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

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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 Contents | Zoom in | Zoom outFor navigation instructions please click here Search Issue | Next Page Previous Page | Contents | Zoom in | Zoom out | Front Cover | Search Issue | Next Page 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(/ Previous Page | Contents | Zoom in | Zoom out | Front Cover | Search Issue | Next Page Previous Page | Contents | Zoom in | Zoom out | Front Cover | Search Issue | Next Page 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 ____________ Previous Page | Contents | Zoom in | Zoom out | Front Cover | Search Issue | Next Page Previous Page | Contents | Zoom in | Zoom out | Front Cover | Search Issue | Next Page 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___________ Previous Page | Contents | Zoom in | Zoom out | Front Cover | Search Issue | Next Page Previous Page | Contents | Zoom in | Zoom out | Front Cover | Search Issue | Next Page ____________________________________ Previous Page | Contents | Zoom in | Zoom out | Front Cover | Search Issue | Next Page Previous Page | Contents | Zoom in | Zoom out | Front Cover | Search Issue | Next Page 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.
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