The Floral Industry Unites to Put out the Word on Flower Power

Contents | Zoom in | Zoom outFor navigation instructions please click here Search Issue | Next Page

Inside: Retailer and Wholesaler Partner for PR, p. 20 Florists Nationwide Petal It Forward, p. 32 Carnations: Anything but Standard. p. 18

december 2015 | volume 32 | number 10

The ﬂ oral industry unites to put out the word on ﬂ ower power

drop-shipping got you down?

cheer up with teleﬂ ora.

9JGPQVJGTƃQTCNEQORCPKGUCTGVWTPKPIVJGKTDCEMUQP[QWTGUVCUUWTGFVJCVYGoNNCNYC[UJCXG [QWTU +PHCEVYGCTGPQYVJGQPN[OCLQTƃQTCNUGTXKEGVJCVEJCPPGNUQHCNNQTFGTUVQNQECN ƃQTKUVU9GoXGDGGPCHCKVJHWNRCTVPGTHQTQXGT[GCTUCPFYGoNNEQPVKPWGVQUWRRQTV[QWHQT [GCTUVQEQOG5QUOKNGtQWTHWVWTGVQIGVJGTKUNQQMKPIDTKIJV

______ÞÌiiyÀ>°V(nää®{Ó£Ón£x

6GNGƃQTC#NN4KIJVU4GUGTXGF(/

december 2015 | volume 32 | number 10

20 MATCH MADE IN (PR) HEAVEN A Chicago-based retailer and wholesaler hook-up nets big-league publicity for the industry — and a PR playbook enterprising marketers can steal.

32 #DELIGHTED SAF’s feel-good Petal It Forward campaign inspired industry members to launch dozens of smaller events around the country — to the delight of reporters and consumers.

36 FENDING OFF HOLIDAY GRINCHES Don’t let too-early markdowns and high 20 labor costs eat into holiday profits.

2 VIEWPOINT 14 ON MY TO DO LIST 4 AD INDEX 16 DEAR TIM… 18 6 WHAT INSPIRES US 18 FRESH CHOICES 6 MORE ONLINE 38 INDUSTRY NEWS 8 SAF MEMBER FORUM 40 PLUGGED IN 10 SAF IN ACTION 42 BUSINESS OF DESIGN 44 NEW PRODUCTS 12 HANDS ON 46 CLASSIFIEDS Positive PR 48 CARE & HANDLING Offer Opportunities Employee Spotlight

______

Viewpoint BY HAHNS O

PETALING SMILES > A simple smile. Living day to day and refused the moment to moment in New York City, I flowers, saying often find myself scanning the sea of un- that he had no familiar faces for a simple smile. A smile place to keep THE FLORAL BUSINESS AUTHORITY DECEMBER 2015 | VOLUME 32 | NUMBER 10 from a random stranger, in particular, them. And so I although momentary and fleeting, has looked around KATE F. PENN EDITOR IN CHIEF the magic of conveying the sense that the area and CHIEF CONTENT OFFICER all is good in the world, despite the wor- pointed to sev- [email protected] SHEILA S. SANTIAGO COMMUNICATIONS ries that weigh us down. A smile is a gift eral people at AND PRODUCTION MANAGER of goodwill. It is a random act of kind- the park who [email protected] ness that asks for nothing in return and could use some cheering up. I explained MARY WESTBROOK CONTRIBUTING EDITOR [email protected]______resonates powerfully beyond its initial that the campaign was an effort to give KATIE HENDRICK CONTRIBUTING EDITOR moments. back in appreciation to the community [email protected] It seems a bit odd to me that with all and to encourage random acts of kind- DESIGN AND PRODUCTION the information available to us on the nu- ness. I asked him if he would mind help- BUSSOLATI ASSOCIATES JAMIE MITCHELL, ART DIRECTION AND DESIGN merous and profound benefits of smiling, ing me to brighten someone else’s day PUBLISHING ADVISERS we still find it difficult or tedious to break by taking the bouquets and gifting them PETER J. MORAN, SAF CHIEF EXECUTIVE OFFICER DREW GRUENBURG, SAF CHIEF OPERATING OFFICER out of our comfort zones. For as mindful to anyone he felt needed a reason to EDITORIAL OFFICES as we are, or try to be, about eating right smile. Immediately, his eyes lit up and his SOCIETY OF AMERICAN FLORISTS and staying mentally and emotionally face broke into a huge, gorgeous smile. 1601 DUKE STREET, ALEXANDRIA, VA 22314-3406 (800) 336-4743; (703) 836-8700; FAX (800) 208-0078 healthy, it’s ironic and sometimes a bit Whereas the thought of receiving flow- ______WWW.SAFNOW.ORG sad that we overlook the simple and ef- ers for himself had not interested him, he ADVERTISING SALES fective act of smiling. Smiles are free, was absolutely thrilled to get involved in KELLI NILSSON [email protected] unlimited in supply and effortless to pass actively spreading positivity with a gift 214-291-3652 on — and yet they remain elusive. and a smile. And so I woke up full of anticipation The experience rekindled my appre- FLORAL MANAGEMENT (ISSN 1067-4772) (USPS-936-400) IS PUBLISHED MONTHLY BY THE SOCIETY OF AMERICAN FLORISTS (SAF), on October 7, the day of SAF’s Petal It ciation for two things. THE ASSOCIATION THAT PROVIDES MARKETING, BUSINESS AND GOVERNMENT SERVICES FOR THE ENTIRE FLORICULTURE INDUSTRY. Forward campaign here in NYC. As a One is that at the core, we all share STATEMENTS OF FACT OR OPINION IN FLORAL MANAGEMENT ARE volunteer on the “street team,” my day the desire to be happy and influence THOSE OF THE AUTHORS AND MAY NOT REFLECT THE OFFICIAL POLICY OF THE SOCIETY OF AMERICAN FLORISTS. PERIODICALS would be full of opportunities to offer happiness in others. In an evolving so- POSTAGE IS PAID AT ALEXANDRIA, VIRGINIA 22314-3406 AND ADDITIONAL MAILING OFFICES. ALL MATERIAL IN THIS MAGAZINE people a reason to smile. I would be ciety, I feel it is nature’s course that we IS COPYRIGHTED 2011 BY SOCIETY OF AMERICAN FLORISTS. ALL able to casually, confidently and ran- gravitate more and more toward health- RIGHTS RESERVED. $25 OF SAF MEMBERSHIP DUES REPRESENTS A MEMBER’S SUBSCRIPTION TO THIS PUBLICATION. SUBSCRIPTIONS FOR domly approach anyone on the street to ier social interactions involving plenty of NON-MEMBERS ARE AVAILABLE FOR $49 PER YEAR. SINGLE COPIES: $4. MATERIALS MAY NOT BE REPRODUCED WITHOUT WRITTEN offer a smile and a bouquet of flowers beaming smiles, even amongst strang- PERMISSION. to brighten his or her day. Even bet- ers. A random smile from a stranger POSTMASTER SEND CHANGE OF ADDRESS TO FLORAL MANAGEMENT, ter, every recipient could also become should not feel strange at all. 1601 DUKE STREET, ALEXANDRIA, VA 22314-3406. PUBLICATIONS a participant and go on his or her way The other is how lucky I am to work MAIL AGREEMENT #40589029. CANADIAN RETURN MAIL ADDRESS: STATION A P. O. BOX 54, WINDSOR, ON N9A 6J5. equipped with an extra bouquet and in an industry where, whether con- E-MAIL: [email protected]. the happy assignment of passing it on. sciously or not, we are a hub for generat- INSTRUCTION TO CONTRIBUTORS FLORAL MANAGEMENT WELCOMES ARTICLES AND PRESS RELEASES It would be an epic day of contagious ing smiles. A bouquet of flowers may TO BE SUBMITTED FOR POSSIBLE PUBLICATION. SEND TO: _____FMEDITOR@ smiles flowing throughout the city. beautify a space, but the smiles that ______SAFNOW.ORG. ANY UNSOLICITED MATERIALS SENT, INCLUDING PHOTOGRAPHS, WILL NOT BE RETURNED UNLESS REQUESTED. FLORAL I observed the whole gamut of reac- follow it beautify our very existence. It’s MANAGEMENT IS NOT RESPONSIBLE FOR THE LOSS OF PHOTOGRAPHS OR ANY OTHER MATERIALS SENT. tions from people on that day. Some a thought to smile about — and these FLORAL MANAGEMENT IS A MEMBER BENEFIT OF THE people were so engaged in their own days, couldn’t we all use a reason to SOCIETY OF AMERICAN FLORISTS. WWW.SAFNOW.ORG______thoughts and routines that they would smile more? LETTERS TO THE EDITOR WE WELCOME YOUR FEEDBACK ON THE MAGAZINE. PLEASE SEND not even look up to notice a gift coming YOUR OPINIONS AND SUGGESTIONS TO: [email protected]. their way. Then there were others who Hahns O works at Starbright Floral were on the verge of tears, grateful to Design in New York City. He was part exchange a moment of encouragement of the team of volunteers who gathered and kindness with a stranger. in Times Square to pass out flowers One particular moment stayed with (smiles) for SAF’s Petal It Forward me long after the campaign had passed. Campaign, detailed in the articles on p. A man was sitting on the steps at the 20 and 32. [email protected]______entrance to a park, and I approached him with a smile and two bouquets. He looked at me skeptically and at first

2 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

______

Ad Index

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

THE FLORAL BUSINESS AUTHORITY American Floral Endowment 703-838-5211, Endowment.org ...... 9, 45 Floral Management Advisory Board Chairperson Beneva Solutions 866-225-1173, BenevaSolutions.com ...... 35 DOUGLAS FICK BROADWAY FLORAL HOME AND GARDEN PORTLAND, ORE. [email protected]______Chrysler Group LLC 866-726-4636, RamTrucks.com/Commercial ...... 31 BOARD LIAISON ARDITH BEVERIDGE, AAF, AIFD, PFCI, CAFA, MSF Company Corp 800-643-6583, Incorporate.com ...... 8 KOEHLER & DRAMM INSTITUTE OF FLORISTRY MINNEAPOLIS, MINN. [email protected] ______Deliflor Chrysanten +57 (311) 389-3517, DeliFlor.com ...... 43 TOOMIE FARRIS, AAF, AIFD MCNAMARA FLORIST, LLC - DESIGN CENTER FISHERS, IND. DESIGN MASTER color tool inc. 800-525-2644, DMcolor.com ...... 25 [email protected]______

WILJA HAPPE FARMERS’ WEST FLOWERS & BOUQUETS, INC. The Elite Flower 305-722-4700, EliteFlower.com ...... 41 CARPINTERIA, CALI. [email protected]______

MANDY MAJERIK FTD 800-788-9000, FTDi.com/FTDadvantage ...... Back Cover HOTHOUSE DESIGN STUDIO BIRMINGHAM, ALA. [email protected] Gardens America, 305-640-2390, GardensAmerica.com ...... 29

DAVID MITCHELL, AAF MITCHELL’S FLOWERS ORLANDO PARK, ILL. Golden Flowers 800-333-9929, GoldenFlowers.com ...... 3 [email protected] KAITLIN RADEBAUGH Smithers-Oasis 800-321-8286, OasisFloral.com ...... 7 GEORGE W. RADEBAUGH & SONS, INC. TOWSON, MD. [email protected] Sprinter 877-762-8267, FreightLinerSprinterUSA.com ...... 17 SHELBY SHY SHIRLEY’S FLOWERS & GIFTS, INC. ROGERS, ARK. Syndicate Sales 765-457-7277, SyndicateSales.com ...... 5 [email protected]______

HEATHER WAITS BLOOMTASTIC FLORIST Teleflora 800-421-2815, MyTeleflora.com ...... Inside Front Cover UPPER ARLINGTON, OHIO [email protected]______Wesley Berry Flowers 800-628-9371, WesleyBerry.net ...... Inside Back Cover OUR MISSION: FLORAL MANAGEMENT STRIVES TO GIVE READERS PRACTICAL, EASILY ACCESSIBLE INFORMATION ON OPERATING AN EFFECTIVE AND PROFITABLE FLORAL BUSINESS. ARTICLES ADDRESS A WIDE RANGE OF BUSINESS MANAGEMENT TOPICS, INCLUDING 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.

______

4 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

3446-02-09 11¾" Moda Vase

syndicatesales.com baxd

What Inspires Us

> You might say SAF just one-upped unsuspecting individuals, who were asked Coca-Cola in the PR stunt category. The to do the same. Said sharing had an unde- beverage giant’s much talked-about in- niably joyful effect, bringing smiles to in- visible vending machine made the “best dividuals who clearly needed it (patients PR stunt” lists in 2014, when a seem- in a cancer ward) and tears of happiness ingly innocuous urban wall turned into to random pedestrians who, for less obvi- a giant talking vending machine (thanks ous reasons, needed it too (read about to a video projection) whenever a couple those stories, on p. 32). would pass it by. Much to the surprise SAF Vice President of Marketing and delight of the couples, it would ask Jenni Sparks, who introduced the cam- Sparks is quick to add that, beyond their names and then produce personal- paign to the industry in September, the reach of the message, it’s the quality ized cans of Coca-Cola. during SAF Amelia Island 2015, will tell of those messages that makes this effort Coca-Cola executive David Campbell you that a PR campaign is only as good extraordinary: “Being able to visually show said he wanted to inspire people to “cre- as its reach. We’re confident SAF’s Petal genuine consumer reaction to flowers that ate and share happy moments every day.” It Forward campaign did pretty well in played out the research that flowers make (That’s code for: think, drink and talk that regard, too. In addition to the irre- you happy is invaluable. The messages about Coca-Cola.) Indeed, the couples sistible premise behind the event — the we heard from the media and consum- laughed, hugged and told their friends “pay it forward” flower giving — Rutgers ers gives our message credibility beyond about it. And the videos have gotten more University research proving flowers any advertisement we could run.” (Search than 300,000 views on YouTube. make people happy gave some teeth to #petalitforward on Twitter, Facebook and But when it comes to inspiring people the psychological impact of the gesture. Instagram to see those messages.) to create and share happy moments, That combination factored into the One byproduct of the effort that SAF’s Petal It Forward campaign (p. 20 impressive pickup of the event in both Sparks may not have anticipated: The and 32), which took place on October 7 in the traditional and social media. The floral industry pride the campaign has New York City and in dozens of markets hosts of the morning television show created in many of its employees, such as around the country, “Fox & Friends” talked about the event Hahs O and Christina Colemen (pictured), out-does Coca-Cola’s live on the morning of SAF’s Petal It of Starbright Floral Design in NYC. Hahns stunt on every level. Forward event in New York City (29 shares the impact the event had on him, Sharing is at the heart million viewers), and that segment was personally, and how he regards his new of the campaign — picked up by MSN.com, Yahoo! (includ- profession, in this month’s Viewpoint, p. 2. more than a mere ing Canada and Taiwan). Social media Enthusiastic and passionate employees? giveaway, Petal It pickup was equally as impressive, with Now that’s a reaction the floral industry Forward had floral nearly a half million social media im- can take to the bank. industry members pressions. Total impressions for the Kate Penn

sharing flowers with campaign to date: 131,215,551. [email protected]

More Online ADDITIONAL RESOURCES ON WWW.SAFNOW.ORG______

petaling photos get in PRime shape carnations galore myRA made the SAF’s Petal It Forward event in New This month’s cover story arms Dianthus breeders are a prolific video star York City was a sight to behold. you with some key strategies bunch, and Floral Management Tim Galea’s willingness to work Fortunately, we had a photographer for drumming up publicity for met several — along with some of with the government on its pilot on hand to capture lots of those your shop. Once the holidays their newest specimens — while myRA program (Industry News, happy, glowing flower exchanges are behind you, check out SAF’s at Proflora. Check out some p. 38) drew the attention of the and fantastic ___video coverage for extensive guidance for getting snapshots of gorgeous carnations Treasury Department, which sent a florists to share in social media. a campaign started, just in time that could be coming to the U.S. crew to his shop and made him the Safnow.org/moreonline. for a Valentine’s Day media blitz. soon. ______safnow.org/moreonline subject of a video promoting the safnow.org/pr-bootcamp program. ______safnow.org/moreonline

6 FLORAL MANAGEMENT | DECEMBER 2015 | ______WWW.SAFNOW.ORG

______

SAF Member Forum

RAVE REVIEWS

More comments about SAF Amelia Island 2015. > I attend a lot of educational industry

______programs throughout the year. By far, the SAF convention is the most outstanding. It’s so valuable that I have started a program in my shop that will include financial incentives for key employees to attend next year in Maui. Dirk Lorenz, Fremont Flowers, Fremont, California

> There is no other event with the potential for networking and interacting with different participants from the whole chain of the industry. Joaquin de la Torre, Ball SB Central and South America

> SAF Amelia Island 2015 helped reju- venate and motivate me! Just the re- A Site for More Eyes fresh that I needed! Zoe Gallina, Botanica International Tampa, Florida

Î Late breaking news > SAF is the only place where I can con- nect with more then one wholesaler and Business building tools grower at a time. If you have questions Î on how to be a better florist, SAF is where you need to be. Î Links to SAF member discounts Jessica Consentino’s Florist Auburn, New York

> You can’t beat the networking opportunities provided by SAF! It’s obvious the amount of time and effort they put into a great convention. Traci Dooley, Hortica Insurance, Co. Edwardsville, Illinois

> As a first time attendee ...my goal was to learn, understand the industry better and come out with great new connec- tions — all of my goals were met! I look forward to continuing relationships I cultivated at SAF and becoming a member of such a great group! Laura Mazzola, Quick Candles & Quick Décor, Piedmont, South Carolina

> There were so many takeaways that I can implement right away in my shop. If you are in the floral industry, this is a “can’t miss” event! Check out the NEW safnow.org Maris Angolia, AAF, Karin’s Florist, Vienna, Virginia

8 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

Bringing Business Professionals to the Floral Industry

Are you looking for bright and enthusiastic young professionals to join your team? AFE has you covered!

Let AFE’s new BUSINESS INTERNSHIP PROGRAM pair you with students who are ready to put their skills to work in the floral industry. Sign Up Today! This internship program provides manufacturers, We’ll send the talent to you! wholesalers, suppliers, importers, retail ﬂoral shops and growing operations with emerging business leaders in:

• Management • Human Resources • Sales • Graphic Design/Creative • Accounting • Logistics • Information Technology • Analytics • Marketing/ • Digital Marketing Communications Sign up NOW to be a host!

• 100% paid internship (by host) • 10-12 week internship in the US or Canada

Signing Up is Easy! What is AFE? 1. Visit endowment.org/biz The American Floral Endowment (AFE) is an 2. Complete the short HOST FORM telling us your independent nonprofit organization that funds research, needs and availability scholarships and internships in floriculture and 3. AFE contacts you in March for summer environmental horticulture for the benefit of growers, internships or during the year when requested! wholesalers, retailers, allied industry organizations and the general public.

MORE DETAILS AT ENDOWMENT.ORG/BIZ

Program funded by the Del Demaree Family Fund

SAF in Action

WHAT HAVE WE DONE FOR YOU LATELY? SAF’S TOP 10 FOR 2015

1. PETAL IT FORWARD — 131 Drawing on member feedback to Cathy Seeliger, of Roses and Rice MILLION IMPRESSIONS reorganize content, the site now features in East Quogue, New York, got her news and business-building tips high on money’s worth after SAF Retail Growth the home page. It’s also easier to see the Solutions. She headed home focused full scope of SAF member benefits. on collecting cell phone numbers after retail expert Jim Dion explained the impact of mobile marketing. “All this time, I thought I was doing so well getting tons of email addresses,” Seeliger reflected. Keith Hill remembered “why SAF membership is such a great thing” during friends of ﬂowers SAF netted extensive coverage for the Petal It Forward the SAF 1-Day Profit Blast. After attending campaign when it delivered bouquets to the January program in Seattle, Hill, the the hosts of “FOX & Friends” on Oct. 7. owner of Beaverton Florists in Beaverton, Oregon, said, “This program should be > SAF’s Petal It Forward national pub- held more often and in more places.” SAF lic relations campaign prompted more lookin’ good Like all websites, the new took Hill’s advice and scheduled a Profit than 131 million positive impressions safnow.org will continue to evolve. Send comments Blast for Nov. 14 in Des Moines, Iowa, and about flowers in less than two weeks. and suggestions to [email protected]. Feb. 27 in Austin, Texas. “The campaign’s goal was to generate 3. ACTIONABLE LEARNING traditional and social media coverage AT FOUR LIVE EVENTS 4. SUPPLIER EXPO EXPANDS highlighting the impact flowers have on CONVENTION NETWORKING Industry members from 45 states and our work productivity and emotional four foreign countries took advantage state,” said Jennifer Sparks, SAF’s vice of the education sessions at SAF’s live president of marketing. Read more about events this year. the campaign on p. 20 and 32. “We reviewed [our notes] on the drive home, made up lists Sunday, presented [ideas] to our staff and started implementing on Monday,” said Ed Hampton of Oviedo Florist in Oviedo, Florida, after SAF Amelia Island 2015. “We estimate the ideas (we took home) word SAF convention attendees who found a will easily raise two to three times the “secret word” at Supplier Expo booths could enter cost of convention in increased revenue.” a drawing for a free registration to SAF Maui 2016.

This year, the packed SAF convention schedule included a new Supplier Expo — two hours on Thursday afternoon where conventiongoers could network, chat with suppliers and see what’s out there in the marketplace. viral smile This Petal It Forward recipient’s post to SAF’s Aboutﬂowers “Our members had been asking us for Facebook wall went viral, reaching more something like this,” said SAF CEO Peter than 100,000 Facebook users. Moran. “We were pleased to be able to offer it at SAF Amelia Island 2015.”

2. SAFNOW.ORG______GOES MOBILE smart start Nearly 450 people, including a SAF’s new mobile-responsive website de- record-breaking 104 ﬁrst-time participants, 5. ACTION PUT “STARS” buted in October. “As the number of mo- attended SAF’s 131st Annual Convention at Amelia BEFORE CONGRESS bile users continues to grow, SAF needs Island, Florida, in September. SAF chairman Shirley Clarifying “seasonal worker” defini- to be ready,” said SAF Chief Information Lyons AAF, PFCI (second from left), gave a warm tions in the Affordable Care Act was welcome to these newcomers (from left): Cathy Officer Renato Sogueco. About a third of Clark of Clark’s House of Flowers in Staten Island, one of the central issues raised during the website’s visitors are already access- New York; (need id); and Tony Baradhi of Flower Congressional Action Days 2015 as ing the site via a mobile device. Station in Somerset, New Jersey. 90 growers, wholesalers, retailers and

10 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

SAF in Action

suppliers made their rounds on Capitol of centerpieces at celebrations of all Your Team the Week After Mother’s Hill. Ongoing pressure from a multi-in- sizes. Members also received tips for Day,” “The Power of Pricing” and “Is Your dustry coalition, led by SAF, helped put creating coordinated campaigns with Workplace Drug Free?” versions of the STARS Act before the exclusive matching graphics they could House and Senate. Getting that legisla- download free. tion passed is likely to top the agenda perfect touch at the next Congressional Action Days, One of two posters March 14-15, 2016. included in SAF’s local marketing kit this year. Members can purchase matching postcards and statement stuffers free Watch your email for announcements at deep discounts. about upcoming online programs from SAF. They’re free for members. 8. SAF FIRES BACK AT FLOWER BASHERS 10. 50 YEARS OF PFCI Professional Floral Communicators momentum The success of SAF lobbying A decrease in incidences of negative - International (PFCI) gathered a star- efforts prompted Cheryl Denham (shown in a advertising that began in 2013 continued studded panel to celebrate its 50th anni- meeting on Capitol Hill) of Arizona Family Florist this year, said SAF Director of Marketing in Phoenix to push for more CAD participation versary in July. “Rise & Shine: 50 Years of and Communications Jenny Scala. SAF in 2016. “Can you imagine the impact we could Talking,” featured some of PFCI’s top pre- responded to just 16 Valentine’s Day make on Capitol Hill?” said Denham, who senters. “We asked our best and brightest was one of 18 ﬁ rst-timers at CAD this year. instances and 10 around Mother’s Day. — the mentors who inspired us to grow, Nonetheless, vigilance is critical. SAF ac- as well as the new voices of today — to 6. SWEET DEAL ON WHEELS tion caused a change of heart by several share their favorite tips for a success- Time to replace your ride? You can Valentine’s Day flower bashers. Moran ful presentation,” said PFCI Chair Lisa save some serious dough with this SAF also sent a strong response to The Weddel, AAF, AIFD, PFCI, of L. Weddel member benefit — a $500 cash allow- Washington Post about “blatant exag- Design in Highlands Ranch, Colorado. ance on the lease or purchase of most gerations and misinformation” in a pre- Chrysler, Dodge, FIAT, Jeep or Ram Mother’s Day essay about flowers. models. The vehicle discount, offered by FCA US LLC, is “stackable” — meaning you can combine it with most local and national retail incentives. There’s also an “On the Job” incentive for SAF members and member employees. Visit the website for details: celebration PFCI speakers marked safnow.org/member-benefits/ the ﬁ rst 50 years with top tips and a toast at business-discounts/#FCA______the AIFD National Symposium in Denver.

SAF DUES ANNOUNCEMENT The SAF Board of Directors approved a 3 percent increase in dues for 2016 so on guard Thanks in part to eagle- eyed members, SAF’s vigilance is helping SAF can continue to provide the qual- to reduce the number of negative ads. ity content and practical products and services members value and expect. cash in SAF members have been taking advantage of the new vehicle discount program. 9. FAST, FREE ONLINE Dues are not tax-deductible as a chari- LEARNING table contribution but may be reported 7. NEW LOCAL SAF’s webinars and Web blasts put as an ordinary and necessary business MARKETING KITS practical training at members’ finger- expense (except 16 percent, since it SAF’s newest marketing kit — sent free tips with programs such as “PR Boot constitutes SAF’s direct expense for to all members — included two gor- Camp — Capture Media Attention for lobbying activities). Questions? Contact geous posters promoting the power of Valentine’s Day & Beyond,” the “Mobile Brian Walrath, (800) 336-4743, ext. flowers to impact emotions and the role Madness” series, “Five Questions to Ask 231 or [email protected].______

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

ﬁ rst hand account D.C. SHOP CONNECTS WITH REALITY TV FOR GLAMOUR, POSITIVE PR

party time hundreds of 20-somethings turned up for a glam cocktail party hosted by “Bachelor in Paradise” cast member Ashley Iaconetti. Palace Florists donated 200 roses for the event — and became part of the buzz on social media.

> Like just about every flower shop in the country, Palace More than that, however, the Hermans, who eventually Florists, in Washington, D.C., gets more than its share of re- donated 200 roses for the rose ceremony, said they were at- quests for donations and charitable contributions — particularly tracted to the philanthropic angle: The party raised about around Christmas. But last fall, they got an offer they couldn’t $20,000 for two local charities, the Leukemia and Lymphoma refuse, when a former reality TV star asked them to be part of Society’s National Capital Area chapter and the INOVA Fairfax her high-profile philanthropic efforts. Hospital Child Life Services. In October, former “Bachelor in Paradise” cast member and “The fact that it was a national celebrity attracted us to the Northern Virginia native Ashley Iaconetti reached out to Beth and event,” Lee said. “But we always try to support local charities Lee Herman about a cocktail party at Velocity Five, a hip venue and causes that mean something to us or to our employees. So in Centerville, Virginia. The event featured a silent auction of cast that was a big factor, too.” members’ personal belongings, as well as a special “Bachelor- In fact, the shop maintains a year-round campaign, Petals inspired” rose ceremony. (On both the long-running “Bachelor” for a Cause, to help raise awareness about neurofibromatosis, and the spin-off “Bachelor in Paradise,” the bachelor hands out an umbrella term for three genetic disorders. A portion of sales coveted roses to the women who make the cut that episode.) for select bouquets benefits NF Midatlantic Inc., a nonprofit in- In addition to Iaconetti, a number of other popular cast volved in research for the disorders. That’s another cause close members were set to be in attendance, making the party a to the Hermans’ heart, Lee said. potential hit on social media among key demographic of millen- For charitable contributions, “we set a budget every year nials, said Beth Herman. In fact, throughout the night Iaconetti and we stick to that,” Lee said. “There are some causes that we and her cast members took pictures and posted them across always give to, and we factor those in first. With the rest, we platforms, tagging Palace Florists in several shots. “They were can support other events, like the cocktail party. But we try to posting and tweeting,” Beth said. “It was a lot of fun and a use those factors to decide who to support: Is it local? Does the sold-out crowd,” meaning Palace Florists got to be part of a hot cause mean something to us?” party among hundreds of affluent 20-somethings — in other Read about one florist who came up with a streamlined appli- words, potential wedding clients in the not-too-distant future. cation form for donation requests, at safnow.org/moreonline.

12 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

BY MARY WESTBROOK Hands On social media life at work LIFT THE CURTAIN EDUCATION FOR EVERYONE testimonial. When Pugh’s Flowers highlights its team members on social media, the shop includes a quote and a nice photo. Wedding coordinator Laura Carter was the subject of one such post this fall.

> Looking for ways to keep employees > To promote its annual line of 2015 holiday Keepsake ornaments, Hallmark happy and productive through the holi- launched a microsite that highlights the artists behind each of the 400 designs. The day season? One key motivator won’t move is in line with a major trend among American consumers: the desire to buy cost you a dime, says Glenna Hecht of products that have a story behind them, and things created by real people, rather Humanistic Consulting and a speaker at than machines. SAF Amelia Island 2015. “A great way to A retail flower shop is filled with precisely these types of stories, and that’s keep employees engaged is to offer op- part of the reason Pugh’s Flowers launched a series of Facebook posts introducing portunities for them to learn something team members. Doing so helps set the Memphis, Tennessee store apart from the new,” she said. competition — reminding people that the shop is a local brick and mortar with real Too often, owners and managers people behind its designs. pick up new tips or trends — at events Each post includes a photo of the team member, a brief explanation of his or or in publications — and fail to pass on her role in the business and a quote. The series also helps boost morale: Employees the information (or provide space and love getting the spotlight and love on the shop’s Facebook page. time to absorb the info). The desire to learn something new is especially true of younger generations, but everyone on benchmark your staff can benefit from ongoing edu- VALENTINE’S DAY 2016: SUNDAY SLOWDOWN? cation. Some ideas to try: Be consistent. “Set aside time every Valentine’s Day falls on a Sunday this year, followed by a holiday Monday, > month to introduce an idea” or tech- President’s Day. Traditionally, that combination poses a big challenge to florists, who nique, or to simply encourage sharing have to compete with weekend getaways while losing out on the “wow” factor of an among employees, Hecht suggests. That office delivery. The last time the holiday fell on a Sunday, in 2010, about 59 percent of way, such exchanges become part of the respondents to an SAF holiday survey reported a drop in sales. routine for everyone. Keep an ongoing One strategy many florists use to avoid the Sunday drop? Promote early orders file of ideas. Each month, pick one idea and early deliveries. That seems to have been a strategy used by many florists who and expand on it. experienced a sales increase in 2010: About 28 percent said 10 percent or fewer of Be open. Encourage your employees their Valentine’s Day orders were delivered on Sunday. to bring in their own ideas. Empower them to brainstorm solutions to com- Secrets to Sunday Valentine’s Sales? mon problems around the shop. Doing Top four growth factors cited by the 21 percent of ﬂorists whose sales increased for Valentine’s Day 2010, the last time it fell on a Sunday. so will boost morale, and it may help you identify new roles for existing team INCREASED SHOP members. (Who knew Johnny knew so REPUTATION much about Instagram?) Be encouraging. If you can afford to WORD-OF- bring staff members to industry confer- MOUTH/BUZZ ences or training sessions, bring them. MORE ONLINE As a pair, you’ll cover more ground (WEB SITE) SALES and get more out of your investment. Consider setting up a small area for staff MORE WALK IN SALES members to peruse articles (or YouTube design videos). Make it clear that staying 0%10% 20% 30% 40% 50% updated is part of the job. Response Percentage Find out about upcoming SAF free we- Source: SAF’s Valentines Day 2010 Survey; 630 respondents. Response rate: 16 percent. binars at www.safnow.org/webinars.

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

On My To-Do List

JANUARY 2016 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 1 2 Special thanks to Lori Wheat, AAF, of Lafayette Florist, Gift Shop and Garden Center in Lafayette, Colorado, and the “Holiday NEW YEAR’S DAY Manager mtg: VDay Hacks” educational session from SAF Amelia Island 2015. scheduling

3 4 5 6 7 8 9

Draft VDay press Re-confirm VDay Spot check cooler, Review VDay Training session: Create VDay Review delivery release products with vehicles for any supplies (enclosure VDay seasonal hires checklists for quality plans for VDay suppliers issues cards, etc.) control in design room

10 11 12 13 14 15 16

Pre-write blog posts Pre-cut delivery slips Send out VDay press Update holiday Post blog with VDay Finalize “order early” Promote early order/ for first weeks of release images on social gift ideas incentives early delivery offers Feb. media

17 18 19 20 21 22 23

Invite another MARTIN LUTHER Foam VDay baskets Make VDay bows Open VDay Tie raffia on Vday Pre-cut VDay ribbon business owner to KING JR. DAY container boxes containers partner for VDay promo

Register 24 for SAF’s 25 26 27 28 29 30 Profit Pre-string VDay Training session: All staff meeting: Call a reporter: Schedule VDay Pre-green VDay Blast in Austin, ___http:// balloons VDay seasonal hires VDay processes Remind them of social media posts bundles ow.ly/UQQUX ______VDay gift trends Register 31 for SAF Congres- sional Action Days, http://ow.ly/UQQXU

I RECOMMEND: ROCKING OUT Joe Barnes, Manager, New Business Development, Kennicott Brothers Company, Chicago (featured in this month’s cover story)

Outside of work I’m a rock concert concert I ever went to was around 2001: fanatic. The bands I like most — Metallica at the Aragon, a small venue in including Airbourne, Danko Jones, Chicago. They only played rare tracks and Volbeat and the now-defunct Pride B-sides, no hits, so it was a special night. Tiger — don’t have synth, auto-tune and It was the ultimate set list for a fan who electro-nonsense, just guitar riffs and had already seen them a lot in concert, gnarly vocals. Loud guitars and amps and I was about 10 feet from the stage. turned up to 11 is therapeutic for me. Last summer I was inside Wrigley Field, I wouldn’t last ﬁ ve minutes at a concert watching my favorite band, AC/DC. My where the headliner is a guy scratching wife, Allison, and 13-year-old daughter, records and wearing headphones. I’d Natalie, don’t share my passion for the rather sit in the parking lot and listen band, but my 5-year-old daughter, to Zeppelin on the radio. The best Samantha, may yet carry the torch.

14 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

UNITED WE STAND

We Need YOU on Capitol Hill

“We owe it to our future generations to invest the time to personally address the issues that will affect them long term.” Cheryl Denham, Arizona Family Florist

36th Annual

MARCH 14-15, 2016 WASHINGTON, D.C.

safnow.org/congressional-action-days

SOCIETY OF AMERICAN FLORISTS

Follow #safcad

Dear Tim...

HELP ME PUT POINSETTIAS ON A PEDASTAL

Customers complain to my staff about poinsettia prices, claiming that they can get “the same plant for a lot less at the big box stores.” What’s the best way to deal with this? BRIDGETTE MILLS ARNOLD | OWNER | POSEY PEDDLER | JONESBORO, ARKANSAS

Florists just “jack up” the prices on the premium price, and they’ll get stuck try- Tim Huckabee is same plants, right? Sadly, many cus- ing to sell “Valentine bushes.” What kind the president of tomers think this way. Even sadder: The of business would knowingly not offer FloralStrategies, typical florist’s response is to squirm and its customers more options, choices and which provides apologize. But not this year! reasons to shop at its store? Call your sales, service Here are some plans to help change wholesaler today and ask what new, and POS system customer perception and empower your exciting and different poinsettia options training. Tim has staff to educate customers instead of are available to WOW your shoppers spent the last 17 kowtowing to them. this holiday season. years traveling the globe and edu- cating florists of all sizes to engage Dress for Success Educate, Don’t Apologize customers in bold new ways while Too many florists unload the paper- Even with the razzle-dazzle elements learning how these successful wrapped poinsettias from the whole- added to your base poinsettias, some shops operate on all levels.

saler and place them on the floor customers will still view them as the [email protected]______— maybe, just maybe in a speed cover. same plant being sold where they buy If a customer comes to your store, then their paint and tools. Look at this as an he or she expects something more opportunity to educate shoppers: “We interesting than what you were selling have great new options this year, includ- back in 1995. ing our ‘Holiday Splendor Poinsettia.’ We Got a sales or service I have seen successful florists pres- add holly branches and pinecones to the challenge? Tell Tim about ent their plants in stylish baskets and plant and present it in handwoven basket.” it, and he’ll tackle it in an add branches (glittering or otherwise), Remind them: “Our poinsettias, artfully upcoming column. Email

pinecones on picks and more. And yes, decorated by our designers, really make tim@floral______strategies.com, they charge considerably more than a a statement!” More ammunition for the or call him, (800) 983-6184. customer would ever pay at a big box price-shopper mentality: “Our poinset- store. What’s the hook? Simple: Those tias aren’t just the plants you see every- smart florists are offering customers a where, we add (mention embellishments) unique gift choice that’s only available so they are truly a holiday gift!” at a flower shop, and they are not afraid to charge for their creativity and labor. Customers will spend more if you just let them! If they wanted a plain poinsettia, they would have gone to a grocery store — make them happy about choosing to shop at your store!

Dare to Be Different Beyond dressing up your plants, don’t be afraid to try the newer, more unusual varieties. I’ve seen them in wholesale houses that I’ve visited and have asked why I don’t see more of them in the retail shops. The gist of what I’ve been told: Florists fear that customers won’t pay a

16 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

THE 2016 SPRINTER

The Freightliner Sprinter Van drives the growth of your business today—and down the road. With the superior fuel effi ciency of its 2-stage turbocharged diesel engine, service intervals extended to 20,000 miles,1 and legendary durability, the 2016 Sprinter is “the best full-size van for cargo and passenger purposes.” (Edmunds) Plus, standard Crosswind Assist2 helps stabilize your Sprinter in strong, gusting crosswinds. The 2016 Sprinter—your hardest worker. www.freightlinersprinterusa.com

1 Driver is responsible for monitoring ﬂ uid levels and tire pressure between service visits. See Maintenance Booklet for details. 2 Crosswind Assist engages automatically when sensing dangerous wind gusts at highway speeds exceeding 50 mph. Performance is limited by wind severity and available traction, which snow, ice, and other conditions can aff ect. Feature not available on 3500 models. ©2015 Daimler Vans USA LLC. All rights reserved.

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

CARNATIONS: BACK IN STYLE > “Carnations are cool again,” said Philadelphia-based floral designer Kristine Kratt, AAF, AIFD, PFCI, during the 2016 Floral Trends Preview, which she presented at SAF Amelia Island 2015 with her husband and business partner, Bill Schaeffer, AAF, AIFD, ‘babylon’ ‘extasis’ PFCI. “I’m serious!” she added when Esprit Miami Esprit Miami the room of 400-plus floral industry professionals giggled. “Twenty-five- year-olds are too young to remember when society decided carnations were ‘common,’ so they’re looking at them with fresh eyes. To them, carnations are like palazzo pants or bell-bottom jeans — ‘new’ and exciting!” J Schwanke, AAF, AIFD, PFCI, couldn’t be happier to see carnations ‘hurricane’ ‘hypnosis’ Esprit Miami Esprit Miami rise in popularity. The host of Fun with Flowers and J on uBloom. com has a longstanding affection for them that is part nostalgic (four generations of his family have grown them and his father has worn one on his lapel nearly every day) and part reverence for their incredible longevity (14 to 21 days). He likes to arrange them in a pavé design (cut ‘merlotto crimson’ ‘nobbio violet’ short and placed close together) Esprit Miami Esprit Miami with rows of different colors. It looks “yummy” — like Italian ices — and it lasts for ages because the compact design helps the blooms share water, he said. Here’s a sampling of the latest carnation varieties, guaranteed to make a millennial smile.

Katie Hendrick ‘putomayo’ ‘uvalux’

[email protected]______Esprit Miami Esprit Miami

18 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

Fresh Choices

‘bacarat’ ‘gobi’ ‘hagoromo’ Flores Funza Flores Funza Flores Funza

‘nathalia’ ‘nautilus’ ‘new york’ Flores Funza Flores Funza Flores Funza

‘moonaqua’ ‘moonlite’ ‘daniko’ Florigene Florigene Golden Flowers

‘red magic’ ‘gioia’ ‘lion king’ Golden Flowers Serrezuela Flowers Jet Fresh Floral Distributors

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

the team works Former SAF President Red Kennicott, AAF, approached Bridget Carlson, AAF about coordinating on Petal It Forward immediately after SAF presented the idea during its annual convention in September.

A Chicago-based retailer and wholesaler hook-up nets big-league publicity for the industry — and a playbook enterprising marketers can steal.

BY MARY WESTBROOK

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

> MATCH MADE IN (PR) HEAVEN

While sitting in a ballroom on Sept. 11 during SAF Amelia Island 2015, Bridget Carlson, AAF, had a lightbulb moment. On the stage was Jennifer Sparks, vice president of marketing for the Society of American Florists, who had just given the crowd a sneak preview of SAF’s soon-to-launch public relations campaign, Petal It Forward, aimed at capitalizing on popular pay- it-forward initiatives and designed to create and promote good feelings about flowers. As Sparks described it, on the morning of Oct. 7, a team of SAF volunteers would take to Union Square and Times Square in New York City and hand out 4,000 bouquets of flowers to morning commuters and passersby — giving each person one bouquet to packaged goods All of the 350 bouquets and keep and one bouquet to hand off to someone else. The flowers 1,500 roses (wrapped in groups of three) handed out by Ashland Addison included tags specially would include tags branding the event, and recipients of the created for Petal It Forward. Bridget Carlson ensured the language used on the promo materials goodwill bouquets would be encouraged to share their experience complemented SAF’s New York City giveaway. on social media with a designated hashtag (#petalitforward). While SAF’s efforts would focus on New York, Sparks encouraged audience members to consider participating from their hometowns, with giveaways of their own.

Sitting in the audience, Carlson could She didn’t have to wonder long. hardly believe the serendipity of the pre- As the presentation ended and SAF sentation. The element of surprise, the members spilled out of the room, Red goodwill and the made-for social-media Kennicott, AAF, of Kennicott Brothers moments sounded a lot like what Carlson Company in Chicago, appeared in the had been doing back at Ashland Addison crowd, his sights set on Carlson. He Florist Company in Chicago. As director of made a beeline for her. marketing, PR, promotions and advertis- “We have to do this together, ing, she’d spearheaded the shop’s weekly right?” he asked. For the second time Random of Acts of Kindness initiative, that morning, Carlson thought, “Hey, something the owners began 15 years that’s my idea,” and loved that great earlier. The more Sparks told convention minds were thinking alike. attendees about the new campaign and What followed that serendipi- encouraged them to copy SAF’s efforts tous moment was a wildly successful back home, the more Carlson recognized campaign that generated hundreds of the similarities between the two — and shares, likes and comments — and a one stark, undeniable difference: Petal It level of excitement and interest around Forward had a youthful glow, and Sparks Chicagoland that all the money in the couldn’t help but convey that electricity to world couldn’t buy. the crowd. Meanwhile, Random of Acts In the spirit of paying it forward, of Kindness had grown tired, and Carlson we’ve gathered the granular and big- suspected, had run its course. picture details of how they made that Carlson, who worked on public rela- PR magic happen. Just in time for go ahead, make my day Katie tions for FTD for four years before joining Valentine’s Day planning, we have an Kennicott found no shortage of willing ﬂower recipients near Wrigley ﬁeld on what ended Ashland Addison about a decade ago, outline of how Ashland Addison and up being a major game day for the Cubs. loved the branding and the idea of working Kennicott worked together, and tips off of SAF’s larger effort. The question be- on how you can use some of their best came how to do that, and how to do it well. tactics.

22 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

PR NO: SPEND A LOT OF MONEY PR PRO: SHARE RESOURCES After Carlson returned to Chicago, she connected with Joe Barnes, Kennicott’s new business development manager. Each of them has about 20 years of PR and marketing experience, and there was one thing they knew for sure from the get-go: They weren’t going to spend a live tweet fortune on the campaign. After an interview with Red Kennicott, AAF, of Kennicott Brothers, and Jonas Zimmerman, a designer at Ashland Addison, reporter Joanie Lum tweeted several Their biggest cost? Product. Sourcing messages of support — to which Bridget Carlson and Joe Barnes quickly responded. flowers in a cost-effective way became the first item on their shared agenda. Barnes asked Kennicott’s buyer, Gary Gardiner, about reaching out to growers for help. Both The Sun Valley Floral Group, in Arcata, California, and The Queen’s Flowers, out of Miami, THREE STEPS TO A MEDIA OUTREACH PLAN offered to donate pre-made bou- The Internet can be a distracting place with so many places to promote your busi- quets to the effort — 350 bouquets ness; however, if you try to be everywhere at once and reach every media outlet, for Kennicott to hand out (with stick- the results will be disappointing, according to Jordani Sarreal, CEO of Zebra ers that read, “Support Your Local Social, a PR and marketing agency in Tacoma, Washington. He offered these tips Retail Florists!”) and 350 for Ashland for small business owners: Addison to dispense. Barnes also gave another 700 bouquets to two other re- 1. Lots of small potatoes > one big potato. tail shops, City Scents Flowers & Gifts While getting your business or product featured in a national publication is a and Bunches, participating in Petal It wonderful thing, don’t pass up opportunities to focus on smaller niche blogs or Forward with their own giveaways. press. The readers of these publications are smaller in number, but greater in their When it comes to asking for a favor focused attention on the subject. It’s also much easier to get into these smaller like this, history helps, Barnes said. publications to build your brand name, so you can be featured in several places Kennicott looks at growers as “partners,” rather than one big spot for one month to a general readership. meaning they stick with each other and 2. You don’t need to be everywhere at once. remain loyal to each other, and Gardiner When it comes to marketing your business on social media, do not try to be “has spent years cultivating positive re- on every platform. Our general recommendation is to start with Facebook and lationships with many of the industry’s Instagram. Maybe your business is a more in-the-moment service, or is con- top growers,” Barnes said. That made stantly moving. If so, Twitter might be best. Whatever platform you choose, mas- it easier to ask for a big favor — a point ter it before moving on. If you’re spread too thin across every platform, you will Carlson underscores. lose the ability to engage with your audience on each site, and in the end, be less In addition to the Kennicott donation, effective than if you were to focus on a couple of social media platforms. Ashland Addison purchased 1,500 roses from another vendor, wrapping them in 3. Know your customers. groups of three. Besides the typical customer profile or avatar, really get to know your custom- “We were able to access product ers. Find out what they’re reading, what they’re listening to, the TV shows they so quickly, and in such a cost-effective watch ... these are all important bits of information that can be used to create way, because of our strong relationships compelling social media content and accurate media relations efforts. If you know with Kennicott and our growers,” said your customers tend to tune in every Sunday evening to watch “The Good Wife,” Carlson, who began working with Barnes watch it with them and live tweet, or create a Facebook post integrating the latest and other suppliers just 10 days after the episode. Be your customers’ buddy and share in these experiences with them. It SAF convention presentation. may seem unrelated to your business, but don’t forget that business is all about Beyond product, labor costs can relationships. The more you understand your customers, the more they trust you, skyrocket in a drawn-out, multistage, and their need to look elsewhere for a similar service or product is diminished. multi-location PR campaign. With its — M.W.

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

> MATCH MADE IN (PR) HEAVEN

MEET THE PR PROS Kennicott Brothers Company, Chicago ■ Number of players: More than a dozen team members participated in the giveaway. The entire Chicago fresh sales and production team — 15-20 people — processed and prepped 1,400 bouquets. ■ Favorite campaign moment: A photographer from Getty Images ran after a Kennicott team, asking to take their photo. ■ Results: Organic reach for Facebook posts that day spiked by over 2,000 percent.

Ashland Addison Florist Company, Chicago ■ Number of players: 13 team members participated in the giveaway; all hands were on deck, including the design team and sales team, to prep 350 bouquets and 1,500 roses in the days leading up to the event. ■ Favorite campaign moment: Fox affiliate reporter (and avid social media user) Joanie Lum tweeted about “flower power” after an early morning interview on Oct. 7. ■ Results: Organic impressions stop here Wrigleyville, the area surrounding the Cubs’ stadium, on Facebook were 10 times became a central Petal It Forward giveaway point in Chicago. higher than an average day.

one-day rollout, Petal It Forward spoke At Kennicott, there was a similar “We had to stay ahead of everything,” to Carlson’s desire to keep the budget flurry of activity, Barnes said. “Our en- she explained. “It’s not like we didn’t have and stress low. It was a contained, one- tire Chicago fresh sales and production all of our usual orders that day.” time event that wouldn’t require over- team (about 15 to 20 people) took time The sharing-is-caring ethos extended time or excessive staff prep. out of their day to process, sticker and to PR materials. SAF already had free Still, she admits, getting her shop’s tie Cubs ribbon onto the 1,400 bou- Petal It Forward resources available to bouquets ready and tagged with Petal quets,” he explained. members. Carlson used some of those It Forward branding was “an all-hands- Yet another reason Carlson liked Petal tools, including the layout for bouquet on-deck affair” in the days leading up to It Forward: The event fell on a weekday, tags, and both she and Barnes logged the giveaway. in mid-fall, when things are relatively time reading all of SAF’s materials, to “We had teams of Ashland Addison slow (slower, at least, than Mother’s Day, make sure their language was consistent staff working hard at tagging and wrap- Valentine’s Day or a busy wedding week- as they began to pitch the event to the ping the bouquets the day before the end). The shop’s sales director acted as media and promote it on social media. event, as well as that morning,” Carlson a traffic manager, pulling staff away from (SAF provided a bevy of helpful talking said. “Everyone was pitching in — our Petal It Forward prep as needed to com- points, including university research on sales director, processing team, design- plete other tasks. Having that oversight the positive benefit of getting and receiv- ers, owners — everyone.” was important, Carlson said. ing flowers.)

24 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

______

> MATCH MADE IN (PR) HEAVEN

PR NO: EXTEND AN INVITE CAMERA HIGH PR PRO: GO FIND When a reporter contacted Joe Barnes and Bridget Carlson for a last-minute inter- THE ACTION view the morning of their Petal It Forward giveaways, both had to hustle to find an available spokesperson, but neither worried about how their team members would Once Carlson and Barnes knew how perform. That’s because they have spent time thinking about what makes a good much product they had to give away, spokesperson and training people to be interviewed on camera. the next step was to divide and conquer Here are some of their tips on identifying and prepping people for interviews: Chicago the day of the giveaway, Oct. 7. ■ Ditch the hierarchy. While Red Kennicott, AAF, the company president, Carlson had about 13 team mem- makes an ideal spokesman, don’t assume that the head honcho is bers for the shop’s giveaway and div- the best talking head. The skills that make a person a top-notch head vied them among four sites. (The team honcho aren’t always the things that make a person look comfortable on included two drivers; two to three staff camera. “It’s not easy to be interviewed,” Barnes said. “People think it members manned each site.) Each of will be exciting, but the lights come on and they just stammer. You have the sites had to be within the shop’s to find someone who isn’t thrown.” That takes practice — and time. delivery area and in a high-traffic area, ■ Consider the story. Carlson often serves as the spokeswoman for to take advantage of the evening rush Ashland Addison, particularly on stories about the local economy and hour — and the fact that SAF was doing its effect on area businesses (a popular topic for reporters). But when its push in New York that morning. a story centers on design, she bows out. “I can’t create those beautiful (Ashland Addison specifically launched flower designs,” she said with a laugh. Instead, she has two to three its effort on Oct. 7 to feed off SAF’s PR designers who she can call on to talk about design styles and trends. buzz. Other participating shops held ■ Pull your weight. “I never assume that the words ‘Ashland Addison’ will events throughout the week. Read more appear on screen,” Carlson said. That’s why every person who appears on about how your shop can still participate camera must wear a logo. She also practices incorporating the shop name in the feel-good bonanza on p. 28.) into responses: Rather than saying, “We have a large selection of gift items,” “We knew that SAF would make Carlson and her team invariably say, “We at Ashland Addison have …” a really big impact on social media in — M.W. New York,” Carlson explained. Since New York is an hour head of Chicago, to piggyback on that event, she created scheduled posts on Facebook and Twitter, announcing where her teams would be. “That helped us tap into the excitement already generated through the [Petal It Forward] hashtag,” she explained. “Our goal was to reach the highest-impact area … our customers, along with consumers we see as future customers, and people who would participate in the event and share it.” Planning posts is a must, according to Jordani Sarreal, CEO of Zebra Social, a PR and marketing agency in Tacoma, Washington. “It’s important to get the buzz going early,” he said. “Keep a calendar that gives you key actions to take daily. Your social media campaign shouldn’t be executed on a whim.” The 12-member Kennicott team took a similar approach, concentrating on good buds The Petal It Forward campaign involved encouraging recipients to share high-density areas, such as Chicago’s the ﬂower love, not only with people who received ﬂowers, but also on social media. Hash Magnificent Mile shopping area, and tags, including #petalitforward, #chicago, and #wrigleyville, helped Ashland Addison and Kennicott track and engage with people, even after they’d left giveaway sites. high-profile venues, including in front of the local NBC affiliate’s office. “The reporters looked out their windows, and

26 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

target-rich environment Wrigleyville, the area surrounding the Chicago Cubs’ stadium, proved to be prime stomping grounds for finding happy flower recipients. Thanks to a wild-card game where the Cubs had their first post-season victory since 2003, every major media outlet was on site. there we were, giving away flowers,” Getty Images,” Barnes said of one of the PR NO: SEND A PRESS RELEASE. WAIT. Barnes said. And soon enough, there country’s largest photo-distribution ser- were those reporters, giving away free vices. (At press time, Barnes hadn’t seen PR PRO: PESTER publicity — or at least doing a segment on those photos turn up yet, but the act of POLITELY the campaign during the noon broadcast being trailed by a photographer was ex- Both companies also sent employees citing for staff.) As Oct. 7 neared, Barnes and Carlson to Wrigleyville, the area surrounding Barnes and Carlson agree that the compared their media lists and started the Chicago Cubs’ stadium. Here, they outcome of the wild-card game was the reaching out to contacts with press happened into some good luck and good stuff of PR dreams, but they insist that releases, media advisories and friendly timing: A wild-card game scheduled for even if they don’t have a high-stakes calls. Over the past few years, the media that evening turned out to be a major sports game in their midst, florists can landscape has changed so much that it’s home game for the Cubs, their first post- pull from their deep knowledge of a local no longer enough to send a single email season victory since 2003. Every major community to go where the action is, or or release, though, cautioned Carlson. media outlet was on site, and just about might be. Map out your giveaway zone “A huge part of PR and media out- every PR dream was coming true for and plan your get-attention strategy. reach is just being sensitive to reporters’ Barnes and Carlson as they fielded ques- Ask yourself: Where do people gather deadlines and showing appreciation for tions from reporters and photographers. and at what time? In urban areas, mass them,” she said. “I’ll call them and say, “A photographer from the Chicago transit hubs can be an ideal spot during ‘Hi, this is Bridget! I know that you’re re- Tribune came up!” Carlson said. “I’ve morning and evening commutes, and ally busy but I’m super-excited about this been trying to get their attention for mealtimes are prime pitching-to-people event. Do you think you can fit us in?’” years. Suddenly, there he was, asking me places in all areas. What are the popular Like Carlson, Barnes likes a strat- for help.” coffee shops and lunch spots? Any big egy of friendliness and flexibility. Likewise, earlier in the day, Barnes local sports events (high school home- “Often, with a feature story, rather had seen a photographer trailing one of comings, college rivalries) coming up? than a hard news story, a reporter will his teams as they handed out bouquets Do restaurants and spas do impressive say, ‘I’ll let you know if we can work on a busy street. “Turns out he was with Valentine’s Day events? you in,’” Barnes said. “That means

The magazine of the Society of American Florists (SAF) 27

> MATCH MADE IN (PR) HEAVEN

they’ll be coming last minute and you have to be willing and able to hop to it. I made dozens of follow-up phone calls at the eleventh hour. The key is to be persistent but not overbearing.” And don’t expect reporters to get the gist of your story on their own. They’re inundated with releases and often read many of them as “give me

“HAVE AN ANGLE AND EXAGGERATE IT IN YOUR APPROACH. MAKE IT VERY OBVIOUS TO THE MEDIA WHY YOUR NEWS IS NEWSWORTHY.” -Jordani Sarreal, Zebra Social

publicity.” You need to make clear what you’re giving them — a fun, feel good effort The Petal It Forward campaign centered on a simple idea: unique, feel-good piece loaded with Give people two bouquets. One to keep. One to pass along. visuals, and a perfect antidote to global crises and campaign mudslinging. “Sales aren’t news. Neither is a new product these days. Do all the work for the journalists,” Sarreal said. “Have an angle and exaggerate it in your approach. Make it very obvious to the media why your news is newsworthy.” PETAL IT FORWARD … AGAIN? That approach paid off on the Disappointed that you missed out on the chance to be part of Petal It morning of Oct. 7, when a reporter Forward? Don’t be, says SAF Vice President of Marketing Jennifer Sparks. You with the local Fox affiliate called can still put together a similar event in your city, any time of year, and the ma- Barnes around 6 a.m. with a question:

terials and advice SAF have to offer are still available to members at _____safnow. Was anyone available for a live inter- org/petalitforward. view at 7:45 a.m.? (One rule of PR: “Petal It Forward is flexible and adaptable,” Sparks said. “Members can Never say no to a feel-good interview, put whatever twist on the event that they want, but the key element should al- no matter how early.) ways be to give recipients the opportunity to ‘petal it forward’ — get one, give Barnes quickly tracked down Red one. Otherwise, it’s just a flower giveaway, which has less substance.” Kennicott, who was ready to go live. But Sparks cautions against doing it too many times in one market. “If you Carlson, however, was miles from the over-saturate the effort, you lose the randomness of it, or lose momentum,” action and unable to get to the in- she said. And that’s precisely why SAF, which is considering doing another terview spot on time. She eventually Petal it Forward event in 2016, is not going to designate a specific, recurring tracked down Jonas Zimmerman, a date for the event. “The media are very wary of what they perceive as ‘manu- designer with great camera chops and a facturered’ holidays,” Sparks said. “It’s the randomness of an event like this bit more flexibility in his morning sched- that makes it press-worthy.” ule. He made a pit stop at the store to — M.W. pick up flowers, and was smiling be- side Red, gamely talking about Petal It Forward, about an hour later. (For tips on choosing a company spokesperson, see sidebar, p. 26.)

28 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

______

> MATCH MADE IN (PR) HEAVEN

PR NO: EXTEND AN INVITE ness. Don’t underestimate the need for portunity to maybe start a conversation, or those hashtags, by the way — they are at least personalize it as best you can.” PR PRO: GO FIND crucial if you want to track and be part The payoff for the effort is real en- THE ACTION of conversations on social media. (And gagement, Carlson explained. “That was a you want to do both of those things, really fun part of the day,” Carlson said. “In Much of the success of the Petal It said Barnes and Carlson.) this business, it’s always about the reac- Forward campaign rested on the fact that While PR results can be harder to tion that we get back from the consumer, participants could easily snap selfies and track than sales event returns, it’s clear when they smile and you know your name share their experiences. But simply asking the campaign drove up activity across is associated with that feeling, from a people to post doesn’t cut it. Responding the social media platforms of both PR perspective, that’s all I can hope for. to posts, commenting on Instagram pho- businesses. By the end of the day, for It doesn’t translate into increased sales tos, retweeting — this is how buzz builds. instance, Ashland Addison’s Facebook for that day, but I hope it’s what keeps us Going viral takes lots of contact. You have organic impressions had increased 10 around for another 83 years.” to be the main agent of spreading the times above an average day. “Our likes/ buzz and keeping your news circulating. comments/shares were also 10 times Mary Westbrook is a contributing editor That includes the media. After her more than usual,” Carlson said. for the Society of American Florists.

early morning Fox interview, the re- At Kennicott, “our organic reach [email protected]. porter, Joanie Lum, posted a photo on for our Facebook posts spiked by over Twitter with the words “Flower is power.” 2,000 percent compared to our normal, Carlson saw it and responded right away day-to-day Facebook engagement,” with an upbeat message of thanks. (Lum, Barnes said. “The [#petalitforward] an avid social media user, posted a num- hashtag campaign really worked.” ber of positive messages that morning In fact, a key part of PR through GO DEEPER: about the campaign.) social media should be personalization, Check out videos documenting Kennicott “To have her respond back like that is said Sarreal. Brothers’ efforts and SAF’s Petal It Forward priceless,” Carlson said. “Engaging on an individual level in so- campaign at safnow.org______/moreonline. Both Carlson and Barnes also cial media is absolutely vital to your online Ready to dive deeper into PR? SAF’s PR took time to respond to and thank success,” he said. “The precaution with this Boot Camp can also help you get started. SAF members can check that out on consumers who posted on Facebook is not to come off as a robot. Don’t respond ______safnow.org /pr-bootcamp, too. and Twitter using the Petal It Forward to everybody with the same ‘Thanks!’ after hashtag and the handles for each busi- every comment. Use this one-on-one op-

let’s chat Engaging with consumers and reporters in real time and online was a “really fun part of the day,” said Bridget Carlson, center, outside Wrigley Field with Red Kennicott, AAF.

30 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

SAF’s feel-good Petal It Forward campaign inspired dozens of smaller events around the country — to the #Delighted delight of reporters BY MARY WESTBROOK and consumers.

spirited community Nearly 50 ﬂ oral industry businesses participated in SAF’s Petal It Forward campaign on a local level, including (clockwise from top left) Kim Wood, Ali Wood and Ashley Wood, of Patti’s Petals Florist, Gardens and Gifts in Denton, Maryland; Katy Domingue, Annie Taylor, Jamie Smith and Cassie Dasilva Dimmick of Leona Sue’s Florist in Scott, Louisiana; Dave and Laura Gaul of DWF in Denver; Lori Wheat, AAF, and Brian Wheat (center), Jessica Beard and Sandi Yoshihara-Sniff, AAF, AIFD, of Lafayette Florist, Gift Shop and Garden Center in Lafayette, Colorado; Rio Roses (Raul Marrero, shown), which partnered with the IM Able Foundation; and the team at Washington D.C.’s Palace Florists, including Donna Dolgoff, Andrea Luts and Beth Herman.

32 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG

When Karen Flanders put out a call for Lorrie Anderson, of Country Florist in going social Florists spread the volunteers to help support her Petal It Waldorf, Maryland, handed out 75 bou- word about their respective Petal It Forward event, she wasn’t exactly sure quets to a weekly network meeting, and Forward events on social media. what she — or her volunteers — was then 50 additional bouquets later in the signing up for. The owner of Lady Slipper day at a Chamber of Commerce meeting. Creations in Chester, New Hampshire, She extended the giveaway through Friday planned to give out about 600 roses to at her store — to the obvious delight of her strangers, including patients and medical customers. “People truly enjoyed getting professionals at nearby medical facilities. the flowers,” she said. And while she expected the experience to Palace Florists in Washington, D.C., be positive, she wasn’t prepared for just handed out 1,000 roses and interacted how emotional the day would become. with about 500 people in a two-hour “The response was incredible,” window. Flanders said. Many of the recipients were Radebaugh Florist and Greenhouses cancer patients undergoing chemo and in Towson, Maryland, handed out a total other forms of treatment. Flanders’ vol- of 200 bouquets at a local coffee shop unteers were allowed inside the facility to and, later in the day, at the city center. hand out flowers to family members and “There were so many wonderful reac- patients; one woman told the team that tions,” said Kaitlin Radebaugh. “The receiving the flower gave her a reason to best was watching someone hand off smile — the first reason she’d had all day. the bouquet to someone else and seeing Hundreds of miles away in Scott, that person’s reaction to a pure act of Louisiana, Annie Taylor of Leona Sue’s kindness from a stranger.” Florist had a similarly emotional mo- Leona Sue’s Florist went all in for its ment during her Petal It Forward event, Petal It Forward event, promoting the when a bouquet recipient was so over- giveaway heavily on social media and whelmed, she sat in her car and cried. alerting the press before taking over “We have no idea what she was going three sides of a popular intersection through, but she said, ‘Thank you,’” said to hand out 300 wrapped roses. Team Taylor. members carried signs with hashtags These stories — among many, many for Petal It Forward and the shop name. others like them — help capture the ex- Georgianne Vinicombe of Monday perience of the nearly 50 floral industry Morning Flower and Balloon Co. said businesses who participated at the local her shop gave out 200 daisy bou- level in SAF’s Petal It Forward PR event. quets along a busy street in downtown In New York City on Oct. 7, SAF capital- Princeton, New Jersey. They even sur- ized on popular pay-it-forward initiatives prised a bus filled with tourists from by randomly giving two bouquets each Japan who were eager to see Princeton to passersby in Times Square and Union University. Vinicombe and her staff Square. SAF members were encouraged made full use of social media to pro- to promote their own complementary mote the event — tweeting, posting and events — and many who participated even creating a Periscope video of the pulled out all the stops. event.

Smiles Galore Productive Partnerships Tim and Michael Pugh of Pugh’s Flowers Many industry members partnered with proved that the feel-good event didn’t other businesses and groups to plan require much time away from the shop: and promote their events. (Read about They distributed 100 bouquets in a another partnership on the day, be- lightning-fast lunchtime giveaway in a tween Kennicott Brothers Company and busy restaurant district in Memphis, Ashland Addison Florist Company, both Tennessee. To keep the love going, they in Chicago, on p. 20.) later posted a short video of the effort to Along with California flower growers their Facebook page. Dramm and Echter, the Sun Valley Group, Katrina Heimberger and two employ- Kitayama Brothers and Repetto Florist ees also used the lunchtime crowd to their and Nursery, and local colleges and de- advantage, passing out 400 carnations in sign students, the San Francisco Flower downtown Wooster, Ohio. Mart distributed about 620 bouquets

The magazine of the Society of American Florists (SAF) 33

> #DELIGHTED

— an event a news crew from KTVU, the local Fox affiliate, captured live. Rio Roses partnered with the IM Able Foundation for a giveaway at Zoo Miami. That effort, held on Oct. 3, also helped raise funds for the nonprofit, which supports individuals with disabilities. In Lafayette, Colorado, DWF donated product to help Lori Wheat, AAF, and Brian Wheat offset costs at Lafayette Florist, Gift Shop and Garden Center. The Wheats turned a potential headache (construction in front of their main store) into a party with a street giveaway. “It was a great opportunity to talk to people as they were stopped in their cars,” Lori said. The shop also gave away flowers at its satellite location at Good Samaritan Medical Center. The Wheats made sure to get the full bang for their PR buck by delivering bouquets, a poster and press releases before the event to city hall, a popular rec center and the Chamber of Commerce. receiving end The response to local giveaways was uniformly positive. From left, Post, Share, Repeat Irene Gomez of Lafayette Florist, Gift Shop and The campaign itself was made for the Garden Center in Lafayette, Colorado, hands digital, share-happy age. Participating out a bouquet; two Washington, D.C., recipients pose with ﬂowers from Palace Florists; a parking SAF members and flower recipients enforcement ofﬁcer tucked a carnation from were encouraged to share their experi- Wooster Floral in Wooster, Ohio, into her belt. ences on social media with the hashtag #petalitforward. The response online was overwhelming — and overwhelm- IMPRESSED: PETAL IT FORWARD RESULTS ingly positive, said florist after florist. Chester’s Flower Shop & When SAF took to the streets of New York City for Petal It Forward, the goal Greenhouses in Utica, New York, gave was to expose people — directly and through traditional and social media — out about 750 bunches of flowers — and to the benefits and joys of flowers. landed on WKTV’s news lineup in the Mission accomplished, said SAF Vice President of Marketing Jennifer process. “I am glad we were part of this Sparks. To date, SAF’s Petal It Forward campaign in New York City has event,” said owner Bill Waszkiewicz. generated more than 131 million impressions, the number of times people ABC affiliate KATC in Acadiana, have been exposed to the Petal It Forward message, according to statistics Louisiana, sent a news crew out to in- from Ogilvy Public Relations. That number includes the results of high-profile terview Annie Taylor about Leona Sue’s exposure on shows such as “Fox & Friends,” as well as placement on MSN. Florist’s giveaway. “We’re just spread- com, Yahoo!, Yahoo! News Canada and Yahoo Movil (Taiwan). ing good news and good feelings,” she “This campaign proves that strategic public relations works in getting the told a news crew. floral message out to consumers,” said Sparks, adding a big thanks to the The Star Democrat covered Patti’s following companies for their generosity in helping make SAF’s NYC Petal It Petals Florist, Gardens and Gifts give- Forward event happen: away in Denton, Maryland. Patti Wood, ■ Donation/coordination of product: Dramm & Echter, co-owner, and her three daughters, Kim Dos Gringos, Flores El Capiro, Holland American Flowers, Wood, Alison Wood and Ashley Wood, Floral Trade Distribution, Universal Greens; walked through downtown Denton, ■ Assembly of 4,000 bouquets: Holland America Flowers passing out carnations and daisies on the ■ Transportation and onsite delivery/coordination street. “We got smiles from everybody,” of bouquets: Delaware Valley Floral Group said Wood. ■ On-site flower giveaway: : Starbright Floral Design After the event in Lafayette, Colorado, ■ Funding for enhanced social media: Asocolflores a customer came into Lafayette Florist, ■ Funding for consumer video: Asocolflores Gift Shop and Garden Center, placed an order and complimented Lori Wheat on

34 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

post happy A young woman tagged Radebaugh Florist and Greenhouses to gush about the experience of Get the most receiving ﬂ owers unexpectedly. Marketingout of your Admin Day, April 27th Easter, March 27th Spring Flowers

YOUR LOGO

(000) 000-0000 WWW.YOURSHOPWEBSITE.COM

,W¶V

7,0(

Petal It Forward. “We are so lucky to have you in the community,” she said. And for Wheat, that was gold: “That was the best reward ever.” Former SAF President Shirley Customized Lyons, AAF, PFCI, coordinated give- for only aways in Eugene, Oregon — home of Dandelions Flowers & Gifts — and $399 Roseburg, Oregon, site of the recent community college shooting. There, they visited with first responders, Your 3-month marketing piece many of whom had seen press coverage of the giveaway. “It was astound- ing,” Lyons said. “Every single person Order Today in Roseburg said, “You are the flower ladies we saw on TV that were coming 866-225-1173 here. Thank you! We have never expe- www.benevasolutions.com______rienced anything like it.”

Mary Westbrook is a contributing writer and editor for the Society of American Track the success of your marketing piece

Florists. [email protected]______

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

BY DERRICK MYERS, CPA, CFP &ĞŶĚŝŶŐKīHoliday

GrinchesƚƐ͘ Don’t let too-early markdowns and high ůĂďŽƌĐŽƐƚƐĞĂƚŝŶƚŽŚŽůŝĚĂǇƉƌŽĮ

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.

or even 50 percent off, you must make trolling overtime. Make sure you have sure that your markup is sufficient. enough trained members on your team Historically, florists have targeted a 50 to spread the workload. Plan your work percent cost of goods sold on gift items, schedule so only indispensable people meaning they double the cost to get have overtime. Prepping arrangements to the sale price. (And remember that a full week ahead can help you even out your cost includes freight and handling the workload, making it easier to accom- for items.) Many shops now mark up plish your sales goals without blowing “holiday gift items” at least three times, your overtime budget. knowing that they will chop the prices in Christmas is usually the exception to half and still make a profit. this one-week madness. Here, we have Consider this example: Let’s say I a real opportunity to schedule our staff buy a Santa Claus candle that cost the for peak performance. The first step in shop $10. I mark it up three times to $30 laying out a schedule is to know your and sell it. That’s a 200 percent profit. If sales trends. Look at your December I later reduce the price to $15 and sell an- sales, day by day for the last two or three other candle, I still make a profit of $5 or years. Determine what percentage each ay 50 percent of the original cost. Although day represents of the month, and then I didn’t hit my COGS target on gifts ($10 look closer to see which days of the cost/$15 sale price = 67 percent COGS), week are your busiest days. Those are I still made a healthy profit. the days you need to schedule a larger work force. Q: When, should I mark When planning your schedule, down my products? look at the anticipated inventory sales One of the best strategies I have seen (exclude fees and non-inventory sales goes like this: Start selling your Christmas such as outgoing wire orders) you ex- items in November at full price. After pect for the day. Your designer wages Thanksgiving, offer a discount (only on should not exceed 15 percent of the those items you marked up by three times day’s sales, sales and administrative or more) of 20 percent. Two weeks before wages should not exceed 5 percent, Christmas go to 30 percent, and then the and driver wages should cap at 5 week of Christmas discount to 50 per- percent. This formula will give you a cent. This approach will help entice your total labor cost (excluding owners) of customers to buy those items. In addition, 25 percent of your inventory sales for having the sale prices (and appropri- the day. By multiplying the anticipated Q: How much should I mark ate signage) in your store will generate day’s sales by the above percentages, down my holiday gift items? excitement and give your customers the you now have a daily budget for each > Holiday gifts can be a big drain on your green light to buy more. An after-Christ- payroll category. cash flow, especially if you pack up unsold mas sale at cost can also help convert Next, divide the budget amount by items year after year and put them in more inventory back to cash. It’s better to the corresponding hourly rate for the storage, tying up large amounts of cash have the cash in your hands and available employees in that category (if you have in inventory. It’s important to convert as to you all year than to have it packed in multiple people in a wage class, average much of that inventory into cash at the end boxes in storage. the wage or calculate each until you have of each season as possible, so you have the If you follow this program, you’ll sell exhausted the budget). Once you have a funds to get you through the slow times of the same item at different price points schedule based on the estimated sales the year as well as to buy those “hot” new throughout the holiday. You’ll be sur- of each day, monitor your actual sales gift items for the upcoming year. prised at the profit these items generate. and make adjustments to your schedule. Consumers have been trained to You’ll also pack up less after the holiday If sales are running higher than antici- purchase goods when they are on sale. for storage and have more cash back in pated, increase some employees’ hours. Some florists worry that offering sales the bank. If the sales are less than anticipated, cheapens their brand, but that’s just not send someone home early. true. Try to think of a major retailer that Q: How do I ﬁ gure out does not offer sales. Consumers expect how to staff correctly for Derrick P. Myers, CPA, CFP, PFCI, those same discounts from you. holiday crunch times? is president of Crockett, Myers & The trick, however, is knowing when In a retail flower shop, Valentine’s Day Associates, Inc., a financial management and how much to mark down your prod- and Mother’s Day require all hands on and accounting firm that has been ucts. Before you offer attractive dis- deck the week leading up to the holiday. working with florists for more than three

counts, such as 20 percent, 30 percent In these cases, your biggest goal is con- decades. [email protected]______

The magazine of the Society of American Florists (SAF) 37

Industry News

MICHIGAN FLORIST BECOMES FACE OF AFE RESEARCH AIMS TO NEW RETIREMENT PROGRAM PROTECT GERBERA FROM POWDERY MILDEW > Thanks to a connection forged by the Galea first heard about the program Society of American Florists, a longtime through SAF. Two years ago, the Treasury > A University of Florida research team retail flower shop is at the forefront of a Department was on the hunt for business has discovered a way to prevent one of new effort to encourage more Americans owners to participate in myRA’s pilot pro- the more damaging and common dis- to save for retirement. Norton’s Flowers gram, and representatives reached out to eases found in the much beloved ger- & Gifts, in Ypsilanti and Ann Arbor, SAF and other trade groups. bera: powdery mildew. Funded by the Michigan, is the first florist in the coun- As employers,“it makes us look like a American Floral Endowment, research- try to participate in the U.S. Treasury hero,” he explained. “From the employee’s ers Dr. Zhanao Deng, Zhonglin Mou Department’s new myRA program. perspective, it’s a benefit, but it’s a benefit and Natalia A. Peres have concluded Billed as a “starter account” to en- that doesn’t cost us anything. It’s crazy not that powdery mildew sensitivity can courage retirement savings, the program to look at this and consider offering it to be overcome by transferring defense- lets workers automatically deduct up to your team.” Find out more at myra.gov related genes from non-crop plants to $5,500 a year ($6,500 if they are 50 or —By Mary Westbrook crop plants. older) from their paychecks, with a maxi- Results showed that genes from mum total of $15,000. (MyRA is short other plants can be transferred into ger- for My Retirement Account.) They also bera crops to increase their resistance can contribute to the accounts directly to powdery mildew. Regenerated plants using electronic transfers from a check- had few mildew symptoms and better ing or savings account and withdraw mildew resistance. their contributions tax-free and without This information can not only help a penalty, so the money can be used for gerbera breeding programs but also may emergencies. a saving face Tim Galea of Norton’s be used to help develop disease-resis- “It costs us nothing to participate, Flowers & Gifts, enrolled in the myRA program tant varieties in other floriculture crops and, from an administrative perspective, in the spring and, at press time, about six of and for other diseases. his 21 employees were participating in the it’s as simple as a payroll deduction — program. Norton is featured in a video being Visit Endowment.org for the full that’s all we have to do,” said Tim Galea, used by the Treasury Department to promote report and to access more than 150 free president of Norton’s. the program. (See More Online, p. 6.) research reports.

YOSHIMI SHIBATA: JAN. 25, 1916-OCT. 31, 2015 > Yoshimi Shibata, a floral industry pio- with eight partners from Kagoshima Shibata is survived by his wife, neer and beloved former president of Prefecture. The 540,000 square feet Grace; his sister, Yayoi; his three chil- Mt. Eden Floral Company in San Jose, of greenhouse was built for the cultiva- dren, six grandchildren and five great California, died peacefully in his sleep on tion of carnations and mini-carnations. grandchildren. October 31. He was elected president of WF&FSA in —By Mary Westbrook “He was at home, with family pres- 1972 and planned the organization’s first ent,” said Robert Shibata, one of “Shimi’s” trade show the following year. sons and the current president of Mt. Shibata, who became active in the Eden. “We are grateful that he had a Civil Rights Defense Union after his distinguished and fulfilling career in the honorable discharge from the Army, flower industry that he loved so much.” received many lifetime honors, includ- Shibata was born in Oakland, ing the Order of the Rising Sun, Fourth California, to Zenjuro and Koyuri Class in 1987 from the Japanese Shibata. In 1918, his father, Zenjuro, government. It is the highest civilian purchased the Mt. Eden property. award given by the Japanese govern- Shibata attended both UC Berkeley ment. This year, he was awarded and Ohio State, but after the attacks the CalFlowers 2015 Distinguished on Pearl Harbor, his family relocated to Service Award. Honorees of this Marysville to avoid internment. award are recognized for the highest Among his many professional ac- levels of leadership, strategic thinking, yoshimi shibata A ﬂ oral industry complishments, Shibata started the and contributions to the floral industry pioneer and beloved former president of Mt. Salinas Greenhouse Company in 1963 in California. Eden Floral Company in San Jose, California

38 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

TOP Perks of Your SAF 2 Membership Vital Industry Bottom Line Expert Consultations Knowledge Improvement 17. Contact SAF staff for advice 1. Floral Management magazine 11. Retail Pricing Worksheet on technology, marketing and more 2. Wednesday E-Brief 12. Customizable employee handbook 18. Free 15-minute legal 3. Washington Week in Review consultation with attorney 13. Discounts on FedEx shipping, 4. Saturday Sales Wake-Up Paula A. Calimafde with law Paychex payroll management firm Paley Rothman Sales Builders services, Ford Fleet Vehicles and more, and access to Association Industry Watchdog 5. Listing in Health Care Insurance Plans NationalFloristDirectory.com administered by Hortica 19. Negative floral publicity Insurance & Employee Benefits response 6. Web graphics and floral 20. photography Education & Government advocacy 7. Wedding Flower Calculator Networking 8. Customizable press releases 14. 1-Day Profit Blast This is just scratching and talking points for media the surface! interviews 15. Retail Growth Solutions

9. Discounts on SAF products 16. Annual Convention from statement stuffers to skill- building DVDs

10. SAF Fund for Nationwide Public Relations raises floral awareness

Visit safnow.org today!

Plugged In BY RENATO CRUZ SOGUECO

FAST-TRACK WEB SHOPPERS > How do people shop nowadays? You you’ll be taken straight to the product already know the first process because page on the relevant company’s website. you probably do it yourself: A staggering What’s the true value of this service? 81 percent of consumers begin research- It stops customers from scrolling to the ing potential buys by conducting an on- organic links and saves them a few clicks line search, according to Retailing Today. by taking them straight to the product From the results page, a shopper’s page. That can translate into better con- next option is to scroll to click on the version rates. Yes, this method bypasses organic listings. If you’ve focused on your site’s home page, but it creates a di- search engine optimization (SEO) and rect beeline for your customers to where expanding your presence through social you ultimately want them to be: your media, you should be the top listing. If shopping cart. you’ve invested in Google AdWords or Speaking of clicks, this is how Google Bing Ads, customers may also click on makes its money. Product listing ads will tell you, if you bid on these keywords your pay-per-click (PPC) ad above these managed through the Google Merchant tied with local information, you will listings or to the right side of them. Center are essentially another variant of likely be the only advertiser. The result Feeling good about dominating the ads within a Google AdWords campaign. is a low-cost, high-exposure advertising search screen and increasing the likeli- You’re only charged for the ad if a cus- opportunity. hood of making a sale? Not so fast. This tomer clicks on it. month, we explore another compelling Get Started way marketers are reaching their cus- Opportunity for the Launching this campaign can be tech- tomers right on the search page: product Local Florist nical, so recruit the help of your web- listing ads, an offering in the merchant You may notice some familiar — and big site developer and be sure you have centers of both Google and Bing. — names selling their wares through this claimed your website through Google’s method. But before you raise your hands Webmaster Tools. How It Works in virtual defeat and conclude you can’t You may also need technical help in While both Google and Bing have mer- compete with those companies, let’s talk claiming your website in the merchant chant centers, Google has a much larger about an opportunity available to you, a center, which requires you to have search market share (64 percent), so small retail florist. administrative access through your we’ll stick with them for our example. Try a new search using the same website’s site admin tool or FTP or shell First, search Google for “get-well keywords (“get-well flower arrange- access to your website. As previously flower arrangements.” If you’re on a ments”) — but this time, add your local mentioned, an AdWords account is also desktop, look to the right side of results, delivery area such as “Fairfax, VA.” required. Get one started at google. or the top if you’re on a mobile device You’ll probably get no result at all — no _____ com/adwords. (see graphic). sponsored box. Think of it: Because this Fortunately, Google provides clear, As you’ll see, you’ll find product pho- is a relatively new offering, it’s likely that short video tutorials on setting up your tos, brief descriptions and prices within no one — including you, your local com- Merchant Account, getting your prod- sponsored boxes. Hover the mouse over petition or even the big companies — is ucts uploaded, managing products and any listing and you get a pop-up box with participating in this type of advertising managing the campaign: full descriptions. Click on any one and at the local level. As AdWords veterans ■ Guide to Google Shopping: Set up your Merchant Center account

______youtu.be/apXuW7Qex7k ■ Guide to Google Shopping: Upload your products with a data feed (small

inventory) youtu.be/dq2VlBbqTL4______■ Guide to Google Shopping: Upload your products with a data feed (large inventory) youtube/AkXPArO3fgo______■ Create Shopping Campaign

youtu.be/FLZdoeCv5o4______Renato Cruz Sogueco is SAF’s chief information officer and the floral industry’s go-to guy for all things tech. bee-line to buy Search “get well ﬂower arrangements” on Google or Bing, and you’ll see [email protected]______how product listing ads are taking consumers directly to the product page of websites.

40 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

______

Business of Design

SEASONAL SENSATIONS > Grab and go. That’s what residents in historic Old Town Alexandria, Virginia, are game for during the holiday season, according to Rachel Gang, owner of Helen Olivia. To make sure she grabs as much yuletide business as possible, Gang stocks the cooler with plenty of options in a range of price points. “Our cooler has at least five different styles of arrangements available for grab-and-go purchases, which are huge with both party guests and hosts,” she said. One of her most profitable add-ons for the season: Ribbon. And she has plenty of it, more than 100 options on hand. “Not only does it enhance a design, but it’s also a very popular decorating tool,” she said. She trains her staff to pitch customers a full roll so they can match their home décor with their flowers. long lasting luxury Customers always value a long vase life, but this quality is especially prized at “It’s such an easy upsell!” the holidays. “A lot of people decorate right after In the spirit of the season, Gang shared a few Thanksgiving and want it to hold through New Year’s of her best-selling holiday designs with Floral Eve,” Gang said. This design is chock-full of product that can survive the long haul, such as dried apples, Management readers. cinnamon sticks, seeded eucalyptus and Christmas greens. “I tell customers to just pluck out the roses Katie Hendrick and hypericum berries when they go — there’s [email protected]______plenty left to enjoy, “ she said. Design time: 20 to 30 minutes. Wholesale costs: $38. Retail price: $145. Find complete recipes and sourcing material at safnow.org/moreonline.

let it snow “We like to have a different spin on the traditional red and green holiday theme,” Gang said. This white and blue design “sells like hotcakes every year.” Anemones, recognized as trendy and sophisticated, immediately raise the perceived value, as does viburnum, by “adding darkness and depth,” she said. Design time: 15 minutes. Wholesale costs: $18. Retail price: $65.

42 FLORAL MANAGEMENT | DECEMBER 2015 | 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: Ő2KZGNŗ%QVVQP YJKVG Ő2KZGNŗ%CPF[ RKPM Ő2KZGNŗ6GUQTQ [GNNQY

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

New Products BY SHEILA SANTIAGO / [email protected]______

ROMANTIC TOUCHES

xoxo Customers in search of a small, sentimental gift will swoon for these delicate necklaces with cupid’s quill playful expressions in ﬁnely crafted lettering. Fashionistas will covet this necklace that room for two This charming keepsake is perfect for a host screams, “love struck”! A pendant of Cupid’s arrows, in mixed metals, rests at the end Towering at 33 inches tall, this cute balloon of occasions, whether a ﬁrst date, Valentine’s of a 35-inch chain. It’s available in both couple makes a bold statement. It’s an image of Day or an anniversary. > Brevity.com silver and gold. Splendidiris.com genuine affection that will make any customer > smile — or maybe even tear up. > Betallic.com

true to you chic change Help customers show their love with these These simple coin purses, adorned with clever polygraph-themed letterpress cards. breakin’ hearts all around town various terms of endearment, offer customers Illustrated by hand and printed on recycled paper, This heart-adorned dufﬂe bag puts the fun in a stylish way to keep their stuff organized. the card is blank inside to include a personal functional. The heavyweight cotton canvas The bag can hold change, business cards and message. > PapillonLetterPress.com bag holds up well, whether its owner is toting even a phone. Let the gift speak for itself, it to the gym, the beach or on a cross-country or market it as an attachment to a romantic vacation. This stylish bag will be a cinch to arrangement. > TwosCompany.com spot in baggage claim and is sure to generate zillions of compliments. > ShopBanDo.com

key to your heart This curated collection of limited-edition heart sculptures offers artistic ways to express love. Each heart features a colorful illustration expressing sentiments of love, friendship, celebration and thoughtfulness. Packaged in a special, high- quality window gift box and designed to hang or stand unbear-ably cute using the ornamental key included. DEMDACO.com Is anything more loveable than a plush bear bearing his heart? We think > not. Customers will love cuddling up with this soft bear on a cold winter day. The collection is available in the following colors: Mocha, Vanilla and Strawberry Latte. Sizes range from 12 to 30 inches. > AuroraGift.com

44 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

If Yo ure, u Don’t Support Floricult Who Will?

Make a pledge or year-end contribution to AFE today!

Your Contribution Supports:

Q Scientifi c and Consumer Research AFE is funded BY the Creating healthier, more attractive, longer- industry, FOR the industry. lasting fl owers and plants that boost profi ts for everyone! By making a tax-deductible Q Scholarships and Internships year-end donation to the Providing you with emerging industry Endowment, you invest in the leaders and supporting the next future of ﬂ oriculture – making generation of successful retailers, growers, wholesalers, scientists and educators. it stronger and more sustainable for years to come. Q Educational Grants Funding educational programs advancing the industry. Since 1961, AFE has funded more than $15 million in solving critical industry issues. (703) 838-5211

[email protected]______Endowment.org/donate

Classiﬁeds

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., 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 ad. Contact Sheila Santiago at [email protected] or (800) 336-4743.

EMPLOYMENT OPPORTUNITIES EVENTS PRODUCTS

STAY ______FOR THE SUNSETS. Get your products in the next Premier Products Showcase SERVICES Contact SAF’s PFCI at 703-838-5216; Ask about our installment plan! [email protected].______Enroll for safnow.org/annual-convention Visit us at safnow.org/pps discounts. Enjoy rewards.

SAF members enjoy discounts of up to 21% plus rewards. www.fedex.com/saf Use passcode R91YMF.

______

REFRIGERATION Saturday, Feb. 27, 2016 7:30 a.m. – 6 p.m. Hilton Garden Inn Austin Downtown Austin, Texas

______Register now! safnow.org/1-day-profit-blast

46 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

Saturday, February 27 Hilton Garden Inn Austin Downtown Austin, Texas

______safnow.org/proﬁ t-blast

36th Annual

March 14-15 Washington, D.C. The Ritz-Carlton, Pentagon City safnow.org/cad

September 21-24 132nd Annual Convention Maui, Hawaii The Ritz-Carlton, Kapalua safnow.org/annual-convention

Visit safnow.org/events Contact Laura Weaver, (800-336-4743, ext. 221)

or [email protected]______

Care and Handling

seeing is believing Flowers treated with silver thiosulfate (EthylGuard 100), shown at right, open and last longer than non-treated ﬂowers. SUPPORT FOR A STAPLE > Long valued as cut flowers that look and protect flowers from ethylene gas great even after extended storage, in the air. Proper protection with these carnations now show up with dramatic products is like placing armor around the MAXIMIZE VASE LIFE new forms, textures and colors. As a entire ethylene system in the flowers. result, retailers are taking a second Generally, growers treat carnations IN FIVE STEPS look at the versatility of standard and immediately after harvest by placing ■ Buy carnations pretreated spray carnations. Though carnations flowers in STS solutions that are ab- with anti-ethylene products are considered a “tough as nails” cut sorbed through the stems. Alternatively, (STS or 1-MCP). flower, their vase life can nevertheless individual boxes or entire trucks can be ■ Wash flower buckets be compromised if you don’t follow treated with 1-MCP. Many floral import- with a disinfectant. Use simple steps after harvest. ers treat entire trucks with 1-MCP to as- fresh, clean water. sure optimum protection for flowers. ■ Cut stems (1 - 2 inches), Edge Out Ethylene immediately place stems into Carnations are extremely sensitive Food, Glorious Food flower food solution, and chill. to ethylene, a colorless and odorless Retail florists often ask whether flower ■ Maintain flowers at gas. When exposed to ethylene, they food is really needed. The answer is 34 - 38 F and a humidity get “sleepy” — flowers fail to open and absolutely. Flower food, properly mixed, of 70 - 80 percent. petals wilt rapidly. Dead and decaying will help carnations to open fully and ■ Provide flower food packets to flowers, fruits and vegetables gener- last longer. make one quart of solution with ate ethylene, but it’s also present in Carnations cannot store enough bouquets and arrangements. exhaust fumes from vehicles or propane- sugar prior to harvest to achieve maxi- powered floor cleaners. Since plant mum flower life, and additional cells flower food, since the younger buds need cells weaken with age, carnations are cannot be produced after the stem is a continuous flow of water and energy. even more sensitive to ethylene after cut. Sugar in flower foods provides the Take care to mix flower food properly extended storage. Flowers damaged by energy needed to move water up the to provide the right balance. Using half- ethylene may also be more sensitive to stem and into the flower, where cells in strength flower food will not give you the infection by botrytis or gray mold. the petals are, in effect, “plumped up,” best results, shortening vase life by up to Ethylene is recognized as a so-called enabling them to expand and open. five days. Flower foods are an inexpen- wound hormone. Carnations produce eth- Flower foods promote water up- sive way to ensure long-lasting flowers ylene when exposed to stress during trans- take by reducing pH and using wetting and satisfied customers, who are more portation and shipping through factors agents to promote water uptake. Lower likely to return to buy more! such as high temps, dehydration and vibra- pH and biocides in the flower foods also tion. It is not unusual for temperatures to minimize growth of microbes, keep- Terril Nell, Ph.D., AAF, PFCI, increase during transport, or for damage ing the stems open so the flowers can is a professor emeritus from the to occur as flower boxes move through air- drink all the water they need. Water University of Florida, a consultant to ports or are loaded on ships and trucks. absorbed by the flowers must equal or the floral industry and was recently Silver thiosulfate (STS) or 1-MCP exceed the water lost or flowers will die appointed as research coordinator for (anti-ethylene products) prevent flow- prematurely. In most cases, flowers on the American Floral Endowment.

ers from producing ethylene internally spray carnations will not all open without [email protected]______

48 FLORAL MANAGEMENT | DECEMBER 2015 | WWW.SAFNOW.ORG______

______

“We make a 20-30% contribution margin on most wire-in orders because we buy smart and monitor labor costs.”

— Kyle Brown, CPA The Flower Bucket, Austin, TX FTD Florist for 4 Years

“FTD is a terrific partner that helps us achieve our business objectives. We credit our success to Mercury Point of Sale and its delivery, marketing and event modules, as well as incoming orders. We make a 20-30% contribution margin on most wire-in orders because we buy smart and monitor labor costs. FTD orders give us buying power to decrease flower costs, turn inventory, maximize product freshness and help cover fixed costs.”

800.788.9000 | www.FTDi.com/FTDadvantage