April 2005 Vol. 46 No. 4 FTD Newsletter © 2005, FTD BUSINESS BLOOMS AT PALMER LETTER FROM FTD CEO In This Issue AND DECORATING Letter from FTD CEO • Dear FTD Members, florists as the best GALLERY! Highlight: Palmer Flowers for all their floral buying needs. and Decorating Gallery • I would like to thank you for FTD : Prom 2005: Page 1 the incredible feedback with WITH respect to the key issues facing WALMART.COM Your Words: On the partnership the and in particular, WHAT! FTD did a deal with with walmart.com Page 2 your businesses. It is really Walmart.com! Why? What is great to see people so passion- the benefit of that? Why is FTD Highlight: Michigan Floral Association • ate about the success of the doing this? All great questions Highlight: The Open Rose floral industry! Page 3 and rather than rely on rumors, I would like to answer them all Highlight: Rich Mar Florist QUALITY – right here. • Member Celebrations THE MARCH CONTINUES WITH NEARLY 30 YEARS OF Denver and Boulder in the • Last month’s feature on Quality Highlight: Fordyce Flowers and Gifts For starters, if you go to experience serving Fort Collins, early 1900s. Having learned the • Assurance has generated a Walmart.com, you will see that business from his un- Long Island Retail Florists’ Association Palmer Flowers and Decorating tremendous number of phone while consumers can purchase Page 4 Gallery is Northern Colorado’s cles in Chicago, Spiro Palmer calls and letters to my office. I flowers delivered via common Northeast Floral Expo premiere florist and home and his wife Angela opened the am excited by your comments courier, they also now have the • décor shop. What started out Palmer House Florist in 1976, a Member Highlights: and the significant amount of option of choosing FTD florist- • as a small dream seed has 1,000-square-foot fresh flower Northeast Florida Florists Association member support on this issue. filled bouquets for same-day blossomed into something store in downtown Fort Collins, • We will stay steadfast in our delivery. We are not selling Highlight: Virg-Ann Flower Shop quite spectacular. Colorado population 38,000. • direction and will not in Wal-Mart stores Highlight: Herbert E. Berg Florist down until every order sent (they do plenty of that without Spiro had the knowledge and Page 5 over the FTD network is any of our help already) and Members of the Palmer family experience to be successful as Upcoming Events delivered without fail. I thank our brand is not being used in moved west from Chicago to Continued on page 3 Page 6 so many of you for your their cash and carry locations. 2005 FTD Floral Extravaganza support and appreciate your Schedule of Events continued feedback on the Page 7 That said, why would FTD PROM 2005: INSPIRATION, subject. do this? What are we thinking? Highlight: Watson’s Flower Shop • As many of you know, the NOT IMITATION FTD Advertising The implementation of the boxed-flower programs that Page 8 By FTD Instructor J. Keith White AIFD expanded Quality Assurance send flowers to consumers via program and the termination of The FTD Team is working for you! common courier are the fastest GET READY, MY inspiration, not imita- members for order curtailment/ Important contact information: growing channel and are a fellow floral ex- tion, is this year’s buzz. The skimming, poor fulfillment or significant risk to the entire perts, because looks are stolen glances of old Find Your FTD Business Consultant poor customer are online at FTDi.COM industry. Five years ago, we this year’s Prom Hollywood glamour or vintage long-term projects that we are highlighted these programs to is getting an “it” inspired California cool. And FTD Marketplace • 800-767-4000 acting on today. Last month, [email protected] the members as a competitive crowd makeover for 2005. we sent notifications to a the buzz is packing up and risk to retail florists. At that FTD Member Services • 800-788-9000 number of florists whose moving out match sets of jew- [email protected] time, it was our collective customer satisfaction rates THE STYLE elry and making room for “hope” that these programs FTD Technology Sales • 800-767-3222 were below FTD’s expecta- The polished red look is eclectic layering of different [email protected] would suffer substantial quality tions. These warnings are giving way to a much cooler styles, colors and textures. FTD Florists Online • 800-576-6721 issues, leaving the consumers providing many FTD Florists Bohemian style. Today’s This change is perfect for the [email protected] unsatisfied and unlikely to with the opportunity to take teenagers are today’s taste- floral addition of the wrist FTD Flowers All Hours • 800-669-1000 purchase through that channel [email protected] the corrective quality actions makers and they know the again. As it turns out, consumers bracelet instead of the standard that will strengthen their truth: it is all about being the FTD Cash Flo • 800-788-9000 ext. 4262 are rapidly embracing these wrist corsage. Provide floral [email protected] businesses, the FTD network products predicated on the coolest one in their crowd. In wrist bracelets or armbands as and the industry as a whole. FTD Directory Services • 800-788-9000 belief that these flowers are order to be the coolest, they the perfect accessory item to [email protected] fresher, longer lasting and of must set the trend, not follow the strapless dress. Furthermore, I would like to FTD Convention • 800-788-9000 ext. 6240 a better value than those the trend. And the trend, you [email protected] thank each of you who are delivered by a professional ask? This year’s trend is more Look for the corsage to go from Advertising • [email protected] continuing to practice the carefree and laid back. The traditional to couture with un- highest quality standards in our retail florist. Simply put, our Newsletter • [email protected] expected and unusual blooms. industry. I believe that as we all strategy of “waiting” and look is still formal, but not • [email protected] hold each other accountable “hoping” that flowers delivered quite as polished as in years Think of mini callas and the numerous orchid varieties that International Retrans • [email protected] for quality, we will continue via common courier would not past. And this new, free mind- to strengthen consumer succeed has been a total failure. set is carried out all through can be incorporated into this www.FTDi.COM FTD Members’ resource confidence in professional Continued on page 2 the Prom. Continued on page 6 2 FTD Newsletter • April 2005

LETTER FROM FTD CEO ON QUALITY (cont’d from page 1)

In light of consumers’ increasing support for flowers delivered via common courier, I felt the need to ask myself a few hard questions. How many more consumers does this industry want to lose? Based on the results of our “inaction” five years ago, how much longer can we “wait” and “hope”? If we do nothing, how likely is it that yet more retailers will embrace this model of – further damaging our industry?

Frankly, I didn’t like the answers to any of these questions. While I didn’t like any of the scenarios presented to us – leadership dictates that we must make hard decisions. In this case, I decided that having consumers receive products from professional retail florists is better for the professional retail florist than having consumers receive their flowers via common courier. While this decision is difficult, it is simplified by my belief that a consumer once comfortable receiving flowers from a professional retail florist will likely continue to use professional retail florists for years to come. YOUR THOUGHTS You may have noticed the changes in the newsletter the last several months. My primary goal is to turn this publication into your publication. A place where you can sound off on what we are doing right and wrong. We also will be substantially increasing our coverage of member events and taking out lots of the annoying FTD advertising. I hope you like it and encourage you to share your thoughts about it with us by writing to the Newsletter Editor at [email protected] or via FTD’s Headquarters, 3113 Woodcreek Drive, Downers Grove, IL 60515. ABRASHOFF TO SPEAK AT CONVENTION We have just announced the addition of Michael Abrashoff to the schedule of events for our 2005 annual FTD Convention in Dallas. Michael is an incredibly motivating and inspirational speaker (much better than I!) with realistic “I can take this home and use it” ideas. He will join our strong schedule of education programs, premier shopping opportunities and really fantastic parties. We have a limited number of free rooms available, so if you are interested please register online at FTDi.COM or contact your FBC.

Thank you for your continued support of FTD. We look forward to each opportunity to strengthen our partnership with you. All the best,

your words ’’ on the partnering with walmart.com’’

I understand that FTD is working to increase traffic to members, however I think I believe that FTD offering florist-filled orders on Walmart.com raises many they should focus on bringing those customers directly to our shops. At my shop, questions for our company. We have built our business on the basic principle of we use every incoming order as a opportunity since we all know consistently excelling at providing exceptional products and services, and incoming orders are not the revenue generators. However, by sending orders to have matched the practice of this principle by advertising continuously and us through a company that is focused on price points, not quality and value, I think pervasively in our market for many years. Evidence of the success of this this is ultimately hurting our industry. It is no secret that discounted mass strategy comes from the multi-year results of media surveys by local broadcast merchandisers like Wal-Mart can sell orchids cheaper than I can buy them from a companies indicating that our company enjoys the highest "top-of-mind" local wholesaler, however, they can’t compete with me on value, quality or design. awareness in our industry by a substantial margin. As a result, we charge Let’s get away from the Wal-Mart mentality of low prices and harder on appropriate prices for our and services to allow us to continue in this redirecting the efforts of the industry to bring consumers to their professional operating mode. My concern is that if we were to participate strongly in the retail florists who value quality and the highest standards of customer service. Walmart.com "partnership", we would have to find ways to maintain our margins

– Rob Monroe, owner of Nate’s Flower Mart in Casper, WY ’’ mainly by offering a different set of products in addition to those we currently

offer. These products would, in many cases, possess a lower intrinsic value, ’ ’ FTD Member since the 1970s. but must still possess an equal relative value, in order to make a profit. The I don’t have a problem with FTD pursuing any with mass merchan- difficulty, then would be to ensure that our customers are not confused disers that will generate more orders for our shop – now or in the future. I would by the differences in the intrinsic values of the Walmart.com product in rather have FTD filling those orders than the mass merchandisers poorly filling comparison to prior products received from us, especially when he or the orders themselves, driving customers away from our industry. she has no idea of what the sender paid for the specific item (70-80cm

– Trish Quimby, manager of Flowers by Steve Inc. in Haverhill, MA’’ roses for $79.99 on sparksflorist.com, vs 30-40cm roses for $53.39 on

walmart.com). Additionally, we still will have the full and sole responsibility ’ ’ FTD Member since 1977. of unconditionally supporting the product and consumer, regardless of My philosophy is simple: the more orders that FTD generates, the better chance the razor thin margins that some of the Walmart.com items may offer. So, the we have of staying competitive. We need to jump on opportunities that arise and challenge will be to ascertain whether we can make the appropriate adjustments seek out new opportunities that capture FTD Florists more orders, because if we in our business to participate in this program with a reasonable expectation of

don’t, someone else without the high quality standards will take those orders. doing it profitably.’ ’ The most important thing for we florists who are receiving those orders is to – Mike Fiannaca, owner of Sparks Florist in Sparks, NV

FTD Member since 1966. upkeep the quality and our customer satisfaction level. That way, we’ll continue to ’’ capture customers who will be dedicated to FTD, no matter where they find

the Brand. Wal-Mart is a big issue in my community with five locations within a 30-mile

– Pat Reiman,’’ owner of Richfield Floral and in Richfield, MN radius. Will it be a competition killer for the floral industry or simply one more

’ ’ FTD Member since 1973. opportunity for us to market ourselves to recipients and gain those customers as our own? Time will only tell. Most importantly today, florists need to look at what Any avenue that FTD can generate orders for the retail florists works for us. The went wrong in the floral industry to get to this competitive point, and then fight is the wave of the future for the floral industry, and if you don’t get on back by marketing, merchandising and taking risks. Every order, no matter board with filling those orders that FTD is capturing, then I’m not sure what the where it came from, is an opportunity for future sales. This isn’t our parents’ or future of your business will be. grandparents’ industry any more. – Vincent Campanella, owner’’ of Flowers on the Exchange in New York, NY – Victor Becks, owner of Becks ’Florist’ in Peoria, IL FTD Member since 2002. FTD Member since 1953.

Share your words! Write to the editor of the FTD Newsletter at [email protected] or FTD Newsletter, 3113 Woodcreek Dr., Downers Grove, IL 60515. We look forward to hearing from you. FTD Newsletter • April 2005 3

BUSINESS BLOOMS AT PALMER FLOWERS AND DECORATING GALLERY! (cont’d from page 1)

tomers with every purchase. In fact, our green and blooming , Holidays are special at Palmer Flowers and employees make up a combined total of products, , art, accessories and Decorating Gallery. The winter holiday sea- 225 years experience at Palmer Flowers, more. In fact, we’re so confident in son especially, is a magnificent time. Our and we have a total of 350 years combined the quality of our flowers and plants we entire store becomes a winter wonderland, experience in the floral industry. guarantee them. We purchase our design elaborately decorated in the year’s most products from only the most highly stylish holiday . We present our The Palmer School of Floral Design, respected companies, inspecting them customers with the most creative options founded by Angela, opened its doors carefully for quality of design and manu- in high-quality artificial trees and holiday in 2001. Our school is one of only facture. décor such as ornaments, artificial stems two schools certified by the Board of and garland and an unbeatable selection of Education in the state of Colorado. STYLE fresh garland, wreaths, greens, poinsettias well as a vision of growth for the future. In Students enroll in beginning, advanced, Palmer floral and interior and beautiful fresh flower centerpieces. 1982, Palmer Flowers moved to a well- and certification classes that cover both decorating work exhibits an essence that We also honor other holidays throughout known 10,000 square foot store located on fresh and flower arranging. Classes is immediately recognizable. Our creations the year. We provide all sorts of acces- South College Avenue. Palmer expanded also include teaching a variety of types of are standouts. sories for Halloween, Easter, Mother’s Day, his business to include silk flowers and arrangements such as colonial and Father’s Day, Administrative Assistant’s home décor in 1996 when Palmer Deco- cascade arrangements for special events Week and Valentine’s Day celebrations, rating Gallery opened adjacent to the such as weddings. The five-week courses as well as personal celebratory events flower shop. are limited to 5 to 14 students per such as weddings, new babies, anniver- session, with six sessions offered yearly. saries, and birthdays. In 1997, Palmer opened the Palmer Design Students from around the region attend, Center, which housed a collection of home and scholarships are offered to specially decorating stores to provide one-stop qualified individuals. shopping. The fresh flower shop and gallery combined into an impressive 20,000+ square foot store in 2004. Palmer Flowers and Decorating Gallery has grown with the local population of Fort Collins, which is now roughly 126,000 to become one of the nation’s largest retail florists. In- side you will find a wide variety of fresh SERVICE FTD congratulates Palmer Flowers and , tropical flowers, a green- Customers know that when they walk into Decorating Gallery for recent recognition house with a variety of green and bloom- our shop they will be treated with in the Fort Collins Coloradoan as “Best ing plants, bamboo, succulents, hanging respect. They will be greeted personally Place to Work”. Also, Spiro Palmer was baskets, dish gardens and pots as well as and professionally by a knowledgeable voted “Best Corporate Citizen” and artificial stems, arrangements and trees, QUALITY and courteous employee. Our employees the shop was a finalist for the “Small art work and furniture in our gallery all Palmer Flowers and Decorating Gallery listen to our customers and are able to Business of the Year”. Palmer Flowers and under one roof! Our knowledgeable and means quality. Our customers know that provide creative and practical solutions for Decorating Gallery has been an FTD friendly staff helps to educate our cus- we sell nothing less than superior flowers, any needs. Member since 1983.

MICHIGAN FLORISTS CELEBRATE GIFTS OF THE EARTH FTD MEMBER FTD IS PROUD TO PARTNER WITH THE WEDS AMONG Michigan Floral Association for their recent Spring Conference. FTD Design 800 CALLAS Instructor Toomie Farris AIFD presented CONGRATULATIONS TO FTD MEMBER on “Gifts of the Earth” bringing to life the Elaine Fulford, owner of The Open depth of Vegetative Design concepts and Rose in Milton, FL and Gulf Breeze, FL, demonstrating the principals of line, and husband Greg Gillis for their material selection and color. Rod Crittenden, executive vice president Della Wiersum and owner Tina Ginther recent nuptials! The bride’s creativity of the Michigan Floral Association takes from Swift's Flower Shop in Lake impressed her friends and family by a break from his responsibilities at the Odessa, MI take a quick photo with FTD featuring more than 800 callas at the conference to take a photo with FTD FBCs FBC Julie Atkinson. Swift’s has been an wedding ceremony and reception! Julie Atkinson and Bob Martin. FTD Member since 2004. Elaine has volunteered her talents for many hours at FTD events such as the annual Convention. The Open Rose has been an FTD Member since 1992.

FTD Field Business Consultant Julie Atkinson joins Denny Seivert and Markus FTD FBCs Bob Martin and Julie Atkinson Chevalier both from Seivert Custom Michael Makara, owner of Bob Moore join FTD Member Charlie Smith from Creations in Kalamazoo, MI for a photo. Flowers in Alma, MI, who was awarded Smith Floral and in Lansing, Seivert Custom Creations has been an Michigan Retailer of the Year joins FTD MI. Smith Floral and Greenhouses have FTD Member since 2004. FBC Julie Atkinson. been FTD Members since 1916. 4 FTD Newsletter • April 2005

FAMILY VISION, BUSINESS CELEBRATES MEMBER CELEBRATIONS 50 YEARS CONGRATULATIONS TO LOUGHEED Flowers in Sudbury, Ontario for their Top RICH MAR FLORIST WAS FOUNDED IN 500 status with FTD! Lougheed Flowers 1955 in the basement of a townhouse in has been in business since 1952 and an Allentown, PA. Today, the FTD Member FTD Member since 1989! has grown and expanded thanks to

several generations of family members FTD Vice President of Frank Stor- and their dedication to quality and the nelli (left) and FTD Field Business Consul- highest standards of customer service. tant Angelo Pace (far right) present the team from Lougheed Flowers, Barbara and Karen Halverson with recognition for A RICH HISTORY Villeseche, Marguerite Lougheed (owner) their Top 500 status in FTD. Contributing to the success of the 50- year-old business are stories of expan- sion, family member additions, new roles and always the strongest dedication to their customers first.

Rich Mar Florist was founded by Richard 1 2 3 and his father Vincent Morrissey in 1955. (1) Edward Silacci of Swenson and Silacci in Salinas, CA Richard and his father had a vision of calls and deliveries in an 18,000 sq. ft. shows his top status with FTD. (2) Dawn Baumgarten, creating a flower shop that could provide location. In 2003, the second owner of Log Cabin Florist in Bakersfield, CA shows her every customer with a unique experience floor of this location was converted into a shop’s top status with FTD. (3) Linda Steis from Oakhurst regardless of their budget. bridal showroom and since has served Floral in Oakhurst, CA shows her new and larger space. more than 250 local brides and counting. The new beautiful location drives in more walk-in traffic due Richard’s wife Dolores Morrissey to its better placement in the community. (4) Owner became the company’s first bridal con- Also in 2003, Richard J.’s son Jonathan Maurice Sournany and Manager Roxanne from Victor the sultant and later became the general Morrissey joined the family business, 4 Florist in Santa Barbara, CA, show their top status with FTD. manager of one of the flagship locations. marking the fourth generation on board. Today, as general manager, Jonathan has Through hard work and non-stop dedica- designed and created the shop’s Web FTD SUPPORTS LONG ISLAND RETAIL tion, the company expanded in the 1970s site, which has taken the company even and 1980s with the help of Richard P.’s further into and progression. FLORISTS' ASSOCIATION son Richard J. Morrissey, the current CEO to two main locations. Richard J.’s ”Rich Mar Florist has always prided itself FTD PROUDLY SUPPORTED THE LONG wife Frances became chief financial offi- on its great customer service from the Island Retail Florists’ Association recent cer and continues her role responsible initial phone call up to delivery. We have event in Jericho, NY. FTD Design for the merchandise purchasing. Both and will always go the extra-mile for any Instructor J. Keith White AIFD showcased stores offer a large selection of fresh and of our customers. Even as we have “Color In Style” a symposium of stylish silk flowers as well as a wide variety of grown, our values of customer service and creative designs showcased in gift items. have not changed. We hope to keep the popular saleable consumer friendly 2 family vision alive and well for another 50 choices. The event opened doors of In 1989, Rich Mar streamlined their busi- years.” – Jonathan Morrissey, general the new color choices for the 2005-2006 ness operations and opened a design manager of Rich Mar Florist. FTD marketplace. and call center in centralizing all phone Member since 1980. FTD Field Business Consultant Andrew Himmelstein met with florists from around state, discussing profitable busi- SEND YOUR BEST VIBES TO PHOENIX ness solutions and today’s competitive FTD ENCOURAGES ALL FTD MEMBERS industry. 3 to send their best vibes and good wishes to fellow member Fordyce Steinhour, owner of Fordyce Flowers and Gifts in Phoenix, AZ. Fordyce, age 64, is living with leukemia and is in need of a bone marrow transplant to treat myelodysplas- tic syndrome. With siblings and three children who are unfortunately not 1 4 compatible blood types, the community (1) Mingling at the event are FTD Design Instructor J. Keith White AIFD, Long Island is chipping in to hold blood and bone Retail Florists’ Association President Sean Beckert, owner of S.F. Falconer Florist of marrow drives hoping to find a fit for Port Washington, NY and FTD FBC Andrew Himmelstein. S.F. Falconer Florist has been Fordyce soon. The Steinhour family joins Row 1 (top): Jordon Steinhour, Ken an FTD Member since 1930. (2) FTD FBC Andrew Himmelstein poses with FTD Design together in this time of strength and Flick, Richard Steinhour and Fordyce Instructor J. Keith White AIFD and Ken Beebe AIFD of Beebe's Florist in Brightwaters, hope. Steinhour Row 2: Carol Steinhour, Leah NY. Beebe’s Florist has been an FTD Member since 1977. (3) FTD FBC Andrew Steinhour, Denise Flick-Steinhour and Himmelstein discusses FTD products and services with Eleanor Hanzik of Flowers On behalf of all of the FTD Family, we Valerie Steinhour Row 3: Michael Galore in Wyandanch, NY for a photo. Flowers Galore has been an FTD Member since send Fordyce and the Steinhour family Steinhour, Jeannie Steinhour, Mikayla 1978. (4) FTD Member Kevin McGovern of McGovern Florist in Brooklyn, NY, FTD our warmest wishes and hope for a Steinhour and Tanner Steinhour Design instructor J. Keith White and Tony Nunziato of Enchanted Florist in Maspeth, match soon! NY. McGovern Florist joined FTD in 1964 and Enchanted Florist joined in 1987. FTD Newsletter • April 2005 5

NORTHEAST FLORISTS CRUISE THEIR WAY FLORIDA BUZZ TO A GOOD CONVENTION WHAT’S THE BUZZ IN NORTHEAST OTHER ATTENDING FLORISTS INCLUDE: Florida? FTD Member Bali Thigpen (be- • Paul Bryant and Bill Gross of Flowers FTD IS A PROUD SUPPORTER OF THE a photo at the Northeast Floral Expo. My- low), owner of The Rosery Florist in of Mandarin/James Burns the Florist, Northeast Floral Expo helping to join ers Flowers has been an FTD Member Madison, FL, showcased a buzz-worthy Jacksonville, FL florists from the entire Northeast portion since 2004. design presentation at the Northeast of the U.S. together for an exciting event. • Ofelia Malalang of Oloha Blossoms, Florida Florists Association meeting. Bali The events cruise theme drew hundreds Jacksonville, FL featured Everyday Designs You Can Sell! of florists. FTD sponsored “Intimate Par- The Rosery Florist has been an FTD • Bonnie Huggins of Sally’s Roses & ties”, a presentation by FTD Design Member since 2002. More II, Jacksonville, FL Instructor Tina Stoecker AIFD, PFCI. The program featured the rewarding chal- • Fred Callahan of Skinner’s Florist, lenge florists face to wow each guest Jacksonville, FL with the latest in table centerpiece • Elaine Wilson of Flowers by Elaine, designs and party accessories. Jacksonville, FL FTD’s Dick Schooler (below) takes a photo with Ron and Robin Kogut of • Carl, Nita and Joannie Varnes of Hurst Kogut Florist in Meriden, CT. Kogut Florist Florist, Jacksonville, FL has been an FTD Member since 1950. • Tangela Parker of Honey B’s Florist, Jacksonville, FL (Welcome to the FTD Team, Honey B’s!)

• Winnie Cross of Sally’s Roses & More, St. Augustine, FL

• Barry of Flowers by Shirley,

FTD’s Dick Schooler joined John Torna- St. Augustine tore of Gordon Bonetti Florist from Hartford, CT and FTD’s Regional Vice Karen Beebe of Beebe's Florist in President Jim Weedon before the Brightwaters, NY and Eleanor Hanzik PENNSYLVANIA FLORIST CELEBRATES evening festivities kicked off. John is this of Flowers Galore in Wyandanch, NY year’s Chairman of the Northeast Floral shop at the FTD booth at the Northeast FOUR GENERATIONS Expo and Vice President of the Connecti- Floral Expo. VIRG-ANN FLOWER SHOP IN WARREN, cut Florists’ Association. Gordon Bonetti PA recently held a birthday party cele- Florist has been an FTD Member since 1978. According to FTD’s Jim Weedon, brating 60 years in business. The event Jim turned down 28 requests to sing the included a nostalgic display of the shop’s theme from “The Love Boat”! history and drew customers into the door through treats and local media coverage. FTD’s Sallie and Dick Schooler join FTD Four generations involved in the busi- Members Chuck and Elsie Kleiner (be- ness showcase its history and strength. low) of Myers Flowers in Branford, CT for Virg-Ann Flower Shop has been an FTD Member since 1956.

Fourth Generation Stephanie Miller, Founder, Treasurer and First Generation Angelo FTD MEMBERS RIDE A WAVE OF Dicembre and President and Second Generation Annamarie Dicembre-Miller gather TECHNOLOGY WITH MERCURY on the shop’s 60th anniversary.

MEMBER RECEIVES KATE EARLY AWARD

FTD WAS A PROUD SUPPORTER OF Board of Directors of the Central Massa- The Kate Early Award featuring the “Best chusetts Flower Show and director in in Use Tropicals” at the Central Massa- charge of judging. Herbert E Berg Florist 1 2 3 chusetts Flower Show in Worcester, MA. has been an FTD Member since 1950. (1) Congratulations to the team at Mann’s Florist in Sault Ste. Marie, Ontario for The award is in memory and tribute of stepping into a new wave of technology by partnering with FTD Mercury the late FTD Member, Kate Early, whose 6.0. Mann’s Florist has been an FTD Member since 1999 and will now enjoy new life was tragically taken at age 48 from enhancements and progressions the FTD Mercury Technology team is making to help leukemia. Kate was fond of working with FTD Members save time and money every day through technology. FTD Field tropical arrangements and also was Business Consultant Angelo Pace joins the team at Mann’s Florist in celebration. extremely active with the Central Massa- (2) FTD Field Business Consultant Paul Donovan celebrates with Donna Mulhearn, chusetts Floral Industry. Sue Thompson and Allan Gilmore from Gilmore's Flower Shop in East Providence, RI. The photo was taken only days before the installation of FTD Mercury POS. Gilmore’s The FTD-sponsored award was pre- Joan Moreshi from Herbert E. Berg Florist Flower Shop has been an FTD Member since 1939! (3) Congratulations to Chad sented to Herbert E. Berg Florist Inc. from poses with The Kate Early Award for Conley, owner of Chad’s Florist in Covington, TN, who smiles right after he committed Worcester, MA and was accepted by “Best in Use Tropicals” accompanied by to the new FTD Mercury POS system as well as converting to FTD’s Cash Flo Joan Moreschi from Herbert E. Berg Paul Carlsberg from the Central Massa- card program. Chad joins FTD Field Business Consultant Bridget Whelan for a photo- Florist and Paul Carlsberg, one of the chusetts Flower Show. graph in celebration. 6 FTD Newsletter • April 2005

PROM 2005: INSPIRATION, NOT IMITATION (cont’d from page 1) By FTD Design Instructor J. Keith White AIFD

creative design style. I believe that we’ll A new look with the elastic armbands A new look Small nosegays see carnations and roses still making is easily adapted from the corsage, with the elastic of yesterday are appearances, but only in fashion forward in order to have it worn higher on armband is not eliminated colors. Plus, the addition of one or multiple the arm. Use wired sheer ribbon for easily adapted from the Prom add-in items will be everywhere – jewels, a last minute move from corsage to from the cor- marketplace; feathers, colored wire and ribbon will armband, but be sure to tread cautiously sage, in order however always accomplish the customized couture- about adjustments with your customer, to have it worn offer your cus- designed piece for both male and female as this can be difficult to determine higher on the tomers today’s corsages. the overall floral coverage vs. wrist or arm. Showing trends to yester- arm size. photographs day’s bouquets. THE MECHANICS of these new concepts and ideas to your Try the latest in and mechanics involved in As professional designers, we all know customers will help visualization turn color schemes the wrist or arm bracelet are simplified how important Prom flowers are to to a sale! noting that the with the use of Oasis Floral . our young customers. During this floral colors Blooms may simply be adhered to clear emotional, hormonal rush, we should Floral bracelets should comple- plastic cuff bracelets or to the fabric- allow the new creative minds some are a new twist ment the dress instead of match it covered wrist corsage band, which is aspect of customization and inspiration. In to the wristlet. completely. available in black, white, and order to do this, you must market early Try moderniz- pearl. Inexpensive bangle bracelets are an ordering to your local schools and ing this look Offer your trend alternative to adhere flowers to… now, provide lots of options to inspire their even more by setting customers imagine the possibilities: simple button creativity. Always be sure to showcase using plastic a wide variety of mums set next to each other on the the FTD Selections Guide’s Celebrations bangle boutonnière flow- bangle; it’s the next tennis bracelet! For a section to guide your customer towards bracelets cov- ers like orchids, more elegant masterpiece, try orchids hot trends and color possibilities, and ered with but- mini callas or fes- combined with jewels and colored wire. inspire this year’s “it” crowd. ton mums! tive greens. D T

F Upcoming Events

April 9-10, 2005 June 30, 2005 July 15-17, 2005 Maine State Florists’ & Growers’ Association Spring 2005 AIFD Accreditation Evaluation Session (AES) Oklahoma State Florists’Association Convention Design Show Seattle, WA Meridian Convention Center • Oklahoma City, OK Floral designers interested in pursuing the Bangor Motor Inn • Bangor, ME Featured FTD Design Program: “ Gorgeous or AIFD Accreditation may still be able to qualify to FTD sponsored Saturday Night Cocktail Hour. Organic Originals” presented by FTD Design Instructor the AES in Seattle. Those interested should Registration contact: Rhonda Little at 207-723-9016. Tina Stoecker AIFD. For registration information, contact contact [email protected]. Further information on Look for FTD Team Member Dave Galvin. Accreditation in Floral Design is available at www.aifd.org. the Oklahoma State Florists’ Association at 888-482-4496. Look for FTD Team Member Donna Spaulding. April 10, 2005 • Niagara International Association of July 2-6, 2005 Florists Spring Show AIFD National Symposium July 22-24, 2005 Marriott Buffalo Niagara • Amherst, NY Washington State Convention & Center and The 2005 FTD Floral Extravaganza Sponsored in part by FTD. Registration contact: Cathy Sheraton Seattle & Towers • Seattle, WA Gaylord Texan Resort • Dallas, TX McGovern at 716-839-2033 or Elaine Bialecki at 716-681- FTD sponsored designer Gregor Lersch. For registration Extended FREE Room Offer! 4688 (U.S.) or Helen Rietveld at 905-687-3490 (Canada). information, contact the American Institute of Floral Register at www.FTDi.COM or contact your local Field Look for FTD Team Members Nadine Compisi, Angelo Designers at 410-752-3318 or visit their at Business Consultant. Pace and Roberta Belanger. www.aifd.org. Look for FTD Team Member Dick Schooler.

July 8-10, 2005 July 22-24, 2005 June 3-5, 2005 State Florists’ Association Convention Arizona State Florists’ Association Convention New State Florist Association Convention Westin Galleria Hotel • Houston, TX Tempe Mission Palms Hotel & Conference Center MCM Eleganté • Albuquerque, NM Featured FTD Design Program: “The ‘Cent’ of Flowers” Tempe, AZ Featured FTD Design Program: “Economical Elegance” presented by FTD Design Instructor Jeff Corbin AIFD. Featured FTD Designer & Commentator Tony Medlock presented by FTD Design Instructor Jeff Corbin AIFD. For registration information, contact the Texas State AIFD. For registration information, contact Amy Medlock For registration information, contact Adam Ornelas at Florists’ Association at 512-834-0361 or visit their website at 602-494-9094 or visit the Arizona State Florists’ 505-243-5499. Look for FTD Team Member Amanda at www.tsfa.org. Look for FTD Team Members Joe Gresko. Arbona, Cheryl Costello, Jayla Love, John Hurdt, Steve Association website at www.azflorists.org. Look for FTD Sproule and Dick Schooler. Team Member Amanda Gresko. June 10-12, 2005 July 9-11, 2005 Florida State Florists’ Association Convention July 30-31, 2005 OFA Short Course Orlando Marriott Downtown • Orlando, FL Louisiana State Florists’ Association Convention Greater Columbus Convention Center • Columbus, OH Featured FTD Design Program: “Economical Elegance” Lafayette Hilton & Towers • Lafayette, LA Featured FTD Design Program: “Wedding Floral Review” presented by FTD Design Instructor Jeff Corbin AIFD. For Featured FTD Design Program: “Supporting Creativity presented by FTD Design Instructor Keith White AIFD. with Alternative Mechanics” presented by FTD Design registration information, contact Betty Rauenzahn at 407- For registration information, contact OFA at 614-487-1217 522-8699. Look for FTD Team Members Jill Weishaupt, or visit their website at www.ofa.org. Look for FTD Team Instructor Toomie Farris AIFD. For registration information, Chris Bordes, Doug Crescimanno, Bryan Whitehouse, Members Cindy Riffe, Steve Huebner, Dawn Deran and contact Bob Peden at 318-255-2671 or 888-723-0010. Look Terry Thiel and Dick Schooler. Doug Parks. for FTD Team Members Jackie Harrell and Terry Thiel. FTD Newsletter • April 2005 7

2005 FTD FLORAL EXTRAVAGANZA SCHEDULE OF EVENTS

Register now and secure your FREE room offer! Visit www.FTDi.com. Questions? Call 800-788-9000 ext. 6240 or email [email protected]. 2005 Member Award nominations are now being accepted! Nominate a fellow July 22-24, 2005 florist for one of the six prestigious awards! Visit www.FTDi.com. (Deadline is May 15th) Gaylord Texan Resort # Dallas, TX

THURSDAY, JULY 21, 2005 FRIDAY, JULY 22, 2005 (cont’d) SATURDAY, JULY 23, 2004 (cont’d) 2-6pm Registration/Information Desk Open 4-5pm Member Discussion Groups: Handling Holiday 2-6pm Trade Fair Open Volume – Multi, Medium and Small Shop Perspectives Mercury Technology: Hands-On Lab FRIDAY, JULY 22, 2005 8am Registration/Information Desk Open Main Stage Design Program: Holiday Theme 2-3:30pm Marketing: An exciting marketing program Instructor: FTD Design Instructor Toomie Farris to come! 9-10:30am Advertising and Marketing: Advertising/ AIFD, AAF Promotions Workshop (Level: Beginner) Sales: Explode Your Sales! Instructor: from The Media Mix 5:30-6pm Mechanics and Q&A: Follow up to Main Stage Instructor: Bob Negen of WhizBang Training Design Program Business: Shop and Business Finance: Improve Your Profitability and Create a Procedures 6:30-8pm NEW! Welcome to the FTD Floral Extravaganza Business with Value (Advanced) Instructor: FTD Design Instructor John Klingel Dinner Instructor: Gaylon Pyle of Quality Advantage AIFD, AAF, PFCI of the South Florida Center for Kick off the FTD event by finding out how Training and Consulting Floral Studies FTD is working for you. FTD CEO Michael Soenen will present the future of FTD partnerships, Mercury Delivery: Zoning, Mapping and Finance: Financial Management for the New or #featuring each area of your business, the Reporting (Part 2 of 2) Non-Financial Floral Owner (Level: Beginner) changing retail environment and how FTD Instructor: from Mercury Technology Instructor: Gaylon Pyle of Quality Advantage Florists can compete stronger than ever now and Training and Consulting in the future. Mercury Marketing: Getting Started on the Marketing Module Mercury Delivery: Introduction to Mercury 8-10pm Trade Fair Open Instructor: from FTD Mercury Technology Delivery (Part 1 of 2) Instructor: from FTD Mercury Technology Come back to the Trade Fair to find incredible deals, coffee and treats! 4-5pm Member Discussion Groups: Buying Smart – Mercury Technology: Welcome to the Multi, Medium and Small Shop Perspectives Mercury Technology Showcase Instructor: from FTD Mercury Technology SATURDAY, JULY 23, 2004 Main Stage Design Program: A Profitable 8am Registration/Information Desk Open Wedding Story 11:30am-1pm Profitable Design: Thinking Outside the Instructor: FTD Design Instructor J. Keith White Container...Turning Inventory into Cash 8-9am NEW! Regional Networking Breakfast AIFD Instructor: FTD Design Instructor Jeff Corbin By popular demand, FTD now will offer an AIFD, AAF, PFCI opportunity to mingle regionally even though you 5-5:30pm Mechanics and Q&A: Follow up to Main Stage maybe thousands of miles away from home! Design Program Marketing: E-Marketing Workshop (Level: Join us and show your pride for your state, meet Beginner) #fellow florists from your area and chat with your 7-11pm REACH FOR THE STARS! Dinner and FTD Instructor: from Yahoo! dedicated field business consultant. Member Awards Celebration This event promises to be a first-class celebra- Human Resources: 8 Essential Steps to Finding 9am-Noon Trade Fair Open tion of your hard work and dedication to the floral and Keeping the Best Staff industry. Celebrate with your fellow florists and Instructor: Donald Cooper of The Donald Cooper Mercury Technology: Hands-On Lab #enjoy a first-class dinner, drinks and entertain- Corporation ment. Plus, the prestigious 2005 FTD Lifetime 9-10:30am Marketing: An exciting marketing program Achievement and John A.Valentine Awards will Mercury Delivery: Zoning, Mapping and to come! be presented. Dress is semi-formal. Reporting (Part 2 of 2) Instructor: from FTD Mercury Technology Sales: Explode Your Sales! Instructor: Bob Negen of WhizBang Training SUNDAY, JULY 24, 2005 Mercury Technology: Welcome to the 8-10am NEW! Farewell Breakfast in the Trade Fair Mercury Technology Showcase Finance: Improve Your Profitability and Create a Instructor: from FTD Mercury Technology Business with Value 8am-1pm Trade Fair Open (Level: Advanced) 1-1:30pm NEW! ‘1st Timers’ Orientation Instructor: Gaylon Pyle of Quality Advantage Mercury Technology: Hands-On Lab First time at the FTD Convention? Come mingle Training and Consulting with fellow first timers and seasoned profession- 9-10am Main Stage Design Program: Everyday Designs als to find out what you can expect, what NOT to Advertising and Marketing: in Home Décor miss and how to get the most out of your time at Advertising/Promotions Workshop Instructor: FTD Design Instructor Deborah De La #the largest and most exciting FTD Member event (Level: Advanced) Flor AIFD of the year! Instructor: from The Media Mix 10-10:30am Mechanics and Q&A: Follow up to Main Stage 1-6pm Trade Fair Open Marketing: E-Marketing Workshop Design Program (Level: Advanced) Mercury Technology: Hands-On Lab Instructor: from Yahoo! 10-11:30am Sales: Explode Your Sales! Instructor: Bob Negen of WhizBang Training 2-3:30pm Human Resources: 8 Essential Steps to Finding and Keeping the Best Staff Mercury Delivery: Introduction to Mercury Instructor: Donald Cooper of The Donald Cooper Delivery (Part 1 of 2) Business: Shop Management and Business Corporation Instructor: from FTD Mercury Technology Procedures Instructor: FTD Design Instructor John Klingel Finance: Financial Management for the New or Mercury Technology: Welcome to the Mercury AIFD, AAF, PFCI of the South Florida Center for Non-Financial Floral Owner (Level: Beginner) Technology Showcase Floral Studies Instructor: Gaylon Pyle of Quality Advantage Instructor: from FTD Mercury Technology Training and Consulting Profitable Design: Thinking Outside the Noon-2pm FTD Member Anniversary and Awards Container...Turning Inventory into Cash Marketing: An exciting marketing program Luncheon with Special Guest Speaker Instructor: FTD Design Instructor Jeff Corbin to come! Michael Abrashoff AIFD, AAF, PFCI Come celebrating yours or fellow members’ Mercury Advantage: Getting Started on landmark anniversaries in partnership with FTD, Mercury Advantage: Order Entry and POS Tips General Ledger #plus four of the prestigious FTD Member Award and Tricks Instructor: from FTD Mercury Technology will be announced at the luncheon. Then, see Instructor: from Mercury Technology Michael Abrashoff, the former Commander Mercury Marketing: Getting Started on of U.S.S. Benfold and author of It's Your Ship! FTD Mercury: Order Entry and POS Tips the Marketing Module Michael will speak exclusively to FTD Members. and Tricks Instructor: from FTD Mercury Technology Don't miss it! Instructor: from Mercury Technology *Schedule of Events subject to change. Dress for all events is business casual, unless otherwise noted. 8 FTD Newsletter • April 2005

FTD MEMBER WINS MOST OUTSTANDING AT LOCAL PARADE

CONGRATULATIONS TO WATSON’S Parade Photo Albums” that were com- Following behind the award-winning float Flower Shop in Mesa, AZ, this year’s pletely covered in flower blossoms were two trailers loaded to the top with Grand Marshal of the Mesa Day Parade as well. loose cut flowers that were passed out to and winner of the Sweepstakes, Most Out- float goers along the way. standing Commercial Float Entry for the 23rd time. As their 30th consecutive float Riding the float were three of the great- entry, the Johnsons, David and Pam, with great-grandchildren of Charles & Irene the help of 70-plus family members who Watson, Watson’s Flowers founders bring the floral entry to life, donned their (1927). From Left to Right: Five-year-olds “Celebrating 30 Years of Little Floats, Big Ethan Johnson and Emma Lee Hulse and Fun!” – a particularly fitting name. As strong partners of FTD since 1951, four-year-old Tyler Johnson. the Johnsons proudly display the FTD Mercury Man logo on their entry each year. To build the float, they use an abundance of fresh flowers including four side panels completely covered with stock blossoms. Also as seen in the photograph, there are two photo albums laying on their sides that read “Watson’s

JUST IN TIME FOR MOTHER’S DAY… NEVER ADVANCEMENTS IN MERCURY TECHNOLOGY MISS AN ORDER WITH HELP FROM FTD! BOOST EFFICIENCY FOR FTD FLORISTS

IT'S A 24/7 WORLD AND CONSUMERS Call your FTD Field Business Consultant MERCURY TECHNOLOGY IS PLEASED With these new enhancements, plus the want convenience when it comes to or call FTD directly at 800-788-9000. We to announce two new upgraded systems, addition of Mercury Marketing and shopping, especially those last minute want to introduce you to your NEW FTD Mercury 6.1 and Mercury Advantage Mercury Delivery modules that were Mother’s Day shoppers. professional and reliable FTD Flowers All 9.1, offering florists greater timesavings launched in the Summer of 2004, FTD Hours “employee” so they can get and increased profitability. These busi- Mercury 6.1 and Mercury Advantage 9.1 With FTD Flowers All Hours, your shop started right away. ness solutions will assist members in ob- users will broaden the amount of deliver- can be open 24/7 to collect orders from taining the highest levels of efficiencies ies made each day, increase their new and existing customers. And the through more than 350 enhancements customer satisfaction, expand sales BENEFITS: cost for Flowers All Hours is as little as available FREE to current users. through personalized marketing cam- • Never close! Ring up sales $0.83 ($1.20 CAN) per day. paigns, and most importantly, make 24/7/365. FTD Mercury 6.0 and Mercury Advantage more money while staying competitive in FTD Flowers All Hours is not just a 9.0 were launched at the 2004 FTD Floral today’s retail environment. • Generate new customers and telephone answering service. We are a Extravaganza in Las Vegas, NV, driving increase sales. full-service order taking and customer tremendous excitement in the floral For more information about FTD’s latest service facility that will answer your calls industry. Thousands of FTD florists have technology solutions please call a profes- using your shop name and take care of • Decrease costs. No need to hire joined the Mercury Technology team, sional Mercury Technology representa- your customers with that same special additional phone staff. benefiting from each of the product’s tive at 800-767-3222. care that you do. ability to cut costs and increase profitabil- • Offer increased convenience to ity. Today, the upgraded systems offer Professional FTD telephone representa- new and existing customers. increased ease of use, additional speed tives, trained specifically on your shop's and enhanced stability. product selection and pricing, can • Compete with large, national answer your shop's phone calls and take 24-hour flower services and orders and messages anytime, day or other competitors. night. Many florists are utilizing this serv- CALLING ALL BARGAIN SHOPPERS! ice not only when their shop is closed, • Improves customer loyalty, FTD MARKETPLACE OFFERS A NEW but also during the holidays and busy making your shop ‘easy to closeout sale where you can shop from periods during normal business hours do business with’. the comfort of your own home! Visit as opposed to hiring additional staff. www.FTDi.COM and see the new “close- out” tab located at the top of the page. Hire FTD Flowers All Hours for only Here you’ll find more than 90 incredible $0.83 ($1.20 CAN) a day and you will deals on glassware, baskets, floral have a professional “FTD Employee” that supplies and more! Since there is only a is fully trained to answer your phones limited quality of each item available, 24/7, plus Flowers All Hours will never bargain shoppers must hurry! Find big be sick, take a vacation day or require savings at the closeout sale online at health benefits. www.FTDi.COM today!

FTD Newsletter is sent to approximately 20,000 FTD Members across the and Canada. If you have feedback on the new format, a letter to the editor or have a story and photos you’d like to share, please send it to the editor of FTD Newsletter at [email protected] or FTD Newsletter, 3113 Woodcreek Drive, Downers Grove, IL 60515. We look for- ward to hearing from you!