may not even use these least Facebook (first) and then Google+. yourshopdomain.com) that’s forwarded to accounts; that’s fine. It’s important, Maintaining a steady presence shouldn’t all employees who are involved with social though, that no other company grabs up be a time suck. Small shops, with up to media upkeep. that valuable resource. Think of the con- three employees, can shoot to post several tinuing scourge of URL squatters that hold times a week to Facebook. Medium shops URLS: Own Your Territory branded URLs hostage. And keep an eye (seven to 10 employees) might be able to Let’s return for a moment to the BMW out for new opportunities: In November, task one staff member with posting sev- search results. Take a close look at all the ICANN started offering *.florist, vs .com, eral times a day to Facebook, Twitter and associated URLs (Facebook.com/bm- as a top-level domain. Just as with typical Google+. Bigger operations can likely as- wusa___, Twitter.com/bmwusa). Notice that URLs, the financial investment is small — about $12 to $15 a domain each year. JUST DO IT. If you set aside two hours on a slow afternoon, you can grab accounts on all social media. With any time left over, you can research the hot new social media platform (whatever it may be.) Your website: Don’t Skimp. Don’t Skip. Websites remain the only place where you can communicate directly to cus- the shoe ﬁ ts. When consumers search for “Zappos” online, competitors don’t show tomers and convert sales at the same up for pages. Florists can copy big retailers’ spot. Blogs, Facebook or Pinterest online strategies, without breaking the bank. may one day be sale endpoints, but, until that time comes, your website must fill the role. Given its role in your performance, you must invest in your website — con- tinuously fueling its growth and performance. Don’t think of the investment in spurts or cycles, but as a continuous evolutionary tool. Forget about launch-

22 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

Your Tech Gymbag Tools for better managing the tech side of your business abound (check out this month’s Hands On, p.13, for more ideas), but here are a few of the resources that complement the advice in this month’s story. Stock up and get started.

GOOGLE ANALYTICS. Google Analytics provides so much RESPONSIVE WEB DESIGN. Find out how to start thinking information. Use it! Regularly review your Analytics reports about making your online storefront mobile friendly, via an to see how many users and which devices they are using emerging trend known as responsive web design. to visit your website. If you’re in a situation where you do safnow.org/moreonline not have a mobile responsive website, then you’ll need to SMARTPHONES. It’s a significant investment but consider choose two pathways: temporarily make a mobile-web arming key staff with a smartphone if you’re serious about ready version of your website in the short term or rehaul the improving your social media presences. He or she can whole thing to make it natively mobile responsive. document events, weddings and design work (about $200 safnow.org/moreonline to purchase the device, plus the monthly contract, usually GOOGLE+ There’s no denying this no-longer-new social around $100 a month). Before you hand over the device, platform as a major player. Get a step-by-step guide on how read about how to craft a companywide policy on mobile to leverage it. ______safnow.org/moreonline devices. safnow.org/moreonline______HOOTSUITE PRO. This timesaving program will help you TECH PUBLICATIONS AND SITES. Schedule a few hours manage social media posts efficiently. Smaller shops may every month to read up on tech news. Within the floral in- not need it yet, but larger shops will likely see a benefit to dustry, we like Floral Management (of course), but when you freeing up employee time for a relatively small investment cast a wider net there’s also websitemagazine.com and the (about $10 a month.) more technical smashingmagazine.com. OPEN SOURCE-BASED WEBSITES. These content manage- WEBSITE SOS. Get the lowdown on must-have (and must- ment systems (WordPress, Drupal, Joomia, etc.) are much destroy) features for any website that stands a chance of cheaper — and can be more nimble — than custom or tem- converting clicks to purchases. ______safnow.org/moreonline plate options. YEXT.COM______and MOZ.COM/LOCAL.______When it comes to online MAKING PAY PER CLICK PAY. Check out a two-part series listings, the absolute best practice is to confirm shop infor- detailing everything you need to know about pay per click mation is accurate and consistent across listings. Either of (PPC) advertising, from what it is to how to launch and these sites can help you tackle all listings, all at once. —R.S. monitor a PPC campaign. safnow.org/moreonline______

The magazine of the Society of American Florists (SAF) 23

> DEFY YOUR SIZE ONLINE Fellow Gym Rats These are just pretty faces. Here are some of the people who can help your shop ﬂex serious muscle online.

HELPERS. The social media rules that make you pull your WEB DEVELOPERS. Developers can help make your site hair out in frustration are second nature to most college more responsive and robust. They do come with a hefty students. Recruit a youngster from your local university or price tag — $150 or more an hour — but sometimes you community college to help you expand your reach. Former need a pro. —R.S. employees, your own kids, that techie nephew, friends or even customers may also be able to help out since much of the work can be done off-site and (if you’re using a schedule poster such as HootSuite) outside of business hours.

ing a new website every couple years A few years ago, everyone was — and will convert your website to — you’ll be breathlessly playing catch up, talking about making websites “mobile- a mobile friendly version for $50 to launching a site that’s almost obsolete ready,” which is usually a separate $100 monthly. If you want to achieve by the time it’s live. version of your website specific to a true mobile responsiveness, replacing JUST DO IT. Tweak your site con- device. It’s the path of least resistance, your website may be the only answer. stantly with upgrades that cater to but websites designed specifically for Open source systems (see “Your Tech customer preferences — think of how an iPhone look horrible on a tablet, so Gymbag”) provide the option to install Amazon allows customers to review his- in the long run you’ll spend more time mobile responsive native themes from tory, print out invoices of past orders, put recreating mobile-web versions of your the get-go, so be sure to ask this of the things in wish lists and more. Amazon is websites and then maintaining a sepa- developer. Check out themeforest.net, huge and you probably share the same rate version on a weekly or monthly rockettheme.com and cyberchimps.com customer, so (fair or not) they expect the basis. What you ultimately want is a for mobile responsive themes you can same level of service from you. site that’s “mobile responsive,” meaning install for around $40 to $80 per theme. that it adjusts the amount and type of Muscle into Mobile content provided to fit the screen size. PPC: Perfect Your Half your customers have the ability to Be clear with your website vendor about Marketing Form view your website with either their tab- this distinction. Remember the good ol’ days — working let or smartphone, and about a third of JUST DO IT. Mobile web ser- with a graphic designer to create vari- them usually do. (Your Google Analytics vices such as dudamobile.com and ous sizes of print ads to appear in the reveals about 20 percent to 30 percent mobilizetoday.com will show you how local newspaper, phone directories, local of visitors use mobile devices.) your site renders on a mobile device magazines and circulars? If your budget

24 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

allowed for it, maybe you dabbled in radio or TV. Well, forget all that. Along came the Internet, and your status with marketing and branding through advertising probably went from “in a relationship” to “it’s compli- cated.” Customers gradually started spending more time surfing and searching rather than reading print, listening to radio or watching TV. This shift will only get more pronounced and even skew more away from desk- tops as customers use, perhaps exclusively in the near future, only mobile devices or Google’s Glass. Online engagement is the goal. So, how do you get it? Again, social media is where your customers live today, and it’s where they’re most likely to experience your brand. Make this the frontline of your engagement. As you may have discovered, quality posts featuring photos and videos garner the most comments and shares, so you need to keep people entertained. Posts should reflect the vibrant activity of your core businesses (everyday, wedding, events and more). Pay-per-click advertising (PPC) is a critical component of any marketing strategy, and a natural complement to social media. Business owners and Web developers used to focus on search engine optimization (SEO) in order to rank high in organic search results. The idea was customers relied more on these results than on paid advertising. If you were taking care of business, you were ranked high on that first page. Today, it’s a different story. (Although SEO is still important — more on that later.) Ad space above organic search results is prime real estate. If you aren’t jockeying to be there, you can bet your competitors are, and they’re probably paying pennies to be there (even using your business name as a keyword.) Stop the madness (and deception) and invest even a few bucks a day for the crucial clicks that capture customers while protecting your brand. JUST DO IT. Developing a PPC campaign requires three separate time commitments: developing the right keywords or taxonomy (which I cover later), developing the actual campaign, ______which will take about a couple of hours

The magazine of the Society of American Florists (SAF) 25

> DEFY YOUR SIZE ONLINE

once you know your keyword set, and Reps. Lats. HIIT. puts many floral businesses on page one. monitoring the campaign at least once a But this isn’t just magic. It takes hard work week for an hour. The gym world to make it look easy. You still must do The amount you spend on PPC de- has a jargon, your part developing social media pres- pends on how much you want to invest ences, registering with local search direc- a day bidding for clicks. You may not and knowing tories and delivering compelling content. want to invest in clicks for general, highly it means the JUST DO IT. Core SEO practices competitive keywords such as “Fairfax will always need to be in place when VA flowers florist”; medium- to low-cost difference tweaking or redeveloping your website clicks such as “wedding flower florist between faking such, as logically segmenting your Fairfax VA” could represent a good value website into specific sections (think to a targeted audience. it and flexing it. “birthdays, sympathy, get well, anniversaries” etc.) and placing all right key- Online Reviews: Do words in the right places, such as the the Grunt Work title of your page, descriptions, headers Listing services — Google Places, bad ones, though, always respond ASAP. and of course content. Yahoo Local, Bing, Yelp, The Knot, Be professional, offer to fix the problem WeddingWire, etc. — are not as sexy as and include someone’s name and direct Taxonomy: Learn social media or as precise and trackable contact information. Most shoppers will the Lingo as PPC campaign investments, but they ignore a few bad reviews if they see a ton Reps. Lats. HIIT. The gym world has a are important in maintaining the consis- of good ones. And if they see you took jargon, and knowing it means the differ- tency of your brand. Some services are the time to respond to the bad ones, it’ll ence between faking it and flexing it. To stronger than others but they all serve as just reassure them they’ll be taken care hold your own with the big brands, florists online references for your business. How of if things do go sour. need that same kind of taxonomy — not do you put your best face forward? JUST DO IT. Build time for managing just a bucket filled with random words but Even if you shamelessly ask cus- and monitoring your various listings into specific terms that are logically ordered tomers for reviews, it’s still a stretch to your weekly calendar. You’ll need a few to make sense for your customers and, rely on customers to have the intent, hours to initially review and correct mis- equally important, for the search engines. initiative and time to write a thought- information in current directories. If you Consider taxonomy as your unique, ful, positive (you hope) review for your change your hours, open a new location online fingerprint. Although finger- shop. Help them help you. Check out or update your URL, remember to update prints are generally similar with whorls, moderncomment.com, a new ser- the listings. Yext.com______and Moz.com/ arches and loops, no two are exactly vice that makes creating reviews for ____local confirm shop information is accu- the same. (Think about the vast num- your business as easy as answering a rate and consistent across listings. ber of competitors after the customers questionnaire. who want to purchase that “get-well” If you make it easy for happy cus- Core Strength: SEO bouquet and you begin to recognize the tomers to post positive reviews, this The good news: Major search engines value of this exercise.) service could pump out glowing reviews place greater emphasis on featuring local Start with core terms, which are easy to bury the bad ones. Speaking of those businesses in search results, and that to determine since you’ve been using them in your previous SEO practice. Be practical. Think like a consumer. When sending flowers to a funeral in Madison, Wisc., few consumers will simply type in “funeral flowers.” They’ll get more specific. With those parameters in mind, you now have your first core set of keywords based on geography: city or cities, state, counties, zip codes, towns etc. Now your other set of core keywords are all those floral gift-giving occasions and type of flowers that may be associated with them: Easter, Mother’s Day, lilies, Valentine’s Day, roses, sympathy, anniversary, etc. To build on the geography core, get specific: names of venues, funeral rave reviews. On Yelp, ﬁve-star reviews, beautiful pictures and updated contact information homes, country clubs, hospitals, office help Flowers & Plants Etc. in McLean, Va., optimize the store’s web presence and give potential buildings and more. For the floral- customers the best possible ﬁrst impression.

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> DEFY YOUR SIZE ONLINE

SWEAT NOW! SLEEP LATER What are you waiting for? An invitation to improve? Now that you have the routine, we expect these items to be done by tomorrow. Just kidding. We’ve been talking mostly strategy, so the ideas we convey will require a long-term and thoughtful exercise. Haste makes waste. Don’t be the weekend warrior of Web power training. Think about these tips for a few days, and how you want to apply them. How and when you try out these strategies depend on your business. For instance, although taxonomy doesn’t come up until about midway into this article, you and your team may want to tackle this conversation first, since you’ll find that everything else will fall into place once taxonomy is set. Remember, you don’t have to do it all. Quality trumps quantity. Do what you can, and do it very well. As you find more time after you hammer down and then master the new business processes and methodology, that’s the time to add more. —R.S.

focused set, think of your design style Think of these new subpages as des- and URL heft to your social media presence. and preferences, businesses outside tinations that could stand on their own. Talk the same talk no matter the context. the everyday. Are you a studio cater- Search engines will certainly feature a JUST DO IT. Extend this process to ing to business events? Aligned with subpage as an authoritative page, espe- your social media. When writing for the specific country clubs and venues to cially if it has unique content specific to web, be thinking how to adapt that same supply all their floral artistry? Name location or venue or topic. concept in text, photos, posts and tweets these places and specific services that Now that you have all these potent that’s tweaked for each audience. you provide. mini websites within your own website, For example, you just finished a wed- JUST DO IT. Remember, as your draw from the next level in your taxon- ding at Our Lady of Good Counsel Catholic business grows organically, taxonomy omy to develop content unique to those Church in Vienna, Va. On your Facebook should reflect this growth. So dust off core businesses. All your core business page, you’ve posted all the photos. That that whiteboard and start drafting the should be creating business activity, so post sends brides on your Facebook page hierarchy — but keep that eraser handy. all you’re really doing is reporting the to www.flowershopname.com/wed- activity. The benefit of this is now you dingflowers/OLGC/ which features even Subpages: Strengthen can easily create blogs within each new more detail and more photos of the event. the Structure section of the website. Search engines (and brides) will love this Now that you’ve determined taxonomy, JUST DO IT. Creating new sections as you’ve laid out the specifics in a logical, it’s time to integrate this language into and subpages that match taxonomy is hierarchical manner. After several weeks, your website structure so it reflects relatively straightforward. Have the new try searching for “wedding flowers Vienna, the taxonomy hierarchy. Have multiple content ready before you call your de- Va., OLGC” and see what comes up. locations? What used to be a challenge veloper; otherwise, you’ll lose time (and is now a great opportunity to tout your potentially money) writing and rewriting Renato Sogueco is SAF’s chief informa- coverage with a URL and webpage the content. tion officer and the liaison to the SAF

that reflects www.flowershopname. Retail Council. [email protected] com/Fairfax_VA or www.flower- Flex with Friends shopname.com/Vienna_VA. Have You’ve invested so much in your fitness, lots of business at a specific venue? don’t waste it when you’re out with friends Consider www.flowershopname.com/ and fans. Extend your structure, taxonomy westwoodcountryclub.

28 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

SAF TO MEDIA: ‘LIVE LIKE A FLOWER’ SAF took the message that ﬂowers and plants can help consumers lead happier, more fulﬁlling lives directly to national lifestyle publications.

BY MARY WESTBROOK

ers from these ennifer Sparks. third-party cred Design psychology expert Kelli Ellis (left) and love and relationship expert Christine Arylo are contributors to SAF’s Live Like a Flower campaign; both were in New York to meet with editors for the campaign’s launch. “To hear about the benefits of flow experts in their fields gives that all-important third-party credibility to the message,” said SAF Vice President of Marketing J SUSAN FARLEY SUSAN

Previous Page | Contents | Zoom in | Zoom out | Front Cover | Search Issue | Next Page Previous Page | Contents | Zoom in | Zoom out | Front Cover | Search Issue | Next Page SUSAN FARLEY SUSAN FARLEY SUSAN show & tell To showcase the talent of headline maker Editor Martine Niddam tell me more Essence editor Sharon professional ﬂorists, Tim Farrell, AAF, AIFD, of Inside Weddings was among the editors Boone gets the low down on the Live PFCI, of Farrell’s Florist in Drexel Hall, Pa., who attended the Live Like a Flower media Like a Flower Campaign from love and created designs that depicted popular trends workshop in New York. Other publications relationship expert Christine Arylo. in ﬂower design. Farrell took the editors, represented included Harris Publications, including Andrea Stanley from Natural Health, Decorating Shortcuts, Design & Trend, The one-on-one through each of the designs, which Nest, Essence Magazine, Family Circle, All You, were featured on gallery-style pedestals. Natural Health, and Good Housekeeping.

Late in April, nine editors “To hear about the benefits of flow- ber us and keeps flowers top of mind,” representing more than ers from these experts in their fields she explained. 10 million in circulation gives that all-important third-party cred- At press time it was too soon for any participated in SAF’s Live ibility to the message,” Sparks said. of the magazines to have covered the Like a Flower (LLAF) media During the New York event, contribu- campaign, but “the editors who were >workshop in New York City, enjoying tors Christine Arylo, author, women’s at the event were very engaged in the one-on-one time with experts, browsing advocate and Tedx speaker, and Kelli Ellis, information and, of course, the beautiful SAF resources, including research on the author, design psychology expert and flowers presented,” Sparks said. “The benefits of flowers and plants, and learn- TV personality, took participating editors ing more about popular flower trends. through the eight topic areas “in a casual, “Our overall goal was to connect with conversational way and emphasized how editors of these national publications to flowers can make your life better,” Sparks educate them about the floral industry and said. “It was personal and intimate. The CAPITALIZE ON IT let them know that SAF is a year-round re- [editors] could ask questions and really Want to know more about Live source for them,” said SAF Vice President experience the flowers and information.” Like a Flower? Follow SAF on of Marketing Jennifer Sparks. “We want to To showcase the talent of professional Facebook (Facebook.com/ keep the floral message out there in a big florists, Tim Farrell, AAF, AIFD, PFCI, of SocietyofAmericanFlorists and way and get flowers in the news.” Farrell’s Florist in Drexel Hall, Pa., created ______Facebook.com/AboutFlowers) and Through the multi-faceted campaign, fresh, beautiful centerpieces for each Twitter (@FlowerFactor) to see how SAF has partnered with six outside seating area in the workshop, along with we are promoting the program and experts in interior design, happiness, arrangements that incorporated popular to share and re-tweet our informa- organization, love and relationships to flower and design trends. Farrell also cre- tion. The full program is presented present eight “life lessons” from flow- ated custom designs for each editor to take to consumers at aboutflowers.com/ ers. The lessons offer easy-to-follow tips home — a “big hit” with participants, and a llaf. A wealth of tools and ideas from the contributing authors, speakers strategic PR move, Sparks said. __ for capitalizing on the program are and designers on how consumers can “Being able to experience flowers available at safnow.org/llaf. “bloom like a flower and live life to its and SAF in such a personal way through fullest and most rewarding.” this workshop helps the editors remem-

The magazine of the Society of American Florists (SAF) 31

> SAF TO MEDIA: ‘LIVE LIKE A FLOWER’

THANKS TO YOU SAF’s 2014 marketing programs are possible thanks to SAF retail dues and volun- tary contributions to the SAF Fund for Nationwide Public Relations by wholesalers, suppliers, importers and growers. Since the PR Fund’s inception in 2001, PR Fund programs have generated more than 1.1 billion consumer impressions. For more information, visit safnow.org/prfund or call (800) 336-4743.

Rutgers research (flowers make you inspiration for SAF’s latest VaseOff! happy) played out time and time again Challenge — an all-star edition that ran throughout the day. True smiles were May 15-29. found on all of their faces and they left Contributing experts in the topic happier than when they arrived.” areas will be available for interviews to SAF will follow up with all of the generate coverage of flowers in the con- editors in attendance, as well as others sumer media. from high-profile magazines, includ- “One of the great aspects of this ing InStyle, Bride’s, House Beautiful, campaign is that it’s not a one-time deal Parents and RealSimple, who expressed for editors,” said Sparks. “This informa- “great interest” in the campaign but tion is really evergreen. We see editors couldn’t make it to the workshop, turning to it throughout the year as a lessons learned SAF’ media Sparks said. springboard for a lifestyle story. All flo- workshop included posters and handouts Each month, SAF will highlight rists will benefit from it.” for editors, reinforcing the beneﬁ ts of one of the key topic areas, starting Mary Westbrook is a contributing ﬂ owers and plants in daily life. with “Live Colorfully” in May, through editor of SAF’s Floral Management. outreach to media nationwide, as well [email protected] as aboutflowersblog.com and all of ______SAF’s social media channels. The “Live Colorfully” theme also served as the

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32 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

ACCENT DECOR

AmericasMart Atlanta Building 1 18B1

WTC 280

Las Vegas Market C 896 800-385-5114

positive impressions A design by Darcie Garcia of RichMar Florist in Allentown, Pa.

long and lean The work of Tim Farrell, AAF, AIFD, PFCI, of Farrell’s Florist in Drexel Hill, Pa.

spheres of influence The work of floral designer Deidre Gross, a “serious, world-traveling” floral designer who works closely with garden clubs, according to Bill Schaffer AIFD, AAF, PFCI.

abstract art At the inaugural PAFA in Bloom exhibition in April, thousands of stems of flowers were used for original floral art and for maintenance of designs throughout the three-day show. Among the many designs, Flower Abstraction by floral gothic wow The Arches floral design that Bill Schaffer designer Andrea Little. AIFD, AAF, PFCI, and Kristine Kratt AIFD, PFCI, created in the Rotunda of the Pennsylvania Academy of Fine Art’s Historic Landmark Building was a tribute to the architect’s love of gothic design. It incorporated 1,000-plus stems.

Putting Art in Bloom Nearly 70 ﬂoral designers from around the country and world gathered to recreate masterpieces with ﬂowers at a popular exhibition in Philadelphia.

BY MARY WESTBROOK PHOTOS BY DENISE GUERIN PHOTOGRAPHY

The Pennsylvania Academy of Fine Art’s Schaffer was particularly proud of burned out; in our minds it was over,” Historic Landmark Building burst into the work he and Kratt created in the Schaffer said. “But then the designers bloom for three days in April, thanks to the Landmark Building’s Rotunda, designed started arriving. Their unbridled enthusi- inaugural installment of PAFA in Bloom. by acclaimed architect Frank Furness. asm renewed our passion for the project. Dreamed up and coordinated by Bill There, Schaffer and Kratt used more It was truly a wonderful collaboration of Schaffer AIFD, AAF, PFCI, and Kristine than 1,000 stems (gloriosa, sweet pea, so many talented individuals all working Kratt AIFD, PFCI, of Schaffer Designs, lisianthus, anthurium, orchids, and more together to achieve one goal.” the event brought together nearly 70 flo- … plus foliage galore) to shape 18.5-foot- Mary Westbrook is contributing ral designers from three countries and 10 wide and 12-foot-tall arches throughout editor of SAF’s Floral Management. states to interpret 60-plus masterpieces the building — a vibrant tribute to the [email protected] from PAFA’s prestigious collection. architect’s love of gothic design. ______Participating designers came from back- Participating designers paid their grounds of all kinds, including supermar- own expenses, including transportation, kets, garden clubs, floral design schools meals, and lodging, along with flow- and many flower shops. ers and supplies. (Industry partners For Schaffer and Kratt, the exhibition, Smithers-Oasis and Delaware Valley which drew crowds to the museum and Wholesale Florist provided sponsor- generated rave reviews in the media, was ships and discounted product to help the culmination of years of meticulous keep some costs down for designers and planning and (often literal) heavy lift- exhibition master classes.) Most of the ing. The pair came up with the idea in design team arrived with “75 percent” May 2011, inspired in part by Bouquets of their piece complete, Schaffer said; to Arts at the de Young Museum in San they completed the designs just before Francisco. With the help of a public rela- the exhibition’s preview party using tions firm, Schaffer and Kratt pitched on-site classrooms transformed into de- the idea to PAFA’s leadership; once they sign workshops. Over the course of the Partners in Art secured that approval, the “real” work event, a floral design team from Schaffer Kristine Kratt AIFD, PFCI, and Bill began: finding designers, identifying Designs performed daily refreshes. Schaffer AIFD, AAF, PFCI, the mas- industry partners, and eventually be- Complementing the artwork (floral terminds behind PAFA in Bloom, will coming the spokespeople for the buzzed- and otherwise): educational program- be previewing 2015 floral and décor about show. ming throughout for adults, kids, and trends at SAF Marco 2014. See the “Sometimes when you want to do families, including floral presentations full schedule at safnow.org/annual- something, you just have to make it hap- and workshops by British floral designers convention, and register by July 15 pen,” said Schaffer. “The paperwork, Neil Whittaker and Wendy Andrade. ______to save up to $125! phone calls, and emails were never- The project, Schaffer said, was ending. [We spent] almost 10 hours a daunting, but the final result was some- week for the first six months, easily 15 thing else: stunning — and worthwhile. hours a week for the next four months, “By the time [Kristine and I] arrived at and up to 20 hours per week for the final the museum for setup, three days in two months.” advance of the public opening, we were

The magazine of the Society of American Florists (SAF) 35

FLORAL MANAGEMENT’S ALL-INDUSTRY WEB SITE DIRECTORY Locate your favorite suppliers online with this all-industry Web site directory.

Index *Associations *Display Accessories/Furniture *Linens Trucks/Vans ...... 40 *Balloons *Dried & Preserved Flowers *Music *Weddings Accessories *Books/Manuals Financial/Management Services . . 37 *Packaging Wholesale Florists ...... 40 *Breeders Fresh Products ...... 38 *Personnel/Human Resources Wire Services/Florists Network . . . 42 *Candles/ Aromatherapy *Freeze Dry Accessories *Plush Care and Handling Products ...... 36 *Gift Basket Accessories *Printing Boxed listings indicate advertisers in this *Collectibles *Giftware/Decorative/Accessories *Refrigeration issue. Find their ad in Ad Index listing, p. 4. POS Systems/Technology ...... 36 *Greeting Cards Ribbons ...... 40 *Listings are in the SAF’s Ultimate Floral *Consultants Hardgoods/ Design Supplies ...... 39 Schools/Education ...... 40 Industry Supply Guide http://ultimate-______Containers/Vases ...... 37 *Holiday Greens *Shows floralindustrysupplyguide.com______*Delivery Systems Insurance ...... 40 *Tools & Supplies

Care and JRM Chemical Inc. POS Systems/ Florist Shopping Cart Independent Floral (800) 962-4010 (800) 965-0532 Network Handling soilmoist.com Technology floristshoppingcart.com (877) 810-4747 independent- Products Schultz Company Argus Control Systems Floral Communications floralnetwork.com Amiad Water System (800) 874-8892 (604) 538-3531 Group Inc. Technologies schultz.com arguscontrols.com (888) 757-5776 InterGis flowerscomm.com (877) 483-7426 (704) 662-3133 Smithers-Oasis Beneva Solutions intergis.com amiadusa.com (800) 321-8286 (866) 768-2420 The Floral POS Chrysal USA oasisfloral.com benevasolutions.com (888) 865-9768 The John Henry Company (800) 247-9725 Sungro Horticulture BloomNet thefloralpos.com (800) 748-0517 jhc.com chrysalusa.com (425) 641-7577 (866) 256-6663 Floranext mybloomnet.net C02 Technologies sungro.com (415) 906-2850 mFlorist (888) 436-8322 Syndicate Sales Inc. dProduce Man Software floranext.com (888) 433-5674 mflorist.com co2technologies.com (765) 457-7277 (888) 776-3626 FloraQuote dproduceman.com Dillon Floral Corp. syndicatesales.com (585) 237-8683 Microcode Corporation (800) 345-5667 Vita Product, Inc. Dilloware LP floraquote.com (425) 822-4690 visualticket.com dillonfloral.com (480) 813-7752 (800) 880-0887 FloristWare dilloware.com Floralife Inc. vitaproducts.com (888) 531-3012 My Special Dates (800) 323-3689 Tanks-A-Lot FTD Mercury floristware.com (800) 992-4445 myspecialdates.com floralife.com (800) 948-2657 Technology FlowerSoft Systems Inc. (800) 767-3222 tanks-a-lot.net (917) 647-7676 Priva Computer Inc. Floratape ftdi.com/mercurytechnology (920) 527-6376 Tecniflora flowersoftusa.com (216) 707-9930 Floral Accounting priva.com floratape.com (800) 461-4825 Systems gotFlowers? Jiffy Products of tecniflora.com (408) 981-1152 ProTrac Software for (800) 830-6160 Gotflowers.com Cut Flower Wholesalers America Inc. Teitelbaum Brothers floralaccountingsystems.com (816) 554-3010 (866) 549-0218 (847) 729-3490 pdsi.com jiffypot.com pixiesparkle.com

36 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

Seaport Software Inc. Cathy’s Wraps Jackson Pottery Inc. (918) 258-8611 (800) 435-3813 (877) 533-7687 advertisement seaportsoftware.com cathyswraps.com jacksonpottery.com Stems & Bunches Inc. China Direct Jaye’s Creations (800) 794-8288 (800) 844-8231 (203) 359-9714 stg.stemsandbunches.com chinadirectllc.com jayes.com Strider Inc. Danya B Jeremie Corporation (800) 314-8895 (800) 432-6922 (888) 537-3643 striderseo.com danyab.com jeremiecorp.com Sunflower DC&C John Henry Company Technologies Inc. (800) 835-3013 (800) 748-0517 (323) 735-7272 dccgifts.com jhc.com sunflowertechnologies.com December Diamonds Kraft Klub Inc. Teleflora Technologies (828) 926-3308 (800) 888-0255 (800) 421-2815 decemberdiamonds.com kraftklub.com myteleflora.com Diamond Line Containers KOBA Corp. (800) 321-2130 (800) 289-5622 Containers/ diamondline.com kobacorp.com Vases Dillon Floral Corp. Mains Importing (800) 345-5667 (800) 999-2086 AAA Imports dillonfloral.com mainsimporting.com (888) 886-6698 Dollar Tree Made By Humans aaaimports.com (877) 530-8733 (877) 731-0503 Accent Décor Inc. dollartree.com madebyhumans.net (800) 385-5114 Down to Earth Dist. Inc. Mark Hines Designs accentdecor.com (800) 234-5932 (800) 423-3622 Afloral.com down-to-earth.com markhinesdesigns.com (888) 299-4100 Eighteen Karat Mark Roberts afloral.com International (800) 745-9755 Alpine Corp. (888) 849-8811 mark-roberts.com (877) 710-0162 eighteenkarat.com Maryland China alpine4u.com FloraCraft Corp Company Inc. Anamese Garden Pots (800) 253-0409 (800) 638-3880 (337) 734-3666 floracraft.com marylandchina.com anamese.com Floral Supply Syndicate Micah’s Jewelry Inc. Andy Designs Ltd. (800) 347-9994 (404) 223-1228 (888) 544-2639 fss.com ww.micahsonline.com andydesigns.com Floralware Display Mills Floral Co. Ararat Intl. Trading Inc. Products (800) 762-7939 (818) 718-1400 (775) 355-8584 millsfloralsales.com araratbaskets.com floralware.com Natural Decorations Inc. Royal Imports Vasic Art Zone Frontier Imports Inc. (800) 522-2627 (718) 256-1640 (855) 505-5545 (905) 238-5789 (818) 503-9300 ndi.com royalimports.com vasicfloral.com the-art-zone.com frontierimports.com Novelty Manufacturing Schusters of Texas Wald Imports Inc. Autograph Foliages Georgetown Pottery (800) 442-7336 (800) 351-1493 (800) 426-2822 (800) 659-6151 (866) 936-7687 noveltymfg.com schustersoftexas.com waldimports.com autographfoliages.com georgetownpottery.com Nu-Era Group Inc. Smithers-Oasis Western Pulp Products Badash Crystal Global Pottery (800) 823-8887 (800) 321-8286 (800) 547-3407 (631) 242-9101 (877) 997-6883 nu-era.com smithersoasis.com westernpulp.com badashcrystal.com globalpottery.com North Country Syndicate Sales Inc Wilco Imports Inc. Basket, Containers & More Guy Wolff Pottery Winds Bells Inc. (765) 457-7277 (800) 238-8668 (800) 773-3575 (860) 567-5577 (877) 930-5435 syndicatesales.com wilcoimports.com directfloral.com guywolff.com northcountrybells.com Steere Enterprises Belden Plastics Haeger Potteries Pots Company (330) 633-4926 (888) 423-5336 (800) 288-2529 (800) 282-7687 steere.com Financial/ beldenplastics.com haegerpotteries.com potscompany.com Terra Management The Blumebox People Inc. Harvest of Barnstable Primescape Products (800) 773-2554 Services (888) 582-1094 (508) 362-4595 (800) 872-4361 yourterra.com blumebox.com harvestofbarnstable.com primescapeproducts.com Alternate Access Texas Basket (866) 831-9270 Burton & Burton Hofland World Class Renaissance 2000 Inc. (800) 657-2200 alternateaccess.com (800) 241-2094 (800) 387-6760 (909) 444-1105 texasbasket.com burtonandburton.com hofland.com ren2k.com The Company Corporation Vacuum Orna-Metal (800) 643-6583 Calandiva Infinity Instruments Ltd. Roof Basket Works Inc. (800) 827-6762 incorporate.com (440) 934-5293 (888) 346-9544 (800) 368-8425 vacuumorna-metal.com Crockett, Myers & calandiva.com infinityinstruments.com roofbasket.com Vasesource Associates, Inc. (800) 653-0767 (800) 577-0025 vasesource.com crockettmyers.com

SAF MEMBER ADVERTISER IN THE ISSUE The magazine of the Society of American Florists (SAF) 37

> FLORAL MANAGEMENT’S ALL-INDUSTRY WEB SITE DIRECTORY

advertisement Ball Horticulture Deliflor Chrysanten Flores del Este Company 57 (311) 389-3517 (305) 938-0548 (630) 231-3600 deliflor.com floresdeleste.com ballhort.com De Vroomen Holland Flores Silvestres Bay City Flower Garden Products S.A. C.I. Company (847) 395-9911 (574) 266-2800 (800) 399-5858 devroomen.com silvestres.com baycityflower.com Donahues Clematis Florist Buying Club Beroske Farms & Specialists (856) 393-1112 Greenhouse, Inc (507) 334-8404 floristbuyingclub.com (866) 294-4171 donahuesclematis.com Forever Blossoms beroskesgreenhouse.com The Elite Flower (800) 966-9964 Bioworks, Inc. (305) 436-7400 foreverblossoms.com (800) 877.9443 eliteflower.com Florigene bioworksbiocontrol.com Esmeralda Farms (305) 333-4466 Blooming Nursery Inc. (800) 888-8994 florigene.com (503) 357-2904 EsmeraldaFarms.com FlowerBuyer.com bloomingnursery.com Esprit Miami (877) 625-3243 Blue Ribbon Blossoms (800) 327-2320 flowerbuyer.com (888) 249-3708 espritmiami.com FlowersandFreshness blueribbonblossoms.com Equiflor (866) 978-6222 Cal Glads (888) 330-7673 FlowersandFreshness.com (805) 310-5420 realroses.com calglads.com Foliage Imports C.A. Eufloria Flowers (877) 546-2316 California (866) 929-4683 foliageimports.com Pajarosa Floral eufloriaflowers.com Four Seasons Flowers (831) 722-6374 Eve’s Garden Inc. pajarosa.com (800) 677-5777 (813) 996-5012 fourseasonsflowers.com California Protea evesgardengifts.com Management Fred C. Gloeckner Ever-Bloom Inc. (760) 535-8499 & Company californiaproteamgmt.com (800) 388-8112 (800) 345-3787 ever-bloom.com fredgloeckner.com Calla Co Farm Exports Inc. (831) 728-5392 Fresca Farms callaco.com (805) 322-0021 (877) 937-3722 fiftyflowers.com frescafarms.com Carlstedt’s Farmers’ West Flowers Fresh Cut Flowers Inc. (800) 235-7288 Bouquets Inc. carlstedts.com & (866) 783-8100 (800) 549-0085 freshcutflowersinc.com Casa Flora, Inc. farmerswest.com Galleria Farms (800) 233-3376 Fern Trust Inc. casaflora.com (800) 383-2939 Goodman’s Aldershot (800) 338-3376 galleriafarms.com BottomLine Group Greenhouses Ltd. Center Greenhouse Inc. ferntrust.com (303) 288-1209 Gallup & Stribling (800) 378-1948 (877) 632-9272 Fides North America Orchids goodmansbottomline.com agl.ca___ centergreenhouse.com (805) 525-7125 (805) 684-1998 Choice Farms Corp. fides-oro.com Floral Consulting Group Alexandra Farms gallup-stribling.com (877) 513-9977 (509) 536-7957 (305) 528-3657 Fiore Farms Gardens America alexandrafarms.com choicefarms.com floralconsultinggroup.com (866) 465-9926 (305) 640-2390 Continental Farms fiore-farms.com FloralStrategies Allied Growers Inc. gardensamerica.com (305) 591-8886 (917) 257-9927 (800) 321-4769 Florabundance Inc. Glad-A-Way Gardens alliedgrowers.com continentalfarms.com floralstrategies.com (800) 201-3597 (800) 874-6770 Continental Florasearch Inc. Ameri-Cal Floral florabundance.com gladaway.net Flowers Inc. (407) 320-8177 (800) 322-6529 Flora Fresh, Inc. (800) 327-2715 Global Rose florasearch.com ameri-cal.com continentalflowers.com (916) 927-9767 (877) 701-7673 Paychex Anderson’s www.florafreshinc.com globalrose.com Seed Company Connectaflor (800) 322-7292 Flora Mundi Golden Flowers (760) 471-1464 (800) 888-8994 paychex.com (888) 356-7268 (800) 333-9929 seedcoseeds.com connectaflor.com Quick Books floramundi.com goldenflowers.com Aris Horticulture Inc. Danziger “Dan” (877) 683-3280 Flower Farm Florastar Golden Rose (800) 321-9573 quickbooks.com (916) 375-6540 (800) 665-5316 arishort.com (972) 3 960-2525 ______danziger.co.il florastar.com goldenrose.com Augustus Growers David Austin Roses Green Valley Floral (269) 521-3838 Fresh Product (800) 228-1255 augustusgrowers.com (800) 328-8893 1-800-Cut Greens davidaustinroses.com greenvalleyfloral.com B & H Flowers Inc. (386) 734-3433 Deer Run Greenery Inc. Groflowers 1800cutgreens.com (805) 684-4550 Farms Colombia BandHflowers.com (866) 706-9865 Ades & Gish Nurseries christmaswreathsales.com (786) 472-5900 (760) 410-0400 ______groflowers.biz agnurseries.com

38 FLORAL MANAGEMENT | JUNE 2014 | ______WWW.SAFNOW.ORG

Grower Direct Ocean View Flowers LLC Silver Vase, Orchids advertisement Fresh Cut Flowers (800) 736-5608 & Bromeliads (780) 436-7774 oceanviewflowers.com (800) 872-6586 grower.com silvervase.com Orchids Direct Inc. Hawaiian Tropical (800) 560-0009 Smith Gardens Inc. Flower Council orchidsdirect.com (360) 733-4671 (808) 964-5533 smithgardens.com Pacific Floral hawaiisflowers.com Exchange Inc. Sole’ Farms Inc. Heart of Florida (800) 752-7779 (305) 592-3377 Greenhouses Inc. pacflor.com solefarms.com (800) 226-4079 Pacific Flower Shippers Speaking Roses ______heartofflorida- (800) 669-3233 (800) 664-9201 ______greenhouses.com pacificflowershippers.com speakingroses.com Hiawatha Corp. Perfectly Hawaiian Staalduinen (800) 421-4791 hiawathacorp.com (808) 959-8966 (905) 357-2144 perfectlyhawaiian.com flowerpower.ca______Hy Callas, LLC Petal Song Star Orchids (404) 573-8720 hycallas.com (866) 321-3111 (972) 647-0023 petalsong.com starorchid.com Hyperactive Farms Premium Flowers Sugar Mountain Nursery (877) 225-2747 hyperactivefarms.com (305) 592-1222 (828) 733-2819 premiumflowers.com sugarmtnnursery.com iBulb Protean Flowers SunShine Floral 31 (0) 252-535090 iBulb.org (786) 228-8161 (877) 684-1177 proteanflowers.com sunshinefloral.com Jet Fresh Flower Distributors Pyramid Flowers Sun Valley Group (305) 499-9144 (805) 382-8070 (800) 747-0396 tsvg.com jetfreshflowers.com pyramidflowers.com Johannes Flowers Inc. Qualisa Syngenta Flowers (800) 549-0158 (800) 365-9476 (593) 236-3490 syngentaflowers.com johannesflowers.com qualisa.com Transflora Kent’s Bromeliad Queen’s Flowers Nursery (800) 888-1777 (866) 997-8367 transflora.net (760) 758-2396 queensflowers.com kentsbromeliad.com Rainbow Flowers USA Bouquet Company Kendall Farms Imports Inc. (800) 306-1071 usabq.com (800) 900-0848 (800) 875-5508 kendallfarms.com rainbowflowers.com Vaughn Inc. Kitayama Brothers Inc. Ronald Jones Ferneries (800) 476-4710 dishgarden.com (800) 472-4184 (800) 874-6095 kbflowers.com ronaldjonesferneries.com Virgin Farms Rosa Flora (888) 548-7673 Leider Horticultural Floral Supply Syndicate Companies, Inc. (905) 774-8044 virginfarms.com Hardgoods, rosaflora.com (800) 347-9994 (847) 634-4090 Vista Farms S.E. Design Supplies fss.com _____leider.us Rosaprima (787) 837-9077 Bemis Corp. vistafarms.com Flowerbricks Ltd. Mellano & Company (305) 644-8459 (920) 727-4100 Rosaprima.com (609) 924-7706 (800) 635-5266 Walters Gardens Inc. bemis.com flowerbricks.com mellano.com Roseville Farms (888) 925-8377 Casket Royale waltersgardens.com Highland Supply Corp. Micky’s Minis (407) 884-4559 (800) 791-4169 rosevillefarms.com (618) 654-2161 (800) 753-6464 Westerlay Orchids casketroyale.com highlandsupply.com mickysminis.org Royal Flowers Inc. (805) 684-5411 Dakota Plastics Company Master Packer (305) 477-4483 westerlayorchids.com Mountain Farms (800) 888-7457 royalflowersecuador.com (949) 487-2068 (800) 628-4709 Worldwide Orchids Inc. dakotaplastics.com masterpkg.com mountainfarms.com Ruibal’s Plants of Texas (800) 929-4230 Design Master National Ribbon Co. North Creek (214) 744-9100 worldwideorchids.com color tool inc. (800) 523-9324 Nurseries Inc. ruibals.com Younger & Son Inc. (303) 443-5214 nationalribbon.com (877) 326-7584 Sakata Seed Company (215) 362-2828 dmcolor.com northcreeknurseries.com Plaid (408) 778-7758 youngerson.com FPC Corp. (800) 842-4197 Obies Floral Farm sakata.com Zipperer Farms (800) 860-3838 plaidonline.com (831) 728-3636 Schreurs Gerberas (800) 551-4375 surebonder.com obiesfloral.com Smithers-Oasis & Roses zippererfarmsinc.com FloraCraft Corp. 31 297 383444 (800) 321-8286 Obra Verde Growers (800) 253-0409 smithersoasis.com (888) 301-9029 schreurs.nl______floracraft.com obraverde-flowers.com Smooth Foam Selected Roses Floral Resources (604) 530-5786 (313) 562-5400 Ocean Breeze Sacramento smoothfoam.com International selectroses.ca______(916) 504-3597 (888) 715-8888 http://floralresources-______oceanbreezeintl.com ______sacramento.com

SAF MEMBER ADVERTISER IN THE ISSUE The magazine of the Society of American Florists (SAF) 39

> FLORAL MANAGEMENT’S ALL-INDUSTRY WEB SITE DIRECTORY

advertisement Hollywood Ribbon Floral Training Center Chrysler Group LLC Industries Inc. (760) 804-5800 (866) 726-4636 (800) 457-7652 www.renevanrems.com ramtrucks.com hollywoodribbon.com Hixson’s School of Flower Transfer Lion Ribbon Floral Design Trucking (800) 551-5466 (216) 521-9277 flowertransferlogistics.com lionribbon.com http://timelytrims.com Ford Motor Company Loose Ends J Schwanke, (800) 392-3673 (503) 390-7457 AAF, AIFD, PFCI ford.com looseends.com Host of Fun With Nissan North America Flowers and J Midori Inc. (316) 747-2579 (616) 446-6086 ______nissancommericail- (800) 659-3049 ubloom.com midoriribbon.com vehicles.com______Koehler and Dramm’s Morex Corp. Institute of Floristry (800) 466-7393 (877) 563-4537 morexcorp.com Wholesale koehlerdramm.com Florists National Ribbon Co. MiraCosta College of (800) 523-9324 Horticulture Department Alaska Wholesale nationalribbon.com (888) 201-8480 Flower Market Paul Minor Inc. miracosta.edu______(907) 349-1277 alaskawholesale- (419) 537-1162 Palmer School of flowermarket.com paulminor.com Floral Design Albin Hagstrom Reliant Ribbon Corp. (970) 207-9476 & Son Inc. (973) 881-0404 palmerschool-______(800) 643-2458 reliantribbon.com offloraldesign.com______albin-hagstrom.com Ribbons City Company Phil Rulloda School of Floral Design Alcock Wholesale (886) 7-532-3013 Florists ribboncity.com (800) 981-7445 philrulloda.com (800) 868-6226 Ribbon Gem alcockwholesale.com Professional (973) 663-6075 Alders Wholesale ribbongem.com Florists Institute (248) 669-5786 Florist Inc Ribbon Outlet professionalfloristsinstitute.______(845) 496-9191 (800) 724-8666 com__ alderswholesaleflorist.com ribbonoutlet.com Rittners School of Alcock Wholesale Tecniflora Floral Design Flowers (800) 461-4825 (617) 267-3824 (800) 868-6226 tecniflora.com floralschool.com alcockwholesale.com South Fla. Center Amato for Floral Studies Wholesale Florist Stemson’s Pan American Schools/ (800) 765-8523 (800) 447-3825 (800) 447-8367 Underwriters Education centerforfloralstudies.com amatodenver.com stemsons.com (877) 844-6300 AMC Floral paula.com American Floral South Fla. School Sunflower Technologies Art School of Floral Design International (888) 884-7272 (312) 922-9328 (888) 224-6684 (800) 831-1059 amcfloral.com sunflowertechnologies.com Ribbons ______americanfloral- floralinstruction.com Syndicate Sales Inc. ______artschool.com Thunderbird Floral Associated Cut Ampelco Ribbon Company (765) 457-7277 Benz School of Design School Flower Company syndicatesales.com (800) 780-5830 Floral Design (602) 547-0055 (212) 695-6100 ampelco.com (979) 845-1699 tbirdschool.com associatedcutflower.com Berwick Offray LLC [email protected] Trim International Associated Insurance (800) 237-9425 California Flower Floral School Ltd Wholesale Florist berwickindustries.com Agrinational Insurance Art Academy (800) 858-9854 (800) 524-2131 associatednj.com Company, Inc Carson & Gebel (408) 859-7812 floralschools.com (888) 523-6277 Ribbon Company california-academy.com Brannan Street admcrs.com (800) 223-8283 Canadian Institute Wholesale Florist cgribbon.com American Agricultural of Floral Design Trucks/Vans (888) 284-4668 brannanst.com Insurance Company C.M. Offray & Son Inc. (877) 285-1931 Armellini Express (800) 333-2860 (800) 551-5466 proflorists.net Lines Inc. Baisch & Skinner afbisinc.com offray.com Creative Floral (888) 235-4723 Wholesale (800) 264-4617 American National Cole Ashcroft Inc. Design School armellini.com & baischandskinner.com Property and (800) 475-8657 (800) 423-6338 Bush Truck Leasing Casualty Company coleandashcroft.com floral-designschool.com (800) 200-0404 Bay State Farm 877-840-4400 Community College of Direct Flowers Designer Dispatch Ribbon bushtrucks.com anpac.com Southern Nevada (800) 258-1011 (800) 346-0234 (702) 650-2276 Chevrolet baystateflowers.com Hortica Insurance designerdispatch.com csn.edu/at/oh______(800) 222-1020 & Employee Benefits chevy.com Berkeley Florist (800) 851-7740 Hofmann & Leavy Inc. Floral Design Institute Supply Company hortica-insurance.com (954) 698-0000 (800) 819-8089 (305) 638-4141 tasseldepot.com FloralDesignInstitute.com berkeleyfloristsupply.com

40 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

Bill Doran Company DWF Wholesale Green Mountain advertisement (815) 965-6042 (303) 399-0970 Florist Supply billdoran.com dwfwholesale.com (800) 639-7077 gmfsi.com Black Tulip USA Dillon Floral Corp. (571) 206-3524 (800) 345-5667 Hall’s Birmingham blacktulipusa.com dillonfloral.com Wholesale Florist, Inc. (205) 322-4627 Bonnett Dreisbachs hallsbirmingham.com Wholesale Florist Wholesale Florist (800) 383-4401 (800) 928-2393 Hall’s Theodore bonnettwholesale.com dreisbachs.com Wholesale Florist, Inc. (800) 524-8847 California Dramm Echter & wholesalefloristmobile.com Flower Shippers (800) 854-7021 (650) 965-0155 drammechter.com Harold’s californiaflower- Wholesale Florist ______East Coast shippersinc.com (314) 352-2134 ______Wholesale Flowers wkf.com Calvert (203) 847-8218 Wholesale Florists eastcoastwholesaleflowers.______Hardin’s Wholesale (800) 935-0343 com__ Florist Supply calvertwholesale- (800) 672-8226 Ensign Wholesale Floral florists.com hardins.com (800) 662-3666 Carolina Florist Supply ensignfloral.com Harmony Wholesale (864) 226-8806 Flowers Esprit Miami carolinafloristsupply.com (305)-979-7332 (305) 591-2244 harmonywholesale- Cascade Wholesale ______espritmiami.com flowers.com (425) 252-4161 Ethiopian Flowers cascadewholesale.net Hiawatha Corporation (310)963-5949 (360) 426-4562 CDM Wholesale Ethiopianflowerexport.com hiawathacorp.com (717) 656-7144 Fall River Florist cdmwholesale.com Hillcrest Garden Inc. Supply Co. (201) 599-3030 Chrysal USA (800) 825-8252 hillcrestgarden.com (800) 247-9725 http://fallriver- chrysal.com floristsupply.com International Rose Breeders LLC Claymore C. Sieck Florabundance Inc. (817) 223-2324 (410) 685-4660 (800) 201-3597 internationalrose.com sieckwholesale.com florabundance.com Jacobson Floral Cleveland Plant & FloraMart Supply Inc. Flower Company (605) 458-8888 (800) 262-0500 (800) 688-8012 floramart.com jacobsonfloral.com cpfco.com Floral Supply Jamali Floral and Clesen Wholesale (801) 554-7366 Garden Supplies LLC (877) 869-2257 floralsupply.com (347) 501-0753 clesen.com Florist jamaligarden.com The Connection Distributing, Inc. J.B Parks Wholesale Florist (515) 243-5228 Wholesale Florist (817) 377-3660 fdionline.net (214) 821-1488 theconnection- Flower Pak jbparks.com wholesaleflorist.com (630) 719-5159 Kelley Wholesale Conroy Wholesale flower-pak.com (800) 423-4238 Florist Frank Adams kelleywholesale.com (602) 258-2701 Wholesale Florist Inc. conroywf.com Kennicott Brothers (800) 922-7875 (312) 492-8200 Coward Glisson Lynchburg Wholesale Milagra Wholesale & frankadamswf.com kennicott.com Wholesale Florist Floral Corporation Flowers Fresh Blooms Inc. (800) 330-1767 Kinsman Company (800) 768-7673 (213) 629-5867 cgwf.net/contacts (800) 798-4355 (800) 733-4146 lynchburgwholesale.com milagrawholesaleflowers.______freshblooms.com kinsmangarden.com com__ Cox Wholesale Florist Magnolia Wholesale G G Distributor (215) 675-3400 & Koehler & Dramm (800) 844-MUMS Montgomery Wholesale coxfloral.com (201) 791-1330 Wholesale Florist magnoliawholesale.com Florist, Inc. gandgwebstore.com (877) 563-4537 (800) 245-7673 Cut Flower Wholesale Inc. Main Wholesale Florist montgomeryrose.com Gassafy Wholesale koehlerdramm.com (404) 320-1619 (973) 472-3500 cutflower.com (800) 252-7702 LaSalle Wholesale mainwholesaleflorist.com Moss Mann Inc. gassafy.com Florist Inc. (800) 453-6677 Cyn-Mar Wholesale Mayesh Wholesale mossmaninc.com Georgia State (314) 771- 2282 Florist & Greenhouse Florist Floral Distributors stlafloraldesign.com (888) 229-6627 (888) 462-9374 Mt. Eden Floral Co. cyn-mar.com (706) 724-9686 Louisiana southview.com (408) 213-5777 georgiastatefloral.com Wholesale Florists mteden.com Delaware Valley Mears Floral Products (800) 738-4747 Wholesale Florist Inc. Greenleaf Wholesale (800) 533-7043 National Decorative louisianawholesale- (800) 659-8000 ______mearsfloral.com Distributors (800) 676-1212 florists.com dvflora.com greenleafwholesale.com (302) 366-1722 nationaldec.com

SAF MEMBER ADVERTISER IN THE ISSUE The magazine of the Society of American Florists (SAF) 41

> FLORAL MANAGEMENT’S ALL-INDUSTRY WEB SITE DIRECTORY

Newport Wholesale Schaefer Wholesale Wholesale Tropical advertisement (888) 477-1234 Florist Inc. Flowers newportwholesalefl oral.com (717) 741-4688 (808) 982-4333 swfl orist.com ______wholesale-tropical- Nordlie fl owers.com (800) 262-1928 Seagroatt Floral nordlie.com Company Younger and Son Inc. (800) 888-3597 (215) 362-2828 Norfolk seagroatt.com youngerson.com Wholesale Floral (866) 340-3431 Seagroatt Riccardi Ltd. Zeidler’s norfolkwholesalefl oral.com (800) 724-1112 Flowers & Garden seagroattriccardi.com (812) 425-4085 North American zeidlers.com Wholesale Florist Inc. Sequoia Floral (800) 877-8789 International Zieger & Sons Inc. nawfi .com (800) 949-1295 (800) 752-2003 sequoiafl oral.com zieger.com Northwest Wholesale Florist Shibata Floral Company (206) 622-5370 (415) 543-9880 nwwholesalefl orists.com shibatafc.com Wire Services/ The Oklahoma Sieck-Wright Florists Network Flower Market Floral Products bbrooks fi ne fl owers Wholesale Florist sieck.com (888) 346-3356 (800) 942-35363 bbrooks.com okfl owermarket.com Sieck Wholesale Florist (Wilmington) BloomNet Pennock Company (800) 833-5454 (866) 256-6663 (215) 492-7900 sieck.com mybloomnet.net pennock.com Springhill Floral FloralSource Pikes Peak of Texas Inc. Supply Company (877) 231-2478 (214) 631-3424 (800) 773-2554 yourfsi.com pikespeakfl oral.com directfl oral.com Florists’ Transworld Pittsburgh Cut Sluder Floral Company Delivery Inc. Flower Company (800) 438-6047 (800) 767-4000 (800) 837-2837 sluderfl oral.com ftdi.com pittsburghcutfl ower.com Stuppy Floral Products Flower R. J. Carbone Floral Company Inc. Delivery Express Distributors (800) 733-5025 (888) 851-2881 (800) 343-2242 stuppy.com flowerdeliveryexpress.com rjcarbne.com Temkin Flower Shop Network Rojahn & Malaney International Inc. (800) 858-9925 (800) 657-0753 (801) 489-8234 flowershopnetwork.com rojahnmalaney.com gotemkin.com Independent Florists Roman J. Claprood Co. Tennessee Florist Association (614) 221-5515 Supply Inc. (800) 303-4435 rjclaprood.com (800) 489-1177 myifa.org tfsfl owers.net Rose Promotions Locate-A-Flower-Shop.com (800) 575-6601 The R.J. Carbone (877) 603-4983 Where Am I? rosepromotions.com Company locateafl owershop.com (401) 463-3333 Roses and More LocalFlowerShop.com rjcarbone.com If your company was not in this year’s (509) 838-2944 (800) 515-2710 directory, please send your company rosesandmoreinc.com The USA Bouquet localfl owershop.com Company name, phone and Web address to: The Roy Houff Company (786) 629-4002 Florist Directory (800) 336-4743 (800) 366-1769 usabq.com Sheila Santiago roy-houff.com nationalfloristdirectory.com Trilogy Floral E-mail: [email protected]______S F Brannan Street Telefl ora Inc. (305) 405-0920 Wholesale Florist (800) 421-2815 Phone: (800) 336-4743 ext. 225 trilogyfl oral.com (415) 722-4215 myteleflora.com brannanst.com Vans Inc. (708) 371-0372 San Diego Florist Supplies www.vansinc.com (800) 201-0125 sdfsinc.com Washington Floral Service San Diego Wholesale (253) 351-5515 Flowers Bouquets & washingtonfl oral.com (858) 505-0055 ______sandiegowhole- Westbrook Floral Ltd. ______salefl owers.com (905) 945-9611 westbrookfl oral.com San Gabriel Nursery & Florist (626) 286-3782 sgnursery.com

42 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______SAF MEMBER ADVERTISER IN THE ISSUE

HEATHER WAITS Owner Bloomtastic Florist Columbus, OH I WAS A SKEPTICAL FLORIST

“I sat in on a workshop Tim Huckabee conducted at a SAF convention a few years ago but still felt like we didn’t need his training. After all, I thought, we’re friendly to our customers and don’t want to scare anyone away with ‘sales pressure’. Nevertheless, I know that smart business owners invest in education, so I thought I would give it a try. I brought Tim on-site to train my staff and we were all blown away!

Not only did we have a great time, since Tim makes learning fun and easy, we totally overhauled our approach to sales and service. Tim taught us how to really engage customers and help them to shop. The funny part is that once he taught us to never ask, “How much do you want to spend?” our sales actually rose by double digits! And I have seen consistent, steady increases in our average sale and staff morale.

:KHWKHU\RXDUHDELJVKRSRUVPDOORQHQHZRUROG\RXFDQ¶WDIIRUGWREHDVNHSWLFDOÀRULVWDQ\PRUH&DOO FloralStrategies, it’s the best move I ever made for my business!”

FloralStrategies is the only source for sales, customer service TIM HUCKABEE PRESIDENT and POS system training in the entire floral industry!

ON-SITE VISITS | WEBINARS | LOCAL AND REGIONAL WORKSHOPS | WHOLESALE TRAINING

www.floralstrategies.com 800.983.6184 [email protected]______

Q: I’M THINKING ABOUT BUYING A FLOWER SHOP. HOW SHOULD I FUND THE PURCHASE? > The answer depends on who the buyer financing in today’s real estate market. is and what his or her goals are for the The lending institution will probably business. A first-time buyer will approach require you to have a down payment on the purchase differently than a veteran the building of about 20 percent. florist or someone who wants to add a Funding the purchase of the business second (or third, etc.) location. Here are itself is more challenging, unless you some tips based on different goals: happen to have cash. Most buyers need Objective: Purchase the store and some level of financing. Financing can keep it open. Funding will vary depend- come from a bank in the form of a small ing upon what is being purchased. business loan, or it can come from pri- Typically, the purchase will either be for vate sources — friends, relatives or the the business itself — including the assets sellers of the business. required to operate it, such as fixtures, Since most purchasers do not have equipment and inventory — or it will be cash, and small business loans are not for the business and the building. easy to get, most flower shop sales often Of course, the most important part When you buy a business and the end up with the seller financing a part of the negotiation is the purchase price. real estate housing it, you are really of the purchase. How much the seller What’s the business worth? Last July, making two distinct purchases, and would be willing to finance will depend Floral Management ran an article on the they should be treated as such. To fund on how motivated he or she is to sell the valuation of a flower shop (available at the purchase of the building, you most business. Generally, sellers don’t want safnow.org/moreonline). Although the likely will go to a mortgage lending to enter into a long-term agreement; five seller would like to get the most pos- institution, such as a bank, and borrow years is probably the maximum term of sible and the buyer would like to pay the the bulk of the money to buy the prop- the note they will accept. least possible, the real goal is to pay a erty. Don’t expect to find 100 percent fair price. The seller who is taking back

44 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

EDITORS’ NOTE Paul Goodman, CPA, PFCI, and Derrick Myers, CPA, CFP, love a good financial management challenge, however big or small.

Send your questions to [email protected],______and we’ll challenge the experts to tackle them in an upcoming article.

a note to make the purchase possible Florists who purchase a shop merely knows the money to pay the note will to get the business at that location have to come from the operation of the typically estimate they will get only 50 business. If the price and payments are percent of the sales, and that will decline too high, the new owner will not be able to probably 25 percent over a couple of to make the payments and the shop will years. Although that may sound a bit go back to the former owner if a default pessimistic, if the price is right, buying occurs. When that happens, the shop is the business of shop that’s closing can usually in poorer shape than when it was be a wonderful way to increase sales and sold. So the seller should not want to set add new customers. the price too high. To fund a purchase, most buyers will In general, a flower shop is not worth pay cash up front. However, some are more than 40 percent or less than 10 willing to pay a potentially higher price percent of total sales adjusted for wire by paying 10 percent to 20 percent of the commissions. Where the price lands in sales they actually receive over a one- to that range depends on how profitable the two-year period. Of course, as you can shop is. A 10 percent net profit before tax imagine, that is a challenge to track, so will command the higher figure. For this most just settle on a buyout price — usu- process, I suggest consulting an expert ally in the range of 10 percent to 15 per- in business valuation. Remember, both cent of non-wire sales. seller and buyer should be motivated to know the fair value; they both benefit Q: SHOULD I BUY from understanding the correct price. Objective: Purchase a store to gain THE BUILDING access to that store’s customers. In this SEPARATELY OR Acquiring Minds scenario, the purchasers already operate Want to Know a flower shop. They don’t want an addi- AS A PART OF Want more insight into buying a tional location; however, they’re willing to THE BUSINESS? shop (or a customer)? Skip Paal, pay to get the customers. Typically, this AAF, Rutland Beard Floral Group; situation involves purchasing the name > Always buy the building separately. Set and Kyle Brown, Shirley Floral of the shop, the main telephone num- up a partnership or LLC for the purpose Company, delve into the topic at ber, the website and the customer list. of buying the business, and then have SAF Marco Island 2014. Learn more Occasionally the buyer might be inter- the shop pay rent to the partnership or about their program, along with ested in some of the operating assets. LLC. Most likely, you’ll sell the business two dozen others featured during This buyer isn’t going to want to pay and the building separately in the future; the four-day event, at safnow.org/ as much for the business as the one who holding them separately will make that annual-convention.______wants to keep the location open; the process easier. You also want your shop buyer can rightfully assume that sales to pay rent so your facility expenses from the acquired location will drop. are correct on your income statement. They can’t count on the same level of In addition, in the partnership or LLC wire orders. Many customers who are you know you are getting an adequate used to seeing the old shop will assume amount of rent to support the purchase it’s no longer in business and will go else- of the building. where for their flowers. The risk of los- ing customers increases with distance; Paul Goodman, CPA, PFCI, is founder if the buyer’s shop is far away from the of Floral Finance Business Services, purchased location, the risk is especially based in Tulsa, Okla.; editor of Floral high. Even customers who stay around Finance; and author of The Profit- initially may eventually leave. Minded Florist. [email protected]______

The magazine of the Society of American Florists (SAF) 45

Industry News

TWO STUDENTS AWARDED $10,000 AFE ECKE SCHOLARSHIPS > Not one, but two promising students have been awarded a 2014 Paul Ecke Jr. Scholarship through AFE. The merit-based scholarship honors the late floriculture pioneer and is awarded to M.S. or Ph.D. students who are on track to become exceptional researchers or educators. Joshua Craver, who will soon earn nurturing generation next Scholarship funds are helping Emma Lookabaugh and a graduate degree at Kansas State Joshua Craver accomplish their academic goals and become assets to the horticulture industry. University and begin a doctoral program at Purdue University, and Emma I have become passionate about,” said Her ultimate goal is to work as an ex- Lookabaugh, a doctoral student at North Craver, who’s currently working with KSU tension professor specializing in floricul- Carolina State University, were both Professor Kimberly Williams, Ph.D., as a ture diseases while continuing research awarded the $10,000 scholarship. teaching assistant. in applied plant pathology that immedi- “Generally only one Paul Ecke Jr. “Josh’s . . . teaching efforts will ately impacts the floriculture industry. Scholarship is awarded each year, but contribute to the education of the next “Emma is an outstanding student, this year AFE made an exception to generation of growers, and his research but she also is an exceptional leader who award a scholarship to two remarkable will provide solutions to help these grow- helps growers and the public understand candidates,” said Dwight Larimer, AFE ers address production challenges,” plant disease problems through her Education Committee Chairman and Williams said. extension and outreach activities,” said Design Master color tool, Inc. President. Ecke recipient Emma Lookabaugh Barbara Shew, Ph.D., NCSU research “These students show great promise and has extensive experience in floriculture assistant professor/extension specialist will be strong assets to the industry. We extension work and outreach activities. and Lookabaugh’s advisor. couldn’t pass them up.” Her doctoral research at NCSU focuses This prestigious scholarship, estab- Craver will soon begin pursuing a on Pythium and aims to combine sound lished in 2010, is funded by contributions Ph.D. in horticulture at Purdue University floriculture research with disease man- to AFE from the floral industry, the Ecke under Roberto G. Lopez, Ph.D. His doc- agement strategies. family and other sources. Awardees toral research will explore the potential “Ultimately, this scholarship will will receive $5,000 for two consecutive applications for using LED lighting in broaden my audience beyond the realm years, provided they continue meeting horticulture. of plant pathology and give me the op- scholarship requirements. “This scholarship motivates me more portunity to share my disease research AFE annually awards more than 20 than ever to strive for excellence in my with the floriculture industry as a whole,” additional scholarships to undergradu- schooling and research, in the aims of ul- Lookabaugh said. ate through graduate level students. timately giving back more to this industry —Suzanna McCloskey

SAF SUPPORTS 2014 SMALL BUSINESS SUMMIT > Industry members who want to talk with their members of Congress and learn from hundreds of other small-business owners are registering for the U.S. Chamber of Commerce’s 10th Annual Small Business Summit, June 11 to June 13. SAF is an event partner with the Chamber, helping to get the word about the Summit, which will unite small-business owners, managers and entrepreneurs from across the country to learn, network and discuss common legislative and management concerns. Attendees will also have access to the experience and perspective of hundreds of small-business owners in attendance, while making lobbying visits and attending educational sessions. About 800 business owners and Chamber executives are expected to travel to Capitol Hill to hear from business and policy experts and meet with their legislators. Confirmed speakers include Former Secretary of State Gen. Colin Powell; come together SAF members can join Charlie Cook, a political analyst who will give a preview of the 2014 midterm elections; forces with Chamber Summit attendees to promote free enterprise policies, economic Steve Case, the co-founder of AOL and well-known entrepreneur; Susan O’Malley, growth and a better environment for business. the first female president of a professional sports franchise; and Jim Vandehei, the founder and CEO of Politico. By Brian Gamberini

46 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

Industry News

BLOOMNATION COURTS EAST COAST FLORISTS WITH PARTIES, SHOP VISITS

David Daneshgar, one of the compa- young group of people who see a differ- ny’s co-founders, said the D.C. party was ent way to do things in the industry.” planned as a kind of meet-and-greet mixer Other florists are taking a wait-and- that would allow “top floral artisans” in see approach. Paul Brockway, AAF, of the area to get to know BloomNation, and Conklyn’s Florist, which has locations ask questions of current BloomNation in metro D.C., said he signed on with bloom time Denise and Anh Nguyen, florists. The event drew a crowd of about BloomNation last year but hasn’t been of Great Falls Florist in Great Falls, Va., 50, most of them local florists and whole- active so far. visit with BloomNation co-founder David salers invited by founding BloomNation “I went to the launch party mostly to Daneshgar at the DC Launch Party. members Chip and Sonya Frederick of listen to other florists’ stories and get a feel Flowers & Plants, Etc., in McLean, Va. The for how this company might fit into the When BloomNation hosted a launch > D.C. party was part of a series of parties retail florist environment,” said Brockway party in April in Washington, D.C., the for the company, following a launch in Los who classifies himself as “mostly an ob- event captured the spirit of what the Angeles and Las Vegas. server” at this point. “They talk about get- company is trying to become: a hip way At press time, more than 10 shops ting into the florist-to-florist business so I’m to send arrangements through an online represented at the D.C. party were interested in hearing how this might shake platform that connects florists and con- “already in the process of launching up the wire business rather than the online sumers directly. their BloomNation (online presence),” to consumer business.” BloomNation, founded in 2011, bills Daneshgar said. Lee Herman of Palace Florists Inc., itself as an online platform in the model Ken Denaburg of York Flowers in in D.C., said he thinks the idea behind of Etsy, connecting florists and consum- Washington, D.C., a BloomNation florist, the company is “really good” and he’s ers without traditional gatekeepers, was happy to have the BloomNation impressed both with Daneshgar’s knowl- including wire services. It was recently team in town. “The first year [with them], edge of the industry and his sincerity. “I profiled in Fast Company, which high- I didn’t see much activity, but it’s grow- like what they’re doing,” he said, “but I lighted the young company’s West Coast ing now,” he said. “They’re an energetic, haven’t pulled the trigger.” roots and eastward expansion. —Mary Westbrook

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The magazine of the Society of American Florists (SAF) 47

Plugged In BY MARY WESTBROOK

PULP-FREE HR: PUT DOWN THE SPREADSHEET > Pens, paper, file folders, spreadsheets. Another perk: Delaney has started then employees receive updates according For years, these were the “high-tech” tools using the system to automatically upload to their own preferences (email, text, etc.). Matlack Florist, in West Chester, Pa., relied job postings and then manage candidate “It also sends notifications if a shift is on for human resources tasks — schedul- information (resumes, rankings, interview open and people can ask for time off,” di- ing workdays and time off (and, inevitably, notes, etc.). “When you hire a person, all rectly through the system, Delaney said. rescheduling both), taking personnel notes the information you gathered on them Skip Paal, AAF, president of the on training and reviews, documenting [when they were a candidate] automatically Rutland Beard Floral Group, headquar- emergency contact information, tracking integrates into their new employee file,” tered in Baltimore, faced a familiar who had store keys … the list goes on. she said. The system also makes it “much schedule-related problem in the floral “There’s so much information to easier” to onboard new employees, with ap- industry: creeping payroll costs and keep track of with any given employee,” plications to capture signatures and collect employees who clocked in at 8:15 a.m. said Kate Delaney, director of opera- forms (direct deposit, I-9, W-4, etc.). (sometimes to work and sometimes to tions. “We have some employees who Thanks to the new system, which get coffee and catch up with co-workers) have been with us for 20 years or more. also has custom tabs set up for driver even though they were scheduled to That’s a lot of paper.” information (and alerts when licenses are start at 9 a.m. set to expire), Delaney also introduced a Those minutes add up — by Paal’s esti- Look Ma, No Paper new paid time-off policy for her part-time mate, to the tune of about $10,000 a year. Starting in January, Delaney traded at workers. “Employees can log on anytime (Rutland Beard has 92 full- and part-time least some of that paper for a new sys- and see where they are, how much leave employees and eight locations.) Starting tem, BambooHR (bamboohr.com),______an they’ve taken or accrued,” in real time, in January, Paal worked with managers online HR information system for small- she said. “It’s streamlined and easy.” to first educate employees about what and medium-sized businesses. (Matlack the schedule means and how many hours has 30 part- and full-time employees.) Right on Schedule they’re working. He also started using Delaney chose the system because she To handle scheduling, Delaney likes an- Schedule-My-Employees.com, which liked the combination of management other suite of tools through When I Work has helped streamline scheduling and

and self-service options. Right away, for (wheniwork.com).______Like BambooHR (and empowered managers to more accurately instance, she asked employees to update other services, see box), When I Work inte- estimate their weekly payroll costs and their emergency contacts directly; other grates fully with Google; Matlack managers hit their target numbers. (Managers can tasks Delaney manages herself. input their departments’ schedules and see individual pay grades on the schedule; other employees do not.) So far this year, payroll costs are down 14 percent. PROGRAMS TO TRY “[The program] shows a running total for each day and each employee,” ■ Bamboo HR While we didn’t talk to florists using the Paal said. “[Now], if we have a day with bamboohr.com following tools, they’ve received good the store running efficiently on 32 hours Cost: Contact for pricing. reviews in the tech world and have similar of payroll, and then the next day we have Standout Feature: Store em- applications: 45 hours of payroll, I can ask questions: ployee data securely in one ■ theEMPLOYEEapp ‘Why do you need the extra hours that location. Managed and self- thecommsapp.com day?’ There’s often a perfectly good rea- service tasks available. Pushes important company info son — a big event or a lot of product to ■ Schedule-My-Employees.com straight to phones so it’s useful process — but it’s a great tracking tool.” Cost: Free. Standout Feature: for employees (including drivers) Like Delaney, Paal and his team gen- Schedules are available in manager on the go. Contact for pricing. erally relied on low-tech tools before, format that includes cost information. ■ Intellinote and the system has pushed them for- ■ When I Work intellinote.net ward and improved profitability. wheniwork.com Keep and share notes and upload re- “We wanted to put accountability on our Cost: Starting at $29/month for com- sumes to the cloud, store notes around mid-level managers [to hit some of these panies with up to 20 employees each candidate, and have active discus- payroll numbers], and this program helps us Standout Feature: Communicate sions. Contact for pricing; free beta align all our team with our goals,” he said. schedule changes instantly through testing promos available at press time. email, text, and smartphone apps. ■ ReadySetWork Mary Westbrook, Floral Management’s readysetwork.com contributing editor, stepped in to write Electronically schedule employ- Renato Sogueco’s Plugged In column ees, track hours, and fill open this month, so he could focus on his shifts. Pricing starts at $1.50/ cover story. Renato and his team of tech month per employee for busi- contributors will be back next month. nesses with up to 50 employees. [email protected]______

48 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

Business of Design

GARDEN PARTY

> The Wall Street Journal recently named “fi eld to vase” the fl ower trend of the year. In Dallas, those words dominate clients’ requests, said Elizabeth Borchers, events director at Dr. Delphinium Designs & Events. “There’s no denying it’s bigger than big right now,” she said. “Who doesn’t love the idea that their fl owers are fresh from Grandma’s garden?” But as every seasoned fl orist knows (and few brides suspect), that homegrown look doesn’t come cheaply. Rather than run off customers with less-than-lavish budgets, or tie up designers’ time with numerous insertions, Borchers shows how strategic fl ower choices keep labor and COGS in line, so you can deliver good scents Borchers used hyacinth in increments of fi ve (“the whole some garden style good for your client’s wallet and bunch”) to prevent waste. “I love the your bottom line. look of its foliage too, so there’s no need to clean the stems – just plop For full recipes, visit safnow.org/moreonline. them into the vase,” she said. She Katie Hendrick added rosemary for a little extra fragrance – “a big part of the idea [email protected]______of bringing the garden to the table.” Design time: 10 minutes. Wholesale costs: $43.75. Retail price: $175.

sunny delight It only takes one pincushion protea and two peonies to ﬁ ll space, add texture and increase the design’s perceived value. Design time: 10 minutes. Wholesale costs: $37.50. Retail price: $150.

50 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

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New Products BY SHEILA SANTIAGO / [email protected]______

TARGET TECHNOLOGY

paperless offi ce Use NeatCloud and the Neat mobile app to transform paper into digital documents and send them directly to the cloud. Your information is secure, useful and easy to access, plus you pos for all can create reports, edit data and share fi les IRIS, a web-based POS, offers innovative anywhere. (866) 632-8732 > Neat.com and versatile software design for today’s rave reviews retail fl orists. The system features advanced With ModernComment, customers can touchscreen technology, customer retail easily build and share recommendations on management, product inventory management their own social media pages as well as on and delivery route management. IRIS is suitable online review sites. The process takes just for small- and large-volume businesses in 60 seconds, requires no typing and results in addition to multi-store operations. (877) 13 times more reviews than other platforms. 810-4747 IFNenterprises.com > Shop owners and managers can easily access and respond to feedback on a personalized dashboard. > ModernComment.com

real-time mobile marketing BloomNet’s iPad application helps fl orists and consumers check out fl oral arrangements and shop from their mobile devices. For those searching for a specifi c variety or shopping for an occasion or meeting any other fl oral need, the Business Management System (BMS) “Capture’” provides an engaging experience for fi nding the right product. The one-stop shop app also allows users to capture orders on mercury on the spot Built by fl orists, for fl orists, Floranext’s POS, the go and process credit cards in real time. The newly released FTD tablet app incorporates wedding/event manager and iPhone app offers a (800) 256-6663 >______MyBloomNet.net the industry-leading FTD Mercury POS suite of tools to run a fl ower shop. The system will software with the fl exibility of a handheld tablet. allow owners to take POS orders in seconds and Empower staff with this portable device by manage house accounts, customers and delivery smartphone shifting clerks onto the sales fl oor — a shopper’s routing. Optional add-on features include fl orist savvy most critical point of decision — for direct websites. (415) 906-2850 > Floranext.com Use smartphone interaction and an improved customer shopping technology to your experience. (800) 767-3222 > FTDi.com advantage with the gotFlowers? consumer app, gotGifts. This app can be custom branded with a shop name and logo. Orders placed through the app will fl ow into your POS system. (408) 840-3514 > GotFlowers.com positive track record Having the ability to track the effectiveness online trade show of advertising dollars is an absolute must for smart business owners. With Telefl ora’s Floral Browse hundreds of fl oral, gift and supply vendors Prodigy, you can evaluate your marketing from your smartphone, tablet or computer. tactics (ads, direct mail, online campaigns, FGmarket.com is a newly redesigned search tool etc.) and pinpoint those that generate created by Flower Shop Network to help fl orists the most orders. MyTelefl ora.com and gift shop owners fi nd exactly what they need > for their store. Open 24/7. > FGmarket.com

52 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

______

Classiﬁ eds

Minimum order is three consecutive months: $35 per month for 3 lines. Display classified: $75 per inch. Address written replies for confidential ads to Floral Management, 1601 Duke St., Need a little Alexandria, VA 22314-3406. Confidential ads cannot be answered by a telephone call or personal visit to the management office. A confidential ad costs $50 in addition to the cost of space for the sales or service ad. Contact Sheila Santiago at [email protected] or (800) 336-4743. advice? Talk to EMPLOYMENT OPPORTUNITIES EVENTS Tim Huckabee, Seeking Multi-Unit Manager Register for for Floral Operation Free. For info & application go to: http://Confidentialco.applicantpro.com/ 2014 Events! ______jobs/78838-29583.html

SAF members now get free 15-minute phone consultations June 10-11 SAF Retail Growth with Tim Huckabee — the floral Solutions industry’s leading expert on Chicago, Ill. customer service, sales training, ______and staff motivation as well as ______Aug. 13-16 SAF Marco Island 2014 130th Annual shop productivity. REFRIGERATION Convention Marco Island, Fla. That’s the real-world advice he shares with florists during his Visit www.safnow.org/events customized in-store training or contact Laura Weaver: programs — and now by phone to you for free! 800-336-4743 | [email protected]______So the next time you need a quick SERVICES pep talk about FOR SALE Î sales team motivation and training FLOWER SHOP FOR SALE! Î improving staff performance Indianapolis, IN Î customer service programs Owner retiring, Turn-key operation Î dealing with difficult customers established in 1963. Cash sale. Î increasing your average order Send inquiries: P.O. Box 976, Î selling tactics Noblesville, IN 46061 Î POS system productivity ______Î and whatever else staff or Smaller Wholesale customer-related is on your mind. Operation in Vermont ______Exclusively serving 300 convenience stores and supermarkets weekly. Turnkey operation. Owner to retire. For details visit Opportunity for retail also. safnow.org/talk-to-tim Contact Gary, Vermont Flower Exchange, 802.775.1836. E mail: [email protected]______

54 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

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Care and Handling

Left: Aglaonema ‘Mary Ann’ had marginal leaf burn when treated with ethylene (right). Plants not treated with ethylene (left) showed no damage.

Right: Aphlendra dropped leaves when treated with ethylene (left). EthylBloc treatment (right) prevented leaf drop when plants were exposed to ethylene.

BEST PLANTS FOR YOUR BUCK > Potted foliage plants for homes and What was the temperature Did you treat plants for offices are an important segment of range during shipping? ethylene exposure? U.S. floriculture sales — Florida and Successful shipping of potted foliage Leaf drop, marginal leaf browning, leaf California produce more than 90 percent plants requires that plants be stored and yellowing and premature leaf wilting are of potted foliage plants, and growers shipped within a narrow temperature common symptoms associated with eth- in the two states ship plants to mar- range (50 F to 60 F) for best quality. ylene damage on potted foliage plants. kets throughout the United States and Plants shipped, stored or exposed Plants may produce ethylene internally Canada. Fortunately, potted foliage to temperatures below 50 F may exhibit as a result of drying, high temperatures plants will withstand long shipping dis- leaf drop, discoloration, deformation or vibration during shipping. Also, eth- tances if produced correctly, packed and or water-soaked appearances on the ylene damage may occur if plans are shipped under the right environmental leaves, among other symptoms. During placed in a storage chamber or distribu- conditions and protected from the ad- shipping and storage, thermostats must tion center with high ethylene levels. verse effects of ethylene. How do you be accurate and represent the tempera- Foliage plants treated with EthylBloc, an know if you’re getting the best product? ture of the entire cooler or truck. anti-ethylene product, did not exhibit To get top-quality plants, we think every High temperatures (above 60 F) are ethylene damage even when exposed to florist should ask his or her supplier equally problematic. Bromeliad qual- ethylene gas. Growers have treated en- these four questions. ity has been shown to be twice as good tire trucks with EthylBloc to prevent leaf when plants are shipped between 50 F drop. See a listing of ethylene sensitive Have these plants and 59 F, compared to plants shipped at plants at safnow.org/moreonline. been acclimated for 68 F. Plants shipped at warmer tempera- Terril A. Nell, PhD, AAF, is professor indoor conditions? tures lose water faster, which may lead emeritus from the University of Florida Acclimatization simply means growing to leaf yellowing or marginal browning. and a postharvest consultant to the the plants without high fertilizer rates or Bottom line: For best quality, foliage floral industry. Ria T. Leonard is research frequent watering, and using low-light plants should be shipped at 50 F to 60 F. manager in the floriculture program at production conditions. Foliage plants will the University of Florida. The authors tolerate environments commonly found How were these gratefully acknowledge the support of in homes and offices (low light, humid- plants shipped? the American Floral Endowment and ity) if they are produced properly and The risk of dehydration is greater if plants National Foliage Foundation. have adequate time to acclimate to the are shipped on racks rather than in boxes. stress of indoor conditions. For example, Leaf damage may not be visible at the Ficus benjamina produced with high fertil- time plants are removed from boxes, izer rates and high light levels will drop since cellular damage may not be evident nearly all leaves once moved indoors. for three to six days; however, plants Acclimatization was developed nearly shipped in boxes can be more prone to 40 years ago, so most growers are aware exhibit Botrytis or gray mold on leaves of it, but, as a buyer, it never hurts to ask and stems, especially if water is present Come see author Terril A. Nell in whether your plants were grown specifi- on the leaves or pots are saturated with action at SAF Marco Island 2014, cally for indoor conditions. water when boxed. Botrytis can be mini- when he leads “Test Your Care and mized by watering plants the day before Handling IQ,” alongside John Dole, shipping; that way, the amount of water PhD, North Caroline State University. in the shipping box is minimized. Also, plants should not be in shipment for longer than three to five days.

56 FLORAL MANAGEMENT | JUNE 2014 | WWW.SAFNOW.ORG______

The FTD® Advantage Business Solutions | Path to More Orders | Leading Technology | Brand & Innovation

“FTD Mercury has streamlined our business by empowering my employees to make a wide variety of decisions.” — Anton Englemann, Town & Country Gardens, Geneva, IL FTD Florist for over 40 years

“FTD Mercury has streamlined our business by empowering my employees to make decisions using the wide variety of information the system provides to them. Plus, FTD has a free training program where I can send employees to get comprehensive instruction on Mercury. This is especially helpful since FTD is constantly updating its software features to regularly improve the point of sale system.”

800.788.9000 | www.FTDi.com/FTDadvantage =